1. 2-1 Federal Regulation: Agencies Nutritional Labeling & Education Act (NLEA) Broadcast media licensing Deceptive, unfair, & comparative ads FCCFTCFDA Intellectual property Patent & Trademark Office Copyrights “works of authorship” Library of Congress

2.  Flexibility in readership and advertising.  High-quality color.  Permanence.  Prestige.  Audience selectivity.  Proven selling power.  Reader loyalty can be high.  Pass-along readership.  Lacks immediacy.  Shallow geographical coverage (compared to broadcast).  Costly for reaching the masses.  Long lead time.  Clutter. Leading mags tend to have more ad pages than editorial.  Cost per thousand (CPM) can be comparatively high.

3.  Mass medium reaches many segments of society.  Local medium with broad reach.  Comprehensive content.  Geographic selectivity, sometimes down to neighborhood level.  Timeliness.  Credibility (compared to ads in other media).  Permanent record.  Lack of socioeconomic selectivity.  Short life span (unless readers clip the ad).  Low production qauality.  Clutter. Lots and lots of other ads, plus editorial matter.  Lack of control over ad placement, unless you pay a premium.  Some overlapping circulation.  Losing readership.

4.  Broad coverage. TVs are in 98% of American homes and are watched 8 hours a day.  Huge audience exposure can offset production costs and provide good CPM.  Impact and creativity. Sight, sound, motion, color....  Social dominance.  Cable TV narrowcasting allows for selectivity.  Cable TV costs can be surprisingly low.  Cable TV ads can be long (even 30 minutes).  Enormous production costs.  Air-time cost is high on prime-time shows.  Brevity. Viewers tend to forget ads quickly.  Clutter.  Broadcast TV offers limited selectivity.  Competition for cable from satellite and Internet.  Fragmentation of audience (especially cable).  Cable sometimes lacks quality.  Zipping and zapping.

5.  Nice combination of reach and frequency.  Selectivity, thanks to specialized formats.  Low cost per thousand (CPM).  Cheaper production than video.  Timeliness, immediacy.  Local relevance.  Poor visuals. Some ads need to be seen.  Segmented audience can mean multiple stations to blanket the market.  Fleeting.  Half-heard. Radio is often background noise that competes for attention.  Clutter.  Losing audience to Net.

6.  Truly interactive medium  Enormous audience.  Unrivaled immediate response.  Unmatched targeting.  Proximity to purchase.  Provides in-depth info.  Good for biz-to-biz.  Social media reach people where they spend their time and allows them to help advertise.  Phone access means 24/7 access.  Standardization lacking.  Uncertain measurements for exposure, pricing.  Crashes and slowdowns.  Security concerns.  Privacy concerns.

7.  Accessibility. 24/7, and it can’t be avoided.  Can have best reach.  Frequency. Lots of repeat viewings.  Geographic flexibility.  Demographic flexibility, to a degree.  Lowest cost per exposure.  Impact can be significant with short, simple messages.  Creative flexibility.  Location—reaches people near point of purchase.  Fleeting message.  Environment (what’s around the sign) can have a negative impact.  Hard to measure audience.  Hard to inspect each panel in a large campaign.  Long lead time.  Visual pollution of outdoor ads can lead to blowback from irritated consumers.