What are the strengths and weaknesses of the five main advertising media? Explain why Internet advertising differs from the other advertising media.

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University of East London

CC1701 An Introduction to Advertising Industry

SEMESTER A 2010-2011

Course Work 1:  What are the strengths and weaknesses of the five main advertising media? Explain why Internet advertising differs from the other advertising media.

Student No. 0938193

Word Count: 1545

There are the four major groups involved in the advertising industry, advertisers which also known as clients, advertising agencies, suppliers and media. Moreover, in the modern world, there are five main advertising media, print, television, radio, cinema and outdoor. Internet advertising or online advertising is another important advertising media which existed at the end of 20th century; it is differ from the other five main advertising media by its specificity. Therefore, this essay is going to discuss the positive points and negative points of the five main advertising media in the first part, and explain the special case of internet advertising in the second part.

Firstly, this essay is going to analyse the strengths and weaknesses of the five main advertising media of print, television, radio, cinema and outdoor respectively. MacRury argued that print or press can be considered as the first advertising medium in the modern world. (2009, p: 91) Newspapers and magazines can be regarded as the most common two advertising media of print. There are two types of the advertising media of print is display advertising. The most significant advantage of print advertising is the wide range and big size of the readership because of the lower cost made the mass production of the print advertising compare with other advertising media. In addition, as once the advertisement has been designed; it can be copy millions of times on the paper and being published for a long time. Thus, the low cost of production of print advertising also contribute to another two advantages of quality reproduction and longevity of print advertising. It is known that the advertising spaces on the print advertising were sold by plane area. Hence, it can contain a huge volume of information and the information of the advertisement. Moreover, as the readers usually prefer to read one newspaper or magazine regularly, it can be considered that one of the strengths of print advertising is segmented thoroughly. These can be considered as another two positive points of print advertising.

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However, the plane of the print advertising also leads to some weaknesses of print advertising. As newspapers and magazines can be only read, audiences can only receive visual information only and also made the advertisement lack of flexibility. Therefore, the strengths of print advertising can be concluded as multiple readers, big discounts, longevity, quality reproduction, high information content, thoroughly segmented while the weaknesses of print advertising can be considered as visual only and lack of flexibility. The most revenue for the advertising industry is produced by the advertising media of print, however, TV advertising can be considered as the”flagship” medium. ...

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