Advertising Cont.
Marketing S.S.S 1 Third Term
WEEK 2
Advertising Cont.
Performance Objectives
Students should be able to explain:
i. Advantages and disadvantages of each medium
(Electronic media)
Advantages and Disadvantages of Electronic Media
Medium Advantages Disadvantages
|
Television |
- Dramatic presentation & demonstrative ability. - High reach potential - Attain rapid awareness - Relatively efficient - Non-literate compliance - Audio and visual advantage - Provides a form of entertainment. |
- Very expensive - Needs electricity which is not guaranteed/stable. - Requires full attention - Non-retrieval of message - High product cost - Control of time
|
|
Radio |
- High frequency - High level of efficiency - Ability to integrate with television - Portable & personal medium - Low production cost '- Use of local personalities - Reach a wider audience at once - Not limited to literate |
- Message on the product could not be seen - Prone to wrong interpretation. - sometimes ambiguous & misleading. - Fractionalization of audience. - Time limitation - Commercial clutter, etc. |