1. Advertising Medias Chapter 1.6

2. Media TypeAdvantagesLimitations Newspapers Timeliness; good local market coverage; high believability Short life; poor reproduction quality TV Good mass market coverage; low cost per exposure; sight, sound, & motion High total costs; high clutter; fleeting exposure Direct Mail High audience selectivity; allows personalization “Junk mail” image; high costs in mailing Radio Good local acceptance; high geographic & demographic selectivity Audio only; fleeting exposure Magazine High demographic selectivity; credibility & prestige; long life Long ad purchase lead time; high cost Outdoor High repeat exposure; low cost per exposure Little audience selectivity; creative limitations Online Immediacy; interactive capabilities; low cost Low impact; audience controls exposure

3. Costs Newspapers – $1,300 per week for ad Television – $200,000 for one 30-second commercial Direct Mail - $1,500 for 1,000 postcards (includes postage) Radio - $90 to $120 per week Magazines - $1,200 to $5,000 per month/issue Outdoor - ranges from $5,000 to $500,000 (16 weeks) Online - $0.60 pay-per-click or $200 to $1,200 per year per ad