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FTM 382
1. Discuss Key issues (advantages/disadvantages) aout each type of the following advertising
mediums.
a. Television
i. Advantages: powerful advertising medium because it allows for sight, sound,
and motion and reaches a broad spectrum of consumers. Since almost every
house in the US has television access, it’s a key aspect to advertising. There is
low cost per exposure. It is an effective means of vividly demonstrating product
attributes and persuasively explaining their corresponding consumer benefits.
Tv advertising can be a compelling means for dramatically portraying user and
usage imagery, brand personality, and other brand intangibles.
ii. Disadvantages: from all the distractive creative elements found on television
ads, consumers can overlook product related messages and the brand itself.
Some ads involve large amounts of information and nonprogramming material
that can create cluster. This can make consumers ignore or forget about the ad.
High cost of production which in many cases lead to overspending. Innovations
of digital video recorders (DVR’s) have steadily become more popular thus
reduces exposure to commercials.
b. Radio
i. Advantages: from reports, its estimated 96% of all Americans 12 years and older
listen to the radio daily and, on average, over 20 hours a week. There is a lot of
flexibility and ads are relatively inexpensive to produce and short closings allow
for quick response.
ii. Disadvantages: Lack of visual images and relatively passive nature of consumer
processing that results. Radio ads need great focus since it has a low
involvement nature and limited sensory options.
c. Print
i. Advantages: Print media is self paced and magazines and newspapers can
provide detailed product information. Magazines are engaging and have
effective ways of building user and usage imagery. Newspapers which reach out
to more local consumers have similar effect.
ii. Disadvantages: static nature of visual images in print media makes it passive and
fairly difficult to provide dynamic presentation or demonstration. Poor
reproduction and print quality is a negative factor of newspaper advertising.
d. Direct Response
i. Advantages: There are many forms from the use of mail, telephone, internet,
and other nonpersonal contact tools to communicate with or solicit a response
from specific consumers. Gives marketers more opportunity to establish
relationships with consumers. Avoids wasteful communication to non target
consumers.
ii. Disadvantage of Direct Response: intrusiveness and cluttering nature. Without
correct information from product to potential consumer, results can be
overwhelming. Lots of training in order to provide right offer in the right
manner.
e. Mobile Marketing
i. Advantages: advertisement through use of PDA’s and cell phones. Point of sale
or consumption practices can be implemented since consumers will have these
gadgets in their hands during the sale. Marketers can observe and organize
information from consumers using key codes into messages.
ii. Disadvantages: Must require consumer permission and opt in. Spam is widely
recognized and can be mistaken with mobile marketing. Technology updates is
critical and very consistent.
f. Place
i. Advantages: effective means to support or complement more traditional
advertising media. Because more traditional advertising (television) are losing
its grip on effectiveness, marketers are looking for consumers outside normal
environments.
ii. Disadvantages: without proper placement, ads can be ignored altogether. There
are many consumers who fail to look out for these advertisements unless it is
within their perception.
g. Product Placement
i. Advantages: