2. Television Advertising ADVANTAGES High reach High frequency potential Low cost per contact High intrusion value Quality creative opportunities Segmentation DISADVANTAGES Greater clutter Low recall (due to clutter) Channel surfing/DVR Limited copy/messaging High cost per ad (total)
3. Radio Advertising ADVANTAGES High level of recall Narrower target markets/high level of segmentation Custom production by station(s) Flexible production (e.g. new ads) Easily modified to fit locality DJ support/intimacy Mobility Good creative options DISADVANTAGES Short exposure time Low attention Few opportunities for national exposure Channel switching Target market duplication if using more than one station (or network) Information overload Increased “radio” competitors
4. Outdoor Advertising ADVANTAGES Geographic targeting Accessibility for locality Low cost per impression Broad reach High frequency on major commuter routes Large, interesting creative possibilities DISADVANTAGES Short exposure time Brief messages/creative limitations Little segmentation Cluttered travel routes Calls to action must be easily remembered
5. Magazine Advertising ADVANTAGES High market segmentation Target by interest Direct response possible High color quality Availability of creative approaches in the print Long life Read during leisure time (longer exposure to ads) DISADVANTAGES Declining circulation High level of clutter Long lead times needed Little flexibility High cost
6. Newspaper Advertising ADVANTAGES Geographic selection High flexibility High credibility Strong audience interest Longer copy Cumulative volume discounts Direct response possible DISADVANTAGES Poor buying procedures for large/national campaigns Short life span High level of clutter Poor quality (limited color) Declining circulation rates (move to Internet)