Name five major advertising media. List two advantages and two disadvantages associated with the use of each.

What will be an ideal response?


TELEVISION. Advantages: (1) wide reach, (2) creative demonstration opportunities, (3) immediate messages, and (4) entertainment carryover. Disadvantages: (1) little demographic selectivity with network stations, (2) short message life, (3) consumer skepticism toward claims, and (4) high cost.

RADIO. Advantages: (1) low cost, (2) high frequency, (3) immediate messages, (4) short notice rescheduling, (5) stable audience, (6) portable medium, (7) short-term advertiser commitments, (8) entertainment carryover, (9) audience selectivity, (10) geographical selectivity, and (11) low production costs.
Disadvantages: (1) no visuals, (2) short message life, (3) background sound, and (4) commercial clutter.

MAGAZINES. Advantages: (1) good color reproduction, (2) message longevity, (3) demographic selectivity, (4) regional and local market selectivity, (5) long life, and (6) high pass-along rate. Disadvantages: (1) long-term advertiser commitments, (2) slow audience buildup, (3) limited demonstration capacity, (4) lack of urgency, and (5) long lead time.

NEWSPAPERS. Advantages: (1) geographic selectivity and flexibility, (2) short-term advertiser commitments, (3) news value and immediacy, (4) advertising permanence, (5) stable readership, (6) high individual market coverage, (7) co-op and local tie-in availability, and (8) short lead time. Disadvantages: (1) little demographic selectivity, (2) limited color capabilities, (3) low pass-along rate, (4) may be expensive, and (5) noise from competing ads and news stories.

OUTDOOR MEDIA. Advantages: (1) repetition, (2) moderate cost, and (3) flexibility. Disadvantages: (1) short message, (2) lack of demographic selectivity, and (3) high noise

INTERNET. Advantages: (1) ability to reach a narrow target audience, (2) relatively short lead time required for creating Web-based advertising, and (3) moderate costs. Disadvantages: (1) difficult to measure ad effectiveness and return on investment, (2) ad exposure relies on "click-throughs" from banner ads, and (3) not all consumers have access to the Internet.

See Exhibit 14.11.

Business

You might also like to view...

Describe the five adopter groups in terms of their values

What will be an ideal response?

Business

________ is a method of measuring samples of lots or batches of product against predetermined standards

Fill in the blanks with correct word

Business

Emphasis on standardized e-commerce is appropriate for a business selling situation that requires

A. low relationship building and a high degree of standardized information exchange. B. high relationship building and a high degree of standardized information exchange. C. low relationship building and a low degree of consumer product awareness. D. low relationship building and a low degree of standardized information exchange. E. high relationship building and high consumer technology understanding.

Business

Who most frequently uses Chapter 11 Reorganizations?

A. governmental entities B. banks C. family farmers D. savings and loan companies E. corporate debtors

Business