Business Studies Collins Revision Guide. - StudyGuide.PK

MARKETING MIX (5)Advertising media●●●●●Television advertising is very expensive – in excess of £1000 perminute – but is very effective in reaching potential consumers. Itcan be easily targeted to reach different market segments, forexample, people interested in gardening or sport.Radio advertising is also effective at reaching certain marketsegments based upon age or interest. It is cheaper than television,costing from about £600 per minute. However, it is often harder toremember a lot of facts from just hearing an advertisement so theyare often repeated many times.Newspaper and magazine advertisements vary in cost accordingto how many copies of the publication are circulated. Somemagazines are published monthly and are more likely to be re-readthan a daily newspaper. Targeting particular segments is easy as thereare magazines published that are aimed at most market segments.Posters and billboards can be part of a national campaign or canbe used in a specific locality. Other than this it can be hard to reacha particular target market. Local newspapers often advertise theirmain stories this way outside newsagents. The message has to beshort and ‘catchy’ as only a little information can be taken in bypassers-by this way.Direct mail can be targeted and involves directly contacting likelycustomers. It is not just a way of advertising, it is a way of selling thatdoes not use wholesalers and retailers. It can only be as effective asthe list of likely customers that the business is able to use.61