State five advantages of the advertising medium the company intends to use. Outline five advantages of the advertising medium the consultant recommended to the company.

Here are the advantages for each advertising medium:

a) Dacon Ltd intends to use an advertising medium with hard copy features. This refers to print advertising (e.g., newspapers, magazines, brochures).
Five advantages of print advertising:

• Tangibility: Customers can physically hold and keep the advertisement for future reference.
• Credibility: Print media often lends a sense of authority and trustworthiness to the advertised message.
• Detailed information: It allows for comprehensive explanations and educational content, which is suitable for educating customers.
• Targeted reach: Advertisements can be placed in specific publications that cater to a particular demographic or interest group.
• Longevity: Unlike fleeting digital or broadcast ads, print ads can have a longer shelf life if kept by the reader.

b) The consultant recommends an advertising medium that combines sound and picture elements. This refers to audio-visual advertising (e.g., television, online video ads).
Five advantages of audio-visual advertising:

• High impact: The combination of sight, sound, and motion creates a powerful and memorable message.
• Wide reach: Television and popular online platforms can reach a massive and diverse audience.
• Engagement: Audio-visual elements are highly engaging and can capture audience attention more effectively than static ads.
• Demonstration capability: Products or services can be effectively demonstrated in action, showing their features and benefits.
• Emotional connection: Visuals and sound can evoke emotions, helping to build a stronger connection between the brand and the audience.