UNDERSTANDING MEDIA

DIFFERENT KINDS OF MEDIA

RadioTVNewspapersMagazinesBillboardsPeopleInternet

Advantage/Disadvantage

Advertising Mediums Every medium has advantages and

disadvantages Job of media planner to determine what

medium makes most sense for products

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 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

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 Button pushers between breaks IPODS/new technology Short ad exposure Need to advertise on multiple stations

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

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

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

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

Outdoor Disadvantages Limited message length-9-11 words

recommended Initial production and preparation costs can be

high Ideal sites difficult to access

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

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

Direct Mail Advantages Can be personalized Can target specific audiences Opportunity to educate customer on

product/service benefits Couponning

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

Thank you