Advantage/Disadvantage

1. Advantage/Disadvantage Meda Types

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

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

13. 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

14. 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

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

16. 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

17. 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)

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