AS Med 2: Advertising and Marketing The Marketing Mix.

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Presentation transcript:

AS Med 2: Advertising and Marketing The Marketing Mix

Aims What is the ‘Marketing Mix’? ProductPrice Promotion Place

Product Product= glucose drink Brand: originally aimed at ill people, but rebranded (by Ogilvy and Mather Advertising Agency) as a youthful, sporty, energy drink

Med 1 focus: discuss this website, using the key concepts- 3 points for each

Product Brands aim for niche markets : small target audiences with specific interests Packaging, advertising and merchandising used to appeal to these audiences Advertising Agencies often refer to developing ‘personalities’ in brands What are the personalities of these brands? Who is the niche audience?

Med 1 focus: discuss this image, using the key concepts- 3 points for each

Price Linked to product’s value ‘Value’ can be different for different people Advertisers try to ‘add value’ to their brands to justify higher prices and increase profit Deals are often offered- BOGOF, intro offers, ‘free’ gifts, magazine ‘giveaways’

Promotion Increasing focus on covert advertising techniques Eg: sponsorship, product placement, public relations Covert advertising= any type of promotion that is not direct advertising but is undercover / stealthy

TV Sponsorship TV output sponsorship has been allowed only since 1990 (TV Broadcasting Act) Certain types of program cannot be sponsored, eg news Some brands choose certain programs due to their target audience

Place TV (towards beginning or end of breaks is preferred) Magazines Direct Mail Website Where else?

Task Invent a new product- quickly! This might be a phone, a chocolate bar, a console or whatever you want Prepare a presentation explaining how you would market this product, using the 4 Ps of the marketing mix! 30 mins prep- 3 mins to present