24 Questions
What is an advantage of commercial radio stations compared to TV?
Cheaper than TV
What is a characteristic of cinema advertising?
Captive audience
Which type of advertising is most effective in terms of brand recall?
Cinema advertising
What is an advantage of newspaper advertising?
Direct targeting
What is a characteristic of magazine advertising?
Limited audience size
What is a limitation of commercial radio stations?
No visual impact
What is an advantage of cinema advertising compared to TV and radio?
Captive audience
What is a characteristic of newspaper advertising?
Made-to-order ads
What is the primary purpose of Above-the-Line (ATL) promotion?
To stimulate interest and engage a large audience
What is the value of the UK TV advertising industry annually?
Over £4.35 billion
What is a key advantage of television advertising?
Combines sound and moving images
What is a disadvantage of television advertising?
High production and broadcasting costs
When did the first American TV advert appear?
1941
What is a benefit of radio advertising?
Reaching a diverse range of listeners
What is a characteristic of peak morning and evening radio time slots?
They are sold to businesses
What is the quote from Frank Dane about?
The cost of advertising
What is the primary goal of outdoor advertising?
To create repeated exposure and familiarity with the brand
What type of advertising is most likely to be damaged?
Outdoor advertising
What is the advantage of outdoor advertising in terms of technology?
It has technological advancements
What is the primary location where outdoor advertising reaches consumers?
Outside of their home
What is the primary benefit of outdoor advertising in terms of exposure?
It creates repeated exposure and familiarity
What is the disadvantage of outdoor advertising in terms of measurement?
It is difficult to measure effectiveness
What is the primary purpose of outdoor advertising?
To increase brand awareness
What type of advertising is most likely to be seen by many people?
Outdoor advertising
Study Notes
Above-the-Line (ATL) Promotion
- ATL promotion refers to paid promotional methods through independent mass media sources to promote a business, products, or brands.
- The purpose of ATL promotion is to enhance brand recognition, stimulate interest, and engage a large audience.
Television Advertising
- The first American TV advert appeared in 1941, and UK television adverts premiered in 1955.
- The UK TV advertising industry is worth over £4.35 billion annually.
- Advantages of TV advertising include combining sound and moving images, targeting specific audiences, and global reach through high-definition digital TV.
- Disadvantages include high production and broadcasting costs, brief 30-second slots, and expensive peak-time slots.
Radio Advertising
- Radio has a broad audience, reaching people during daily commutes, at work, or at home.
- Advantages of radio advertising include being cheaper than TV, reaching a mobile audience, and global broadcasting capabilities with wireless broadband.
- Disadvantages include only audio, no visual impact, and lower attention levels.
Cinema Advertising
- Cinema ads are short ads that play before the trailers and movie start.
- Advantages of cinema advertising include direct targeting, large impact with big screens, and a captive audience.
- Disadvantages include limited audience size compared to TV and radio.
Newspaper Advertising
- Newspaper advertising targets specific audiences with ads of varying sizes, formats, and placement.
- Advantages of newspaper advertising include direct targeting, large impact, and a captive audience.
- Disadvantages include limited audience size.
Magazine Advertising
- Magazine advertising targets specific audiences interested in a particular business, activity, or lifestyle.
- Advantages of magazine advertising include high-quality images, specific targeting, and long shelf life.
- Disadvantages include static, advertising clutter, and long lead time.
Outdoor Advertising
- Outdoor advertising reaches consumers while they are outside their homes.
- Advantages of outdoor advertising include high exposure, technological advancements, and repeated exposure and familiarity with the brand.
- Disadvantages include difficulty measuring effectiveness and being prone to damage.
Learn about the concept of Above-the-Line Promotion, which involves paid promotional methods through independent mass media sources to enhance brand recognition and achieve business goals.
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