Broadcast and print promotion
Broadcast and print promotion is when you use media to communicate with your target audience:
- tv
- radio
- cinema
- newspapers/magazines
- billboards
TV
| Advantages | Disadvantages |
| Can reach wide geographical audience | Very expensive |
| Demonstrations can be shown | Viewers may not watch when adverts come on |
| The best advertising campaigns can be memorable | --- |
| Advantages | Can reach wide geographical audience |
|---|---|
| Disadvantages | Very expensive |
| Advantages | Demonstrations can be shown |
|---|---|
| Disadvantages | Viewers may not watch when adverts come on |
| Advantages | The best advertising campaigns can be memorable |
|---|---|
| Disadvantages | --- |
Radio
| Advantages | Disadvantages |
| Can reach a wide geographical audience | Only sound, no products or demonstrations can be shown |
| Cheaper to advertise than on TV | Listeners can 'tune out' during the adverts |
| Advantages | Can reach a wide geographical audience |
|---|---|
| Disadvantages | Only sound, no products or demonstrations can be shown |
| Advantages | Cheaper to advertise than on TV |
|---|---|
| Disadvantages | Listeners can 'tune out' during the adverts |
Cinema advertising
| Advantages | Disadvantages |
| A captive audience | Limited audience |
| Adverts can be matched to audiences that represent market segments | --- |
| Advantages | A captive audience |
|---|---|
| Disadvantages | Limited audience |
| Advantages | Adverts can be matched to audiences that represent market segments |
|---|---|
| Disadvantages | --- |
Newspapers/magazines
| Advantages | Disadvantages |
| Can target market segments through choice of newspaper or special interest magazines | Adverts can be expensive |
| Readers often keep magazines for reference and will see adverts many times | No demonstrations can be made |
| -- | Easy to ignore and turn the page |
| Advantages | Can target market segments through choice of newspaper or special interest magazines |
|---|---|
| Disadvantages | Adverts can be expensive |
| Advantages | Readers often keep magazines for reference and will see adverts many times |
|---|---|
| Disadvantages | No demonstrations can be made |
| Advantages | -- |
|---|---|
| Disadvantages | Easy to ignore and turn the page |
Billboards
| Advantages | Disadvantages |
| Usually in busy locations | May be ignored by passers-by |
| Can be cheaper than other forms of advertising | Can only include limited information |
| Potential customers will see the advert repeatedly over a long period | No demonstration can be made |
| Can promote business in a specific geographical area | Only reaches a specific geographical area |
| Advantages | Usually in busy locations |
|---|---|
| Disadvantages | May be ignored by passers-by |
| Advantages | Can be cheaper than other forms of advertising |
|---|---|
| Disadvantages | Can only include limited information |
| Advantages | Potential customers will see the advert repeatedly over a long period |
|---|---|
| Disadvantages | No demonstration can be made |
| Advantages | Can promote business in a specific geographical area |
|---|---|
| Disadvantages | Only reaches a specific geographical area |
