首页
登录
职称英语
The most important decision that a company has to make regarding advertising
The most important decision that a company has to make regarding advertising
游客
2023-12-17
58
管理
问题
The most important decision that a company has to make regarding advertising is where to advertise. We refer to these means of【1】he media". There are three categories of media:【2】, broadcast, and direct. The first category consists of newspapers and megazines. Newspapers are generally【3】, which allows samll【4】businesses to advertise of magazines is that they have【5】groups of readers. The big disadvantage of magazine ad vertisement is that it can be very expensive. The disadvantages of radio ads are that they must be short and that they are not【6】.
Television ads are【7】by millions of people all over the country because most TV programs are broadcast nationally. On the other hand, ads on TV are enormously expensive. Obviously, only large companies can【8】to advertise on television. The most common direct medium is the mail, another direct medium is【9】, and the third type of direct medium is signs and【10】. [br] 【5】
The most important decision that a company has to make regarding advertising is where to advertise. We refer to these means of communication as "the media". There are three categories of media: print, broadcast, and direct. Today, we are going to describe each of these categories and discuss their importance and usefulness in advertising.
The first category, the print media, consists of printed information sources; in other words, newspapers and magazines. Let’s talk first about newspapers, which receive more money from advertisements each year than any other medium. This is because newspaper advertising has several outstanding advantages. First of all, nearly everybody reads newspapers. Therefore, newspaper ads reach huge numbers of people. Moreover, newspapers are generally local. This allows small, local businesses to advertise directly to their potential customers. Third, newspaper advertising is relatively cheap; so the ad can be as long as the advertiser wants, and it can also be repeated. On the other hand, newspaper ads have no color, and they are not very exciting and glamorous. For this reason, you don’t find ads, say, for expensive cars in newspapers. Instead, you find these ads in the second type of print medium, magazines.
For the advertiser, the greatest advantage of magazines is that they have specialized groups of readers. In other words, the people who read Car and Driver are probably not the same people who read Glamour, which is a women’s magazine, or The New Republic, a political magazine. Obviously, an advertiser will place his ad in the magazine where it will probably be seen by people who are interested in his product. So the advantage of advertising in a magazine is that it allows a business to direct its ads to the people who are most interested in the product. The big disadvantage of magazine advertisement is that it can be very expensive.
Let’s move along now and talk about the broadcast media, by which we mean radio and television. These also have both advantages and disadvantages. First radio. Radio has two of the same advantages as newspapers: almost everybody listens to it, and it’s usually local. The disadvantages of radio ads are that they must be short and that they are not permanent in the way printed ads are.
Millions of dollars are spent each year on radio ads, but millions more are spent on television advertising. You can easily understand why. Of all the media, TV, with sound, movement, and color, is the most dramatic, so the ads are easy to remember. Television ads are viewed by millions of people all over the country because, first of all, almost everybody watches TV, and second, because most TV programs are broadcast nationally. These are the great advantages of TV advertising. On the other hand, ads on TV are enormously expensive. For example, a thirty-second commerical during the evening can cost $ 150, 000. Obviously, only large companies can afford to advertise on television.
There is one more category of media that is used extensively in advertising. These are the direct media. The most common direct medium is the mail, and direct mail advertising is a very big business. The advantage of advertising by mail is that the ad goes directly in the potential customer’s hands. However, many people don’t bother to read these ads; in fact, we call them "junk mail" and often throw them away without even opening the envelope.
Another direct medium is billboards; these are the huge signs that you see whenever you drive down the street. Billboards are useful because they are colorful and easy to see, and the message is permanent. However, the message must be short enough for drivers to read as they pass by.
The third type of direct medium is signs and posters. They are usually used in what is called "point of purchase" advertising--that is, ads that appear in the same place where the product is being sold. Its great advantage is that it is cheap.
选项
答案
specialized
解析
转载请注明原文地址:https://tihaiku.com/zcyy/3279843.html
相关试题推荐
[originaltext]Everyoneknewthefinaldecisionwouldbeclose.Andwhenthe
WhenaMassachusettsbiotechcompanyrecentlydeclaredthatitsresearchersh
WhenaMassachusettsbiotechcompanyrecentlydeclaredthatitsresearchersh
WhenaMassachusettsbiotechcompanyrecentlydeclaredthatitsresearchersh
WhenaMassachusettsbiotechcompanyrecentlydeclaredthatitsresearchersh
Bunyan’smostimportantworkis______,writtenintheold-fashioned,medievalf
Greenspacefacilitiesarecontributingtoanimportantextenttothequality
Greenspacefacilitiesarecontributingtoanimportantextenttothequality
Greenspacefacilitiesarecontributingtoanimportantextenttothequality
Theneedforasatisfactoryeducationismoreimportantthaneverbefore.Now
随机试题
Ifyouwanttolearnsometermsrelatedtoyourfield,youwillfindthisbookm
[originaltext]M:Mr.Jones,thisistheticketforyourflighttoBeijing.W:
[originaltext]M:Mr.Jones,thisistheticketforyourflighttoBeijing.W:
出任台湾省首任巡抚的是( )。A.沈应奎 B.刘铭传 C.邵友濂 D.唐
某女士,65岁,初次到社区卫生服务中心就诊。其主诉诊断高血压5年,一直遵医嘱服药
卖出看涨期权的目的包括()。A.获取价差收益 B.获取权利金收益 C.增加
基础心理学是研究()。 (A)正常成人心理现象的心理学基础学科 (B
男,40岁。感冒后,下唇及唇周皮肤出现成簇的针头大小的小水疱,破溃后结痂,局部灼
FIFIC系列合同中,下列选项中适用于《施工合同条件》的是()A.适用于传统的
采用敞口式(手掘式)顶管机时,应将地下水位降至管底以下不小于()处,并应采取措
最新回复
(
0
)