• Products can only be advertised on local and national radio stations excluding all BBC channels.

• Use of catchphrases. Some companies use catchphrases on the radio, which remind consumer about the product.

• It’s cheaper to advertise on the radio

• However, it is also possible to target certain groups of people, because there’s a range of different radio stations. Some radio station have political and business news. E.g. the employer might decide to advertise some of the jobs in his company on this particular radio stations. The majority of people who listen to such radio stations, are intellectuals, are interested in business and are likely to have more skills. E.g. music radio stations always advertise new CD albums, music players and other products, which are targeted on the young group of people, who are likely to listen to these radio stations. This helps businesses to select the most suitable radio station for advertising their jobs, goods and services.

Disadvantages:

• There’s no image, which means weaker visual effect.

• There’s no copy of the material being advertised, which means the customer cannot go back and listen to the message again. However, the adverts on the radio are usually repeated during the day.

• Audience might be concentrated on listening the music, and advert interruptions might be ignored, which makes it less effective.

• There might be too much advertising on one radio stations, so the listener may decide to change the radio station.

Using Cinema

Advantages:

• Captures audience’s attention and makes them watch an advert.

• Use of movement, colour and size of the picture in addition to the surround sound system can make an advert very effective.

• Depending on the film, different age groups may be targeted. Eg. If it’s a movie for kids, like ‘Ice age’, then the main impact will be on the children and their parents. Usually, after you finish watching a movie, on the way back there are many shops which sell toys with the main characters who played in some particular movies. Therefore, if you e.g. watched a new ‘Sponge Bob’, when you go out of the cinema theatre you can go into the shop and buy Sponge Bob toy.

• It is expensive, but costs less than advertising on tv.

Disadvantages:

• Although there may be a limited number of people (audience and potential consumers) coming to the cinema. Therefore, advertising in the cinema has a limited effect on the people.

• Not all products can be advertised in the cinema (E.g. cigarettes). For example, toilet paper or domestic products like ‘Tide’ wouldn’t normally be advertised in the cinema.

• Message being send to the audience might be short lived, so the consumer doesn’t remember what an advert was about. E.g. usually, after watching a great film, it is difficult to remember what was in the advert before the movie had started.

• Message can only be send once to the audience, unless he or she goes to the cinema again.

Using press (newspapers)

Advantages:

• Regional and local newspapers can be used to target particular area and groups of people. For example, ‘Hyundai’ motor company can target particular cities and towns in Britain, where people are more likely to buy their cars.

• Details and specifications of the product can be provided.

• The reader can refer back and read an advert again.

• Can target particular groups of people. For example, ‘The Guardian’ and ‘The Times’ newspapers are usually being read by intellectual and clever people and target older group of people. ‘The Sun’ newspaper might be more suitable for the young audiences.

• Newspapers are relatively cheap.