Media Essay

1435 Words6 Pages
The product selected for the critical analysis is Hydra sports drink Advertising has become an essential part of the corporate world and small business alike. Companies dedicate a considerable amount of their financial resources to their advertising budget. Media placement usually counts for the majority of the advertising budget. Analysing the advantages and disadvantages of media options: The advantages of television as an advertising medium include: Dynamic environment: Television has a strong impact created by the combination of sight and sound, and provides the opportunity to demonstrate the features and benefits of a product and service and how it can be used. The use of special effects can create excitement and grab the attention of the target audience. Reach: Television advertising can reach a large percentage of the population on either a national or regional level. Call to action: Television provides a ‘call to action’, compelling the viewer to do something. For example, ‘Ring in the next five minutes’, or ‘Go to our website’. Influence: Television has become an integral part of our culture. The majority of Australians use television as the primary source for news and entertainment. Cut through: Television is able to engage a viewer when they are not actively seeking information. Television viewers will passively process commercial messages while waiting for their television program to resume. By comparison, magazine and/or newspaper readers just turn the page to avoid an advertisement if they so choose. Disadvantages of television as an advertising medium include: Expense: The high cost of producing and airing television commercial excludes many organisations. While the cost per audience member can be low the overall cost of a television advertising campaign can be beyond the means of many small to medium sized organisations.
Open Document