Advertising Mediums
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Television Advantages
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Large Coverage Area
Can target specific audience
Audio and Visual
Large repeat exposure
Rapid reach potential
Possible High entertainment value of ad

Advertising Mediums
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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

Advertising Mediums
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Television Disadvantages
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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

Advertising Mediums
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Radio Advantages
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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
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Radio Disadvantages
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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

Advertising Mediums
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Magazines Advantages
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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
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Magazines Disadvantages
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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

Advertising Mediums
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Newspapers Advantages
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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

Advertising Mediums
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Newspaper Disadvantages
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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

Advertising Mediums
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Outdoor Advantages
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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

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

Advertising Mediums
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Internet Advantages
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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

Advertising Mediums
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Internet Disadvantages
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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

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

Advertising Mediums
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Direct Mail Disadvantages
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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

Advertising Mediums
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Point of Sale Advantages
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Can influence impulse purchases
Helps product stand out among competitors
Customer has opportunity for direct response at time of ad presentation (Purchase)

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