Theory question 105
AdvertisingCommerce 2 (answer any five questions)
(a) What is an advertising medium?
(b) State any five factors to be considered before choosing a particular advertising medium.
(c) Give eight examples of advertising media.
Show the model answer
(a) An advertising medium is a channel or means through which an advertising message is passed to the public, e.g. newspapers, radio, television.
(b) Any five: cost of the medium and the advertising budget; the target audience (age, literacy, location); nature of the product; coverage/reach of the medium (local, national); the medium used by competitors; frequency and timing required; the impact and attractiveness of the medium (sound, colour, demonstration); permanence of the message; government regulations.
(c) Any eight: newspapers; magazines/journals; radio; television; cinema; billboards/posters; neon signs; handbills/leaflets; transit (vehicle) advertising; window display; trade fairs/exhibitions; catalogues/direct mail; the internet/social media; sky writing; sandwich men/loudspeaker vans.
Eight distinct media are needed in (c).