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Managing the Total Marketing Effort

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Your company is considering the use of television to advertise its product. The CEO has asked you and the other members of the marketing department to evaluate this option. In particular you are to debate the following issue: Has TV advertising lost power?

Long deemed the most successful advertising medium, television advertising has received increased criticism as being too expensive and, even worse, no longer as effective as it once was. Critics maintain that consumers tune out too many ads by zipping and zapping and that it is difficult to make a strong impression. The future, claim some, is with online advertising. Supporters of TV disagree, contending that the multisensory impact of TV is unsurpassed and that no other media option offers the same potential impact.

Compare TV advertising with one other promotional channel.

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Lets compare TV advertising with both online advertising and paper ads.

I am going to look at the demographical issues, the amount spent at actually consciously looking at the advertisement, the unconscious response to the advertising, and the overall impact.

Demographical issues: TV is interesting because it can appeal to both the younger and older generation depending on what program the advertising is showing during. For example on MTV you would show advertising geared toward the younger target market while on the History Channel or AMC you would gear it to the older or semi-older generation. Obviously the same is said for programming on the network channels as shows for younger people would have advertising for younger people as well and so on.

However, the internet advertising is geared towards the younger generation since the older generation generally doesn't use the internet or does not use it that often. Also, print is more for the older generation since the younger generation tend to get their news and info from the internet rather than from ...

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