Pros and Cons lists of Different Advertising Mediums

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Magazine
Target groups' interest (Pro)
Magazine
Permanence or long shelf life (Pro)
Magazine
Lower out of pocket cost than other national mediums (Pro)
Magazine
Control of placement (Pro)
Magazine
Good at building brands (Pro)
Magazine
Color and creativity (Pro)
Magazine
Reader loyalty (Pro)
Magazine
Selling power of magazines is proven, and results are usually measurable (Pro)
Magazine
CPM is more expensive (Con)
Magazine
Long lead time to get ad in so the ad could be irrelevant by the time it gets out (not as flexible) (Con)
Magazine
Limitations to national ads; can't target geographically like local ads; magazines are usually national in scope (Con)
Magazine
Inability to deliver high frequency (Con)
Magazine
Heavy advertising competition (Con)
Magazine
Lack of immediacy that advertisers can get with newspapers or radio (Con)
Newspaper
Reaches an older demographic who have more disposable income (Pro)
Newspaper
Tangible (Pro)
Newspaper
Ads are low-cost production (Pro)
Newspaper
Ads can be put into a newspaper quickly (Pro)
Newspaper
Great local medium (Pro)
Newspaper
If there is a lot of information to communicate, newspapers are a great medium to use (Pro)
Newspaper
Overlapping circulation-some people read more than one newspaper; double the reach (Pro)
Newspaper
Ads have to be targeted to an demographic (Con)
Newspaper
Most people scan newspaper for news not ads so the ads could be less effective; not very intrusive (Con)
Newspaper
The reach is not as broad as it used to be (Con)
Newspaper
Doesn't have a low out of pocket cost (Con)
Newspaper
Limited target marketing on a demographic basis (Con)
Newspaper
Less creative medium for ads (Con)
Newspaper
Short life-you only read a newspaper once, on the day you get it (Con)
Newspaper
Lack of control over where the ad will appear unless the advertiser pays extra (Con)
Broadcast TV
Mass Coverage (Pro)
Broadcast TV
Relatively low cost-TVs huge audiences bring the cost per exposure down (Pro)
Broadcast TV
Some selectivity-television audiences vary depending on the time of day, day of week, and nature of programming; ad messages can be presented when potential customers are watching, and can reach select geographic audiences (Pro)
Broadcast TV
Impact-television offers a kind of immediacy that other forms of advertising cannot achieve, displaying and demonstrating the product with sound, motion, and full color right before the customer's eyes. (Pro)
Broadcast TV
Creativity-the various facets of the TV commercial permit infinite original imaginative appeals (Pro)
Broadcast TV
Prestige-public considers TV the most authoritative and influential medium (Pro)
Broadcast TV
Social dominance-in the US most people under age 35 grew up with TV as a window to their social environment (Pro)
Broadcast TV
High production cost (Con)
Broadcast TV
High airtime cost (Con)
Broadcast TV
Limited selectivity-broadcast TV is not cost-effective for advertisers seeking a very specific, small audience. (Con)
Broadcast TV
Brevity-studies show that most TV viewers can't remember the product or company in the most recent TV ad they watched (Con)
Broadcast TV
Clutter-TV advertising is usually surrounded by station breaks, credits, and public service announcements, as well as six or seven other spots. All these messages compete for attention, so viewers become annoyed and confused and often misidentify the product. (Con)
Broadcast TV
Zipping and zapping-DVR users who skip through commercials when replaying recorded programs are zipping; remote-control users who change channels at the beginning of a commercial break are zapping (Con)
Cable TV
Selectivity-cable offers specialized programming aimed at particular types of viewers, narrowcasting allows advertisers to choose programming with the viewer demographics that best match their target customers (Pro)
Cable TV
Audience demographics-cable subscribers are younger, better educated and more affluent, have higher-level jobs, live in larger households, and are more likely to try new products and buy more high-ticket items, such as cars, appliances, and high-tech equipment (Pro)
Cable TV
Low cost-many small companies get TV's immediacy and impact without the enormous expenditures of broadcast TV (Pro)
Cable TV
Flexibility-broadcast TV commercials need to be short because of the high costs of production and airtime, but cable ads can run up to two minutes and, in the case of infomercials, much longer (Pro)
Cable TV
Testability-cable is a good place to experiment various advertising approaches: ad frequency, copy impact, and different media mixes. (Pro)
Cable TV
Limited reach-only about 10 percent of households don't have cable. This was cable's main weakness in the past, but it is less so today. (Con)
Cable TV
Fragmentation-with more than 50 channels at their disposal, cable viewers do not watch any one channel in enormous numbers. To reach the majority of the cable audience in a particular market, ads run on may stations (Con)
Cable TV
Quality-cable sometimes has poorer production quality and less desirable programming than broadcast TV (Con)
Cable TV
Zipping and zapping (Con)
Radio
Targeting (Pro)
Radio
Cost efficiency-low out pocket, low CPM, and low production cost (Pro)
Radio
Local ads benefit (Pro)
Radio
Promotions/creative ways to get brands out there (Pro)
Radio
Flexible medium-can get ad on air quickly/easily (Pro)
Radio
Frequency medium-loyalty to stations (Pro)
Radio
Impact is questionable-change station when ads come on/don't listen fully (Con)
Radio
Audience is very fragmented (Con)
Radio
No visual (Con)
Outdoor
Accessibility-carries message 24 hours a day (Pro)
Outdoor
Reach-reaches large mobile target (Pro)
Outdoor
Frequency-people reached by it see it daily (Pro)
Outdoor
Geographic flexibility (Pro)
Outdoor
Cost-offers lowest cost per exposure (Pro)
Outdoor
Impact-ideal medium for ads with short, simple messages (Pro)
Outdoor
Creative flexibility-offers large display and the spectacular features of lights, animation, and brilliant color, also fiber optics, giant video screens, and backlit display technologies (Pro)
Outdoor
Location-outdoor can target consumers by activity, reaching shoppers on their way to the store, business people on the way to work etc. (Pro)
Outdoor
Fleeting message-customers pass quickly, sometimes don't see/don't remember message (Con)
Outdoor
Environmental influence-placement in rundown area can detract from product's image (Con)
Outdoor
Audience measurement-audience demographics are hard to measure b/c not every passerby sees or reads the ad (Con)
Outdoor
Control-difficult to physically inspect each outdoor poster panel (Con)
Outdoor
Planning and costs-6 to 8 weeks of lead time for printing/posting; high initial prep. Cost (Con)
Outdoor
Availability of locations-outdoor is so popular that demand for good locations now exceeds the supply (Con)
Outdoor
Visual pollution (Con)
Outdoor
Distracting-use of spectacular features can be distracting to drivers (Con)
Transit
Long exposureRepetitive value-many people take same routes every day (Pro)
Transit
Eagerly read messages-riders get bored, so readership is high and ad recall avg 55% (Pro)
Transit
Low cost-cost less than any other medium (Pro)
Transit
Creative flexibility-special constructions and color effects are available at relatively low cost (Pro)
Transit
Need satisfying-transit can target needs of riders (Pro)
Transit
Environmentally sensitive-as social pressure to use public transportation increases, transit is well positioned as a medium of the future (Pro)
Transit
Status-lacks status of the major ad media, like print and broadcast (Con)
Transit
Crowded environment-rush-hour crowding limits the opportunity and ease of reading (Con)
Transit
Limited selectivity-transit reaches a nonselective audience, which may not meet the needs of some advertisers (Con)
Transit
Clutter-so many and look so similar they may be confusing or hard to remember (Con)
Transit
Location-mainly in urban areas (Con)
Transit
Creative restrictions-copy is limited (Con)
Direct Mail
Measurable (Pro)
Direct Mail
Entice people to purchase through discounts/other techniques (Pro)
Direct Mail
Sending letters is a low out of pocket cost (Pro)
Direct Mail
Sampling-great way to get product out there and get people hooked (Pro)
Direct Mail
Reaches people on a geographic basis (Pro)
Direct Mail
Creative with what you send (Pro)
Direct Mail
Control timing of ads sent (Pro)
Direct Mail
Personalized (Pro)
Direct Mail
Most effective way to target (Pro)
Direct Mail
Flexibility (Pro)
Direct Mail
Considered junk mail (Con)
Direct Mail
More elaborate direct mail is more expensive out of pocket (Con)
Direct Mail
Doesn't build a large reach (Con)
Direct Mail
They can make mistakes with the mailing list because recipients are so mobile (Con)
Direct Mail
Consumer pushback (Con)
Direct Mail
Questionable impact (Con)
Direct Mail
Expensive CPM because it is so targeted (Con)
Direct Mail
Environmental concern-lots of paper (Con)
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