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. |
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