Marketing mix consist of four important variables of
marketing, i.e.
4Ps-Product, Price, Promotion
and Place.
Apart from the traditional 4 Ps, there are also other
variables, i.e.
Price, Packaging, Postion, and Pace.
Advertising is an
element of promotion.
1. Advertising
and Product : A product is normally a
set of physical elements, such as quality, shape, size, colour and other
features. The product may be of very high quality .At times, the product is so
designed that it requires careful handling and operations. Buyers must be
informed and educated on the various aspects of the product. This can be
effectively done through advertising. Thus, advertising plays the role of
information and education.
2. Advertising and Price : The price is the
exchange value of the product. A marketer may bring out a very high quality
product with additional features as compared to competitors. Advertising can
convince buyers regarding the superiority of the brand and thus its value for
money
3. Advertising and Place : Place refers to
physical distribution and the stores where the goods are available. To facilitate effective distribution and
expansion of market, advertising is of great significance. Thus advertising do
help in effective distribution and market expansion.
4. Advertising and Promotion : Promotion consists
of advertising, publicity, personal selling and sales promotion technique. Advertising
can play a significant role to put forward the claim of seller, and to counter
the claims of competitor also help to develop brand image and brand loyalty.
5. Advertising and Pace : Pace refers to the
speed in marketing decisions and actions. It involves among other things the
launch of new products or brand variations at greater speed than before. As and
when new brands are launched, advertising plays an important role of informing,
educating and persuading the customers to buy the product.
6. Advertising and Packaging : The main purpose
of packaging is protection of the product during transit, and preservation of
quality and quantity. Nowadays, marketers take lot of efforts to develop and
design attractive packages as they carry advertising value. It also carries an
assurance of quality and creates confidence in the minds of customers to buy
the product.
7. Advertising
and Positioning : Product positioning aims at creating and maintaining a
distinct image of the brands in the minds of the customers. Through advertising
the marketer can convey the positioning of the brand and accordingly can
influence the buying decision of the target audience.
its good
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