Week 4 Lecture Revision Submission Essay Example

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    High School
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5WEEK 4 LECTURE REVISION SUBMISSION

Week 4 Lecture Revision Submission

Structure of the Australian television industry

Television medium of advertising has the broadest exposure either through free-to-air or subscription. It has the largest exposure with approximately 14.3 million watching free to air for 13 hours a day (Chitty, 2011).

Strengths and limitations of television advertising

A television possesses ability to demonstrate the product regarding auditory and visual senses. It also has an intrusion value because it engages the consumer sense and attracts attention. It provides entertainment and brings excitement. It has some limitations such as it is costly, the audiences are fragmented, and during commercials people zap from one station to another.

Issues associated with purchasing television advertising

The advertisement is expensive to produce, a lack individual control, and it is only effective when it is not perceived to be an advertisement.

Radio industry in Australia

The major radio networks in Australian include ARN, Austereo, ABC, and SBS. Radio can reach a large number of audiences at a relative cost.

Strengths and limitations of radio advertising

Radio advertising can reach segmented audiences such as teens, sports listeners, and particular political affiliates. It can reach prospective customers at a personal level, and it is relatively cheaper. Its limitations include, visuals cannot be employed, and inability to reach a diverse audience due to segmentation, and buying radio time is complex.

Advantages and limitations of newspapers and magazines as a multichannel marketing communications print medium

Print mediums have mass coverage because they are dispersed to a larger audience. They also allow the use of detailed product messages and color graphics to attract the attention of the reader. Also, advancement in technology allows high-quality reproduction is giving marketers chance to attract the readers. However, its limitations include clutter as the reader tends to skip advertisement to avoid interrupt the reading. Moreover, print mediums may not reach particular market segments.

Roles that out-of-home plays as a marketing communications medium

This medium of advertising are seen outside the home and include billboards, bus shelters, transit vehicles, and shopping center. They can capture audience due to their color visibility, distance comprehension, and letter visibility (Chitty, 2011). Their effect can be pleasing and create excitement.

How VIEW model can be used to evaluate package effectiveness

VIEW refer to the four features used to assess a particular package.

Visibility: ability to attract customer attention.

Information: ability to stimulate trial purchase; repeat purchase and instructions.

Emotional appeal: it can evoke desired feelings.

Workability: refer to package function and how it communicate

A-step package design process

The first step is to specify brand objectives. The second step is conducting product category analysis. Then conduct competitive analysis. Fourth, identify the brand benefits. Lastly, determine what communication method will be used.

How consumers are using social media to interact with products and services

Consumers are drawn to social media to participate in the conversation because people voice an opinion about products and services. This helps them in making a decision before they can use a product or services.

Role that point-of-purchase plays as a marketing communications medium

It is considered the ideal time to reach consumers because this is the time when many product and brand choice decisions are being made (Chitty, 2011). P-O-P informs by alerting consumers to specific items, reminds consumers of a brand they have heard before, encourage consumers to buy even unplanned purchases, and enable retailers to boost sales.

References

Chitty, W., Barker, N., Valos, M., & Shimp,T. (2011) Integrated Marketing Communications, 3rd edition, Cengage Learning, 2011.