Asked by lauren delancellotti on Jul 13, 2024
Verified
What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?
Advertising
The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.
Promotional Mix
The combination of marketing tools used by a business to achieve its marketing objectives, including advertising, sales promotion, public relations, and direct marketing.
Strengths/Advantages
Positive attributes or aspects of something that give it a competitive edge or make it superior in some respects.
- Determine the advantages and disadvantages inherent in different components of the marketing mix.
Verified Answer
(5) The nonpersonal aspect of advertising also has its advantages. Once the message is created, the same message is sent to all receivers in a market segment.
(6) If the pictorial, text, and brand elements of an advertisement are properly pretested, an advertiser can ensure the ad's ability to capture consumers' attention and trust that the same message will be decoded by all receivers in the market segment. However, the disadvantages of advertising are (1) it has high absolute costs; (2) it is difficult to receive good feedback; and (3) the lack of direct feedback makes it difficult to know how well the message was received. See Figure 18-2.
Learning Objectives
- Determine the advantages and disadvantages inherent in different components of the marketing mix.
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