The city of San Antonio, Texas offers eight local television-broadcasting stations (Mondo Times, 2006). Without the use of cable or satellite, television broadcasts carried on airwaves require the use of an antenna to capture the signals. Unfortunately, many external factors can interfere with reception or can distort the signal. The ability of residents to access the television stations will depend on their individual location as well as the ability of the antenna that is used to capture the broadcast. The use of cable or satellite not only provides better quality of the received broadcast, but also provides additional stations that antennas are not able to pick-up because of distance and interference. The consumer desire to receive a broader and up-to-date scope of entertainment and/or information necessitates the need for businesses to offer a medium that can provide that service. In an ongoing effort to inform consumers of services provided by individual businesses and to gain a competitive edge, numerous advertising mediums are used.
The purpose of this paper is to compare and contrast the online and print advertising used by a particular business.
Time Warner Cable provides cable, digital telephone, and Internet services to approximately 330, 000 (Time Warner Cable, 2006a) of the 405,000 households (AreaConnect, 2006a) in the city of San Antonio, Texas. Time Warner Cable markets to current and potential consumers through advertisements such as newspapers, magazines, brochures, Internet, radio, and television. When considering the best advertising medium to deploy, businesses must take into consideration the intended audience, media availabilities, and technology comprehension. To offer mediums that will only reach a portion of the population will handicap the business by not reaching potential buyers. According to the 2000 census (AreaConnect, 2006b), 1,144,646 people live in San Antonio of which approximately 58% are Hispanic.