Introduction to Advertising
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The document discusses the key elements of marketing - the 4 P's: Product, Price, Place, and Promotion. It defines each P, with Product as the bundle of attributes a consumer receives, Price as what the consumer must give up to get the product, Place as where the product is available, and Promotion as the methods used to inform people about the product. It also notes that Product, Price, and Place must be established before Promotion, and that there needs to be a balance between product development and promotion.
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- 1. Copy Writing
- 2. Copy Writing
- 7. PRODUCT
- 8. PRODUCT The bundle of positive attributes the consumer receives in a transaction
- 10. PRICE
- 11. PRICE What the consumer must give up in order to receive the product
- 15. PROMOTION
- 16. PROMOTION All methods used to inform and persuade the target market about products that are available at some price and in some place
- 17. RELATIONSHIP BETWEEN THE 4 永S
- 18. RELATIONSHIP BETWEEN THE 4 永S Product, Price, and Place must precede Promotion
- 19. RELATIONSHIP BETWEEN THE 4 永S Product, Price, and Place must precede Promotion Need of balance between product development and promotion