Name five major advertising media. List two advantages and two disadvantages associated with the use of each.
What will be an ideal response?
TELEVISION. Advantages: (1) wide reach, (2) creative demonstration opportunities, (3) immediate messages, and (4) entertainment carryover. Disadvantages: (1) little demographic selectivity with network stations, (2) short message life, (3) consumer skepticism toward claims, and (4) high cost.
RADIO. Advantages: (1) low cost, (2) high frequency, (3) immediate messages, (4) short notice rescheduling, (5) stable audience, (6) portable medium, (7) short-term advertiser commitments, (8) entertainment carryover, (9) audience selectivity, (10) geographical selectivity, and (11) low production costs.
Disadvantages: (1) no visuals, (2) short message life, (3) background sound, and (4) commercial clutter.
MAGAZINES. Advantages: (1) good color reproduction, (2) message longevity, (3) demographic selectivity, (4) regional and local market selectivity, (5) long life, and (6) high pass-along rate. Disadvantages: (1) long-term advertiser commitments, (2) slow audience buildup, (3) limited demonstration capacity, (4) lack of urgency, and (5) long lead time.
NEWSPAPERS. Advantages: (1) geographic selectivity and flexibility, (2) short-term advertiser commitments, (3) news value and immediacy, (4) advertising permanence, (5) stable readership, (6) high individual market coverage, (7) co-op and local tie-in availability, and (8) short lead time. Disadvantages: (1) little demographic selectivity, (2) limited color capabilities, (3) low pass-along rate, (4) may be expensive, and (5) noise from competing ads and news stories.
OUTDOOR MEDIA. Advantages: (1) repetition, (2) moderate cost, and (3) flexibility. Disadvantages: (1) short message, (2) lack of demographic selectivity, and (3) high noise
INTERNET. Advantages: (1) ability to reach a narrow target audience, (2) relatively short lead time required for creating Web-based advertising, and (3) moderate costs. Disadvantages: (1) difficult to measure ad effectiveness and return on investment, (2) ad exposure relies on "click-throughs" from banner ads, and (3) not all consumers have access to the Internet.
See Exhibit 14.11.
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