Advantage/Disadvantage Meda Types

Advertising Mediums Television Advantages Large Coverage Area Can target specific audience Audio and Visual Large repeat exposure Rapid reach potential Possible High entertainment value of ad

Advertising Mediums Every medium has advantages and disadvantages Job of media planner to determine what medium makes most sense for products Advantages and disadvantages can be used to sell clients on why or why not a specific media plan should be selected

Advertising Mediums Television Disadvantages Can be costly to produce and air Time limitations limit message Need for repetition(short ad recall) Clutter Inverse relationship between hours watched and audience income Pre-emptability

Advertising Mediums Radio Advantages Can target a specific audience Immediate/timely/multiple exposures Possible high entertainment value of ad DJ endorsements Time and content flexible Sound reinforcement HD Radio/new technology

Advertising Mediums Radio Disadvantages Time limitations restrict message Need for repetition Clutter Button pushers between breaks IPODS/new technology Short ad exposure Need to advertise on multiple stations Background medium-ear wax

Advertising Mediums Magazines Advantages Potentially large coverage area Can target specific audience Can use color Flexibility in size and cost Visibility of product Couponning opportunity Large repeat and pass along readership

Advertising Mediums Magazines Disadvantages Clutter Cost associated with repeat exposure Lack of movement and sound Not immediate-may be weekly/monthly Long lead time required for purchase Can be expensive

Advertising Mediums Newspapers Advantages Potentially large coverage area Low cost relative to other media Immediacy Access to large socio groups Targetability via specialty sections Can use color Flexibility in size and cost Visibility of product Couponning Short Lead time

Advertising Mediums Newspaper Disadvantages Inconsistent reproduction Typically 1 day exposure Clutter Lack of movement and sound May be limited to Black and White Readership declining and production costs increasing

Advertising Mediums Outdoor Advantages Large audience exposure Use of color Continuous exposure 24/7 Good directional Many new opportunities due to technology May get additional exposure at no extra cost if other advertisers don’t buy up inventory

Advertising Mediums Outdoor Disadvantages Limited message length-9-11 words recommended Initial production and preparation costs can be high Ideal sites difficult to access

Advertising Mediums Internet Advantages Information available 24/7 Customers access at their convenience Relatively cost effective Targetability Message can be timely Ads can be interactive Ability to coupon Color

Advertising Mediums Internet Disadvantages High maintenance necessary Not effective as stand alone strategy Difficult to gauge impact (getting better) Cost of development and maintenance can vary Not everyone has access to internet

Advertising Mediums Direct Mail Advantages Can be personalized Can target specific audiences Opportunity to educate customer on product/service benefits Couponning

Advertising Mediums Direct Mail Disadvantages Expensive-$1.00-$2.00 per piece Difficult to obtain “clean” mailing list Perceived as “junkmail”/often discarded Long lead time needed for printing and mailing

Advertising Mediums Point of Sale Advantages Can influence impulse purchases Helps product stand out among competitors Customer has opportunity for direct response at time of ad presentation (Purchase)

Advertising Mediums Point of Sale Disadvantages Can be expensive Clutter (product can be lost among other point of sale items)