Wk 3 Discussion - Traditional Advertising and Support Media

Traditional Advertising and Support Media
Although the modern marketing practice is characterized by the use of new media in advertising, traditional advertising, and support media are still important elements that contemporary marketers have to consider. Traditional advertising primarily uses a one-to-many approach through the media such as radio, magazines, newspapers, and TV to reach mass audiences (Solomon, Marshall, & Stuart, 2018). Traditional advertising is still important today since it is used in combination with other strategies referred to as a multichannel promotional strategy. As informed by Solomon Marshall and Stuart (2018), although people today spend a lot of time gazing at small screens, communication via mass media is still the best way to reach vast audiences. Advantages of traditional advertising include the ability to reach vast audiences, high credibility, and channels such as radio and magazines allow for targeting specific audiences (Solomon, Marshall, & Stuart, 2018). Disadvantages include high cost, lagged/delayed effects, and the message is fo...