online culture

The marketing mix has a key part to play in advertising. This consists of four basic P's. Product is the first P, meaning the actual product. Price represents the process of gauging the value of a product. Place represents the variables of getting the product to the consumer such as distribution and market coverage. The last P stands for Promotion which is the process of reaching the target market and convincing them to buy the product. Many mediums can be used for advertising. Advertising media can be such as, Celebrity branding,Street advertising, In-store advertising, Mobile billboard advertising, Online advertising, Radio, printed flyers and cinema. Any place a sponsor pays to deliver their message through a medium of media is basically advertising. TV adverts are generally considered the most effective mass-market advertising, but also one of the most expensive. The average cost of a single thirty-second TV spot during an American super bowl game has reached US$3.5 million (as of 2012). With the growth of sky, vigin media tv and freeview, TV is becoming more accessible and more far reaching and therefore a more and more effective tool to use for advertising. Nearly all households in the UK will have access to a TV or radio. However, another product that is growing substantially is 'on demand' tv. Such as BBC Iplayer, Itv Player, 4od and other such downloadable programs such as netflixs and now tv. This has blurred the lines between online and offline media because technically these such programs are at the hands of the consumer to download as and when they choose and have options to eradicate adverts all together. This could cause problems for advertisers and there need to re think this type of advertising in the future if the market continues to go down this route of 'on demand' tv.