Question

Read the overview beiow and complete the activities that follow.

In selecting which types of advertising medla to employ, the marketing manager must broddly consider reach and frequency, as well as any specific benefits and issues associated with a given type of actvertising medie. The greater the reach and higher the frequency. the more expensive the overall advertising campaign will be.

 

This activity is important because advertising budgets are not unlimited, and marketing managers are usually required to make tradeoffs when considering which type of advertising media to employ and the level of reach and frequency that can be obtained within the constraints of the reloted budget.

 

The goal of this exercise is to demonstrate an understanding of some of the pros and cons associated with the seven broad categories of advertising med a avallable to a marketing manager.

To much of the general public, edvertising is synonymous with marketing because advertising is a very visible side of marketing-not surprising, since advertising is one of the dominant forms of marketing communication. According to Ad Age, in 2015 spending by the top 200 US advertisers reached $ 142.5 billion.

 

Answer 1

Television:

Pros: Senses

Cons: Cost

Radio:

Pros: Placement & message

Cons: Audio

Newspapers:

Pros: Credibility

Cons: Reproduction

Magazines:

Pros: Geographic flexibility

Cons: Ad placement

Outdoor:

Pros: Exposure

Cons: Space & structure

Direct Mail:

Pros: Audience selectivity

Cons: Overuse

Digital:

Pros: Interactive

Cons:Control