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
28
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] 【6】
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
permanent
解析
转载请注明原文地址:https://tihaiku.com/zcyy/3279844.html
相关试题推荐
WhatisthemostimportantreligiousdenominationinBritain?A、TheCatholicChur
Paris:ThankstoaFrenchinsurancecompany,bridesandbridegroomswithcold
Paris:ThankstoaFrenchinsurancecompany,bridesandbridegroomswithcold
Paris:ThankstoaFrenchinsurancecompany,bridesandbridegroomswithcold
TwoofthemostimportantmeninAmericafacedeachotheratdawnonJuly1,
TwoofthemostimportantmeninAmericafacedeachotheratdawnonJuly1,
TwoofthemostimportantmeninAmericafacedeachotheratdawnonJuly1,
TheStockMarketWhenanewcompanyisorganized
TheStockMarketWhenanewcompanyisorganized
TheStockMarketWhenanewcompanyisorganized
随机试题
TodayIwouldliketotellyouabouttheeffectsofoldageonhealth.Actua
[originaltext]ElizabethGladysDean,thelastremainingsurvivorofthesin
(2021年真题)某基金分红前的总净值为7,500万元,份额数为5000万份。该
下列各项中,不符合内部牵制的要求的是()。A、出纳人员管票据 B、出纳人员
级配碎石宜用几种粒径不同的碎石和石屑掺配拌制而成,其粒料的级配组成应符合相应的试
吗啡为A.第一阶梯轻度疼痛用药B.第二阶梯中度疼痛用药C.第三阶梯重度疼痛用药D
读书的意义 俞平伯 古人云,“读万卷书,行万里路”,这其实是对一桩事情的两种
(2014年真题)根据《中华人民共和国消费者权益保护法》,经营者在消费者明确表示
裁定管辖包括()A.移送管辖 B.指定管辖 C.级别管辖 D.管辖权移送
银行承兑汇票的承兑银行,应当按照票面金额向出票人收取()的手续费。A:千分之一
最新回复
(
0
)