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Understanding Advertising: Media Types, Marketing Principles, and Consumer Behavior

This comprehensive overview explores various advertising media types, including press, broadcast, outdoor, and electronic platforms. It delves into key marketing principles such as brand loyalty, competitive edge, and consumer demand. The text addresses strategies like lifestyle marketing and market pull, emphasizing the importance of understanding target market groups. It also highlights the significance of promotional gifts and product proliferation in shaping consumer choices. Additionally, the role of important organizations, such as the British Standards Institute and Advertising Standards Authority, in ensuring compliance with consumer rights is discussed.

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Understanding Advertising: Media Types, Marketing Principles, and Consumer Behavior

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Presentation Transcript

  1. Advertising What types of media are there? Press Broadcast Media Outdoor Electronic Target Group Index - consumption pattern research organization Commercial placement Hard Sell – USP product orientated Soft Sell – personality orientated – positive product image http://www.thinkbox.tv/?gclid=CNiUhfvc3o4CFQzclAodrBY_Lg http://www.thinkbox.tv/server/show/ConCaseStudy.436 Page number 215 - 216

  2. Marketing The basic principles of marketing and associated concepts such as brand loyalty, competitive edge, consumer demand, Lifestyle marketing, market pull, market share, price range, Product proliferation, promotional gifts, target market groups. Page number 220 - 222

  3. brand loyalty is the aim of all companies, whereby the customer always returns to buy a trusted product competitive edge is when one company will create unique features for a specific product that similar products from other companies do not have consumer demand occurs when the consumer demands products or services to satisfy their needs lifestyle marketing is used to target specific consumers, e.g. the young and fashion conscious market pull is where one company will attempt to pull a loyal customer away from a familiar brand market share occurs when one company outsells its rivals in a particular sector, for example domestic appliances price range affects the image of the product, e.g. ‘cheap and nasty’ product proliferation occurs when many products are launched which saturate a specific market promotional gifts are given away free (or with tokens) to stimulate buying during a specified period of time target market groups are specific sections of the general public that products are specifically aimed at.

  4. Organisations that provide guidance, discrimination and approval: • British Standards Institute (BSI) • Advertising Standards Authority (ASA) • consumer magazines/TV programmes. Page number 220 - 222

  5. Relevant legislation on the rights of the consumer when purchasinggoods: • statutory rights. Page number 220 - 222

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