TRADITIONAL MEDIAX50.9212 Integrated Marketing – Week 6

Television AdvertisingADVANTAGES• High reach• High frequency potential• Low cost per contact• High intrusion value • Quality creative

opportunities• Segmentation

DISADVANTAGES• Greater clutter• Low recall (due to clutter)• Channel surfing/DVR• Limited copy/messaging• High cost per ad (total)

Radio AdvertisingADVANTAGES• High level of recall• Narrower target

markets/high level of segmentation

• Custom production by station(s)

• Flexible production (e.g. new ads)

• Easily modified to fit locality• DJ support/intimacy• Mobility• Good creative options

DISADVANTAGES• Short exposure time• Low attention• Few opportunities for

national exposure• Channel switching• Target market duplication

if using more than one station (or network)

• Information overload• Increased “radio”

competitors

Outdoor AdvertisingADVANTAGES• Geographic targeting• Accessibility for locality• Low cost per impression• Broad reach• High frequency on major

commuter routes• Large, interesting

creative possibilities

DISADVANTAGES• Short exposure time• Brief messages/creative

limitations• Little segmentation• Cluttered travel routes• Calls to action must be

easily remembered

Magazine AdvertisingADVANTAGES• High market

segmentation• Target by interest• Direct response possible• High color quality• Availability of creative

approaches in the print• Long life• Read during leisure time

(longer exposure to ads)

DISADVANTAGES• Declining circulation• High level of clutter• Long lead times needed• Little flexibility• High cost

Newspaper AdvertisingADVANTAGES• Geographic selection• High flexibility• High credibility• Strong audience interest• Longer copy• Cumulative volume

discounts• Direct response possible

DISADVANTAGES• Poor buying procedures

for large/national campaigns

• Short life span• High level of clutter• Poor quality (limited

color)• Declining circulation

rates (move to Internet)

TRADITIONAL MEDIAX50.9212 Integrated Marketing – Week 6