Manufacture of consent
ments profi tably’. Th e site goes on to state: ‘Th e
central premise of marketing is that in order to
be successful, and eff ectively satisfy customers,
there are certain marketing fundamentals that
you need to address.’ Th ese have been called the
Ps of marketing: (1) the product or service must
satisfy customer needs; (2) the price should be
competitive and appropriate to the quality of the
product and customers’ pockets; (3) there will
need to be eff ective promotion of the product
or service to customers through the appropri-
ate employment of a range of communication
strategies and activities such as advertising,
public relations, sales promotion, personal
selling, and direct marketing activities; (4)
the product or service must be available in
the right place, at the right time. Similarly any
promotional communication with the customer
must be accurately located; (5) people are also a
key element of the marketing process. All those
who deal with the customer have the potential
to influence the customer’s perception of the
product or service. Th us the Chartered Institute
argues, ‘Th is means that they must be appropri-
ately trained, well motivated and the right type
of person.’ Good interpersonal communica-
tion skills are crucial here; (6) the process of
marketing involves a myriad activities, many
of them communication activities focused on
delivery of the product or service to the satisfac-
tion of the customer; (7) it is also important to
provide customers with physical evidence thatManufacture of consent See consent, manu-
facture of.
March of Time Famous US newsreel series of the
1930s, and a classic example of media interac-
tion. Roy Larsen, one of Henry Luce’s aides on
Time magazine, had arranged to have items from
the magazine broadcast on radio, and these
newscasts became so popular among listen-
ers that they were developed into a network
programme, Th e March of Time. One attraction
was that the programme dramatized the news;
actors played ‘memorable scenes from the news
of the week’.
In 1934, Louis de Rochement, under Larsen’s
supervision, adapted the radio format to fi lm
which, after early uncertainties, made a notable
impact. Th e monthly fi lm panoramas of Ameri-
can and international events alerted the public
to the growing menace of Fascism. Th ey carried
an Academy award-winning report on life inside
Nazi Germany (1938) and an even more powerful
one on refugees. In 1935, 432 US cinemas were
showing The March of Time, with its famous
end-of-programme words, ‘Time ... marches on!’
and by 1939 the number had trebled. Th e series
continued until 1953. See documentary. See
also topic guide under media history.
Marginality See displacement effect.
Marketing Defi ned on the website of the Char-
tered Institute of Marketing (UK) in 2005 as ‘the
management process responsible for identifying,
anticipating and satisfying customer require-
Maletzke’s model of the mass communication process, 1963