Theory question 107
AdvertisingCommerce 2 (essay)
(a) What is an advertising medium?
(b) Mention eight advertising media
(c) Give five factors to be considered before choosing an advertising medium
Show the model answer
(a) An advertising medium is the means or channel through which an advertising message is passed to the public.
(b) Any eight: newspapers; magazines; radio; television; cinema; posters/billboards (hoardings); handbills/leaflets; neon signs; vehicle stickers/transport adverts; window displays; catalogues; trade fairs; free samples; internet/social media; loudspeaker vans.
(c) Any five: cost of the medium; target audience (age, sex, income, literacy); area covered/number of people reached; nature of the product; media used by competitors; availability of the medium in the area; government regulations; how often the message must be repeated.
Eight different media are needed in (b).