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Advertising Media
PROPER USES OF TELEVISION FOR MARKETING
- Television message is helpful to advertisers when an advertising message needs to be
presented visually, with action, oral persuasion and demonstration. - When an advertiser requires to reach a high percentage of the viewing public quickly, and
when introducing a new product. - National spot time can be used to introduce a product on a market-by-market basis or to
provide for a series of test market. (Stanley, 1977; Kleppner, 1983 and Belch and Belch, 2004)
OTHER ELECTRONIC MEDIA
Electronic media include the internet and World Wide Web. The internet consists of computers and
groups of computers that share information globally, a collection of computer networks involving millions
of users who share a compatible means of interacting with one another to exchange information. Home
pages serve as a form of advertising that the audience seeks. The effectiveness of home pages is often
measured in “hits”, that is, the number of times someone looks at the page on the internet. Many service
providers, which provide advertisers with space for home pages also audit the readership of those home
pages so that advertisers know who hit the page.
PURPOSES OF INTERNET
- Exchanging and accessing information, quickly and conveniently.
- Creating of social and business opportunities, when you are connected, you have the
opportunity to produce and consume information generated around the world. - Communicating worldwide.
- Cost efficiency through the worldwide services, organizations can reach more audiences
for less money – this offers a cost-saving, effective communication system for advertising. - Accessing experienced experts.
- Promoting wide area productivity, organizations can build teams that work effectively across
geographic distance.
PRACTICAL APPLICATIONS ON THE INTERNET
- COMMUNICATIONS: sending messages in seconds to people anywhere in the world.
- ELECTRONIC PUBLISHING AND THE MEDIA: advertising messages can be published
and transmitted worldwide for millions of people to receive anywhere in the world, where
they are connected on the internet. - RESEARCH: it can be used by a researcher to gather technical information programmes,
documents, monitor news and messages.