Mediums advantages disadvantages of internet

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)