List any four major media types and identify some of the strengths and weaknesses of each of them
What will be an ideal response?
Students' answers may include any four of the following.
-Television: Advantages are good mass marketing coverage, low cost per exposure, and appeals to the senses; weaknesses are high total costs and high clutter.
-Newspapers: Strengths are timeliness, good local market coverage, and high believability; weaknesses are short life and poor reproduction quality.
-Direct mail: Strengths are flexibility and capacity for personalization; weaknesses are relatively high cost per exposure and "junk mail" image.
-Magazines: Strengths are high audience selectivity, credibility, and good pass-along readership; weaknesses are high costs and long lead times.
-Radio: Strengths are good local acceptance and low cost; weaknesses are low attention and fleeting exposure to messages.
-Outdoor: Strengths are flexibility, low cost, and low message competition; weaknesses are low audience selectivity and creative limitations.
-Internet: Strengths include high selectivity, low cost, and interactive capabilities; weaknesses are audience control of exposure and potentially low impact.
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