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. Consumers often bemoan the intrusive nature of television advertisements and find ways to avoid commercials.

Because of the high costs of TV advertising, many small local cannot afford it very often. Which means, the major advertiser would occupy this field and attract more customer by this ways. Local small companies would more focus on the traditional media, such as print media or magazines or radio. And the traditional media could influence the local people enough, so I believe this is a fair opinion for local small companies to advertising.

Chapter 12

Discuss the role of magazines as part of an advertiser’s media strategy. What are the advantages are and limitations of magazines?

Over the past several decades, magazines have grown rapidly to serve the educational, informational, and entertainment needs of a wide range of readers in both the consumers and business markets. Magazines are usually classified by consumer magazines, farm publications, and business publications.

Magazines have a number of characteristics that make them attractive as an advertising medium. Strengths of magazines include their selectivity, excellent reproduction quality, creative