Back to: Marketing SS1
Television
Television advertisements have been very popular ever since they were introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/lull time), sometimes the show on which it will be broadcast, and of course, itself. the popularity of the television channel
ADVANTAGES
The advantages of choosing television as a me dium:
a. It combines audio and visual impacts in its presentation.
b. It demonstrates the use of the product.
c. It has a wider coverage/reach.
d. It has the ability to reach both literate and illiterate audiences.
e. It has a wider impact on the audience as a result of the use of celebrities.
f. It has a high degree of believability be. cause of its audio and visual presenta. tion.
g. It has long lasting memory in the audi ence because of the use of jingles.
DISADVANTAGES
The disadvantages of using television as a medium:
a. It is expensive because of its high cos of production.
b. It has a short life span because of i low frequency. to mol sa i
c. It has less audience selectivity.
d. It has no immediate feedback.
e. Some target audience might not have the means to purchase television sets.
f. Limited length of exposure, as most advert are only 30seconds long or less, So which limits the amount of information you can communicate.
g. Its effectiveness cannot be guaranteed because the target audience might be too busy to watch.
h. Unstable power supply can affect the effectiveness of television advertisement.
i. False information can be transmitted to consumers about a product.
Online (Internet)
Online advertising is a form of promotion that uses the Internet and World Wide Web for the express purpose of delivering marketing messages to attract customers. Online advertising can expose a small business to customers all over the world.
ADVANTAGES
a. The Internet’s vast reach can allow advertisers to reach significantly more people than traditional advertising media at a fraction of the cost.
b. Internet advertising can also be more targeted than some traditional media, ensuring that your message are seen by the most relevant audiences.
c. As a rule, the more people your business serves, the most cost-efficient Internet advertising can be.
d. Internet advertising is ideal for businesses with a national or international target market and large-scale distribution capabilities.
DISADVANTAGES
a. One disadvantage of advertising on the Internet is that your marketing materials are automatically available for anyone in the world to copy, regardless of the legal ramifications. Logos, images and trademarks can be copied and used for commercial purposes, or even to slander or mock your company. This is not the case with television and magazine advertising, wherein images must be replicated rather than simply copied electronically.
b. Usually, one hires a professional, be it a freelancer or some company, to design one’s site and to strategically advertise the concerned product or service. This adds to the additional cost.
c. One major problem with Internet advertising is the cluttered view of a web page. Every advertiser has a competitive edge and wants to grab the attention of every consumer; but with so much information on the platter at a time, it is impossible to digest so much and the consumer in turn ignores most of the advertisements, resulting in low rates of return.
Mobile Advertisement
A relatively new form of advertising and one that is spreading rapidly, uses cell phones, iPads, Kindles, Nooks, and other portable electronic devices with Internet connectivity. Current trends in mobile advertising involve major use of social media such as Twitter and Facebook.
ADVANTAGES
a. The unique characteristic of mobile marketing is that it provides something that other form of advertising cannot do. It is instant traffic.
b. It is quantity of devices. This means mobile marketing is sheer quantity of mobile devices. Preliminary data shows Ieva good response rate for mobile campaigns. For example, when there is g one person clicking on web advertising an b marketing, there will be five persons doing business through mobile marketing.
c. Another advantage of mobile marketing is the new tool for brands and advertisers to reach new customers and target specific audiences. And for many people, a mobile device is like a personal accessory. Mobiles are used in a very personal way.
d. At the same time, mobile marketing can help generate buzz about your products/ services because your offers will reach consumers while they are actively shopping, socialising and making buying decisions.
DISADVANTAGES
a. Trial and error period required for mobile marketers to learn how to succeed in mobile marketing, which differs from the traditional web marketing.
b. Advertisers are wary of consumer privacy issues.
c. Mobile marketing is fragmented and gral complex because of many different handsets and carriers, different types of ofo functionality, and different preloaded applications (i.e. Google Maps on iPhone).
d. Adaptation of content and messages to the mobile web results in poor user experience.
Billboard advertising
Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
ADVANTAGES
a. Huge and eye-catching.
b. Targets a large and diverse market.
c. Easily registered information.
d. Increased frequency of consumer exposure.
e. Effective medium of awareness advertising.
f. It targets middle and upper classes.
g. Photographic information (strong visual effect).
h. It builds company reputation and product image.
DISADVANTAGES
a. High costs for brief exposure.
b. Risk from vandalism and weather conditions.
c. Visibility issue.
d. Stationary mode of advertising.
e. No feedback.
f. It does not target a specific market.
REVISION QUESTIONS
1. What is advertising?
2. List and explain five functions of advertising.
3. Mention five benefits of advertising to each of the following:
(a) Manufacturer
(b) Consumer
(c) Wholesalers and Retailers
(d) Salesmen
(e) Community or society.
4. Explain the following advertising media stating advantages and disadvantages each:
(a) Newspaper
(b) Magazine
(c) Radio
(d) Television
(e) Internet
(f) Billboard.
5. State four objectives of advertising. vades (WASSCE June, 2016).
6. A company that manufactures fruit juice iJnd has decided to advertise the product on television. (a) Outline four reasons for the advertisement. (b) State three aus advantages and disadvantages each for an choosing television as a medium of od advertising the product. (WASSCE June, 2017).
7. (a) What is advertising? (b) Identify any blo six media of advertising. (c) Explain four disadvantages of advertising. (WASSCE June, 2019).
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