advantages: low cost, immediacy of message, can be scheduled on short notice, relatively no seasonal change in audience, highly portable, short term advertiser commitments, entertainment carryover
disadvantages: no visual treatment, short advertising life of message, high frequency required to generate comprehension and retention, distractions from background sound, commercial clutter
advantages: ability to reach a wide diverse audience, low cost per thousand, creative opportunity, immediacy of messages, entertainment carryover, demographic selectivity with stations
disadvantages: short life of message, some consumer skepticism, high campaign cost, little demographic selectivity, long term advertiser commitments, long lead times required for production
new product publicity: helps advertisers explain what's different about their product by prompting free news stories or positive word o mouth about it.
product placement: PR strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game,video or audio clip, book, or commercial for another product, on the internet, or at special events
consumer education: educated consumers are more loyal customers. financial planning firms sponsor free educational seminars on money management.
sponsorship: PR strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image
experimental marketing: engaging with consumers in a way that enables them to feel the brand- not just read about it
company websites: used to introduce new products, provide info, promote existing products, obtain consumer feedback, communicate legislative and regulatory info, showcase upcoming events, provide links.