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Advertising

There are many different kinds of advertising (on the radio, on television, in newspapers, in magazines, and on billboards). In your opinion, which one of these kinds of advertising is the most effective? Why? Use specific reasons and examples to support your answer.


All advertising media share a common goal; to reach as many consumers as possible and convince them to buy a certain product. They all employ similar strategies to achieve this objective, but some are more effective than others. In my opinion, television is the most effective because of several advantages it has over other advertising media.

For one thing, I believe television advertising has a greater power to engage its audience than print and radio media have. While print appeals only to the sense of sight and radio only to hearing, television appeals to both sight and hearing simultaneously. Moreover, a television advertisement is a moving film and therefore is quite successful at presenting the illusion of reality. The characters in a television commercial seem alive. For these reasons, we are probably more likely to pay close attention to a television commercial than to a radio commercial or an ad in a magazine.

Secondly, the advantage of television advertising over other advertising media is related to the costs involved in producing television commercials. Because of the extremely high cost of advertising on television, the companies which can afford the expense can also afford to do intensive market research. In other words, they can study market trends and buying habits in order to target a very specific consumer audience.

Finally, of all the advertising media, television reaches the widest audience. With a television in nearly every household and the average person watching several hours of television per day, television presents an enormous possibility of exposing a product to a large number of people.

In conclusion, the advantages of television advertising make it by far the most effective advertising medium. Since the marketing industry is very competitive, even the smallest advantage can give a company an edge over its competitors. Thus, companies with a large advertising budget undoubtedly prefer television to other forms of advertising media.


Choosing Advertising Mediums

To save advertising dollars, you should try one medium at a time. What works for one product or service may not work for the next. There are many different variables that can affect the results of an advertising campaign. You will have to test the effectiveness of your message in each medium to find the best vehicle for promoting your product.

Relative impact of different advertising media

Price advertising

Price advertising is used when a benefit is being offered to potential customers that is based on price points such as special sales or everyday discount rates.

Image advertising

Image advertising is used when the primary advertising goal is to create company, brand, or product awareness among a group of consumers so that they may be predisposed to making a purchase from you when they are in the market for the type of products or services you sell.

Local service advertising

Local service advertising is used when a service is being offered to consumers within a specific locale or small regional area.

Business-to-business advertising

While business-to-business marketing efforts should be centered on sales or telemarketing programs, advertising can play an important role in a successful sales effort.

Direct response advertising

Direct response advertising is used when you want to prompt an immediate response from potential customers. You want them to make an on-the-spot decision to purchase your product or service directly from you and not through a retailer or dealer.

By Streetwise Small Business Start-Up

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