This topic contains a solution. Click here to go to the answer

Author Question: Discuss the strengths and weaknesses of billboard advertising and make recommendations for the types ... (Read 98 times)

debasdf

  • Hero Member
  • *****
  • Posts: 570
Discuss the strengths and weaknesses of billboard advertising and make recommendations for the types of products and situations in which outdoor advertising should be used.

Question 2

Effective strategy(ies) to increase initial response rates is (are)
 a. asking respondents to complete a simple task at the beginning.
  b. offering respondents money for cooperation.
  c. using a good quota sampling plan.
  d. Both a and b are correct.
  e. a, b, and c are correct.



Related Topics

Need homework help now?

Ask unlimited questions for free

Ask a Question
Marked as best answer by a Subject Expert

Eunice618

  • Sr. Member
  • ****
  • Posts: 350
Answer to Question 1

Strengths of billboard advertising:
1 . Broad reach and high frequency levels. Billboards are effective in reaching virtually all segments of the population. The number of exposures is especially high when signs are strategically located in heavy traffic areas.
2 . Geographic flexibility. Outdoor advertising can be strategically positioned to supplement other advertising efforts in select geographic areas where advertising support is most needed.
3 . Low cost per thousand. It is estimated that CPMs for 8- and 30-sheet poster panels are 0.85 and 1.78, respectively, making it the least expensive advertising medium on a CPM basis.
4 . Brand identification is substantial. The ability to use large representations offers marketers excellent opportunities for brand and package identification.
5 . Last reminder before purchasing.

Limitations of billboard advertising:
1 . Nonselectivity. Outdoor advertising can be geared to general groups of consumers (i.e., inner-city residents) but cannot pinpoint specific market segments (i.e., professional African American men between the ages of 25 and 39).
2 . Short exposure time. Now you see it, now you don't appropriately characterizes the fashion in which outdoor advertising engages the consumers' attention.
3 . Environmental concerns. Billboards, the so-called litter on a stick, have been banned in some manner by several U.S. states and hundreds of local governments.

Recommendations as to which types of products and situations in which outdoor advertising should be used include using it for frequently purchased products (e.g., beer) and local businesses (e.g., restaurants).

Answer to Question 2

d




debasdf

  • Member
  • Posts: 570
Reply 2 on: Jun 28, 2018
Excellent


strudel15

  • Member
  • Posts: 324
Reply 3 on: Yesterday
Thanks for the timely response, appreciate it

 

Did you know?

In 1844, Charles Goodyear obtained the first patent for a rubber condom.

Did you know?

In most cases, kidneys can recover from almost complete loss of function, such as in acute kidney (renal) failure.

Did you know?

On average, someone in the United States has a stroke about every 40 seconds. This is about 795,000 people per year.

Did you know?

Patients who have been on total parenteral nutrition for more than a few days may need to have foods gradually reintroduced to give the digestive tract time to start working again.

Did you know?

Acetaminophen (Tylenol) in overdose can seriously damage the liver. It should never be taken by people who use alcohol heavily; it can result in severe liver damage and even a condition requiring a liver transplant.

For a complete list of videos, visit our video library