Final answer:
The disadvantage of using television as an advertising medium among the provided options is the high absolute cost. This is due to expensive production, costly ad slots, and additional targeting expenses. The correct answer is option a.
Step-by-step explanation:
The student has asked about the disadvantages of using television as an advertising medium. Among the options provided, the correct one is A) high absolute cost. Advertising on television can be particularly expensive, which represents a significant disadvantage, especially for smaller businesses or those with a limited advertising budget. The high absolute cost of television advertising is due to the need for high-quality production, the price of advertising slots especially during prime viewing times, and potential additional costs associated with targeting specific demographics.
Television advertising does have a wide reach and the potential for high audience attention, which are valuable aspects. However, with the advent of technologies such as remote controls and recording devices, consumers can easily skip commercials. Moreover, there's an increasing shift towards digital platforms, causing conventional television advertising to face challenges in maintaining its effectiveness. This shift highlights why some advertisers are seeking new ways to connect with their audiences without relying solely on television ads.
Thus, while television remains a powerful advertising medium with the ability to target specific demographics, its high costs can be prohibitive and are considered a major disadvantage.