Marketing mix

Marketing mix has become a key concept for the ad. Marketing mix recommended by Jeremy McCarthy, professor at Harvard Business School, in the 1960s. The marketing mix consists of four basic elements called the four P's product is the first P (Product) represent the actual product. Price (Price) is the process of determining the value of a product. Place (Place) is a variable to get the product to the consumer like distribution channels, market coverage and organization of movement. Last P stands for Promotion (Promotion), which is the process of reaching the target market and convince them to go out and buy the product.Types of advertisingPaying people to hold signs is one of the oldest forms of advertising, with this billboard.A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular medium for advertisers.A DBAG Class 101 with UNICEF Ingolstadt main railway station on the siteVirtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television ads, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached or side of the plane ("Logojets"), in ad- flight at the back of the tray tables or overhead storage bins, taxi doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming and video, audio posters, and the rear of event tickets and supermarket receipts . Any place an "identified" sponsor pays to deliver their message through a medium is advertising.digital advertisingTelevision advertising / Music in advertisingTV commercial is generally regarded as an effective ad formats mass-market the most, as reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States known as the most prominent advertising event on television. The average cost of a TV, a single thirty-second spot during this game has reached US $ 3 million (as of 2009). The majority of television commercials feature a song or jingle that listeners soon relate to the product. Virtual ads can be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank background [9] or used to replace local billboards that are not relevant to the remote broadcast audience. [10] More controversially, virtual billboards can be put into the background [11] when no one in real life. This technique is mainly used in sporting events on television [12] [13] Virtual product placement is also possible ;. [14] [15] Infomercials: An infomercial is a long-format television commercial, typically five minutes or more. The word "infomercial" combining the words "information" and "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buy products advertised through a toll-free phone number or website. Infomercials explain, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

Radio adRadio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from the transmitter to the antenna and thus to a receiving device. Airtime is purchased from a station or network in exchange for broadcast advertising. While radio has the obvious limitation of being restricted to sound, supporters of radio advertising often cite this as an advantage.Online advertisingOnline advertising is a form of promotion that uses the Internet and World Wide Web for the purpose of delivering marketing messages presented to attract customers. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

Product placement
 Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a movie, the main character can use an item or other of a particular brand, as in the movie Minority Report, where Tom Cruise's character's John Anderton has a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo . Another example of advertising in film I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs show also futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicle. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in several James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement, the whole film stops to show Coca-Cola billboard.

Physical adprint adsprint ads depict advertising in print media such as newspapers, magazines, trade journals. This includes everything from media with a very broad readership base, such as large national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specific topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a narrow, small targeted advertising at low cost to advertise products or services. Another form of press advertising is Ad Display, which is a larger ad (can include art) that typically run in the newspaper article.



Billboard advertising: Billboards are large structures located in public places which display advertisements to pedestrians and motorists passing by. Most often, they are on the main streets with a large number of passes through the motor and pedestrian traffic, but they can be placed in a location with a large number of viewers, such as in mass transit vehicles and in stations, in shopping malls or office buildings, and in the stadium.Mobile billboard advertisingMobile billboards are generally vehicle mounted billboards or digital screens. It may in special vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. Billboards are often lit, some are backlit, and others using spotlights. Some billboards display static, while others change, for example, continuously or periodically rotating among a set ad. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day and long-term campaigns, Conventions, Sporting events, store openings and such promotional events, and Big advertisements from smaller companies.Ads In StoreIn-store advertising is any advertisement placed in retail stores. This includes the placement of a product in a location visible in the store, such as at eye level, at the end of the alley and near checkout counters, eye-catching displays promoting a specific product, and advertising in places such as shopping carts and in-store video displays.Coffee cup advertisingcoffee cup advertising is any advertisement placed in a cup of coffee that is distributed from the office, cafe, or a drive-through coffee shop. This form of advertising was first popularized in Australia, and have begun increasingly popular in the United States, India, and parts of the Middle East. [Citation needed ]Celebrity brandingThis type of advertising focuses on using the power of celebrity, fame, money, popularity to gain recognition for their products and 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. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can ruin a brand public relations. For example, following his performance of eight gold medals at the 2008 Olympics in Beijing, China, swimmer Michael Phelps contract 'with Kellogg's has ended, such as Kellogg did not want to hang out with him after he was photographed smoking marijuana.Sales promotionSales promotion is another way to advertise. Sales promotion is a dual purpose because they are used to gather information about what kind of customers you attract and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, gift products, sample coupons, loyalty programs, and discounts. The main objective is to stimulate sales promotion potential customers to act.Media and advertising approachesIncreasingly, other media overtaking many "traditional" media such as television, radio and newspapers due to a shift towards the consumer use of the Internet for news and music as well as devices such as digital video recorders (DVRs) such as TiVo.Advertising on the World Wide Web is a recent phenomenon. Prices of web-based advertising space depends on the "relevance" of the surrounding web content and the traffic that the website receives.Digital Signage is poised to become a major mass media because of its ability to reach a larger audience for less money. Digital Signage also offers the unique ability to see where their target groups reached by the medium. Advances in technology also makes it possible to control the message on digital signage with much precision, enabling messages to be relevant to the target audience at a specific time and location which in turn, gets more response from advertising. Digital Signage is being successfully used in other supermarkets successful use of digital signage in hospitality locations such as restaurants and malls.E-mail advertising is a new phenomenon. Unsolicited bulk E-mail advertising is known as "spam e-mail". Spam is a problem for email users for years.Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly , "Hoover" = vacuum cleaner, "Nintendo" (often used by those who are exposed to many video games) = video games, and "Band-Aid" = adhesive bandage) - these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equate brand with a common noun also risks changing the brand into a genericized trademark - turning it into a generic term which means that the legal protection as a trademark is lost.As mobile phones become a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. In 2007 the value of mobile advertising had reached $ 2.2 billion and providers such as Admob spawned billions of mobile ads.More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and using the camera feature of modern phones to gain immediate access to web contents. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but has shown a lot of promise as advertisers can take advantage of the demographic information the user has been given to the social networking site. Friendertising is more precise advertising term in which people can direct advertisements toward others directly using social networking services.From time to time, The CW Television Network airs short programming breaks called "Content Wraps," to advertise the company's products during the entire commercial break. The CW pioneered "content wraps" and some of the main products is Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.More recently, appeared a new promotion concept, "ARvertising", advertising on Augmented Reality technology.
Current trendsResurgence in new mediaWith the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (the last often a form of spam) are now commonplace. Especially since the advent of advertising "entertaining", some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009 the mobile and internet advertising increased by 18.1% and 9.2% respectively. Media advertising older saw a decrease:% (TV), -11.7% (radio), -14.8% (magazine) and -18.7% (newspapers). -10.1Niche MarketingAnother trend that is significant about the future of advertising is the growing importance of niche market using niche or targeted ads. Also brought by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better for sure, leads to more relevant ads to viewers and more effective for companies marketing products. Among others, Comcast Spotlight is one such advertiser using this method in their video on demand menus. These ads are targeted to specific groups and can be seen by anyone who wants to know more about a particular business or practice at any time, directly from their homes. This causes the visitor to be proactive and actually choose what advertisements they want to see. [20]CrowdsourcingThe concept of crowdsourcing has given way to the trend of user-generated advertising. User-generated ads created by consumers as opposed to advertising agencies or companies themselves, most often they are the result of a competition sponsored brand advertising. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held Crash the Super Bowl contest, which allows consumers to create their own Doritos commercial. [21] Chevrolet held a similar competition for their SUV Tahoe line. [21] Due to the success of user-generated Doritos ad in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. Advertising generated between the Bowl ad most watched and most preferably Super. In fact, winning ad that aired in 2009, the Super Bowl was ranked by USA Today Super Bowl Ad Meter as the top ad while the ad that aired at the 2010 winner of the Super Bowl's BuzzMetrics found by Nielsen to be "the most buzzed-about". [22] [23]This trend has given rise to several online platforms host user-generated advertising competitions on behalf of the company. Established in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey's, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity most cost-effective nature, high consumer involvement, and the ability to generate word-of-mouth. However, it is still controversial, as the long-term impact on the advertising industry is still unclear. [24]Global adAdvertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximizing local effectiveness of ads, and increasing the speed of implementation of the company. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions :, local production execution, execution and importing ideas that travel. Exports [25]Advertising research is key to determining the success of an ad in any country or region. The ability to identify the elements and / or moments of an ad that contributes 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. Market research measures, such as Flow Attention, Flow of Emotion and branding while giving insight into what is happening in an ad in any country or region because the measures are based on, not verbal, visual elements advertising. [26]foreign public messageForeign governments, especially those who have valuable commercial products or services, often promote their interests and positions through the advertising of goods because the target audience is not only largely unaware of the forum as a vehicle for foreign messaging, but also willing to accept the message while in a mental state of absorbing information from commercial television advertisements during breaks, while reading periodically, or when passing billboards in public spaces. A prime example of this technique is the message advertising campaign to promote international travel. While the purpose of foreign advertisements and services can be derived from the typical goal to increase revenue by drawing more tourism, some travel campaigns carry the additional or alternative destination promoting good sentiments or improving existing ones among the target audience to a particular nation or region. It is common for advertising promoting overseas to be produced and distributed by the tourism department of these countries, so that these ads often carry political statements and / or foreign governments desired depiction international public perception. In addition, various foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, but are not limited to, the airline Emirates (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan / Republic of China), and China Water (People's Republic of China). By describing their purpose, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a way that can reduce public viewingDiversificationIn the world of advertising agencies, continued industry diversification has seen observers note that "big global clients do not need big global agencies again". [27] This is reflected in the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as "a revolution in the world of advertising". [28]New TechnologyThe ability to record shows on digital video recorders (such as TiVo) allow users to record programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs, fewer people watch the show on TV. However, the fact that the sets are sold, means the company will receive additional profits from the sale of this device. To overcome this effect, many advertisers have opted for product placement on TV shows like Survivor.Education AdvertisingAdvertising education has become very popular with bachelor's, master's and doctoral be available in emphasis. Rising interest advertising is usually associated with a strong relationship advertising plays in cultural and technological changes, such as online social networking advances. A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies. [29] Organizations such as the American Advertising Federation and Adu partner networks established with students to make this campaign.

CriticismMain article: Criticism adWhile advertising can be seen as necessary for economic growth, not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as it has become a major nuisance to users of these services, as well as being a financial burden on internet service providers. [30] Advertising increasingly attacking public spaces, such as schools, which some critics argue is a form of child exploitation. [31] In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be dangerous.RegulationMain article: Advertising regulationIn the US many communities believe that many forms of outdoor advertising cancer public domain. [32] As long ago as 1960 in the US there were attempts to ban billboard advertising in the open countryside. [33] The cities such as Sao Paulo have introduced an outright ban [34] with London also having specific legislation to control unlawful displays.There has been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: a ban on television tobacco advertising imposed in many countries, and a total ban advertising to children under 12 are charged by the Swedish government in 1991. Although the rules continue to apply to broadcasts originating within the country, has been weakened by the European Court, which had found that Sweden was forced to accept foreign programming, including from neighboring countries or via satellite. A group of Greek rule is of the same nature, "prohibits advertisements for children's toys 7: 00-10: 00 and a total ban on advertising for war toys". [35]In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which showed fast food advertising that targets children is an important factor in the obesity epidemic in the United States.In New Zealand, South Africa, Canada, and European countries, the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the media agree that advertising standards code they seek to enforce. The general objective of the code is to ensure that any advertising is 'legal, decent, honest and truthful'. Some-regulation autonomous organization funded by industry, but remain independent, with the intention of enforcing standards or codes like the Advertising Standards Authority in the UK.In the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without the approval of the Planning Authority is a criminal offense shall be liable to a fine of £ 2,500 per violation. All companies large outdoor billboards in the UK have convictions of this nature.Naturally, many advertisers view governmental regulation or even self-regulation as intrusion of their freedom to speak or a necessary evil. Therefore, they use a wide-variety of linguistic devices to ignore the law regulation (English print such words in French translation and both bold in dealing with Article 120 of the 1994 Toubon Law limiting the use of English in French advertising). [36] Advertising controversial products such as cigarettes and condoms is subject to government regulation in many countries. For example, the tobacco industry is required by law in most countries to display warnings warn consumers about the health hazards of their products. Linguistic variation is often used by advertisers as a creative tool to reduce the impact of these requirements.

Advertising ResearchMain article: Advertising ResearchAdvertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It includes various forms of studies using different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and / or campaigns-pre-tests conducted before the ad is shown to measure how well it will perform and post-testing is done after an ad is served to determine the impact of in- market of advertising or campaign on the consumer. Continuous ad tracking and Communicus System compete sample testing advertising research types-mail