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Questions and Answers
Television advertising is not able to convey a message using sight, sound, and motion.
False
Television advertising is the most expensive type of advertising.
False
Infomercials are a type of print media.
False
Television advertising is not effective for reaching a small, targeted group of people.
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The cost of producing a commercial is included in the cost of television advertising.
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Television advertisements typically consist of 60 seconds of airtime.
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Radio advertising is more expensive than television advertising.
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Print advertising is not effective because it is limited to visual images only.
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Newspaper advertising is typically more expensive than television advertising.
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Satellite radio and Internet radio broadcasts are not effective ways to advertise nationwide.
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Study Notes
Types of Advertising Media
- Advertising media refers to the channels of communication used to send a message to the target market.
- Traditional types of media include television, radio, print, and outdoor media.
Selecting Advertising Media
- Promotional objectives are an important consideration when selecting the advertising media.
- The choice of media depends on the objective, such as demonstrating a product's ease of operation or targeting a specific group.
Television Advertising
- Television advertising includes commercials and infomercials on network television, cable television, independent stations, and satellite television.
- Advantages of television advertising:
- Ability to convey message using sight, sound, and motion
- Provides many creative opportunities
- Can have a strong emotional impact on consumers
- Reaches a large number of people, making the cost per viewer low
- Disadvantages of television advertising:
- Overall cost is high
- Advertisers have to pay for production and airing of commercials
- Limited to 30 seconds, limiting the amount of information that can be communicated
- Long creative and production processes
- No guarantee that consumers will watch the commercial
Radio Advertising
- Radio can be an effective way to advertise, allowing segmentation by demographics
- Advantages of radio advertising:
- Can target specific demographics through radio stations
- Effective at using sounds and catchy jingles to catch listeners' attention
- Relatively low cost and quick production time
- Can reach nationwide exposure on satellite and Internet radio
- Disadvantages of radio advertising:
- Provides only an audio message, limiting product visibility
- Listeners can easily tune out commercials or change the station
- Difficulty getting listeners' attention while they're doing other activities
Print Advertising
- Print advertising is effective for promoting businesses and products
- Print ads require creative headlines and appealing visual images to get consumers' attention
- Includes newspapers, magazines, direct mail, flyers, and brochures
- Advantages of newspaper advertising:
- Reaches large numbers of people
- Relatively inexpensive
- Allows targeting specific geographic areas
- Suitable for promoting sales and promotions
- Disadvantages of newspaper advertising:
- May not hold attention as well as television ads
- Some people may not read the newspaper
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Description
This quiz covers the different channels of communication used to send a message to the target market, including traditional types of media and promotional objectives.
