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.