Two Kinds of Advertising for a Marketing Strategy
Marketing strategy concerns reaching potential customers (also known as the target market), informing them of the product, and persuading them to act on that information or buy the product. To reach the highest number of target market members, advertisers use several types of advertising. Electronic advertising and print advertising represent two of the most popular kinds of advertising appeals used in marketing strategy. Electronic ads include television and radio appeals, and print ads are found in magazines and newspapers.
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Print Advertising
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Print advertisements help marketers show instead of tell consumers about their products. Print ads are often visual, incorporating photographs or illustrations with written copy. Print engages consumers because of the active participation of the medium. Users don't watch print, they read print; their involvement in the medium helps with message awareness and retention.
Magazines
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Magazine ads assist marketers with reaching out to specific segments of target markets using high-quality appeals. Many magazines cater to very specific audiences such as the fashion conscious, business professionals, certain ethnic groups, musicians or hobbyists. Even general news magazines aid marketers in reaching target market members who don't watch television often.
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Newspapers
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Newspapers combine the active engagement of print with mass audiences similar to electronic media. However, the quality of newspaper ads is much lower than magazines because of the type of paper and printing process used. Using a newspaper to target a specific audience is difficult, unless the marketer targets a particular regional audience.
Electronic Advertising
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Electronic advertisements on television and radio allow passive awareness of the marketing message. Electronic media offers creative opportunities that print media lack. The appeals can demonstrate product use, create a powerful atmosphere or highlight unusual aspects of special or celebrity endorsers. Overall, both radio and television mediums allow ease of storytelling in the message and the opportunity to expand creative goals.
Television
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Similar to newspapers, television allows marketers to communicate with mass audiences frequently and quickly. Broadcast television goes out to any television that can pick up a signal while cable or satellite television is a subscription service that ads extra channels. Running ads on cable or satellite networks offers some market segmentation, but ads on broadcast channels reach a much higher number of people.
Radio
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Radio is a personal electronic medium, unlike television, radio listeners often use the medium alone while they walk, drive or work. Many Americans listen to radio, but it's an extremely passive medium because listeners are usually doing something else while the radio is on. Radio advertising messages must be repeated several times to ensure the message cuts through and makes the consumer aware of the information.
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