Advantages and Disadvantages of Print, Broadcast and Interactive Advertising Media

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This article throws light on the advantages and disadvantages of Print, broadcast and interactive  media in the context of Virgin Media Advertising Campaign.

 

(1) Print media – press, outdoor/out of home

(2) broadcast media – TV, cinema, radio

(3) Interactive advertising media

 

Also, within the context of the Virgin Media advertising campaign,  give two examples of application for each:

 

Print media: This is an effective advertising medium wherein companies advertise their products using print mediums like in magazines and newspapers.

 

Advantage:

 

Credibility: Magazines and newspapers have been around for many years and people consider them as a credible source of information. These print advertisements give more information about a product than television advertisements and people can give more time on these advertisements. Hence, reinforcement is huge.

For e.g. the following advertisement is used by the company to publish its products in magazines. They can provide details of the product characteristics in these ads. 

Access to target market: Print advertisements enable a company to use a focussed approach in advertising. The company can select the most popular magazine among its target customer group and can publish the advertisements over there. A networking company can advertise its products in the magazines dedicated for computer networks. It will be read only by those people who are interested in these networks.

 

 

Disadvantage:

Scheduling: Often the magazines are published on monthly or quarterly basis and hence companies can’t reinforce their advertising message on frequent basis.

 

There are more chances that the advertisement will get lost in the clutter of editorial or classified pages of a newspaper. Also, people do not like to read old newspapers but that is not the case with digital marketing (Cheong, Gregorio and Kim, 2010, p. 409).

Broadcast media

 

Advantages:

 

Wider Acceptance: Conventionally people are using television and radio at their home and they give reasonably good time to see programmes over there. It has been a tried and tested advertising medium and increases awareness in short time.

For e.g. Virgin media shows Usain Bolt in the television advertisements, who is a renowned personality and people like to listen and watch him. He is associated with very fast speed. Virgin media also passes the same message regarding their fast broadband services as shown in these ads.

 

Ease of differentiation: The ad size can be short or small and it can be distributed differently in various geographical locations.

 

Disadvantages:

 

Very expensive: Television advertisements are very costly and a start-up company cannot afford to use this medium. The cost further increases in the prime time and when any event is being telecasted.

 

Decreasing interest: The customers are getting less interested in the advertisements and frequently change the channel when advertisements come in between their favourite programs. They also forget these ads easily when any other product’s ad comes.

 

Interactive advertising media: This medium enables a customer and the marketer to interact with each other for e.g. digital marketing at websites, social forums.

 

Advantages

 

1) Highly effective: It gives an opportunity to the marketer to directly interact with the target customer and explain the product in detail. Hence, there will not be any mediator in between and marketer can resolve the doubts then and there. The customer can easily give his feedback to the marketer.

For e.g. Virgin media has ensured a dedicated forum wherein customers can share their problems about the product and can also reveal the good things.

 

2) Low Cost: Advertising on the web forums is cheaper and more effective. A marketer can also run a survey over there to know consumers perception about the product in a cheapest way.

 

Disadvantages:

1) Viewing problems: When the website goes down consumers can’t check these forums and add their opinion. Consumers do not like slow websites and it will also depend on the internet speed at the customer’s end. E.g. lags in website or video loading and browser complications

 

2) Consumer ignores ads: Consumer can easily ignore these ads and can quickly close the pop-up advertisement or won’t click on them.

To get more insights on Roles and Functions of Advertising, do visit Advertising Concepts Assignment Help.

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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