Pros and Cons of Different Media

Pros and Cons of Different Media
There are many choices available when deciding where to place advertising. Each medium has advantages and disadvantages that should be considered carefully, in order to effectively balance audience, reach, cost, and other factors.

Newspaper Advertising
Pros
Oldest, most highly regarded media; considered familiar and credible with readers
Reaches a relatively large mass audience
Ads combine text and graphics to reinforce message
Cons
Circulation is down in most markets
On average, less than half of newspaper readers will recall a full page ad and its contents
Difficult to target a specific customer

Broadcast TV
Pros
Reaches virtually all households
Very high viewership
Reaches mass audience with a single exposure
Cons
Audience gradually decreases
Ability to channel surf and skip commercials
Costly to produce

Cable TV
Pros
Cable is less expensive than network TV
Can target programming better than network TV
Cons
Not everyone has cable
Cable carries many more ads than network TV in a given time period

Yellow Pages
Pros
Almost every home in U.S. has at least one copy
Serves as a reference tool when deciding to purchase a product or service
Relied upon heavily during emergencies
Cons
Many people using the Internet to replace tangible Yellow Pages directory
Typically used after the decision to buy has been made, therefore no demand is created for product
High level of ad clutter

Radio
Pros
High amount of time spent listening
Listener loyalty to stations/DJs
Cost-effective to
Cons
No visuals
Ad can get lost in the clutter
Tuning out when commercials come on

Outdoor
Pros
Effective for communicating short messages and simple ideas
Attention grabbing
Message appears 24 hours a day
Cons
Difficult to communicate product details because message must be brief
Prime outdoor locations are expensive and go quickly
Unable to change message quickly

Direct Mail
Pros
Target consumers using many different factors
Helpful in building and reinforcing existing relationships
Results are easy to track
Cons
Low response rate (a successful direct mail response rate is 2%-3%)
Considered “junk mail” by consumers
Can be costly due to rising postal costs, paper costs, etc.

Internet
Pros
Able to reach highly educated and affluent consumers who purchase online
Allows customers to communicate directly with you
Easy to track and flexible (can change message quickly)
Cons
Consumers may perceive a risk in purchasing online from an unfamiliar company
Can be costly to be on all search engines and at top of search lists