Transcript Advantage/Disadvantage

Advantage/Disadvantage
Meda Types
Advertising Mediums
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Television Advantages
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Large Coverage Area
Can target specific audience
Audio and Visual
Large repeat exposure
Rapid reach potential
Possible High entertainment value of ad
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
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Advertising Mediums
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Television Disadvantages
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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
Advertising Mediums
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Radio Advantages
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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
Advertising Mediums
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Radio Disadvantages
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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
Advertising Mediums
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Magazines Advantages
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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
Advertising Mediums
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Magazines Disadvantages
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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
Advertising Mediums
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Newspapers Advantages
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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
Advertising Mediums
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Newspaper Disadvantages
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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
Advertising Mediums
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Outdoor Advantages
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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
Advertising Mediums
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Outdoor Disadvantages
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Limited message length-9-11 words
recommended
Initial production and preparation costs can be
high
Ideal sites difficult to access
Advertising Mediums
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Internet Advantages
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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
Advertising Mediums
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Internet Disadvantages
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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
Advertising Mediums
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Direct Mail Advantages
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Can be personalized
Can target specific audiences
Opportunity to educate customer on
product/service benefits
Couponning
Advertising Mediums
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Direct Mail Disadvantages
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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
Advertising Mediums
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Point of Sale Advantages
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Can influence impulse purchases
Helps product stand out among competitors
Customer has opportunity for direct response
at time of ad presentation (Purchase)
Advertising Mediums
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Point of Sale Disadvantages
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Can be expensive
Clutter (product can be lost among other point
of sale items)