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Chapter 14 (Advertising (Informative, Persuasive, Informative &…
Chapter 14
Advertising
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Process:
Set Objectives - Decide the advertising budget - Create an advertising campaign - Select the media to use - Evaluate the effectiveness of the campaign
TV (Food products, Cars & household products)
Advantages:
- Advert will go out to millions of people
- The product can be shown in a very favourable way (attractive)
- It reaches the biggest number of consumers and can reach a target audience
Disadvantages:
Radio (Local services/events)
Advantages:
- Cheaper than television
- Usually reaches a large audience
- Often uses a memorable song or tune so that the advert will be remembered
Disadvantages:
- Cannot put across a visual message
- Quite expensive relative to other methods of advertising
- The advert needs to be remembered
- Not as wide an audience as television
Newspapers (national or local)
Advantages:
- Can be selected to target a particular group of people
- A large number of people will purchase and read national newspapers
- Local newspapers are relatively cheap to place adverts in and are a cost-effective way
- Adverts are permanent and can be cut out and keep
- A lot of information can be put in
Disadvantages:
- Newspapers are not eye-catching
(Local products, Cars, Banks)
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Sales promotion
- Gifts
- BOGOF
- Competitions
- Point-of-sale displays and demonstrations
- After-sales service
- Free samples