What are the advantages and disadvantages of

This preview shows page 2 - 4 out of 9 pages.

We have textbook solutions for you!
The document you are viewing contains questions related to this textbook.
Discovering Computers ©2018: Digital Technology, Data, and Devices
The document you are viewing contains questions related to this textbook.
Chapter 2 / Exercise 2
Discovering Computers ©2018: Digital Technology, Data, and Devices
Sebok/Vermaat
Expert Verified
78. What are the advantages and disadvantages of advertising on radio? Discuss how radio advertising can be used by national versus local advertisers. Radio is an efficient advertising channel that is low in cost. Radio commercials are inexpensive to produce and the prices that stations typically charge for advertising space is relatively low. This allows advertisers the opportunity to reach greater audiences and market themselves at a more frequent rate. Radio is additionally beneficial for reaching highly segmented marketsdue to the various program formats and geographic coverage of the numerous stations (ex. advertising on WWOZ versus advertising on KIS FM). Radio is a very flexible medium with short closing periods for securing an advertising spot. Radio ads allow the listener to create their own mental imagery upon hearing the commercial. Radio ads are limited by the lack of a visual imageto accompany the audio commercial, as well as a fragmented audience due to the high number of stations. Purchasing advertising time is impeded by chaotic buying processes, and research data on radio audiences is scarce. Radio is most likely to be usedby local advertisers such as retailers who attempt to reach consumers in their general trade area. However, radio continues to be a popular medium for national advertisers, particularly those with products or services that appeal to hard-to-reach audiences like teenagers. National advertisers can purchase time on both network radio stations and syndicated programming such as talk shows and sporting events.
We have textbook solutions for you!
The document you are viewing contains questions related to this textbook.
Discovering Computers ©2018: Digital Technology, Data, and Devices
The document you are viewing contains questions related to this textbook.
Chapter 2 / Exercise 2
Discovering Computers ©2018: Digital Technology, Data, and Devices
Sebok/Vermaat
Expert Verified
79. Discuss the role of magazines as part of an advertiser’s media strategy. What are the advantages and limitations of magazines? Magazines provide aninternally placedplatform for the presentation of detailed information that can be processed at the reader’s own pace--in contrast, TV and radio are externally placedmedia, meaning that the receiver cannot control the rate at which the information is processed. Magazines are more suitable than broadcast media because they deliver informative advertisements that the readers need time to study or examine. While magazines are not as effective as television for reaching mass audiences, they can reach highly selected target audience. Other advantages include reproduction quality, creative flexibility, size and placement of advertising material, long life span, and special publication services.Magazines are limited by the high costs placed by some publications, limited reach and frequency of magazines (for example, a triannual issue), the long lead time required to place an ad, and the high clutter level in many publications that make it difficult for an ad to get noticed and read.

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture