Podcast
Questions and Answers
Television advertisement carry high ______ depending upon the channels and other associations.
Television advertisement carry high ______ depending upon the channels and other associations.
prestige
The communication is ______ internationally, reducing the cost per consumer substantially.
The communication is ______ internationally, reducing the cost per consumer substantially.
synchronous
One of the major disadvantages of television is the very high cost of ______ and that of the airtime.
One of the major disadvantages of television is the very high cost of ______ and that of the airtime.
production
Direct mail offers the highest level of ______ of all media.
Direct mail offers the highest level of ______ of all media.
Signup and view all the answers
The durability or life span of the message in direct mail is very ______.
The durability or life span of the message in direct mail is very ______.
Signup and view all the answers
Some people may have the resistance to buy through ______.
Some people may have the resistance to buy through ______.
Signup and view all the answers
Billboards /hoardings are most prominent and have the highest visibility ______ the clock.
Billboards /hoardings are most prominent and have the highest visibility ______ the clock.
Signup and view all the answers
Kiosks can be set up in ______ and similar public places.
Kiosks can be set up in ______ and similar public places.
Signup and view all the answers
Tradeshows and events have the advantage of face to face ______ and large volume of people coming in.
Tradeshows and events have the advantage of face to face ______ and large volume of people coming in.
Signup and view all the answers
Cross promotion is a process in which two or more ______ of a product or service associate themselves with each other.
Cross promotion is a process in which two or more ______ of a product or service associate themselves with each other.
Signup and view all the answers
Study Notes
Television As An Advertising Medium
- Immediate delivery of messages, high frequency of message, and high impact are three key advantages of television advertising.
- Television advertisements carry high prestige depending on the channels and associations.
- Television has a phenomenally large reach, compared to any other medium.
- Synchronous international communication reduces the cost per consumer substantially.
- High production and airtime costs are major disadvantages of television advertising.
- The message's impact is momentary, and can be replaced by another message.
- The use of remote control allows for channel surfing, making it uncertain whether the message will be seen uniformly.
Direct Mail
- Direct mail is an effective channel of communication with the highest response rate of all media.
- It offers the highest level of selectivity and control over what is communicated.
- Responses from consumers are easy to measure and quantify.
- There is no clutter or noise problem, as it reaches the consumer directly and personally.
- The durability or life span of the message is long.
- Direct mail is a cost-effective option for small business owners, allowing for communication of a lot of information about a product or service.
- Disadvantages include high per-consumer cost, potential for over saturation, and resistance to buying through mail.
Outdoor As An Advertising Media
- Outdoor advertising includes billboards, kiosks, tradeshows, and events.
- Billboards and hoardings have high visibility and impact, but high initial costs and limited content capacity.
- Kiosks can be set up in malls and public places, but have limited impact.
- Tradeshows and events offer face-to-face interaction, but require expensive effort.
Cross Promotion
- Cross promotion is a marketing tactic where two or more businesses team up to reach a broader shared population.
- It involves two or more advertisers associating with each other to increase their profile and reach more people.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
Discover the advantages and disadvantages of television as an advertising medium, including its reach, prestige, and cost effectiveness.