A01 - An analysis of the marketing mix for at least one product

The Only Way Is Essex often referred to as "TOWIE" is a British BAFTA award-winning semi-reality show based in Essex, England. It shows "real people" in modified situations, speaking unscripted lines but in a guided way. It was first shown on 10 October 2010. It follows the lives of young adults who all have their own storyline and links to each other, and manages to show us the glamorous side of Essex. The actors and actresses are Kirk Norcross, Amy Childs, Mark Wright, Jessica Wright, Lauren Goodger, Samantha Faiers, James Argent, Lydia Rose Bright, Harry Derbidge and their friends, family and clients. The content of the show mainly follows the main stars, it shows them at work, socializing, partying, relaxing, and along the way you follow their story and whats going on in their lives at the moment. Such topics as relationships, friendships,  social events, and blunt conversation goes on between the pampered stars of Essex.

 The show is filmed in Brentwood, Buckhurst Hill and Chigwell, near London. As it is filmed just a few days in advance the stars are usually talking about recent news of the world which can help make the audience feel a lot more involved. Series 1 first aired on the 10^th October and ran for 60 minutes for four weeks, being shown every Wednesday and Sunday. It is narrated by Denise Van Outen, who is from Basildon, Essex. Series 2 returned on 20 March 2011, once again airing every Wednesday and Sunday, but with longer episodes than Series 1. The second series consisted of 14 episodes, ending on 4 May 2011. The Only Way Is Essex is shown on ITV2 as it has a much more older audience than what would be watching ITV / ITV1. The second series still had its millions of viewers fixated to see what their favorite Essex stars are doing.

Because The only way is Essex is shown on TV, it is completely free to watch, however if you want to watch it on a TV you need a TV license, digital subscription etc, but you don't specifically have to pay for the program. This is a great bonus to many viewers who want to watch it, and it enables people who cant afford to watch it, be able to watch it. Unfortunately The only Way Is Essex isn’t shown in cinemas or anything similar as it is only a TV. However, rumors have it that if the show continues its popularity growth then there may be a short film made of the cast and family going on holiday together, a bit similar to the inbetweeners film.

The only way is Essex is filmed in Essex. This makes the show even better as it makes everything seem that little bit more real. Many shops have taken the shows quotes and catchphrases and used that to distribute items of clothing, beauty products and much more. For example, TopMan has produced tops as:

The reality drama show was strictly TV only first. However as the show went on and became more and more popular with its audiences, the demand for a DVD series became higher. This is when 'The Only Way Is Essex Series 1' was released, and for every other series too. The show isn't aired on the radio but same members of the cast have been on for one to one interviews to promote the show. The only way is Essex has its own page on the ITV2 to tell you about the cast, look, life and gossip of the show. The show is show throughout England therefore everyone can get a sneak peek of what Essex is like. However many people who live in Essex believe that the show gives a false impression of what Essex is really like. But some others also enjoy the way that Essex is portrayed through the show.

The promotional side of The Only Way Is Essex started of as the trailer for the show on ITV, ITV1 and ITV2 with a 2 week build up showing you different clips of the show. Instantly the show had a massive response and on the first episode it had a massive 1,144,000 viewers. Advertising on TV became bigger, and the stars became more well known.  Publicity that the show had was a lot of merchandising, as the shows catchphrases and starts became more famous, more people wanted to be like 'TOWIE's stars. Many magazine articles have been released about the new and famous show. Recently one of the shows famous stars Amy Childs entered channels 5 reality TV show, Big Brother. This was a huge success for The Only Way Is Essex as people liked Amy and wanted to know more about her and her work. Amy was very popular with the male side of Big Brothers audience which also helped The only Way Is Essex’s viewers ratings. Unfortunately for them after Big Brother Amy decaled that she will not be returning to The Only Way Is Essex as she wants to enter the telly house and cash in on a series of lucrative endorsement deals. Mark Wright also recently starred on ITV2’s hit show Celebrity Juice presented by Keith Lemon. And finally one last way the show was promoted it the use of magazine articles and newspaper articles being released about the shows content and its cast, with such headlines as:

The Only Way Is Essex without fake tan? Surely not.

Lauren Goodger flashes her engagement ring at DVD signing... but have she and Mark already filmed their break-up?

Rocky Balboa joins The Only Way Is Essex: Mark Wright boosts his muscles boxing at  boot camp before series three