The Marketing Mix: Promotion - Traditional Advertising - GCSE Business Studies - OCR, Edexcel, AQA

Summary

In this video, we explore the critical role of advertising in the marketing mix, focusing on traditional methods. Using the case of Jaden, the new owner of Danbury Wildlife Park, the video examines how non-digital advertising strategies like print ads, billboards, TV commercials, and radio spots can help raise awareness and attract visitors. As the park struggles after the COVID-19 pandemic, a well-crafted advertising campaign is vital for survival. The video emphasizes how these methods can boost brand visibility and support businesses in building a lasting customer base, even in an increasingly digital world.

Takeaways

• 😀 Advertising is a marketing strategy where companies pay for space to promote their product, service, or cause, with the goal of persuading people to buy.
• 😀 The effectiveness of advertising lies in its ability to break through distractions, grab attention, and deliver a memorable message.
• 😀 There are various forms of advertising, including print, billboards, TV, and radio, each with its own strengths and challenges.
• 😀 Advertising is different from marketing; marketing focuses on the big strategy, while advertising is about the specific message and how to deliver it.
• 😀 Print advertising includes physical items like posters, flyers, and newspaper ads, and although it's difficult to measure, it's been effective for centuries.
• 😀 Billboards and public transport ads are large-scale print ads aimed at creating brand awareness, often with minimal text.
• 😀 TV commercials, though costly, can reach a wide audience, but might not be ideal for smaller, niche businesses like Danbury Wildlife Park.
• 😀 Radio advertising has been around since the 1920s, with local radio and podcasts offering targeted opportunities for reaching specific audiences, like families interested in wildlife.
• 😀 Jaden, the owner of Danbury Wildlife Park, is using advertising to increase visitors and sustain the park after its closure during the pandemic.
• 😀 Effective advertising requires choosing the right mix of methods to reach potential customers, raise awareness, and build a brand image.
• 😀 Advertising methods, if done correctly, can create a strong brand presence, generate revenue, and increase the likelihood of business success.

Q & A

What is the main goal of advertising?

The main goal of advertising is to reach people who are most likely to be interested in your product or service and persuade them to make a purchase or take some action.

How has advertising evolved over the years?

Advertising has evolved from traditional printed press to modern methods like social media and product placement in video games. Despite these changes, the fundamental need for advertising and efficient methods have remained largely the same.

What is the key difference between marketing and advertising?

Marketing is the broader strategy that outlines the plan for reaching and persuading a target audience, while advertising focuses specifically on delivering a message to that audience through various channels.

Why is persuasion considered the most important aspect of advertising?

Persuasion is essential because advertising aims to convince potential customers to choose your product or service over competitors, making it a central goal of any advertising campaign.

What types of advertising methods can businesses like Jaden's Wildlife Park use?

Jaden’s Wildlife Park can use print advertising, billboards, public transport ads, TV commercials, and radio/podcast ads to increase visibility and attract more visitors.

What are the advantages and disadvantages of print advertising?

Print advertising is tangible and has a long history of effectiveness. However, its success is difficult to track, making it hard to measure how well the advertising is performing.

How do billboards and public transport ads differ from traditional print ads?

Billboards and public transport ads are much larger in scale and focus more on brand awareness. They often have fewer words and simpler messages, allowing people to process them quickly as they pass by.

Why might Jaden consider using TV commercials, and what challenges could arise?

Jaden might consider TV commercials for their wide reach, especially if he can create a memorable ad. However, TV ads are expensive, often ineffective for niche markets, and harder to target specifically compared to other methods.

How can radio and podcast ads be useful for Jaden's advertising campaign?

Radio ads can be useful for local targeting, especially during times when families are likely listening, such as during school runs. Podcasts offer even more targeted opportunities, especially for wildlife and family-focused audiences.

What should businesses consider when deciding between various advertising methods?

Businesses should consider their target audience, budget, and the effectiveness of each method in delivering the intended message. A mix of methods may work best for creating a well-rounded advertising campaign.