With my tangible good being Diehard’s automobile battery, the question of whether radio and television ads are best for today’s competitive world arises. Television advertising is useful because it reaches a much wider audience in a much shorter period of time than radio advertising (Moriaty et al 2014). Furthermore, it has the unique benefit of reaching viewers at their most attentive. The power of television ads to cater to light, gesture, and sound increases the prestige of a service or good. The opportunity of creativeness is endless in television advertising and, therefore, personality may be added to the business giving it an edge (Jugenheimer et al, 2014). However, one disadvantage is that costs of television advertising are too high and worse when one wants to effect a change or add to the advertisement as more costs are involved. People find television advertisements as intrusive and may take the time for a break or put the television on mute negating the effects of the advertisement.
Radio advertising, on the other hand, is advantageous in the sense that it can be highly affordable (Wimmer and Dominic, 2013). Further, radio has the distinct advantage of being highly repetitive and still sounding fresh to the audience. Radio advertising is also relatively easy to produce and, therefore, necessary changes or add-ons can be done quickly and effectively. One disadvantage of radio is that listeners can change the radio station or tune it out when advertisements are run. Another key disadvantage is that some products do not benefit as much from radio as they need visual presentations. Having evaluated the pros and cons of both television and radio advertising, the most ideal for model for advertising Diehards car battery is television advertising given that the product needs a visual for it to resonate with customers and also the fact that it reaches a wider audience. Print media is an ineffective mode of advertising for Diehards car battery irrespective of external marketing environments as most people seem to ignore advertisements in print media and go directly for the main stories given.
Jugenheimer, D. W., Kelley, L. D., Hudson, J., & Bradley, S. D. (2014). Advertising and public relations research. New York: ME Sharpe.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Melbourne: Pearson Australia.
Wimmer, R. D., & Dominick, J. R. (2013). Mass media research. London: Cengage learning.