Strengths and Weaknesses of the Five Main Advertising Media
What are the strengths and weaknesses of the five main advertising media? Advertising is a communication its soul purpose is to inform customers about various products and services and how to obtain and use them. Advertising is a business and its messages are conveyed to the farthest places on Earth. It uses all major medium to deliver its messages including television, movies, newspapers, radio, magazines, video games, the internet and billboards. Most advertisements are often placed by an advertising agency on behalf of a company.
Where same are seen as the most effective and some cater their own target audience, advertisement product is like any other product in the world, it has its pros and cons. So you have to plan what you what to use, where you want to use it and when, this role is up to the media planer. I will try to discuss the media planning two examples in using this medium and why is the structure of an advertising agency never static.
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Advertising Agency. Ad agency is one of the most combative businesses just like any other business it as it up and downs it deepens on many thing why an ad agency structure is never still e. . like the market crashing, or a company that the ad agency was working for lose money before that company lets go its employs it will cut funding to the ad agency, advertising agency are build or life’s of another business so the success of the ad agency deepens on shift or change in our culture e. g. like the terrorist attacks of September 11, 2001 change the way we think and buy. USA when the where going to war whit Iraq France was opposing them the sum of America people stopped buying France wine and also the Arabic company called flying emirates found it hard to sale its products in America.
Because an ad agency is not like a traditionally business it’s more like a midi man its dose not own anything or buy’s anything in trams of business. But what it has have is a idea and unstinting between the “worlds of sealing and buying” it can’t function without them which is why it’s never static. TV TV has always been traditionally viewed as one of the most effective its one of the main strengths for media planners however, it is one of the most expensive media to use. Get you add to be air on one of the Broadcast, cable, or satellite all of them are quite expensive.
Doing Adverts on this medium is mostly for the large company that wants to reach a large number of people. TV is a highly saturated medium meaning that TV has to answer to someone it can say or do what it what it’s as to have a highly leave of saturated TV can be told what it can show and can’t show for example when the government band ad’s of cigarette in UK the reason why TV has to have a high saturated is that it has the highest impact on its target audience and target audience of all ages, sex, race are watching it.
Whit it ever-increasing amount of channels available makes it harder to break through to its target audience for the ads there is a high chancy of your ad been seen all over the country. But some of the satellite channels are getting more specialized in catering its only target audience needs and terms of interests e. g. like the shopping channels, Holladay channels and so on. Those channels are targeting specific group or demographic a bit more easy then it would have if it did not have TV. Radio
Radio is one of the oldest medium to communicate with its audience when TV took over the radio’s spot long time ago radio had to change but it had something to it availability that other entertainment mediums could not use such as car Radio has made the radio not obsolete but moved from the livening room to the car’s livening room its riches its audience from home to work from work to home. Radio is much more cost effective than television advertising. Radio its nature, usually regional in its broadcasting which makes it easy and accessible to smaller companies that only want to hit a certain geographic region.
Radio leaves a lot more to the imagination than TV would have. However the lacks of this visual capabilities of radio, makes it harder for a radio to maintain and captive’s its audience. Also high definition radio, internet radio and as will as TV radio have become new mediums within the overall radio medium that are somewhat untapped in their potential, partially due to the fact that they have not been as successful as they were projected to be at their conception. With radio advertising can costs vary enormously and it depend very much on the time slot and length of dvert. A typical slot of 25 seconds can be around ? 250 – ? 1000 per week, depending on the frequency and amount of listeners they have. Print Media Magazines/newspaper/ Billboards Magazines can be a pretty good way to catering to a particular target audience. Most magazines or newspaper at least about 30% of its audience is older than other forms of media where TV has younger and older audience. All magazines are simple general interest magazine, meaning you “Read what you like” if you are in to car’s you will read a car magazines or any other interest.
Due to this fact, it is possible for a company to place something in a magazine that they know it will reach its actual target audience. By doing this it cutting out many of the sets of those audiences that would not even give an ad another second of their attention this is what TV and Radio are missing, Magazines are often kept for months. Your message keeps selling. Excellent picture reproduction quality and the paper are far superior to newsprint. Billboards can be extremely effective in generating brand awareness, at the very least.
If they are placed effectively, especially in a place where there is a high amount of traffic, preferably traffic that is stopped for some of the time, like rush hour traffic in a city. Unfortunately, they are most often placed on a quickly-moving highway or smaller road, and, for this reason, they are passed by relatively quickly, and, the driver or passenger in a car may not give them a second thought. For this reason, you cannot have an extremely wordy billboard, which makes conveying a concrete message about a product pretty hard.
Advertising messages are more images related and less price oriented excellent pass-along value. Many regional and national magazines include classified ad sections that may be useful for or selling individual products. The disadvantages of magazines, newspaper, billboards are limited flexibility in terms of ad placement and format. The shelf life of any print medium is limited; newspapers are among the public eye for a day. Print Media may not always give you a wide reach term of what kind of people who may actually read your message is limited.
Particular newspaper may not actually be accessible to all your target audience sometimes your message may be missed your audience and you always have to plan months had to advertise in print media. Which means it does not lave whit a lot of flexibility time when a faced a tight deadline. Internet advertising and its differs between the others. Internet Advertising is the new future since many companies and businesses have their own web sites and advertisements are located all in the web. The World Wide Web is hastily becoming the most effective way for an advert to be viewed allowing potential customers to view these advertisements.
Search engines or a small site that sell advertisement space for sponsoring are profiting highly from the increase of advertising on the Internet. Also contributing to the profit of businesses is the fact that the number of people that have access to the internet is growing as well as internet services which is growing as will. Ads on the Internet can be interactive. You can request viewer feedback, take orders or answer questions instantly. Ad can run within the internet longer the any of the other medium and last longer than the other’s.
Where the Internet is constantly available an advert can potentially reach a large or a global audience, if you take out the language barriers anyone at any location in the world can access information about your products or services. Pop up ad literally pop out of nowhere and appear on your screen. It may be annoying to the users but these pop up are very effective because the user does not have a choice to not view. Where as in a TV ad sometime you use that to get up get a tea or change channel what is on you are not force to view it.
All this medium’s different have their own strengths and weaknesses but where radio, and print media can be used on the move TV and internet cannot be used on the move but that have a large audience the other medium’s. Like I said before TV has a highly saturated and so does print media and radio but the internet does not have that so ad can be ruled as it wants to be was to or shocking it does not have the censorship that other media has its free to do what it wants. And you can see the different between other mediums is the way ad is made or show to the target audience.
What I mean by is some online ad is made to shock you and give the look of a homemade video. But some of the big companies make big ad’s which give the look of a short film but it the only way is to go only for example the new Nike ad for the world cup “WRITE THE FUTURE” it was also aired on TV but it was the short version that made it to TV because it would have too much money to show it all on TV, to get the full length version you had to go online to see that, it does helps that ad on is online free to be aired so it can be long as you want.