Marketing Mix in one of the major concepts in modern marketing. The marketing mix consists of everything can do to influence the demand for its products. The many possibilities can be collected into four groups of variable known as the “Four Ps”: Product, Price, Place and Promotion. The basic function included in the mix are product Development, branding and packaging, pricing, promotion advertising selecting of cannel of distributing, physical handling and personal selling.
Advertising is most often intended to be a supporting
component in a marketing mix. It may, however be clarified here that
advertising is one of the components of the promotion mix- the other begging
personal selling, sales promotion and public relations. Advertising decisions
must be integrated and coordinated with the rest of the marketing mix,
particularly product/brand decisions.
Advertising facilities widespread distribution. It
permits communication to large number of potential customers at the same time.
Today most promotion blends contain the two elements of advertising and
personal selling. Advertising is more visible to the average consumer in many
ways.
The amount of the marketing budget allocated to advertising
is the advertising budget. In allocating the advertising budget, it is important
to keep in mind that the incremental amount of money put into advertising must
be more useful that the same amounts, put into distribution or product refinement
or even reduced prices. Understanding consumer motivation and behavior is a
most significant factor in advertising decision making and in developing a
marketing mix.