1. Advantages of TV Advertising
Creativity and impact
Coverage and cost effectiveness (but what about target market reach and waste coverage)
Captivity and attention
Selectivity and flexibility

2. Disadvantages of TV Advertising
Costs
Lack of selectivity
Fleeting message
Clutter
Limited viewer attention
Distrust and negative evaluation

3. Advantages of Radio Advertising
Cost and efficiency
Selectivity
Flexibility
Mental Imagery
Integrated marketing opportunities

4. Limitations of Radio Advertising
Creative limitations
Fragmentation
Chaotic buying procedures
Limited research data
Limited listener attention
Clutter

5. Advantages of Magazine Advertising
Selectivity
Reproduction quality
Creative flexibility
Permanence
Prestige
Consumer receptivity and involvement
Services

6. Disadvantages of Magazine Advertising
Costs
Limited reach and frequency
Long lead time
Clutter and competition

7. Advantages of Newspaper Advertising
Extensive penetration
Flexibility
Geographic selectivity
Reader involvement and acceptance
Services

8. Limitations of Newspaper Advertising
Poor reproduction
Creative limitations
Short life span
Lack of selectivity
Clutter

9. TV Advertising is Good when…
You need to reach lots of segments that are fairly similar or they are going through the same hierarchy of effects
You need to convey a dynamic message or one with strong visual imagery
Your message can be grasped in 30 seconds
You have ample budget
Your target segment matches the audience for a program or a cable station

10. Radio Advertising is Good when…
You need to reach
a local audience,
a driving audience, or
an audience with particular entertainment tastes (or special interests)
You need to keep costs down
Your message can be short
Your message can be conveyed with “theater of the mind”
You’re OK with a “quick buy” placement

11. Magazine Advertising is Good when…
Your target market matches a magazine’s audience
Your message can be static, but is enhanced by high quality graphics
You need to convey more information to an involved or interested audience
You have a good sized budget

12. Newspaper Advertising is Good when…
You need to reach a local audience
Your target segment matches well with a section of the newspaper
You have a general audience
Your message doesn’t need high quality graphics or reproduction