• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Compare the different types and variety of advertising media that are available to businesses and explain their advantages and disadvantages.

Extracts from this document...


Section A Task 2: Compare the different types and variety of advertising media that are available to businesses and explain their advantages and disadvantages. Advertising has achieved a central place in business activity across the world as firms have begun to face global; as well as national competition. In the UK it has been estimated that between 1 and 2 per cent of national income is spent on advertising. There are a wide range of advertising media that firms can choose from in order to make consumers aware of their products. Television Television for instance; because of its many advantages, television advertising is often used by businesses marketing consumer goods to a mass market. The fast changing trends in television were likely to provide opportunities for television advertising after 2001. Ninety per cent of males and female watch television in the UK. The growth of cable, satellite and digital television may attract companies to advertise on television. Businesses may be particularly interested to advertise on digital television as packages on sky, for example, may be subscribed to by higher earning and spending groups. However television advertising contains its own advantages and disadvantages. Although television advertising is expensive medium, it reaches huge numbers of consumers. This means the cost per sale from a television advertisement may be relatively low and cost effective. Television advertising can also engage the viewer's emotions and empathy. ...read more.


There has been an increase in the number of people listening to radio. This trend may be likely to continue with development of digital radio and internet radio stations. All type of businesses such as restaurants to Kleenex tissues, as well as smaller businesses, have found radio effective in reaching target customers. Radio messages are mobile. They can be heard at work, on the beach, in the shower, in the dentist's chair or even while shopping. Radio is an intrusive medium. A listener does not have to be actively involved in getting your message to hear it. Depending on availability, it's often possible to get an ad on a station on short notice. This allows advertisers to react to sudden developments, such as a retailer selling fans reacting to a heat wave or a competitor's special offer. A message can run with as much frequency as you choose (or the station's format allows). For example, you could run an ad once a day for a year or twice an hour for a day. Radio is mostly local in its appeal. You can tie your message into local events, weather, or locations to heighten the relevance of your message to the listener. Conversely radio has no visual impact. Companies don't use it to talk about a product that a listener may not already understand. Some ads use "the theater of the mind" very effectively to create pictures in a listener's head (for instance when you hear a pop the first thing that we think of is a bottle opening). ...read more.


One major advantage is that websites can be accessed by consumers all over the world, giving companies a worldwide market. Many companies now have their own websites to advertise products and some even allow customers to purchase online using credit cards. Internet advertising is relatively cost-effective; the costs can also be independent of the size of the audience. For example, a Web presence will cost the same regardless of how many viewers your site has. (Businesses will, however, need to make sure that Internet Service Provider can handle the volume of viewers they anticipate having.) Advertisers can target specific types of viewers by positioning an ad banner on related Web sites. For example, if you're targeting people seeking information on a specific topic, you can purchase ad space on Web pages that are related to this category in the major search engines. So, an organic herb farmer selling through mail order might advertise through the "organic foods" or "gourmet cooking" category. The indexing structure of these sites allows you to target your audience by geographic location and related interest area. Internet advertisers can potentially reach a global audience. Aside from language barriers, anyone at any location in the world can access information about a company's products or services. Nonetheless the popularity of the Internet is rising remarkably; it is difficult to gage the impact of advertising on the Internet. The range of costs to advertise on the Internet can vary greatly. It is best to compare a number of highly-frequented sites to determine the best way to spend your advertising money. ?? ?? ?? ?? 4 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Marked by a teacher

    British Cinema Vs Hollywood Cinema

    4 star(s)

    The labour costs must go to British citizens and a British registered company must make the film. This means that British films, which have been funded by America, are not officially British. For example, Four Weddings and a Funeral, was made with British expertise but it was funded by America

  2. Produce a marketing strategy for a product or service with a clear understanding of ...

    If they see more advertising they will go out and buy more. Lifestyle changes as people turn healthy and doctors and dentists recommend that Coca-Cola is bad for the health and teeth therefore this may affect sales. Consumers may stop drinking Coca-Cola and turn to a substitute such as diluted drinks, which are sugar free.

  1. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    A turning point in the history of advertisement was 1450 when a printing press was invented that allowed to multiply advertisements quickly and qualitatively. The advertizer did not need to produce extra copies of the advertisements. The first printed announcement in English appeared in 1478.

  2. Marketing Media and Audience Feedback

    suggestions as to how it will be completed STRUCTURE, LAYOUT AND SECTION SUMMARIES This unit has been divided into several sections, each of them meeting a certain assessment objective and focusing on producing the work required. For each section the knowledge, understanding and skills will be provided in order to meet a particular assessment objective.

  1. Puffery in Advertising

    Customers will feel that if they do not take vitamins, they would not have a healthy life. In addition, this advertising statement is untruthful. Therefore, it also does not support principle 3 to principle 6. According to the legal definition, puffery states no facts.

  2. An investigation Into The Different Marketing Language of Holiday Brochures For Different Age Groups.

    Forever Young and Summer Sun use capital letters for the proper nouns where as Club 18-30 use lower casement for its list of locations. All brochures use their own logo on every page. Forever Young has a Thomas Cook logo; Summer Sun has First Choice and Club 18-30 its own individual logo.

  1. Do different advertising strategies impact levels of consumer involvement affect?

    High-involvement products mostly belong to the category of luxury, so people will buy them as long as the company provides the highest quality of those items. Therefore, it's very important to make sure the advertising strategy the company uses is applicable for the type of product they are offering.

  2. Coca Cola and Lynx - marketing.

    In the summer time, ice cream becomes a major buying product of which most people consume. This is due to the weather. Organisation - who is involved in the buying? The all ages are involved in the buying of ice cream during the summer period.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work