Reference no: EM132176592

Assume that you have been hired as a marketing assistant for a large movie theater that operates 24 screens. The owner of the theater wants to increase advertising to get more people to come to the movies at her business. Since she has not advertised much over the past decade and is not aware of all of her advertising options, she has asked you to identify the advantages and disadvantages of each type of advertising so that she can make a better decision as to how to allocate the movie theater's advertising budget. Advertising is nonpersonal promotional communication about goods, services, or ideas that is paid for by the firm identified in the communication. Depending on the firm's objective, marketers must decide on the media to use to convey their message. The choices include the Internet, television, print, radio, and outdoor advertising. Each type of media has its own unique advantages and disadvantages that firms must understand if they want to determine the best fit for their specific product and budget. For each advantage and disadvantage, select the appropriate advertising medium. 1. It has the ability to combine sight, sound, and motion to appeal to consumer senses. 2. It requires greater involvement, which is especially appealing with significant consumer products such as a house or car. 3. Production costs for these ads are comparatively low or even nonexistent. 4. Significantly fewer young people are using this medium for information. 5. This can be located geographically where they will most likely be seen. 6. Because of the speed people travel in cars, the exposure time for these types of ads is generally very short. 7. Ads using this medium can reach consumers in their cars, online, and virtually anywhere else through their smartphones. 8. It can cost tens or even hundreds of thousands of dollars to make, depending on the length, complexity, and method used.