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2. Radio Advertising is Good when......  You need to reach local markets  You have enough budget to advertise on several stations  You have a simple message 2

3.  Cost and efficiency  Selectivity  Flexibility  Mental Imagery  Integrated marketing opportunities 3

4.  Creative limitations  Fragmentation  Chaotic buying procedures  Limited research data  Limited listener attention  Clutter 4

5.  You need to reach several 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 an ample budget 5

6.  Costs  Lack of selectivity  Fleeting message  Clutter  Limited viewer attention  Distrust and negative evaluation 6

7.  Creativity and impact  Coverage and cost effectiveness  Captivity and attention  Selectivity and flexibility 7

8.  You need to target special interest groups  Magazine readers regularly read the ads  A static, visual message can work well  Customers are looking in the magazine for information on products they are seeking 8

9.  Selectivity  Reproduction Quality  Creative flexibility  Permanence  Prestige  Consumer receptivity and involvement  Services 9

10.  Costs  Limited reach and frequency  Long lead time  Clutter and competition 10

11.  Your target market segments are local  A special interest group lines up well with a particular newspaper section  An incentive is being advertised, or  A special event of somewhat broad interest is being advertised 11

12.  Extensive penetration  Flexibility  Geographic selectivity  Reader involvement and acceptance  Services offered 12

13.  Poor reproduction  Short life span  Lack of selectivity  Clutter 13

14.  When price promotion is consistent with brand image or positioning  When introducing a new product  When trying to move inventory, or trying to get the most out of a bad idea (e.g. a clothing line that didn’t work out)  Be careful what message is conveyed 14

15.  It is an incentive to get customers, channel members, or the sales force to take some action (like buying)  There are 2 types - Price reduction effect (e.g. rebates, coupons) - Incentive based on something other than price (e.g. a contest)  Always conveys one or more messages, intended or unintended 15

16.  Getting attention  Getting trial  Getting purchase But again, be careful what message is conveyed 16

17.  It is an extra incentive  It is a sales accelerator, often  The channel is the target  It can be consumer oriented, trade oriented, or aimed at business customers 17

18.  Power of retailers  Lower brand loyalty  More sensitivity to promotion  More brands  Fragmented consumer market  Short term view  More accountability  Competition  Clutter 18

19. Manage relationship with publics e.g. :  Consumers  Government  Community  Investors  Employees  General public  Industry  News media Publicity is managing relationships with news media 19

20.  Credibility  Cost  Avoid clutter  Generate leads  Access to small groups  Images building 20

21.  Loss of control  Hard to measure  Incomplete communication 21