Marketing mix

• The term "marketing mix" is a foundation model for businesses,

historically centered around product, price, place, and promotion
(also known as the "4 Ps"). The marketing mix has been defined as the
"set of marketing tools that the firm uses to pursue its marketing
objectives in the target market"
Advertising

• Advertising is differentiated from public relations in that an advertiser

pays for and has control over the message. It differs from
personal selling in that the message is non-personal, i.e., not directed
to a particular individual. Advertising is communicated through
various mass media, including traditional media such as newspapers,
magazines, television, radio, outdoor advertising or direct mail; and
new media such as search results, blogs, social media, websites or
text messages.
• The actual presentation of the message in a medium is referred to as
an advertisement: advert or ad for short.
• Commercial ads often seek to generate increased consumption of
their products or services through "branding", which associates a
product name or image with certain qualities in the minds of
consumers. On the other hand, ads that intend to elicit an immediate
sale are known as direct-response advertising.
• Non-commercial entities that advertise more than consumer
products or services include political parties, interest groups, religious
organizations and governmental agencies.
• In ancient China, the earliest advertising known was oral, as recorded
in the Classic of Poetry (11th to 7th centuries BC) of bamboo flutes
played to sell confectionery. Advertisement usually takes in the form
of calligraphic signboards and inked papers.
• A copper printing plate dated back to the Song dynasty used to print
posters in the form of a square sheet of paper with a rabbit logo with
"Jinan Liu's Fine Needle Shop" and "We buy high-quality steel rods
and make fine-quality needles, to be ready for use at home in no
time" written above and below[11] is considered the world's earliest
identified printed advertising medium.
• In the 18th century advertisements started to appear in weekly
newspapers in England.
• These early print advertisements were used mainly to promote books
and newspapers, which became increasingly affordable with advances
in the printing press; and medicines, which were increasingly sought
after.
Radio from the 1920s

• Retailer and consumer goods manufacturers quickly recognised

radio's potential to reach consumers in their home and soon adopted
advertising techniques that would allow their messages to stand out;
slogans, mascots, and jingles began to appear on radio in the 1920s
and early television in the 1930s
Commercial television in the 1950s

• In the early 1950s, the DuMont Television Network began the modern
practice of selling advertisement time to multiple sponsors.
Previously, DuMont had trouble finding sponsors for many of their
programs and compensated by selling smaller blocks of advertising
time to several businesses. This eventually became the standard for
the commercial television industry in the United States.
Share of global adspend[60]
Medium 2015 2017
Television advertisement 37.7% 34.8%
Desktop online advertising 19.9% 18.2%
Mobile advertising 9.2% 18.4%
Newspaper 12.8% 10.1%
Magazines 6.5% 5.3%
Outdoor advertising 6.8% 6.6%
Radio advertisement 6.5% 5.9%
Cinema 0.6% 0.7%
Television
• Television advertising is one of the most expensive types of
advertising; networks charge large amounts for commercial airtime
during popular events
Radio
Radio advertisements are broadcast as radio waves to the air from
a transmitter to an antenna and a thus to a receiving device. Airtime
is purchased from a station or network in exchange for airing the
commercials. While radio has the limitation of being restricted to
sound, proponents of radio advertising often cite this as an
advantage. Radio is an expanding medium that can be found on air,
and also online.
Online
Online advertising is a form of promotion that uses the Internet and
World Wide Web for the expressed purpose of delivering marketing
messages to attract customers. Online ads are delivered by an ad
server. Examples of online advertising include contextual ads that
appear on search engine results pages, banner ads, in
pay per click text ads, rich media ads, Social network advertising,
online classified advertising, advertising networks and
e-mail marketing, including e-mail spam
Print
Print advertising describes advertising in a printed medium such as
a newspaper, magazine, or trade journal. This encompasses
everything from media with a very broad readership base, such as
a major national newspaper or magazine, to more narrowly
targeted media such as local newspapers and trade journals on
very specialized topics
Outdoor
Billboards, also known as hoardings in some parts of the world, are
large structures located in public places which display
advertisements to passing pedestrians and motorists. Most often,
they are located on main roads with a large amount of passing
motor and pedestrian traffic; however, they can be placed in any
location with large numbers of viewers, such as on mass transit
vehicles and in stations, in shopping malls or office buildings, and in
stadiums.
Point-of-sale
In-store advertising is any advertisement placed in a retail store. It
includes placement of a product in visible locations in a store, such
as at eye level, at the ends of aisles and near checkout counters
(a.k.a. POP – point of purchase display), eye-catching displays
promoting a specific product, and advertisements in such places as
shopping carts and in-store video displays.
Novelties
Advertising printed on small tangible items such as coffee mugs, T-
shirts, pens, bags, and such is known as novelty advertising. Some
printers specialize in printing novelty items, which can then be
distributed directly by the advertiser, or items may be distributed as
part of a cross-promotion, such as ads on fast food containers.
Celebrity endorsements
Advertising in which a celebrity endorses a product or brand
leverages celebrity power, fame, money, popularity to gain
recognition for their products or to promote specific stores' or
products. Advertisers often advertise their products, for example,
when celebrities share their favorite products or wear clothes by
specific brands or designers. Celebrities are often involved in
advertising campaigns such as television or print adverts to
advertise specific or general products.
• Advertising research is key to determining the success of an ad in any
country or region. The ability to identify which elements and/or
moments of an ad contribute to its success is how economies of scale
are maximized. Once one knows what works in an ad, that idea or
ideas can be imported by any other market.
References
Notes
1.William J. Stanton. Fundamentals of Marketing. McGraw-Hill (1984).
•Courtland L. Bovee, William F. Arens. Contemporary Advertising, Fourth Edition. Richard D. Irwin, Inc., 1992.
•Donley T. Studlar (2002) Tobacco Control: Comparative Politics in the United States and Canada Archived May 9, 2016, at the
Wayback Machine p.55 quotation: "... from the early days advertising has been intimately intertwined with tobacco. The man who is
sometimes considered the founder of modern advertising and Madison Avenue, Edward Bernays, created many of the major cigarette
campaigns of the 1920s, including having women march down the street demanding the right to smoke."
•Donald G. Gifford (2010) Suing the Tobacco and Lead Pigment Industries Archived May 10, 2016, at the Wayback Machine, p.15
quotation: "... during the early twentieth century, tobacco manufacturers virtually created the modern advertising and marketing
industry as it is known today."
•"CARAT PREDICTS POSITIVE OUTLOOK IN 2016 WITH GLOBAL GROWTH OF +4.7%". Carat. September 22, 2015. Archived
from the original on October 1, 2015. Retrieved September 30, 2015.
•"Plummeting Newspaper Ad Revenue Sparks New Wave of Changes". Wall Street Journal. October 20, 2016. Archived from the
original on March 11, 2017.
•Parekh, Rupal (July 12, 2012).
"Not the 'Big Four' Holding Firms in Adland Anymore – Now It's the Big Five | Agency News – Advertising Age". Adage.com. Archived
from the original on February 15, 2015. Retrieved January 18, 2014.
•"Latin Word Study Tool". Perseus.tufts.edu. Retrieved October 31, 2017.