chap 4

33問 • 1年前

問題一覧

Any media that is selected must be capable of accomplishing at least the three main objectives :

1. It must reach the largest number of people possible. 2. It must attract their attention. 3. It must be economical.

DETERMINANTS OF ADVERTISING MEDIA (11) the real managerial task is to identify from among them the one (s) which is relevant for the company. For this purpose the management should consider the following factor

- the nature of the product - market requirements - advertising objectives - distribution strategy - nature of the message and appeals - budget - competitors choices - media circulation - media availability - penetration - size and nature of the business enterprise

has emerged as one of our major advertising media. It provides a very large coverage of audience in urban and rural areas.

radio

is a broadcast technology pioneered by Edwin Howard Armstrong that uses frequency modulation (FM) to provide high-fidelity sound over broadcast radio

FM Broadcasting

is a form of modulation which conveys information over a carrier wave by varying its frequency (contrast this with amplitude modulation, in which the amplitude of the carrier is varied while its frequency remains constant).

frequency modulation

8 types of internet advertising

- websites - banners - buttons - sponsorships - interstitials - meta ads - classified ads - e-mail advertising

is more than an ad - it‟s an alternative location where customers, prospects, shareholders, investors, and others can come to find out more about the company, its products and services

websites

is a little billboard that spreads across the top or bottom of the Web page

banners

They are small version of the banner those often look like an icon usually provides a link to an advertiser‟s home page.

buttons

This is a dynamic form of Net advertising. It is a catch all term for a variety of animated ads that pop up on the screen while the computer downloads a website that the user has clicked on

interstitials

Advantages of internet advertising (8)

interactive medium enormous audience immediate response selective targeting proximity to purchase affluent market provides in-depth information reaches business to business users

disadvantages of internet advertising (5)

- lack mass-media efficiency - slow downloads - problem of span - problem of online purchases - untested medium

is the best selling media ever invented. It has a potential advertising impact unmatched by any other media. It is a means of bringing actual demonstration in the homes of the prospects and is therefore more effective media when compared with radio

television advertising

is the most popular and effective method of publicity today. It has become the part of the culture and political life of people today.

press advertising

also referred to as print, is an advertising media comprising all those vehicles owned by others and which can carry the advertising message in print to be read by target customers.

press

Press advertising takes the following two major forms

newspapers magazines and journals

is an audio-visual medium of communication and offers wide opportunities to the advertiser to screen commercial films and slides produced by them.

film

Kinds of films (3)

straight advertising films documentary films sponsored advertising film

is that advertising which is undertaken at the premises of the manufacturer or the dealer for attracting the customers. This is a direct method because the advertising process is either undertaken by the manufacturer directly or through the dealer.

purchase point advertising (ppa)

Under this media of advertising, manufacturers provide various articles of low value free of cost to the existing and prospective customers.

specialty advertising

It is now considered as the latest media of advertising. Under this method, video-cassettes ad-films are prepared.

video advertising

is the oldest form of advertising and remains the most common media even today. It is also called, wall advertising‟.

outdoor or mural advertising

Outdoor advertising may take any of the following forms : 9

- posters - advertising board - vehicle advertising - electric displays and signs - neon signs - sky advertising (sky writing) - sandwitchmen - stickers - puppet shows

Advertising through cell phones and marketing through social sites are some of the ___

emerging media options.

alternative media options (4)

- car cards - travelling displays - sandwich boards or tall man advertising - sky writing or sky ballons

Different forms of displays (7)

window display interior decoration counter display showcases showrooms exhibitions trade fairs

If refers to showing of goods in the window of the shop.

window display

It refers to the various designs and equipments used by a retailer inside his shop

interior decoration

It refers to arranging the products located within the shop. ___ helps the customer to know about all the items which are available in the shop.

counter display

In this type, the items are presented in a cupboard with glass front of cabinets with glass front. These are similar to window display in the sense that, the ___ should be rectangular, items should be placed horizontally.

showcases

is used by many producers or dealers not only to expose goods for sale but also demonstrate the uses and the working of the articles. It is meant for presentation of technical products, sophisticated goods etc. which require lot of explanation before buying the products.

showrooms

are meant for introducing new products or latest innovations in the fields of business.

exhibitions

is similar to exhibition except that in the trade fair not only the items are exhibited but are also sold. Besides, entertainment items are staged to attract hundreds of people. Thus, there is business and fun in the ___.

trade fairs

Chap 1

Jake Matthew · 10問 · 1年前

Chap 1