topic: Compare the advantages and disadvantages of TV,books and radio as media for communication information. State which you consider to be the most effective.
In the modern life, there are many technology advances that they are used for communicating ,such as television, radio and books. Althought the primary usefulness of them is spreading information, actually they can affect people in many ways depending on our purpose to use them.
It is no doubt that most of our basic knowledge comes from books. Picture books, novels , academic criteria ,etc., from which we can achieve a lagre amount of information as a little kid to a mature are printed in paper. Books teach us about the surroundings with the unlimited imagination. However, in some cases, books seem to be unabblianced and out of reach for the poors and illiterates.
As regard to radio, it can be finded more interesting than books as a informative tool. Radio can surve human beings with the updated information and the enjoyable music. Moreover, it is useful to listen radio anywhere and anytime just with a headphone or mobilephone. On the other hand, there are less people listen to radio than thay do before as the result from poor sounds in the noisy place.
Personally, i believe that television is the fantastic invention in 20th century for its advantages. In these days, one can stay at home and watch what happens in the different parts of the world with the vivid image and exciting sound. In addition, we can relax after the hours in work place to enjoy wide range of channels and attractive shows on TV. Nevertheless, many recent researchs point out the negative effects of television. Kids,as the typical example, who switch on tv very soon may have the aggressive behaviors if they watch unappropriate programs, for instance, violent films or gameshow, the list goes on.
As far as i am concerned, television influences people the most beside others media. With the bomb in technology development, human can find many others tool to communicate,but television still have the strong effects for the next long time.
Radio remains a strong advertising medium with continued growth in advertising revenue, according to the Radio Advertising Bureau. The Bureau’s membership includes more than 6,000 radio stations in the U.S. offering advertisers a choice of local, regional and national coverage. The availability of radio on mobile devices such as smart phones with Internet connectivity gives advertisers access to a new mobile audience, as well as the traditional audience at home, at work or in cars.
For small businesses, radio represents a powerful local medium. Local radio attracts an audience that wants to keep up with local news, events and personalities. Businesses with a focus on local audiences led the growth in spot radio advertising in the third quarter of 2011, according to the Radio Advertising Bureau. Auto dealers and restaurants took the first two places with entertainment venues and home furnishings figuring in the top six.
Radio enables small business to match advertising campaigns with their geographical markets. Local businesses can use local or regional stations to reach local customers, while small businesses targeting national markets can advertise on national radio. Using national radio in conjunction with an e-commerce website means that small businesses do not have to build a network of outlets to reach a national audience.
Radio stations target different audiences with their programming schedules, enabling advertisers to target special interest groups or different age groups with minimal waste. Different music programs, for example, give you the choice of targeting a teenage audience, an older audience with an interest in classical music or cultural events, or a general audience.
Radio advertising is a low-cost medium compared with rates for reaching similar audiences by press or television advertising. Rates vary by region with higher costs for radio stations that cover densely populated metropolitan areas. Production costs are lower than those of other media. You can create simple radio ads yourself or use a production company to create more complex ads. Some radio stations offer free or low-cost production services to advertisers.
Radio advertisements reach an audience that trusts the medium for information such as news, weather and sports reports. Radio also plays an important emotional role in listeners’ lives, according to the UK Radio Advertising Bureau. People listen to radio when they are getting ready in the morning, doing household chores or traveling, creating an advertising environment that other media cannot match
The emotional strength of radio can also be a disadvantage for advertisers. Radio can provide a background sound for people who are working, traveling or carrying out chores, which means they are only paying partial attention to content and may miss advertising messages. Advertisements that use only voice or voice and music can blend in to general program content, minimizing their impact.
About the Author
Based in the United Kingdom, Ian Linton has been a professional writer since 1990. His articles on marketing, technology and distance running have appeared in magazines such as “Marketing” and “Runner's World.” Linton has also authored more than 20 published books and is a copywriter for global companies. He holds a Bachelor of Arts in history and economics from Bristol University.
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