Question
Which among the following are NOT the strengths of radio? (A) Audience selectivity (B) Directional signage (C) Frequency builder (D) Low cost product (E) Low reach Choose the correct answer from the options given below :
The correct answer is
(B) and (E) only
Radio Strengths Analysis
The question asks to identify characteristics that are NOT strengths of radio advertising. Let's analyze each option:
- (A) Audience selectivity: While radio offers some level of audience targeting through station format and programming, it's generally considered less precise than other media like digital advertising. However, it's not entirely absent.
- (B) Directional signage: Radio is an auditory medium. It cannot provide visual cues like directional signage, which is a feature of visual media (e.g., billboards, print). Therefore, this is definitively NOT a strength of radio.
- (C) Frequency builder: Radio is effective at building frequency, meaning listeners can be exposed to the advertisement multiple times within a campaign period. This is often considered a strength due to its cost-effectiveness.
- (D) Low cost product: Radio advertising is generally perceived as a low-cost option compared to television or major print campaigns, making affordability a strength.
- (E) Low reach: Radio typically achieves a broad and high reach, especially within its target markets. Claiming "low reach" is contrary to this characteristic, meaning it is NOT a strength of the medium. Radio's strength lies in its potential for high reach.
Identifying Non-Strengths
Based on the analysis:
- Directional signage (B) is not a characteristic or strength of radio because radio is auditory.
- Low reach (E) is not a strength because radio typically offers high reach.
Therefore, the options that are NOT strengths of radio are (B) and (E).
Conclusion
The correct combination representing what are NOT strengths of radio is (B) and (E) only.
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Important Questions from Mass Media and Society
Which of the following statements is FALSE?
- Arrange the following works in the field of Media in the chronological order :
A. R. Jenkin - Convergence culture: where old and new media collide
B. S. Cohen - The social manufacture of news: Deviance, social problems and the mass media
C. R.L. Keeble and J. Mair The phone hacking scandal: Journalism on Trial
D. B.A. McCable and G.M. Martin - School violence, the media and criminal justice responses
Choose the correct answer from the options given below: - Given below are two statements: one is labelled as Assertion A and the other is labelled as Reason R
Assertion A: Television is the popular cultural form of the twentieth and twenty-first centuries.
Reason R: Meanings and messages are not simply 'transmitted', they are always produced: first by the encoder
from the 'raw' material of everyday life; second by the audience in relation to its location in other discourses.
In the light of the above statements, choose the most appropriate answer from the options given below - Match List-I with List-II:Choose the correct answer from the options given below :
List-I Type of media List-II Example (A) Print (I) Television (B) Interactive (II) Magazine (C) Out of home (III) Internet (D) Broadcast (IV) Poster A brief 10 - 60 second message between programmes, generally in the form of jingles is called as_________________.
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