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Advertising Final Paper

2270 words - 10 pages

Li, Qijie
Advertising, summer 2015
Final Paper
Chapter 11-17

Chapter 11
Discuss the advantages and limitations of television as an advertising medium and how these factors affect its use by both major advertisers as well as smaller local companies.

Television advertising is one of the most popular ways of conveying a mass message. Marketers interact color, sound, sight, drama and motion to ensure that their message is strong and persuasive. Cable networks, 24-hour programs and satellite channels have further hiked television viewership in national-wide. But television advertising costs more than other forms of media, such as radio, magazine, newspaper and Internet advertising. ...view middle of the document...

Such as magazines can position different target customers by posting different advertisements, sport magazines for sport lovers, cooking equipment for cooking lovers. Although the advantages offered by magazines are considerable, they have certain drawbacks too. These include the costs of advertising, their limited reach and frequency, the long lead time required in placing an ad, and the problem of clutter and heavy advertising competition.

Chapter 13

What is going to happen to the Yellow Pages directories? The Yellow Pages, which have been in existence for quite some time, seem to be at a crossroads for their future. As consumers become more and more comfortable with the Internet, there are indications that customers are using this medium to provide the services the traditional hard-copy books have provided. Do you think the traditional Yellow Pages directories will eventually go away? What should the Yellow Pages be doing to ensure their survival?

Yellow page advertising has been being a major advertising type for a long time. While most of us use them frequently, we tend to forget they are advertising.

I believe the future will be very pale. Since Yellow Pages are essentially local media, they tend to be much localized. Add to this the increasing number of specialized directories, and the net result is a very specific offering. Response to Yellow Pages ads is directly tied to the size of the ad. Thus to get noticed, one may have to pau more. Printing schedules require that ads be placed a long time before the publications appear. It is impossible to get an ad in after the deadline, and advertisers need to wait a long time before the next edition.

But I also believe the Yellow Pages can get chances from a special group, such as the elder people. Consumer use the Yellow Pages when they are considering or have decided to tale, action. The YPPA reports that 20.4 percent sat their purchase was influenced by the Yellow Pages. Consumers choose to use the Yellow Pages, they are not considered an intrusion. And elder people are not familiar and willing to accept the new technology like Internet, so they would prefer to keep the old way using Yellow Pages.

Chapter 14
Explain how companies use database marketing. Name some of the companies that may have your information in their database. Explain how this information is used to reach you.

The database is a tool for database marketing- the use of specific information about individual customer and/or prospects to implement more effective and efficient marketing communications. The key driving force behind database marketing is establishing, building and then maintains a relationship with the customer. First, companies use data collection, then they turning data into knowledge. Requires analyzing the data so that it becomes data which can be used in effective marketing and communications. Finally, developing and evolving business strategies. Involves using the data and the...

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