Chapter 3

Question 1

The purpose of using advertising media has remained the same ever since advertising was first invented:

Answer 1

Attract a potential customer’s attention and persuade him or her to buy your product.

Question 2

What do you think is the oldest form of media advertising?

Answer 2

The answer may surprise you:

billboards and out-of-home advertising media

Question 3

Advertising media can be divided into

Answer 3

below-the-line, above-the-line and through-the-line advertising.

Question 4

Below the line advertising

Answer 4

Below-the-line promotion refers to forms of non-media communication or advertising;

this type of promotion has become increasingly important in the communications mix of many companies, not only those involved in fast-moving consumer goods, but also those that produce industrial goods.

Question 5

Above the line advertising

Answer 5

Promotional activities carried out through mass media, such as television, radio and newspapers are classed as above-the-line promotion.

Question 6

Through the line advertising

Answer 6

Through-the-line promotion refers to an advertising strategy that involves both above- the-line and below-the-line communications; one form of advertising points the target to another form of advertising, thus crossing the “line”.

Question 7

There are four main participants:

Answer 7

• the advertiser
• the advertising agency
• the media owner
• the target marketplace.

Question 8

What and who are the professional participants?

Answer 8

The professional participants are those who make money from advertising. These are as follows: the advertiser the advertising agency the media owner (the company providing the actual media channel/tool

Question 9

The role of the advertiser is summarised as follows:

Answer 9

Advertiser – wants to satisfy the needs and wants of the target market

Question 10

The role of the advertising agency is summarised as follows:

Answer 10

Advertising agency – advises on how to communicate product benefits, suggests media options, schedules advertising

Question 11

The role of the media owner is summarised as follows:

Answer 11

Media owner – books advertisement, places advertisement, broadcasts, prints

Question 12

The role of the target market is summarised as follows:

Answer 12

Target market – most important player, message directed at this group of people, influence, reach

Question 13

Functions and interactions between various participants

Answer 13

textbook

Question 14

To achieve your study goals, you need to be able to define, explain and provide relevant examples of the participants in the media process and their different functions.

Answer 14

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Question 15

According to this section of the prescribed book, 50% of total advertising expenditure is for printed media. List the two main types of printed media.

Answer 15

Newspapers. Magazines.

Question 16

List reasons why people read newspapers and magazines.

Answer 16

• Leisure
• Health
• Travel
• Business
• Academic

Question 17

Newspapers can be divided into the following geographic types:

Answer 17

• national
• regional
• country
• community
• suburban

Magazines are usually classified according to lifestyle and consumer interest rather than geographical location.

Question 18

Print media enables advertisers to transmit their messages in two ways:

Answer 18

visually and verbally.

Question 19

Newspaper Strenghts

Answer 19

• proven illustrations/ explanations
• suitable
• high frequency
• adaptable to change
• cheap per reader
• geographically selective
• act as buyer’s guide
• good news
• medium high coverage

Question 20

Newspaper Weaknesses

Answer 20

• poor reproduction quality
• short lifespan
• read selectively
• reach general audience
• many advertisers
• clutter
• low attention getting

Question 21

Magazine Strenghts

Answer 21

• good reproduction quality
• longer lifespan
• reach specific market
• loyal readers
• national coverage
• good image creator

Question 22

Magazine Weaknesses

Answer 22

• limited flexibility
• many advertisers
• not geographically selective
• short time to convey message

Question 23

Radio Strengths

Answer 23

• personal medium
• geographically selective
• reach specific audiences
• no literacy required
• theatre of the mind
• low cost

Question 24

Radio Weaknesses

Answer 24

• limited availability
• no illustration
• possible short messages
• background medium
• low attention
• habitual

Question 25

Television Strenghts

Answer 25

• involves most senses
• message can’t be ignored
• good for demonstrations
• psychographic targeting
• wide coverage
• prestige value
• involves entire family
• high impact
• high production/flighting costs

Question 26

Television Weaknesses

Answer 26

• limited quality time
• no reference back to message
• relatively expensive
• reaches general audience
• lengthy preparation
• repetition can irritate
• only national

Question 27

Outdoor Strenghts

Answer 27

• low cost per passer-by
• high frequency advertising
• geographically selective
• support and reminder
• large product presentation
• high impact

Question 28

Outdoor Weaknesses

Answer 28

• SHORT message
• reaches general passers-by
• relatively limited space
• high production cost
• local restrictions

Question 29

Cinema Strenghts

Answer 29

• involves most senses
• message can’t be ignored
• demonstration purposes
• geographically selective
• psychographic targeting
• relaxed atmosphere
• high quality reproduction
• an income audience
• very high impact

Question 30

Cinema Weaknesses

Answer 30

• relatively expensive medium
• limited message
• lengthy preparation
• expensive to produce

Question 31

Digital interactive media are active and immediate. What does this mean?

Answer 31

This means that the advertising process is a two-way communication initiative – the receiver can respond immediately.

Question 32

The digital environment is characterised by the following:

Answer 32

• consumers can order products directly and immediately (online)
• door-to-door delivery
• consumer online participation (game shows)
• images can be manipulated for better viewing
• consumers can find information quickly by using internet browsers (Google)

Question 33

What do you think is the greatest challenge in the digital environment?

Answer 33

The answer is attention span.

Advertisers have to attract and then maintain the consumer’s attention.

Question 34

Describe what it means for an advertiser to get “flamed”

Answer 34

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Question 35

Define “niche marketing”

Answer 35

A niche market is the subset of the market on which a specific product is focused. The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact. It is also a small market segment.

Question 36

Define “crowd sourcing”

Answer 36

“Simply defined, crowdsourcing represents the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call. This can take the form of peer-production (when the job is performed collaboratively), but is also often undertaken by sole individuals. The crucial prerequisite is the use of the open call format and the large network of potential labourers.”