The
Definition Of

Profiles of major media types

 

Medium

Advantages

Limitations

Television

Good mass-marketing coverage; low cost per exposure; combines sight, sound, and motion; appealing to the senses

High absolute costs; high clutter; fleeting exposure; less audience selectivity

Newspapers

Flexibility: timeliness; good local market coverage; broad acceptability;        high believability

Short life; poor reproduction quality, small pass-along audience

The Internet

High audience selectivity; flexibility; no ad competition within the same medium; allows personalization.

Potentially low impact; the audience controls exposure

Direct mail

High audience selectivity; flexibility; no ad competition within the same medium; allows personalization

Relatively high cost per exposure; “junk mail” image

Magazines

High geographic and demographic selectivity; credibility and prestige high-quality reproduction; long life and good pass-along readership

Long ad purchase lead time; high cost; no guarantee of position

Radio

Good local acceptance; high geographic and demographic selectivity, low cost

Audio only; fleeting exposure; low attention (“the half-heard” medium); Fragmented audiences

Outdoor

Flexibility; high repeat exposure; low message competition; good positional selectivity

Little audience selectivity: creative limitations.

 

 

Share it:

More from this Section

  • Closing
    Closing is a step of selling process in where a salesperson asks the customer for an order after handling the prospect’s objections.
  • Dissonance-reducing buying behavior
    Occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands.
  • Idea generation
    The systematic search for new product ideas is called Idea generation. A company typically generates hundreds of ideas, even thousands, to find a few good ones.
  • Joint ownership
    Joint ownership ventures consist of one company joining forces with foreign investors to create a local business in which they share joint ownership and control.
  • Marketing return on sales
    Marketing return on sales (or marketing ROS) refers to the percent of net sales attributable to the net marketing contribution- calculated by dividing net...
  • Customer value-based pricing
    Customer value-based pricing uses buyers’ perceptions of value, not the seller’s cost, as the key to pricing. Value based pricing means that the marketer...
  • Straight rebuy
    Straight rebuy refers to a business buying situation in which the buyer routinely reorders something without any modifications.