media boon or bane

1. Advantage/Disadvantage
Meda Types

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

3. Advertising Mediums
 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

4. Advertising Mediums
 Television Disadvantages
 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

5. Advertising Mediums
 Radio Advantages
 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

6. Advertising Mediums
 Radio Disadvantages
 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

7. Advertising Mediums
 Magazines Advantages
 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

8. Advertising Mediums
 Magazines Disadvantages
 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

9. Advertising Mediums
 Newspapers Advantages
 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

10. Advertising Mediums
 Newspaper Disadvantages
 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

11. Advertising Mediums
 Outdoor Advantages
 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

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

13. Advertising Mediums
 Internet Advantages
 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

14. Advertising Mediums
 Internet Disadvantages
 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

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

16. Advertising Mediums
 Direct Mail Disadvantages
 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

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

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