Role of Advertising in the Marketing Mix
Marketing mix consist of four important variables of marketing , ie 4Ps - product, price, promotion and place . In addition to the traditional 4Ps , there are other variables , ie , packaging , shipping, and rhythm.Advertising is a promotional item . However, not only helps in promoting the product , but also affects the other variables of the marketing mix . This can be explained as follows :
1. Advertising and product: A product is usually a set of physical elements , such as quality , shape, characteristics of size, color and other. The product can be of very high quality. Sometimes , the product is designed so that it requires careful management and operations. Buyers should be informed and educated about the various aspects of the product . This can be done effectively through advertising. Therefore plays the role of advertising information and education.
Two . Advertising and Price : The price is the exchange value of the product. A seller can conduct a very high quality product with additional features compared to competitors. In this case , the price would definitely be high . But buyers may not be willing to pay a high price would undoubtedly high . But buyers may not be willing to pay a high price. Here comes advertising. Advertising can convince buyers about the superiority of the brand and therefore its value . This can be done by associating the product with prestigious people , situations or events. Alternatively , when a company offers low price products publicity work has to stand the price advantage by using compelling copy . It is not enough to convince , but it is desirable to convince the buyer. Thus, advertising plays the role of conviction and persuasion.
Three . Advertising and place: The place refers to the physical layout and the stores where products are available seller must ensure that the products are available in the right place and that too at the right time when buyers need . To facilitate distribution and effective expansion market advertising is of great importance. Thus , advertising does not help in the effective distribution and market expansion .
Four . Advertising and Promotion: The promotion consists of advertising, publicity, personal selling and sales promotion technique . Today's entrepreneurs have to face a lot of competition . Each vendor has the effective promotion to survive and succeed in this competitive business advertising world. can play an important role in bringing the claim seller, and to counter the claims of competence. Through effective advertising , marketers can face competition and contribute to the development of brand image and brand loyalty .
Five . Advertising and Pace : Pace refers to the speed in making and marketing actions. It is, among other things , launching new products or variations of the mark at a faster rate than before. How and when launching new brands , advertising plays an important role to inform, educate and persuade customers to buy the product.
Six . Advertising and Packaging: The main purpose of packaging is to protect the product during transport , and preservation of the quality and quantity. Now, a â € " days , marketers have lots of efforts to develop and design attractive packages as they carry advertising value . A creative design package to attract the attention of customers. Has also a guarantee of quality and creates confidence in the minds of customers to buy the product.
Seven . Advertising and Positioning: Product Positioning aims to create and maintain a clear picture of the marks in the minds of customers . Through advertising the seller can convey the brand positioning and therefore can influence the purchase decision of the target .
negative impact of advertising on society
Advertising can have some positive aspects , but there are some negative aspects as well. While some of them are obvious , most facets of potentially harmful advertising undetected.
Here are some of the most important :
1. hidden Costs
You should know that advertising costs money and that money comes from you - the consumer . When you buy a product, you pay for the product itself , which means that its packaging development costs , machinery , facilities where the product has been done , etc.
But what you probably do not know is that with the purchase of any product , also pays for your advertising. Although it is logical to pay the costs of objectives, such as package or production , it is understandable why pay the company to tell us about the product you already bought.
2 . Lying to customers
Advertisers know they can not make statements absolutely false , as any claim made must be supported by some type of statistical , according to the law. However, advertisers can and often do curve and the curve of the truth for their own benefit and in order to promote and advertise the product itself.
Company may exaggerate certain features of your products or can make vague and ambiguous statements that sound good . Of course not mention the negative aspects of the product.
Advertising can be misleading , especially for the younger population passing day in front of the TV screen and see the aggressive advertising and hairpiece including popular programs.
3 . False Conditioning and Trendsetting
But , in order to hypnotize the mass population , companies need to create customer trends will continue . This is the real purpose of advertising today. Advertisers have found that if you make a product and make customers believe that their product will make them happy , sales will skyrocket . To accomplish this , advertisers must bombard customers with images and false claims for hours every day with patience, until people start to believe in certain things.Once you have created a trend and image for advertising, conditioning can begin. Customers become addicted to products that usually do not need , and that is the real picture of our society about consumerism . Today, due to the ad -conditioning and trends , judgments are made about what kind of clothes people wear , what shampoo and kitchen cleaner they use, and not what we really are. This leads to a degree of social discrimination and emotional insecurity , especially in the younger population . To be accepted and fresh, has to go .
4 . censorship
Advertisers want their ads to appear in certain seasons or websites that have some content , because they want to attract an audience. Most mass media have become nothing more than boats of advertising , which means that advertising and companies that use it have become a powerful force in terms of censorship.But how can censor programming advertising network television ? If you have a popular prime time program that is a little sketchy " to certain things or points of view , which can be an obstacle to the popular brand product you want prime advertising on that program . Producers will not say, " to hell with the commercial ! "
Instead , they ask writers to rewrite external parts that can ruin the reputation products.
This basically means that our precious moments of fun and enlightenment are often replaced by commercial blocks long and boring , which basically means that subtle censorship .
5 . Art degradation
The last negative effect of advertising is presented in this article I want to discuss is the complete degradation of some forms of art. No more creativity on television. Everything you see or hear about it now intends to sell something .Actors who have new products that should by . The models look more beautiful and younger with the new layout to be - guess what - buy . Miras 90 minutes of film, but has expanded to two hours because of the ads. Football match is 30 seconds of action followed by endless advertising agonizing minutes .
Another problem is the unimaginative fully commercial , made by zombies. Most of it is not funny , not creative and lack even small trace of art.
With so much money in their pockets , large corporations make a fool because of these ads.
But they still occupy our precious time for fun and enlightenment.
It can be concluded that advertisers compass lost long ago. The announcements were made in the spirit of blind about consumerism . Without a soul. However, the money of consumers pockets who are attracted to real bright, still holding your breath .
b- What do you know about the long-term direct marketing ? Given current trends in direct marketing , how do you see the future of direct marketing ?
Direct marketing is a form of advertising that reaches its audience directly through multiple channels including email, direct mail , social media, catalogs , online advertising , interactive television, etc. contact companies directly to consumers with techniques advertising such as brochures, catalog distribution , promotional letters , and street advertising .
Direct marketing is practiced by businesses of all sizes - from the smallest start-up of the leaders in the Fortune 500 . A direct mail campaign well executed can provide a positive return on investment that the message is not hidden with the brand too complicated. Instead, direct advertising is straight to the point , offers a product , service or event , and explains how to get the offered product , service or event .
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