首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Media Selection for Advertisements A)After determining the target audience for a product or service, advertising agencies must s
Media Selection for Advertisements A)After determining the target audience for a product or service, advertising agencies must s
admin
2014-12-31
24
问题
Media Selection for Advertisements
A)After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement. We discuss here the major types of media used in advertising. We focus our attention on seven types of advertising: television, newspapers, radio, magazines, out-of-home, Internet, and direct mail.
Television
B)Television is an attractive medium for advertising because it delivers mass audiences to advertisers. When you consider that nearly three out of four Americans have seen the game show Who Wants to Be a Millionaire, you can understand the power of television to communicate with a large audience. When advertisers create a brand, for example, they want to impress consumers with the brand and its image. Television provides an ideal vehicle for this type of communication. But television is an expensive medium, and not all advertisers can afford to use it.
C)Television’s influence on advertising is fourfold. First, narrowcasting means that television channels are seen by an increasingly narrow segment of the audience. The Golf Channel, for instance, is watched by people who play golf. Home and Garden Television is seen by those interested in household improvement projects. Thus, audiences are smaller and more homogeneous(具有共同特点的)than they have been in the past. Second, there is an increase in the number of television channels available to viewers, and thus, advertisers. This has also resulted in an increase in the sheer number of advertisements to which audiences are exposed. Third, digital recording devices allow audience members more control over which commercials they watch. Fourth, control over programming is being passed from the networks to local cable operators and satellite programmers.
Newspaper
D)After television, the medium attracting the next largest annual ad revenue is newspapers. The New York Times, which reaches a national audience, accounts for $1 billion in ad revenue annually, and increased its national circulation(发行量)by 40% and is now available for home delivery. Locally, newspapers are the largest advertising medium.
E)Newspapers are a less expensive advertising medium than television and provide a way for advertisers to communicate a longer, more detailed message to their audience than they can through 48 hours, meaning newspapers are also a quick way of getting the message out. Newspapers are often the most important form of news for a local community, and they develop a high degree of loyalty from local reader.
Radio
F)Advertising on radio continues to grow Radio is often used in conjunction with outdoor bill-boards(广告牌)and the Internet to reach even more customers than television. Advertisers are likely to use radio because it is a less expensive medium than television, which means advertisers can afford to repeal their ads often. Internet companies are also turning 10 radio advertising. Radio provides a way for advertisers to communicate with audience members at all times of the day. Consumers listen to radio on their way to school or work, at work, on the way home, and in the evening hours.
G)Two major changes—satellite and Internet radio—will force radio advertisers to adapt their methods. Both of these radio forms allow listeners to tune in stations that are more distant than the local stations they could receive in the past. As a result, radio will increasingly attract target audiences who live many miles apart.
Magazines
H)Newsweek lies, women’s titles, and business magazines have all seen increases in advertising because they attract the high-end market, magazines are popular with advertisers because of the narrow market that they deliver. A broadcast medium such as network television attracts all types of audience members, but magazine audiences are more homogeneous, if you read Sports Illustrated, for example, you have much in common with the magazine’ s other readers. Advertisers see magazines as an efficient way of reaching target audience members.
I)Advertiser using the print media-magazines and newspapers—will need to adapt to two main changes. First, the Internet will bring larger audiences to local newspapers, these audience will be more diverse and geographically dispersed than in the past. Second, advertisers will have to understand how to use an increasing number of magazines for their target audiences. Although some magazines will maintain national audiences, a large number of magazines will entertain narrower audiences.
Out-of-home advertising
J)Out-of-home advertising. Also called place-based advertising, has become an increasingly effective way of reaching consumers, who are more active than ever before. Many consumers today do not sit at home and watch television. Using billboards, newsstands, and bus shelters for advertising is an effective way of reaching these on-the-go consumers. More consumers travel longer distances to and from work, which also makes out-of-home advertising effective, technology has changed the nature of the billboard business, making it a more effective medium than in the past.
K)Using digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. This allows advertisers more variety in the types of messages they create because they can change their messages more quickly.
Internet
L)As consumers become more comfortable with online shopping, advertisers will seek to reach this market. As consumers get more of their news and information from the Internet, the ability of television and radio to get the word out to consumers will decrease. The challenge to Internet advertisers is to create ads that audience members remember.
M)Internet advertising will play a more prominent role in organizations’ advertising in the near future. Internet audiences tend to be quite homogeneous, but small. Advertisers will have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the online medium as well.
Direct mail
N)A final advertising medium is direct mail, which uses mailings to consumers to communicate a client’ s message. Direct mail includes newsletters, postcards and special promotions. Direct mail is an effective way to build relationships with consumers. For many businesses, direct mail is the most effective form of advertising.
Satellite and Internet radio allow listeners to receive farther stations.
选项
答案
G
解析
题干关键词Satellite and Internet radio和receive farther stations。文中G段第一句提到。satellite and Internet radio--will force radio advertisers to adapt theirmethods.Both of these radio forms allow listeners to tune in stations that are moredistant than the local stations they could receive in the past.题干是本段的总结,故选G。
转载请注明原文地址:https://kaotiyun.com/show/WHq7777K
0
大学英语四级
相关试题推荐
A、Theyfeelenjoyable.B、Theyfeelsafeinbigcities.C、Theyfeelunproductiveandlonely.D、Theyfeelfree.C事实细节题。根据“Theyfee
A、Heislearningaboutadvertising.B、Heisthenewadvertisingmanager.C、Heisinterviewingthewoman.D、Heiswaitingforan
Isitcheapertobeawoman—oraman?Tocelebratethelaunchofgenderequalityinfinancialservices,Moneyexploredother
Isitcheapertobeawoman—oraman?Tocelebratethelaunchofgenderequalityinfinancialservices,Moneyexploredother
Isitcheapertobeawoman—oraman?Tocelebratethelaunchofgenderequalityinfinancialservices,Moneyexploredother
A、Thewomanisthemanager’ssecretary.B、Themanfoundhimselfinawrongplace.C、Themanisthemanager’sbusinessassociate.
A、Becausesheisyoungerthanthepreviousmanagers.B、Becauseshehasmoreexperience.C、Becausesheissurethatsheismental
JobseekersinBritainsayemployersare【B1】______applicants’degreesandcertificates.Theyaremakingtheirownentranceexams
JobseekersinBritainsayemployersare【B1】______applicants’degreesandcertificates.Theyaremakingtheirownentranceexams
JobseekersinBritainsayemployersare【B1】______applicants’degreesandcertificates.Theyaremakingtheirownentranceexams
随机试题
违反刑法、危害社会的是( )犯罪自然人具有刑事责任能力的是( )
关于皮肤鳞状细胞癌和基底细胞癌的区分正确的是
关于Ⅱ型呼吸衰竭的叙述,正确的是
背景西南安装工程公司承建某商场机电安装工程,由于业主急于开业,经业主同意,西南安装工程公司在没有进行防排烟系统测定和调整,竣工验收后即投入使用。在保修期内,该工程的计算机房由业主供的风机盘管的附件(冷冻水柔性接管)发生断裂而漏水,使建筑装修及计算
下面几项不是金融衍生工具的是()
5月15日,李某与山东的张某签订一批大蒜的买卖合同,合同约定大蒜为紫皮大瓣蒜,6月1日张某送货上门,李某验货后7日内付款。由于大蒜市场紧俏,张某到期不发货要求李某先付款,无奈李某支付50%的货款。由于发货途中连日大雨,。导致张某遭遇泥石流,大蒜损失严重,只
个人现金流量表可以为个人理财规划提供的帮助有()。
“怪味鸡”是()代表菜。
在某校新当选的校学生会的七名委员中,有一个大连人,两个北方人,一个福州人,两个特长生(即有特殊专长的学生),三个贫困生(即有特殊经济困难的学生)。假设上述介绍涉及了该学生会中的所有委员,则以下各项关于该学生会委员的断定都与题干不矛盾,除了:
两变量的相关系数为0.43,Sx为5,σY为3,请问bYX为()
最新回复
(
0
)