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论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-08-17编辑:felicia点击率:38194
论文字数:18465论文编号:org201408160903495775语种:英语 English地区:中国价格:免费论文
关键词:广告定位性冲击力AdvertisingPowerful advertisingmedium
摘要:本文是一篇广告学留学论文。广告通常表达出强烈的定位性。极具冲击力的广告是经过具体筹划的结果。伟大的思想和伟大的广告活动不只是一种流行的表现方式,它们更多地是建立在激励销售的沟通要点上。本文以印度为例,分析电台广告的发展史。
7. A personal medium
The human voice is the most personal means of communication. Radio gives the advertisers the opportunity to take advantage of the right combination of words, voices, music, and sound effects to establish a unique “one-on-one” connection with prospects that lets you grab their attention, evoke their emotions, and persuade them to respond.
Radio can be targeted by lifestyle formats and is more efficient than other media from a cost and production standpoint. As a result many advertising agencies will move their budgets into radio.
Disadvantages of Radio
1. Misunderstanding
Sometimes there might be a misconception regarding the radio ad as it is only heard. In television the chances of such misconception is less, as it is audio as well as visual.
2. Poor Radio Attentiveness
Just because radio reaches audiences almost everywhere does not mean that everyone is paying attention. When a consumer is listening while doing some work or traveling in a car, he or she often switches stations when an ad comes and divides his or her attention between the radio and road.
3. Fragmented Audiences
The large number of stations that try to attract the same audience in a market has created tremendous fragmentation. If a large number of radio stations compete for the same audience, advertisers who want to blanket the market have to buy multiple stations, which may not be cost effective. However, in radio's quest to continue to fine tune its reach, some advertisers wonder if radio is offering too many narrowly defined options. For those product categories with broad appeal, it is difficult to gain effective reach and frequency without buying several radio stations and networks.
4. Chaotic buying procedures
For an advertiser who wants to include radio as a part of national advertising program, the buying process can be sheer chaos. Since national networks and syndicated broad cast do not reach every geographic market, an advertiser has to buy time in individual markets on a station-by-station basis. This could involve dozens of different negotiations and individual contracts.
5. Short Lived and Halfhearted Commercials
Radio commercials are brief and fleeting. They can't keep like a newspaper or a magazine ad. Radio must compete with other activities for attentions, and it does not always succeed. Only 20 % of time availability restricts the frequency of message exposure.
6. Creative Limitations
The audio-only nature of radio communication is a tremendous creative compromise. An advertiser whose product depends on demonstration or visual impact is at a loss when it comes to radio. Many advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans.
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