2. Contents
The Media Analysis ....................................................... 3
Introduction .................................................................. 3
Comparing and contrasts of Cinema and Radio ............ 3
Strengths and weaknesses of both Cinema and Radio . 4
Conclusion ..................................................................... 6
Bibliography .................................................................. 6
3. The Media Analysis
Introduction
During this report we will be comparing and contrasting the differences between cinema and
radio advertisements and analysing these from a marketer and advertisers point of view.
Once this has been analysed and discussed then there will be a report on the strengths and
weaknesses of both of these kinds of advertisements.
Comparing and contrasts of Cinema and Radio
When comparing both cinema and radio advertisements, in terms of advertising the cost for
both are relatively low in terms on finance and how much it will cost companies to advertise
via radio and cinema. Both cinema and radio can advertise to the correct consumers when it
comes to advertising, for example Capital FM which plays a lot of the big chart hits such has
Rihanna, Flo Rida and Little Mix, this radio station would not advertise to anyone over 25,
likewise Smooth FM would not advertise to anyone under 35 and this make both cinema and
radio advertisements easier and cheaper to interact and connect with the right consumers.
When consumers are listening and watching these advertisements they are unlikely to change
the channel which means the advertisement can connect with any new consumers to make
them aware of the advertisement or any old consumer remind them of their advertisements
(http://www.advertisingexcellence.co.uk, nd).
Both cinema and radio along with their contrasts also have a lot of differences has well.
Consumers could use and see radio has a friend (http://www.advertisingexcellence.co.uk, nd),
so marketers will use this in their power, for example if it is a brand the consumer is relevant
with. The cinema advertisement cannot do this has you have to buy a film ticket to see
4. cinema advertisements, also advertisements before the film in cinema will be different for
each film so marketers cannot really use cinema has a consumers friend.
When looking at statistics from Mintel, in April 2010 33% of consumers accessed national
radio and 26% accessed local radio (http://academic.mintel.com, 2010), this shows that radio
advertisements is not widely recognised for advertisements and is hard to reach and connect
with their consumers. Yet marketers still use radio to advertisements yet only 33% of
consumers access this. When the advertisements are on air, they are normally short and
quick due to the lack of time on air. This can mean that when the radio advertisement is
aired, some key information maybe missed or not understood correctly.
When looking at statistics from Mintel again for information on how many consumers go and
watch films in the cinema, the figure was 83% (http://academic.mintel.com, 2012) meaning
marketers who advertise in the cinema is more likely to be effective then advertising over the
radio.
Strengths and weaknesses of both Cinema and
Radio
There are several strengths and weaknesses to both of these types of advertisements and this
is what this next part of the report will be analysing and studying.
The strengths of cinema advertisements:
The advertisements in cinema can be of a narrative form (http://smallbusiness.chron.com,
nd), meaning that instead of a short one or two minute advertisements like on the television,
companies can go more in depth in their advertisements because when consumers go to watch
a film the movie has 20 minutes of advertisements before the film starts so this is an
advantage for companies has they can use this time to their advantage. Another advantage
about cinema advertisements is consumers who are watching the advertisement in the cinema
cannot change the channel so they are forced to watch the advertisement, meaning consumers
will take in the information whilst being in the cinema. (http://smallbusiness.chron.com, nd)
The strengths of radio advertisements:
The advantages of radio advertisements are that when the advertisement is universal and can
be listened by consumers at home, at work, in a car or even out when shopping.
(http://smallbusiness.chron.com, nd) Another advantage of radio advertisements according to
radioadvertisingtips (http://www.radioadvertisingtips.com, nd) is the advertisement is already
segmented for you so like the example stated before anyone aging from 16-25 listening to
Capital FM, the advertisements on their will be segmented for that particular age group.
The weaknesses of cinema advertisements:
5. The weaknesses of cinema advertisements would be the advertisements start at a set date
before the film so any consumer that comes in late or does not go to see the film might not
see that advertisement, also some consumers would buy a ticket and if the stat time was 3:00
they would go in potentially 3:15 because they would know advertisements are on, so
advertising in cinema could not get attention.
The weaknesses of radio advertisements:
The disadvantages of radio advertisements are that if any information is missed there is no
way to consumers to go back to the information to write it down and access it. So this means
consumers must take note and really pay attention to all advertisements when on the radio.
Also Radio advertisements would need to be spread across different yet relevant radio
stations to reach their potential target audience has there are many radio stations locally and
nationally. Another disadvantage is that most consumers are undertaking other tasks whilst
listening to the radio so this means that the radio advertisements must work hard to get the
consumers attention (http://www.powerhomebiz.com, 2012).
6. Conclusion
After analysing all the data and information from both cinema and radio advertising, they do
have a lot in common and a lot not in common. If businesses were to choose between which
one of these were stronger and more of an advantage they would have although decision to
choose, has both are cheap to create but have weaknesses when it comes to reaching their
potential target audience. Businesses most take a moment to think and look at all the options
before advertising either via radio or cinema although this might be cheap and easy to
segment there is still a good chance of the advert being no good due to a lack of consumers
listening to radio or going to the cinema has the Mintel report figures stated before.
Bibliography
Consumers perceptions of news media. (2010, September). Retrieved from Mintel:
http://academic.mintel.com/display/548322/
Cinemas. (2012, June). Retrieved from Mintel:
http://academic.mintel.com/display/627012/?highlight=true#hit1
4 advantages of radio advertising . (n.d.). Retrieved from
http://www.radioadvertisingtips.com/advantages-radio-advertising/
Advantages and disadvabtages of advertising in cinema. (n.d.). Retrieved from Chron:
http://smallbusiness.chron.com/advantages-disadvantages-advertising-cinemas-21521.html
Choosing the Right Advertising Medium for Your Small Business . (n.d.). Retrieved from Power home
biz: http://www.powerhomebiz.com/vol118/admediums.htm
Radios Key Strengths. (n.d.). Retrieved from Advertising Excellence:
http://www.advertisingexcellence.co.uk/articles_radio_advertising.html
