Convenient and Flexible: The television is a convenient and flexible advertising medium, owing to its widespread popularity and the ease with which a message can reach millions of viewers internationally and nationally. Television advertising allows advertisers the flexibility to use various approaches and different combinations of audio, video and text to make ads memorable and emotional, depending on the product or service or the target audience. Strong Impact: Television advertising uses audio and visual effects to create a lasting impact. Marketers interact color, sound, sight, drama and motion to ensure that their message is strong and persuasive. Additional tactics and props, such as attractive models, elaborative sets, enchanting graphics and audio-visual effects further enhance impact. Disadvantages
Intrusive: Consumers often bemoan the intrusive nature of television advertisements and find ways to avoid commercials. This limits the effectiveness of television advertising. Consumers either take time out during a commercial to make a trip to the refrigerator or surf programs on other channels. Furthermore, different technological innovations enable consumers to block advertisements all together. The V-chip is a device that consumers can program to block unwanted content on television, including advertisements. TiVo is another similar device that allows users to store television programs without commercials. High Costs: Television advertising costs more than other forms of media, such as radio, magazine, newspaper and Internet advertising. Quality commercials are expensive to produce. Typical production costs range between $200,000 to more than $1 million for each commercial, writes William Arens in his book "Contemporary Advertising." Airtime costs are equally high, ranging from $200,000 to $400,000 for a 30-second slot, according to Arens. These costs can prevent detailed messages from being delivered and most advertisements end up being brief and fleeting. Radio:
Local: For small businesses, radio represents a powerful local medium. Local radio attracts an audience that wants to keep up with local news, events and personalities. Businesses with a focus on local audiences led the growth in spot radio advertising in the third quarter of 2011, according to the Radio Advertising Bureau. Auto dealers and restaurants took the first two places with entertainment venues and home furnishings figuring in the top six. Coverage: Radio enables small business to match advertising campaigns with their geographical markets. Local businesses can use local or regional stations to reach local customers, while small businesses targeting national markets can advertise on national radio. Using national radio in conjunction with an e-commerce website means that small businesses do not have to build a network of outlets to reach a national audience. Cost: Radio advertising is a low-cost medium compared with rates for reaching similar audiences by press or television advertising. Rates vary by region with higher costs for radio stations that cover densely populated metropolitan areas. Production costs are lower than those of other media. You can create simple radio ads yourself or use a production company to create more complex ads. Some radio stations offer free or low-cost production services to advertisers. Trust: Radio advertisements reach an audience that trusts the medium for information such as news, weather and sports reports. Radio also plays an important emotional role in listeners’ lives, according to the UK Radio Advertising Bureau. People listen to radio when they are getting ready in the morning, doing household chores or traveling, creating an advertising environment that other media cannot match Attention: The emotional strength of radio can also be a disadvantage for advertisers. Radio can provide a background sound for people who are working, traveling or carrying out chores, which means...
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