This week we move into broadcast media and print media, two areas under a lot of threat and change from the digital world. They are not about to become obsolete. They will be around in some capacity, but the strength and relevance to a broad audience is definitely being undermined. Read over these articles that talk about the influence of the DVR and the ability to time shift viewing and skip commercials. Comment on this threat to advertising, as well as ad viewing habits switching to online (via computers and smart phones). You may wish to source other articles, but these will give you the basic information to get going:
Discuss the strengths and limitations of magazines as an advertising medium. How do magazines differ from television, radio and newspapers as an advertising medium? Do you think magazines will face the same pressure that newspapers are facing from online media in the future? Why? Why not?
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This week we move into Out of Home and support media as well as sales promotion for our discussion topics. Outdoor ads can be quite limited as to the amount of information that can be conveyed compared to other media. This however, can be a creative advantage if used properly. Outdoor has also been seen in the past as an “add on” to a campaign to boost the GRP (gross rating points) since so many people are exposed to the message. Explain how outdoor ads can be creative and foster emotional responses. Note examples that you think are effective at doing this.
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