EFFECTIVE USE OF ELECTRONIC MEDIA \"Roadblocking\" is the media technique of a s

Question

EFFECTIVE USE OF ELECTRONIC MEDIA "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

a) When advertisers or marketing agencies are given the responsibility to popularize the product to the mass audiences, Roadblocking technique is used. It holds high value as it is one of the effective ways to gain user attention and engagement. When it is run across multiple sites concurrently, roadblock advertising provides a wide reaching media buy with similar metrics to those of TV media buy.

Roadblock Advertising allows advertisers to own 100% of voice for a given period, usually a day, a week, or a month. In other words, an advertising campaign would run exclusively across all the advertising units on a page reinforcing the advertising message. Ideal for a brand or product launch when the aim is to gain brand awareness quickly.

Although, it should be noted that in valued items like cars or vocations, advertising is not the only criteria for decision making as one may have personal preferences for particular brands.

b) This method of advertising is definately as effective, if not more effective that advertiising in magazine ad campaigns. It has many advantages like-

There are several ways to create a marketing roadblock when it comes to broadcast advertising. Some companies may choose to purchase all or most of the airtime during a given show or event. This eliminates the competition from making an appearance during the show that is deemed most watched by its target audience. Other companies may aim to dominate an entire network or time slot regardless of programming.

Hence, it is clear from the above the impact that roadblocking technique of adverstising can have on the mass audiences making it one of the most effective method of advertising.

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