Specifics of Advertising Industry Nowadays Essay Example

that is more widespread than most other communication methods. Groups that may find radio advertising effective include individuals with their own adverts, institutions of learning, and business enterprises. Advantages of using radio as an advertising medium are its broad reach, allowing an advert to reach many people simultaneously, unlike other means of communication.

The advantages of using radio for advertising include the ability to accompany ads with music, making them memorable, as well as being a cost-effective option compared to television. Radio ads are portable and available, ensuring constant exposure to listeners. However, there are also disadvantages such as the need for back-up power sources like electricity and the use of vernacular languages that may limit the reach of the advertisement. Noise interruptions and weather conditions can also hinder delivery (Kassaye 72). Another medium that uses mail delivery is direct mail.

The benefits of utilizing this form of advertising are that it guarantees the advert exclusively reaches the intended audience, unlike other mediums such as radio and television. Additionally, it is convenient as it can provide detailed information that potential customers may need. However, there are disadvantages associated with direct mail advertising. These include the unreliability of the medium, as mails can be lost or delayed during delivery, leading to outdated adverts, especially for time-limited offers. It is also expensive, as mails have to be individually delivered regardless of recipients' geographical location (Olubunmi 119). Newspapers are another popular platform for advertising, utilizing printing technology to create adverts. Newspapers offer certain advantages such as their illustrative nature through the use of pictures.

It is also reliable since one can keep it for future reference. Newspaper is also effective

in that it is affordable to many people, allowing adverts to reach a wide audience as those who have bought it can still share with others. However, there are disadvantages of using the newspaper. It is not as widespread as other mediums like radio and advertising in a newspaper can be expensive compared to radio. Reading a newspaper may also be time-consuming, causing some people to panic before they see certain adverts.

Advertisements may not reach illiterate potential buyers who do not understand the language used for communication. Magazines, similar to newspapers, are part of print media and are used for advertising. Outdoor advertising involves the use of banners, posters, and billboards in urban areas to promote businesses, government entities, and organizations. This form of advertising has advantages: it reaches a large audience simultaneously and captures attention due to its visual appeal. However, it also has some disadvantages; weather conditions can cause the advertisements to fade over time.

Outdoor advertising can be expensive and language barriers may hinder communication with illiterate individuals (Olubunmi 119). In contrast, internet advertising employs the internet to promote businesses and products. This is achieved through various websites, particularly popular social media platforms like Twitter, Facebook, and WhatsApp Messenger. The advantage of internet advertising lies in its capacity to reach a vast audience simultaneously and its cost-effectiveness as the message only needs to be sent once. However, internet marketing also has drawbacks, including the need for costly devices like laptops to access the internet.

Fraud also complicates the differentiation between genuine and fake advertisements, making it difficult for customers. Additionally, it is not suitable for individuals without computer skills as they are unable

to access the internet (Kirby 428).

References

• Kassaye, W. Wossen, and Alexandra Hutto. "Advertising Implications of Millennials' Motives and Device-Platform Consideration Sets: An Exploratory Study." Journal of Promotion Management 22.1 (2016): 16-33.
• Olubunmi, Aborisade Philip. "The Emerging Cyber Media: The beginning of a New Media and the end of Old Media." Online Journal of Communication and Media Technologies 6.1 (2016): 119.
• KIRBY, DAVID A. "Film, Radio, and Television." A Companion to the History of Science (2016): 428.
• Danaher, Peter J., and Tracey S. Dagger.

"Comparing the effectiveness of advertising channels: A case study of a multimedia blitz campaign."
Journal of Marketing Research 50.4 (2013) 517-534.