Television Advertising
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Questions and Answers

Television advertisement carry high ______ depending upon the channels and other associations.

prestige

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.

production

Direct mail offers the highest level of ______ of all media.

<p>selectivity</p> Signup and view all the answers

The durability or life span of the message in direct mail is very ______.

<p>long</p> Signup and view all the answers

Some people may have the resistance to buy through ______.

<p>mail</p> Signup and view all the answers

Billboards /hoardings are most prominent and have the highest visibility ______ the clock.

<p>round</p> Signup and view all the answers

Kiosks can be set up in ______ and similar public places.

<p>malls</p> Signup and view all the answers

Tradeshows and events have the advantage of face to face ______ and large volume of people coming in.

<p>interaction</p> 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.

<p>advertisers</p> 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.

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Description

Discover the advantages and disadvantages of television as an advertising medium, including its reach, prestige, and cost effectiveness.

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