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1. Avoiding the unnecessary trial and error period in starting and operating a new business.
2. Lower financial risk, compared to other ventures, because investment costs are lower and profit margins are higher.
3. Business Format Franchising complete packages ensure a ready to go “turnkey” franchised unit.
4. Managing a small business whilst depending on the power of the franchisor company which has a bigger organization.
5. The franchisee has an opportunity to run a proven business concept with a successful operational track record.
6. The franchisee has access to accumulated business experience and technical know-how in managing the business.
7. Easier purchasing, storing, and product display systems.
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 Value of brand name determined by franchiser(owner of brand)
 Introduction of new products determined by franchiser
 Your reliability tied to the rest of the system
 Some of the profit need to give to the franchiser
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Newspapers
Magazines
Radio
Television
Outdoor Media
Yellow Pages
Internet
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Advantages Disadvantages
 Geographic selectivity
 Short-term advertiser commitments
 News value and immediacy
 Year-round readership
 High individual market coverage
 Co-op and local tie-in availability
 Short lead time
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 Limited demographic selectivity
 Limited color
 Low pass-along rate
 May be expensive

Advantages Disadvantages
 Good reproduction
 Demographic selectivity
 Regional/local selectivity
 Long advertising life
 High pass-along rate
 Long-term advertiser commitments
 Slow audience build-up
 Limited demonstration capabilities
 Lack of urgency
 Long lead time
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Advantages
 Low cost
 Immediacy of message
 Short notice scheduling
 No seasonal audience change
 Highly portable
 Short-term advertiser commitments
 Entertainment carryover
Disadvantages
 No visual treatment
 Short advertising life
 High frequency to generate comprehension and retention
 Background distractions
 Commercial clutter
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Advantages Disadvantages
 Wide, diverse audience
 Low cost per thousand
 Creative opportunities for demonstration
 Immediacy of messages
 Entertainment carryover
 Demographic selectivity with cable
 Short life of message
 Consumer skepticism
 High campaign cost
 Little demographic selectivity with stations
 Long-term advertiser commitments
 Long lead times for production
 Commercial clutter
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Advantages Disadvantages
 Repetition
 Moderate cost
 Flexibility
 Geographic selectivity
 Short message
 Lack of demographic selectivity
 High “noise” level
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Advantages
Disadvantages
 Fast growing
 Ability to reach narrow target audience
 Short lead time
 Moderate cost
 Difficult to measure ad effectiveness and ROI
 Ad exposure relies on
“click through” from banner ads
 Not all consumers have access to Internet
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