Explain what is meant by the ‘people’ element of the marketing mix.
This task asks to explain why the people element is part of the marketing mix and what contains this element.
Global expenditure on advertising increased by in to reach US billion with an increasing proportion spent on internet (digital) advertising. In the USA digital advertising accounted for of all advertisements spend in , up from the year before. Meanwhile, mobile advertisements (cell phone advertising) in the USA accounted for .
Mobile advertising is growing more rapidly than any other media, growing by in in the US market. Compare that to internet advertising, which is growing by around and will account for of all US advertisements spend by . Globally, mobile advertising is worth billion, of advertising across all media. 'By we forecast this total to rise to billion, which will be of internet expenditure and of all expenditure,' the analysts write. The rapid adoption of smartphones and tablets is driving the growth in mobile advertising. On top of the fact that some believe sales of tablets are set to overtake those of PCs by the end of , for many consumers smartphones are becoming the primary way that they go online.
State two types of advertising media that are expected to see a fall in their share of advertising expenditure by .