Advertising Promotion Study Set 2
Quiz 12 :
Traditional Ad Media
Cable advertising: In a cable television the subscribers are required to subscribe by paying fees and get their sets wired so that they can receive signals through satellites. Advertising is a widely growing sector therefore advertisers have resorted themselves to advertising through cable advertising. Advertising through this medium is increasing at a rapid rate, as it penetrates deeply into the households. Advantages of cable advertising are as follows: 1. This form of advertising can cover a large market as the penetration level in this is very high. 2. The effects due to the usage of pictures and motion and sound attract the attention of the audience. 3. Through cable advertising even the illiterate people get access to the advertisement as it includes sound, motion, and also pictures which makes the product utility and features more clear to them. 4. It familiarizes the product to the consumers before they reach the store to buy the product. Disadvantages of cable advertising are as follows: 1. It involves huge cost to the advertiser. 2. The advertisements aired through cable should be of a specific time, that is, it should run for a significant amount of time. 3. Risk of ignoring the advertisement by the viewer is also a drawback. National advertisers are turning to the cable advertising as a viable medium because of the following reasons: 1. The advertisers fully focus on the viewing interest of the audience minutely. It helps the advertisers reach the finely targeted audience. The advertisers choose the cable stations that appeal to various viewing interests. 2. Heavy expense and fall in the audience base is another reason for which advertisers are experimenting new media to advertise, unlike the other media like television advertisements that demands huge expenditure. 3. The national advertisers consider that the subscribers are economically upscale that is they are economically strong and that they are young as compared to the entire population. Social media is getting integrated with the television viewing as social media provides its users with the access to television. They can view and respond to their contacts without any disruptions in real time. Additional advertising revenue is being created by the television stations and programs by integrating social media into the television viewing which is done by sharing videos from live television on social media.
The magazine is another mass medium through which the advertisers place their advertisements by purchasing the magazine space. Advertisement to be placed in the magazine depends on the lifestyle and the interest of the consumers. The Magazines are designed taking in view the interest of the consumers, for example, business magazines targeting the business class people and the people doing business and fashion magazines for those interested in knowing various fashion trends. Therefore, the following considerations should be kept in mind while choosing the magazine vehicle (the magazine in which the advertisement is to be placed): 1. Cost considerations, 2. A readership rate, which can be obtained through the media kit or from Standard Rate and Data Services (SRDS), and 3. Comparing among different magazines using the CPM method. Keeping the above considerations in view, Magazine Q, a famous college magazine and magazine V, another famous magazine of a school are chosen. These two magazines will be used for placing the advertisement of book bags of respective college and school in a two month magazine advertisement campaign. The choice of magazines (Q and V) has been customized as these magazines specifically target the students of the respective college and the school. These magazines are read by all the students of the college and school. Therefore, giving advertisement in these magazines will attract the students towards the bags and they will feel like to buy the same. Additionally, these bags will be having the color and mascot of the school code so, they will attract the passed out students as well to buy these bags for the memory of their Alma mater.
Media strategy is a plan or strategy in advertising to select a medium through which the advertisement is passed to the target audience or the target consumers. The right planning would lead to right selection of the media, which would bring out the desired result. Media strategy involves identifying the target market, which lays foundation for the selection of the objectives, including elements like reach, frequency, consistency and other decision variables. As per the question, most demanded item of a manufacturer of various jewelry items is the graduation ring for the high school students. Here the target audience is identified as the high school students. High school students are addicted to watching television. So, the media selected to air the advertisement of the ring would be television, considering the annual budget of $10 million and their access to the media. Once the media is selected, then the next thing is to select the media vehicles to pass the advertisement to the target audience. For selecting the media vehicles the manufacturer of the ring would check out the television channels and the programs preferred to be watched by the high school students. Students in their high school preferably watch movie channels, channels having reality shows, news channel and the sports channel. The media vehicles selected by the manufacturer are as follows: • C TV- Movie channel • ABCF TV- Entertainment channel • FSP TV- Sports channel • FBN TV- News channel The above mentioned channels are selected by identifying the preferences of students regarding the television programs and channels. High school students are the target market of the manufacturer; therefore, the manufacturer would select the evening or the night slot to air the advertisement. This is because the students would not be watching television in the daytime as they go to school. The advertisement would be placed in between the programs, being most commonly watched by the large population of students in each channel, at different time, either in the evening or night slot. The advertisement would be scheduled to repeat after every 15 minutes in the slot allotted.
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