15 marketing_promotion_advertising

15 marketing_promotion_advertising - tutor2u GCSE Business...

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tutor2u GCSE Business Studies Promotion - advertising Advertising presents or promotes the product to the target audience through media such as TV, radio, billboards to encourage them to buy. When deciding which type of advertising to use – known as an advertising medium – a business needs to consider the following factors: f Reach of the media – nationally or locally, the number of potential customers it could reach. f Nature of the product – the media needs to reflect the image of the product; a recruitment ad would be placed in a trade magazine or newspaper but a lipstick ad would be shown on TV or women’s magazines. f Position in product life cycle – launch stage will need different advertising from extension strategies. f Cost of medium – radio cheaper than TV, but may want to consider cost per head if reaching a larger audience. In the printed media, advertising can take two forms: f A classified advert is normally put into a newspaper by an individual and is expressed solely
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15 marketing_promotion_advertising - tutor2u GCSE Business...

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