ign="justify"> · Poor photo reproduction limits creativity.
· A price-oriented medium. Most advertisement is for sales.
· Short shelf life. The day after a newspaper appears its history.
· Waste circulation. You're paying to send your message to a lot of people who will probably never be in the market to buy from you.
· A highly visible medium. Your competitors can quickly react to your prices. [25]
. 2 Magazines
usually come out weekly, fortnightly or monthly. They cover various topics and interests - from fashion, gardening, housing to computers, sports and camping. Women s magazines have articles about fashion, housing, cooking, dieting, fitness, cosmetics, love relationships. ( The Economist raquo ;, Time raquo ;, Newsweek raquo ;, Spectator ):
· High reader involvement means more attention will be paid to your advertisement.
· Less waste circulation. You can place your advertisement in magazines read primarily by buyers of your product or service.
· The smaller the page (generally eight and half by eleven inches) permits even small advertisement to stand out.
Disadvantages:
· Long lead times (generally 90 days) mean you have to make plans a long time in advance.
· The cost for space is higher in addition to higher creative costs. [6]
. 3 Yellow pages
British Telecom Official online directories from the largest phone company in the UK, British Telecom. Offers both Yellow Pages and White Pages for the UK.
Thom Web Online directory site for one of the largest publishers in the UK, Thompson Directories. Provides both UK Yellow Pages and White Pages.
Yell UK Yellow Pages and White Pages offered by a large independent directory publisher.:
· Everyone uses the yellow pages.
· Advertisement is reasonably inexpensive.
· You can easily track your responses.
Disadvantages:
· All of your competitors are listed so you run the ad as a defensive measure.
· Advertisement is not very creative since they follow certain formats. [9]
2.4 Radio
Britain radio and television broadcasting is mainly provided by the British Broadcasting Corporation (BBC). We can recognize five nationwide radio stations in Britain. The BBC has five national radio channels for listeners in the United Kingdom. (Channel) 1 provides mainly a programme of rock and pop music.2 broadcasts lights music and entertainment, comedy as well as being the principal channel for the coverage of sport.3 provides mainly classical music as well as drama, poetry and short stories, documentaries, talks on ancient and modern plays and some education programmes.4 is the main speech network providing the principals news and current affairs service, as well as drama, comedy, documentaries and panel games. It also carries parliamentary and major public events. BBC 5 (on medium wave only), which is devoted chiefly to sport, education and programmes for young people.:
· A universal medium. Can be enjoyed at home, at work, and while driving. Most people listen to the radio at one time or another during the day.
· Permits you to target your advertising dollars to the market most likely to respond to your offer.
· Permits you to create a personality for your business using only sounds and voices.
· Free creative help is usually available.
· Rates can generally be negotiated.
· Least inflated medium. During the past ten years, radio rates have gone up less than other media.
Disadvantages:
· Because radio listeners are spread over many stations, to totally saturate your market you have to advertise simultaneously on many stations.
· Listeners can not refer back to your advertisement to go over important points.
· Advertisement is an interruption to the entertainment. Because of this, radio advertisement must be repeated to break through the listener's tune out factor.
· Radio is a background medium. Most listeners are doing something else while listening, which means your ad has to work hard to be listened to and understood.
· Advertising costs are based on ratings which are approximat...
