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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
Of course, students will likely come up with other executional techniques. See Exhibit 17.2. PTS: 1
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.
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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This document was uploaded on 09/29/2013.
- Fall '13