Marketing in France Report II - Essay Example

Marketing in France Report Advertisement is a communication tool used in marketing so as to persuade its audience to continue or take action, with respect to offering what is commercial. The major customary media that are used in reaching the target market are; televisions, radio, print media, and the Internet. The sales promotion customary used are; demos and sampling, coupons, price reduction, and free products.Advertising for liquor is generally the promotion of products that have alcohol content in them using a variety of media.

Besides tobacco advertising, liqour is among the markets that are highly regulated. Some countries have banned some or all the forms of alcohol advertising (http://www.bbc.com/news/world-europe-18960770). In France, advertising for any drink that has alcohol content that is above 1.2% is prohibited on television, radio (between 5 pm to midnight, and on Wednesdays) and on print media that are targeted at teenagers and kids (http://www.theguardian.com/media/2001/jul/26/advertising). Advertising is allowed in the remaining printed media, on radio between midnight and 5 pm, billboards, posters, and leaflets.

Since 2009, using the Internet was allowed except on websites that target the youth or related to sports (Nic, Gormley, and Usher 61). Given this information, we will gear our advertising more towards internet marketing because of the media restrictions through television. The French government is stepping up its effort so as to gather more of the taxes that owners of TV set are to pay to assist public service broadcasting. This has led to the private TV companies to respond by increasing up their rates of advertising making the advertising cost high and this contributes towards effective regulation of liquor consumption and moral responsibility (http://www.

theguardian.com/media/2001/jul/26/advertising). Overall use of TV for advertising in France stands at 35.4% (Austin, Barnard, Galli and Hutche, 3).The competition between Television stations in France has become intense. TV also has to compete against the other media, i.e. radio stations that are commercial, public sector and the press. At the same time, expansion in the TV sector has led to jockeying for dominating the market so as to win for advertisers and audience. The market in supplying through the TV is relatively open and the costs are lower as compared to the other forms of media.

Print media advertisements greatly vary and this depends on the publication, number of insertions, circulation, quantities (if it is flyers, direct mail, handouts, etc), and many other factors. Each and every publication has Advertising Rate Card. It is the one that deals everything that pertains with spec to cost of the print media.Social media marketing is a way getting attention or website traffic using sites on social media and takes a larger proportion of overall marketing techniques (Austin, Barnard, Galli and Hutche, 92).

This type of marketing is crucial for France because it centers on efforts to develop attractive content in order to attract attention and encourages readers to share it within their social networks. The Internet is an important way of marketing in France because it is easily accessible and is cost effective to reach a large audience. Using the internet also allows us to utilize relevant websites to increase our brand awareness to our target audience.We can also use competitive promotions techniques aimed to communicate specifically to our targeted consumers.

Competitive promotion may be above the line (spending on mainstream advertisement like radio, television and cinemas) or below lines techniques. Work cited.Anne Austin, Jonathan Barnard, Eleonora Galli, Nicola Hutcheon. Western Europe Market & MediaFact. ZenithOptimedia.2011Retrieved on 16th March 16, 2015 from: http://conan.lib.muohio.edu/ebooks/Western_Europe_Market_MediaFact/2011/Western%20Europe%20Market%20&%20MediaFact%202011.pdfNic, Shuibhne N, Laurence W. Gormley, and John A. Usher. From Single Market to Economic Union: Essays in Memory of John A. Usher. Oxford, U.

K: Oxford University Press, 2012. Print.Retrieved on 16th March 16, 2015 from: https://books.google.co.ke/books?id=bIItAdInZMEC&printsec=frontcover&dq=From+Single+Market+to+Economic+Union:+Essays+in+Memory+of+John+A.+Usher&hl=en&sa=X&ei=7vUGVeCeNNKV7gbq3IGQCQ&redir_esc=y#v=onepage&q=From%20Single%20Market%20to%20Economic%20Union%3A%20Essays%20in%20Memory%20of%20John%20A.%20Usher&f=false