Excerpted from
FastTrac® GrowthVenture™
Media Marketing Chart
Medium
Advantages
Disadvantages
Newspapers
Reach a large audience
Fit various budgets depending on size and
frequency of ads
Have short deadlines that make placing or
changing ads easy
Offer special feature sections and articles
Short life span of ads
Uncertainty that the target audience
will see ads placed for a specific date
Clutter of other ads
Magazines
Reach a more specific audience based on
well-defined geographic, demographic, or
lifestyle variables
Maintain a longer life and more exposure
since readers look through it more than once
Provide superior production quality
Offer unsold spaces at deeper discounts
Provide extra services such as reader-response
cards which allow you to build a mailing list
Delay fee collection until ad appears in print
Long lead time between placement and
printing
Higher costs for production and ad
placement
Fewer options for ad sizes and
formatting
Television
Reaches a large number of people in a short time
Conveys messages using visuals, language,
sound, and motion
Offers the option of spot ads in one market
with one station or cable television advertising
High costs
Short exposure
Need multiple exposures to be effective
Competition from national and larger
companies
Infomercials
(cable television
show)
Demonstrate how a product or service works
Reach large population bases where high sales
can result
Up-front expenses such as setting up
a toll-free number and purchasing
television time before generating sales
Radio
May reach a larger audience than print or
television
Allows you to target a very narrow segment of
the market by advertising during a specific time
block or program
Offers cheaper rates and shorter deadlines than
print advertising
No visual impact on the target market
Branding more difficult
Less time to convey messages
Repeat exposure for ads to be effective
continued on page 2
© 2006 Ewing Marion Kauffman Foundation. All Rights Reserved.
Marketing Media Chart
Taking Action
Medium
Internet
Advantages
Can reach a global audience
Allows targeted messages to certain interest
groups through search engine optimization or
pay per click
Provides links from the advertising directly to an
online site for ordering; potentially minimal time
lapse between message and result
Disadvantages
Must compete with lots of clutter
Up-front expenses for designing
and placing an ad before sales are
generated
Links can be ignored
© 2006 Ewing Marion Kauffman Foundation. All Rights Reserved.