6 Print Media Newspapers Advantages: Low cost. Distribution level is known.DisadvantagesLimited distribution.Limited life span.Black and white print is visually less appealing.
7 Print Media Magazines Advantages Color printing is visually appealing. Ability to target the desired audience.Higher quality medium than newspapers.DisadvantagesHigher cost to create and produce.More lead time required than newspapers.
8 Print Media Direct mail (catalogs, letters, and coupons) Advantages Can be highly selective and flexible with format and timing.Inexpensive to produce.DisadvantagesLow response ratesExpensive to distributeOften viewed as “junk mail.”
9 Print Media Outdoor advertising (signs and billboards) Advantages Relatively inexpensive.24/7 visibility.DisadvantagesLimited viewing time.Increased government regulations.
10 Print Media Directory advertising (telephone books) Advantages Allows targeting based on geographics.Targets all geographics.DisadvantagePrinted infrequently-changing ad difficultLimited space and quality of advertisments.
11 Print Media Transit advertising (located on moving vehicles) AdvantagesWide, captive audience.Economical.DisadvantagesSubject to defacement.Inability to target a specific audience.
12 Advertising includes: Broadcast MediaBroadcast media is popular because it reaches a large audience.TelevisionRadio
13 Broadcast MediaTelevision: Combines color, action, and sound. Ads are 30,45,or 60 seconds in length.AdvantagesAbility to demonstrate product features and benefits.Advertisers can choose target audiences.DisadvantagesHigh production and airtime costs.Short life span.New technology enables viewers to skip commercials.
14 Broadcast MediaRadio: Reaches a large audience and ads are 10,20,30,or 60 seconds in length.AdvantagesCost effective.Can be created and changed quickly.Ability to reach target audience through different formats.DisadvantagesAppeals only to sense of sound.Short life span.Channel surfing.
15 Advertising includes: Online MediaThe use of and the World Wide Web to promote products. A growing concept.Electronic Direct MailOnline Ads
16 Online MediaElectronic direct mail is an advertising message sent via .AdvantagesAbility to target an audience.InexpensivePersonalized messages.DisadvantagesMay be viewed as a nuisance.Spam filters can reduce unauthorized messages.
17 Online Media Online ads include banners, pop-ups, and buttons. AdvantagesInexpensiveCan be interactive.DisadvantageViewed as a nuisance.Often a low response rate.
18 Advertising includes: Specialty mediaAlso called giveaways, are inexpensive, useful items with a company’s name or logo.AdvantagesCompany’s name is always visible.Customers enjoy freebies.DisadvantagesLimited distribution.Some recipients will never become customers (wasted distribution).
19 Advertising Agencies help to… Design ads and ad campaigns
20 Cooperative advertising occurs when A manufacturer helps a retailer pay for the cost of advertising locally.
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