MIGUEL ALFONSO CASTELLANO ONTIVEROSWRITING PAGE 34 (ADVANCED)

REPORT ON THE DIFFERENCES BETWEEN TWO FORMS OF ADVERTISING IN SPAIN

INTRODUCTIONThe aim of this report is to examine two of the main forms of advertising in my

country, namely radio advertising and advertising hoardings. The report will

consider the positive and negative features encountered with each one,

together with some recommendations that should be implemented.

RADIO ADVERTISINGAs you may know, local advertisers place about 70 per cent of advertising on

the radio. They are more specialized in the ads they broadcast. For instance, a

radio station which offers pop music has a younger listening audience, so the

ads can be chosen according to the group of people who listen.

However, one of the disadvantages is the ephemeral nature of this kind of

advertisin. It might happen that you hear something interesting on the radio but

unfortunately you miss an important thing like a phone number and you just

cannot rewind.

ADVERTISING HOARDINGSLarge colourful outdoor signs can easily catch the attention of by-passers.

Since billboards are generally placed along highways, you'll be guaranteed that

people will see your advertising. Besides, you can place your billboard

advertisement wherever you feel it will have the most impact.

On the other hand, one of the main disadvantages is the low level of time that

people will spend at this kind of advertising.

RECOMMENDATIONSOn average, a person will see your billboard for about two to three seconds.

This means you will need to keep your messages short and to the point. To

improve radio advertising I would recommend to broadcast only one

advertisement everytime a song is finished because it would mantain people’s

attention.

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