Marketing Communication

Running Head : Marketing Communication

Student Name

University

Professor 's Name

Course Code The television has often been dubbed as the King ' of advertising because of the mediums ability to reach large audiences in a short time An advertiser can convey information to a large diversified environment much faster than any other advertising medium . Television allows advertisers to zone in on their target markets through various programming times for children , housewives , and working adults . The messages carry sight , sound and motion making it more appealing However , advertising on television

is expensive . Since cable operators provide a variety of channels which the viewer can change when the advertisement is being aired , reception rate is questionable . The exposure time required for every advertisement aired is high and requires that the advertisement is viewed by the potential consumer at least 6-7 times (Moriarty 2008

The radio is one of the most inexpensive forms of advertising . Called the theater of the mind , radio advertising provides advertisers with a chance to alter moods , and make people imagine about their product being advertised . It can target narrowly defined target segments by placing advertisements on commercial flights , popular talk shows and programs . When radio personalities carrying the advertisements have a fan base , radio advertising becomes implied endorsements . However without images and motion , radio advertising is left to the mind of the listener . The exposure to the information is less and the chances of forgetting the message are high . Without differentiation that television advertising provides , the rate of ad...