Strengths and limitations of various media

Print Media

Newspapers

Strengths

Limitations

daily delivery – frequency opportunity geographic selectivity some special interest selectivity intensive coverage of specific geographic market reach well-educated audience wide range of editorial material aimed at a broad audience great flexibility in ad size complex information can be communicated second shortest lead time pass-along audience in household credibility of print in general can read at leisure portable can provide “keepers”

short life low quality colour reproduction not demographically selective cannot deliver sound and motion messages compete with one another

Magazines

Strengths

Limitations

audience selectivity/specific audience targeting durability – long life excellent editorial climate – loyal readers – transfer of credibility artistic variety – bleeds, gatefolds, inserts, pop-ups, spreads good secondary readership (pass along audience) inside and outside home high quality color reproduction complex information can be communicated credibility of print in general generally attracts affluent and influential readers read at leisure portable can be read inside and outside the home can provide “keepers” urban and rural interested readers influential readers

long lead time required cannot deliver sound and motion low frequency and low penetration levels messages compete with one another comparatively expensive

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Broadcast media

Television

Strengths	Limitations
allows for active demonstration of product large national audience reach (network) large local audience reach messages stand alone some audience targeting prime source of news high impact spectacular medium – sound, animation, motion, colour etc. obtrusive medium	messages have short life plus time shifting long lead time cannot provide details not portable high production costs most stations urban

Radio

Strengths	Limitations
low CPM good supplementary medium selective audiences great flexibility universal coverage short lead time production can be free inside and outside home loyalty/credibility urban and rural reaches motorists messages are personal messages stand alone – obtrusive medium portable prime source of local information	short life no visuals can not provide details no motion

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Out-of-Home Media

Outdoor Advertising

Strengths	Limitations
excellent reach (mass audience) high frequency geographic flexibility high impact message quality reproduction works well with other media good for product awareness/recognition fairly cost effective – low CPM message has a fairly long life reaches audience 24 hours a day small merchandising aids are available can be used for co-op advertising	creative limitations – instant visual impact must be made lack of target market selectivity production costs are high lack of prestige no editorial support environmental clutter (many displays in one place) weather can restrict communication of the message urban markets only cannot deliver sound and motion cannot provide details

Transit Advertising

Strengths	Limitations
continuous exposure high reach and frequency with geographic selectivity fairly flexible for message changes covers all sectors of an urban/suburban community relatively cost effective – low CPM good colour reproduction	lack of target market selectivity lack status cluttered environment some weather problems creative limitations – copy area limited no editorial support urban markets only cannot provide sound and motion cannot provide details

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Direct Media

Direct Mail

Strengths	Limitations
audience selectivity – can reach precisely defined targets high reach geographic flexibility creative flexibility advertiser control over circulation and quality of message consistent quality of reproduction no competition with other ads or editorial content good response rate fast evaluation can provide details durable	high CPM absence of environmental support (editorial content) not a prestigious advertising medium (“junk mail”) short life potential delivery delays

Direct E-mail

Strengths	Limitations
can be demographically selective inexpensive wide range of editorial material aimed at a broad audience complex information can be communicated pass-along audience can read at leisure	short life credibility in question due to abuse of medium not geographic selective

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Online Advertising

Sponsored Search & Content Listings (Pay-Per-Click)

Search listing using sponsored results on major search engines.

Strengths	Limitations
Deploy adverting program quickly Specifically target customers searching for your products Target region and demographics easily Work easily within any budget Drive customers directly to targeted landing pages on corporate website Ability to easily measure which campaigns are effective and which ones are not	Competition among advertisers can be fierce for certain keywords Click fraud by competitors or ad farm websites Ease of entry means that competitors can mimic advertising programs easily Quality of some content sites included in content network can be poor Generally text only

Banner Ads

Graphic or text based ads placed on specific websites.

Strengths	Limitations
Target specific demographics of internet users Able to use graphical ads rather than just text Click fraud is less prominent as with Search & Content Listings Ability to easily measure which campaigns are effective and which ones are not	Generally more expensive that advertising on search engines Getting listings online takes longer due to limited space available Generally require longer term commitm