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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: