When choosing advertising media, many companies subscribe to national surveys such as the Target Group Index, which is an important source of information about consumer consumption patterns – the types of product they buy and use, what TV they watch, which newspapers they read and which radio stations they listen to. Using this kind of survey enables a marketing organisation to match a products target market group with the media it uses most.
Press – 60%
J provides detailed product information, can use reply coupons for direct response
L need to be timed to match a marketing campaign, not always read by consumers
Television – 33%
J large audiences, but spread over different channels and can show products being used
L limited by short time span of commercials and viewers may not be the target market
Posters – 4%
J cheap form of advertising, widely available
L low impact form of advertising, seen as complicated to buy, liable to damage and defacement
Radio – 3%
J can accurately target geographical areas
L low audience numbers compared to other media
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