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Marketing Final Exam

A lullaby based video scientific research or

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Unformatted text preview: nd Gin-Gins––mothers can enjoy the pregnancy when they are not sick. DEMONSTRATION. The ad could show women enjoying the taste of Gin-Gins and the feeling of good health it gives them. MUSICAL. The benefits of Gin-Gins could be demonstrated through a lullaby-based video. SCIENTIFIC. Research or scientific evidence could be used to demonstrate how Gin-Gins relieve morning sickness. Of course, students will likely come up with other executional techniques. See Exhibit 17.2. PTS: 1 REF: 270 Communication KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB MSC: BLOOMS Synthesis 7. Name five major advertising media. List two advantages and two disadvantages associated with the use of each. ANS: NEWSPAPERS. Advantages: (1) geographic selectivity and flexibility, (2) short-term advertiser commitments, (3) news value and immediacy, (4) year-round readership, (5) high individual market coverage, (6) co-op and local tie-in availability, (7) short lead time, and (8) advertising permanence. Disadvantages: (1) little demographic selectivity, (2) limited color capabilities, (3) low pass-along rate, (4) may be expensive, and (5) noise from competing ads and news stories. MAGAZINES. Advantages: (1) good reproduction, especially for color, (2) demographic selectivity, (3) regional selectivity, (4) local market selectivity, (5) relatively long advertising life, (6) high pass-along rate, and (7) message longevity,. Disadvantages: (1) long-term advertiser commitments, (2) slow audience buildup, (3) limited demonstration capabilities, (4) lack of urgency, and (5) long lead time. RADIO. Advantages: (1) low cost, (2) immediacy of message, (3) can be scheduled on short notice, (4) relatively no seasonal change in audience, (5) highly portable, (6) short-term advertiser commitments, (7) entertainment carryover, (8) audience selectivity, (9) geographical selectivity, and (10) low production costs. Disadvantages: (1) no visual treatment, (2) short advertising life of message, (3) high frequency required to generate comprehension and retention, (4) distractions from background sound, and (4) commercial clutter. TELEVISION. Advantages: (1) ability to reach a wide, diverse audience, (2) low cost per contact, (3) creative opportunities for demonstration, (4) immediacy of messages, (5) entertainment carryover, and (6) demographic selectivity with cable stations. Disadvantages: (1) short life of message, (2) some consumer skepticism about claims, (3) high campaign cost, (4) little demographic selectivity with network stations, (5) long-term advertiser commitments, (6) long lead times required for production, (7) commercial clutter, and (8) high cost. INTERNET. Advantages: (1) fastest-growing medium, (2) ability to reach a narrow target audience, (3) relatively short lead time required for creating Web-based advertising, and (4) moderate cost. Disadvantages: (1) difficult to measure ad effectiveness and return on investment, (2) ad exposure relies on “click-through” from banner...
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