Price, product, promotion and place (4Ps): advertising

The idea

Advertising is paid, non-personal promotion that informs or persuades customers about a product. It sits within the promotion element of the marketing mix. Businesses choose media such as television, radio, newspapers, magazines, billboards, cinema, online display, social media and search-engine advertising. The choice depends on the target market, budget, message and reach needed. Advertising aims to raise awareness, build a brand image, differentiate from rivals and increase sales. It can be informative, persuasive or reminder-based. Costs vary: a national TV campaign is expensive but reaches millions, while social media can be cheaper and more precisely targeted. Effectiveness is judged by sales, enquiries, website visits or brand recall. Poor advertising wastes money and may annoy customers.

What earns the marks

• Defines advertising as paid, non-personal communication used to inform or persuade customers.
• Identifies at least two advertising media, such as television, social media, billboards or newspapers.
• Explains how the choice of medium depends on the target market, budget and desired reach.
• Gives a purpose of advertising, such as increasing awareness, building brand image or boosting sales.
• Analyses a benefit and a drawback, such as wide reach versus high cost or wasted exposure.
• Judges whether a particular advertising method is suitable for a given business and target market.

Common mistakes and how to put them right

• Confusing advertising with other promotion methods such as sales promotions or personal selling.

  Put it right: Advertising is paid, non-personal communication to a mass audience.

• Assuming all advertising is expensive.

  Put it right: Low-cost options such as social media or local leaflets may suit small businesses.

• Ignoring the target market when choosing a medium.

  Put it right: The medium must be where the intended customers actually spend their time.

Exam tips

• Name the specific advertising medium and link it to the target market, for example online video for teenagers.
• Use the context of the business in the case study rather than writing about advertising in general.
• For evaluation, compare the cost of the advertising with the expected increase in sales or awareness.