Advantages and Disadvantages of Advertising Mediums
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Types of Advertising Mediums
Advertising is a way to get your message out to potential buyers with the hope that they will perform a measurable action. This can be purchasing a specific brand, going to a website, or vote for a political candidate. Advertising can also be used to increase buyer awareness, direct mail orders, or even buyer attitude.
There are several major advertising media outlets you can use to advertise your products or services. These include newspapers, radio, outdoor banners or billboards, television, magazines, direct mail, and the internet. There are advantages and disadvantages of advertising mediums that we will discuss in the following paragraph.
Benefits and Pitfalls of Media Advertising
Advertising Media
| Advantages
| Disadvantages
|
|---|---|---|
Radio Advertising
| Massive use - you can select the audience with station format - cost is relatively low - geographic flexibility
| only audio presentation - less senses than television - short life
|
Newspaper Advertising
| timely and flexible - broadly accepted - printed words are highly believable - good coverage in local markets
| hastily read - does not get passed around much - short life
|
Outdoor Advertising
| repeat exposure - flexible - inexpensive - no competing advertisements
| limited creatively - viewer has alot of distractions - no audience selectivity
|
Television Advertising
| appeals to senses - psychology of attention - market to a mass audience - combination of sound, motion and sight
| no selectivity of audience - short life - expensive - impressions are fleeting
|
Magazine Advertising
| demographic and geographic selectivity - psychology of attention - reproduction quality - readers will pass the magazine around
| Closing periods are long (takes awhile to get your advertising out) - waste circulation - have to pay a premium if you want a position guarantee
|
Direct Mail Advertising
| flexibility - select your audience - no competion from other advertisments - personalization
| relatively high cost - most of the time it is regarded as "junk" and thrown away
|
Internet Advertising
| low cost per exposure - interactive - increasing popularity - high information content - ads can be placed in select locations
| short message life - could be considered intrusive - download speeds could be slow - low attention getting
|
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