Theory question 104
Promotion and AdvertisingDacon Ltd intends to use an advertising medium that has hard copy features to educate its customers but a consultant recommends an advertising medium that combines sound and picture elements.
(a) State five advantages of the advertising medium the company intends to use. (b) Outline five advantages of the advertising medium the consultant recommended to the company.
Show the model answer
(a) Print media (newspapers/magazines), any five: permanent record that can be kept and re-read; can carry detailed information to educate customers; relatively cheap; can target specific readers; can be passed to other readers; can carry coupons; good colour pictures in magazines.
(b) Television, any five: combines sound, sight and movement; can demonstrate how the product is used; reaches a very large audience; attractive and memorable; reaches people who cannot read; prestige and credibility; can target audiences by programme and time.
Give each point as a full sentence, with an example where possible.