What are the relative strengths and weaknesses of the key mass media types of television, radio and newspapers?
What will be an ideal response?
• Television:
o Strengths: extensive reach, impact of visuals, multiple target groups reached
o Weaknesses: Expensive, complex, not as pervasive as radio (e.g. cars, and public)
• Radio
o Strengths: large specific reach, lower cost at target level, timely and repetitive, literacy not an issue,
o Weaknesses: high costs if multiple stations, no guarantee of public service time, no visuals, limited to station reception
• Newspapers
o Strengths – large reach, information can be kept or shared, works with complex messages
o Weaknesses – literacy implications; low emotional appeal – limits to visuals, cost barriers
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a. Statement of retained earnings b. Income statement c. Statement of cash flows d. Balance sheet
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Indicate whether the statement is true or false
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