| Newspaper |
Potentially large coverage area
Low cost relative to other media
Immediate/timely (daily or weekly)
Access to many socioeconomic groups
Ability to target specific audience via specialty section
Can use color
Flexibility in ad size and cost
Visibility of product (i.e., picture)
Use of coupons to measure effectiveness
Short lead time |
Inconsistent reproduction
Typically one-day exposure
Clutter (can be lost among other ads)
May be limited to text or black-and-white
Lack of movement and sound |
| Radio |
Specific audience (demographics)
Immediate/timely/multiple exposure
Possible high entertainment value of ad
Celebrity endorsement or pitch
Time and content flexibility
Use of a human voice (celebrity)
Sound reinforcement |
Time limitations restrict message
Need for repetition
Clutter (can be lost among others)
Ad recall is low
"Station surfing" during commercial breaks
Short ad exposure |
| Magazines |
Potentially large coverage area
Can target a specific audience
Can use color
Flexibility in size and cost
Visibility of the product (i.e., picture)
Use of coupons to measure effectiveness
Large repeat and secondary exposure |
Clutter (can be lost among others)
Cost associated with repeat exposure
Lack of movement and sound
Not immediate; publication may be weekly, monthly or less frequent
|
| Television |
Large coverage area
Can target a specific audience
Uses both visual and auditory stimulants
Large repeat exposure |
Costly to produce and air
Time limitations restrict message
Need for repetition
Short ad recall
Clutter (can be lost among other ads)
Inverse relationship between hours watched and audience income |
| Direct Mail |
Can target a specific audience
More opportunity to educate on product/service benefits |
Expensive ($1 to $2 per piece)
Difficult to obtain "clean" mailing list
May be perceived as junk mail
Not immediate, 2-to-3-week lag
May be discarded unopened |
| Point of Sale |
Can influence impulse purchasing
Helps product stand out among competition
Customer has opportunity for direct response at time of ad presentation (i.e., purchase) |
Can be expensive
Clutter (ad can be lost among other point-of-sale material) |
| Outdoor (signage & billboards) |
Large audience exposure depending on placement
Use of color
Can provide information and directions
Continuous exposure |
Limited message length
Initial production and preparation costs
Ideal sites are difficult to access |
| Internet |
Information available 24/7
Customers access in their environment and at their convenience
Relatively cost effective
Can target different types of viewers
Messages can be timely
Ads can be interactive
Ability to use coupons to measure effectiveness
|
Maintenance necessary
Not effective as stand alone strategy
Difficult to gauge impact
Costs of development and maintenance can vary dramatically |
