\"Roadblocking\" is the media technique of a single company buying ad time on al
ID: 362615 • Letter: #
Question
"Roadblocking" is the media technique of a single company buying ad time on all major television networks in the same time spot. This can give the market an impression of strength and "being everywhere". And people who change the channel to avoid the ad cannot escape the message. In 200-400 words total: a) Discuss the value of this strategy for higher priced items items like cars, trucks and vacations. Is there any problem that you can see with this? b) Finally, would this be as effective in magazine ad campaigns (explain your answer)?
Explanation / Answer
In the Road block advertising strategy, a commercial is broadcasted concurrently on many radio station and/or TV channels. It eliminates the chances of competition to even make an appearance during that time slot.
For higher priced items like cars, trucks and vacations this strategy will valuable, as the only determent of this strategy is the high cost of engaging the customers, i.e. high cost of securing prime time slots in all the radio/TV channels simultaneously. This high cost of using roadblock is balanced by the higher revenue generated through the growth in sales on the higher value items as a result of this strategy. The problem though with using this strategy is that it is only that particular time slot that the customer is being reminded of the brand/product, whereas traditional advertising at some intervals uses repetitive message communication to ensure that the customer receives, understands and remembers the message being transmitted by the company.
Using Road block in print media, i.e. magazine ad campaigns is not practically feasible, as magazines and newspaper are free to add more pages if a need arises. Also, the time slot in which the ad is received by the reader is not fixed, hence, creating the impression of the strength, intended by this technique is very tough in print media. But, if a company can secure a contract that prevents its competitors from advertizing in a specific magazine or other print publication then this technique can be deemed effective.
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