Advertising Media - Merits and Limitations - Promotion, Principles of Marketing | Principles of Marketing - B Com PDF Download

Advertising Media-Merits and limitations
Merits and Demerits of Advertising Merits of Advertising Advertising as a means of communication has numerous advantages. The merits of advertising can be summarized below: 1. Mass Reach- Advertising is a communication medium which can reach a wide range of people over a broad geological region. For example- advertising via a daily newspaper reaches millions of people all over the country.
 

Merits and Demerits of Advertising
Merits of Advertising
Advertising as a means of communication has numerous advantages. The merits of advertising can be summarized below:

1. Mass Reach- Advertising is a communication medium which can reach a wide range of people over a broad geological region. For example- advertising via a daily newspaper reaches millions of people all over the country.

2. Boosting customer contentment and confidence- It creates a sense of assurance amidst potential customers as they are contented and comforted about the quality of the product and thus feel more relaxed.

3. Expressiveness- As because of the progress of graphic designing, art and computer skills, advertisement has changed into one of the most aggressive weapon of communication. A simple product can look attractive with all the special effects and modern computer skills.

4. Economy- Advertising by far is the most economic medium of communication for creating mass awareness. AS a result of it wide reach, the total advertising cost gets stretched over several communication links recognized. This ultimately lowers per unit cost for advertising.

Demerits of Advertising
Though advertising has many advantages, it also has several disadvantages. The demerits of advertising as a medium of communication are listed below:

1. Less Forceful- Being an impersonal medium of communication, it is less forceful when compared to personal selling. Advertising is a common message and you are not compelled to pay attention to the message conveyed.

2. Lack of feedback- It is not possible to study the efficiency of advertising message as it is not possible to gather immediate and precise feedback of the message communicated.

3. Inflexibility- Advertising is not very flexible because of non-standardization and is not custom made to meet the necessities of the various groups of customers.

4. Low effectiveness- Because of the growth in volume of advertising is becoming impossible to make advertising message heard by the prospective group of consumers. This ultimately influences the efficiency of advertising.

Even though advertising has many disadvantages the merits of advertising outweighs the disadvantages and thus forms an important element for a successful marketing of a product. Thus advertising is no doubt a powerful medium of communication without which no product can be marketed successfully.

The Benefits of Advertising on the Radio
Considering that the newspaper business has diminished greatly over the years in most cities, other forms of advertising has become more important. Advertising on the internet has become a little iffy because of ad-blockers. Advertising on local television stations or even during national programs can be expensive to reach a large market.

Pixabay
Marketing departments and brand managers have found that the best way to best bang for your advertising dollar, is still advertising on the radio. Radio has been around for nearly 100 years now, and radio still remains the best way to get your brand and ads to the public. A few of the following reasons for advertising on the radio include:

Reach
Nielsen and Arbitron recently found that the best way to reach your audience in by advertising on the radio. They found that radio ads reach more consumers than any of other form of media around, and the numbers weren’t even close.

Retention
Consumers retain what they hear on the radio far more than they do on television, the internet and all other forms of media. With television ads, we can mute them, change the channel or just tune them out. The internet ads are blocked and smart phones ads are considered spam. But listening to the radio, we all listen, and after hearing an ad enough times, many consumers go to the web site, or to the store or restaurant to check out the business. Ads on the radio are retained in our minds more and trusted more than any other form of media.

Return on Investment
Studies also found that radio easily outperformed all other forms of media in terms of return on investment and returns on ad spends (ROAS). Think about listening to your favorite radio station. We all listen to ads more intently, and many of these ads are from companies we either have been to before or are interested in going to.

Almost everyone listens to radio, AM, FM or streaming radio; all companies can get a great bang for their buck by advertising on the radio. Without worrying about internet ads being blocked, advertising on the radio just takes the click of a button for millions of consumers to hear your ads. Most consumers are looking for something and at any given time, an ad on the radio might be exactly what they are looking for. Not to mention, many consumers are in their cars while listening to the radio, already going out to do errands like shopping or to get something eat. The ads on the radio could be just what the consumer needs to hear to help them decide what to buy.