Advertising

AdvertisingAdvertisingWhat types of media are there?What types of media are there?

PressPressBroadcast MediaBroadcast MediaOutdoorOutdoorElectronicElectronic

Target Group Index - consumption pattern research organizationTarget Group Index - consumption pattern research organization

Commercial placementCommercial placement

Hard Sell – USP product orientatedHard Sell – USP product orientated

Soft Sell – personality orientated – positive product imageSoft Sell – personality orientated – positive product image

http://www.thinkbox.tv/?gclid=CNiUhfvc3o4CFQzclAodrBY_Lghttp://www.thinkbox.tv/?gclid=CNiUhfvc3o4CFQzclAodrBY_Lg

http://www.thinkbox.tv/server/show/ConCaseStudy.436http://www.thinkbox.tv/server/show/ConCaseStudy.436

Page number 215 - 216Page number 215 - 216

MarketingMarketingThe basic principles of marketing and associated concepts The basic principles of marketing and associated concepts

such assuch asbrand loyalty, brand loyalty,

competitive edge, competitive edge, consumer demand, consumer demand, Lifestyle marketing, Lifestyle marketing,

market pull, market pull, market share, market share, price range, price range,

Product proliferation, Product proliferation, promotional gifts, promotional gifts,

target market groups.target market groups.


brand loyalty is the aim of all companies, whereby the customer alwaysreturns to buy a trusted productcompetitive edge is when one company will create unique features for aspecific product that similar products from other companies do not haveconsumer demand occurs when the consumer demands products or services tosatisfy their needslifestyle marketing is used to target specific consumers, e.g. the young andfashion consciousmarket pull is where one company will attempt to pull a loyal customer awayfrom a familiar brandmarket share occurs when one company outsells its rivals in a particularsector, for example domestic appliancesprice range affects the image of the product, e.g. ‘cheap and nasty’product proliferation occurs when many products are launched which saturatea specific marketpromotional gifts are given away free (or with tokens) to stimulate buyingduring a specified period of timetarget market groups are specific sections of the general public that products are specifically aimed at.

OrganisationsOrganisations that provide guidance, that provide guidance, discrimination and approval:discrimination and approval:

• • British Standards Institute (BSI)British Standards Institute (BSI)• • Advertising Standards Authority (ASA)Advertising Standards Authority (ASA)• • consumer magazines/TV programmes.consumer magazines/TV programmes.


Relevant legislation on the rights of the Relevant legislation on the rights of the consumer when purchasingconsumer when purchasing

goods:goods:

• • statutory rights.statutory rights.


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