When trying to select a medium that is right for your advertising message, it's helpful to know some of the advantages and disadvantages of the various forms of media to assist you with your decision.
Newspapers
Advantages
Your ad has size and share, and can be as large as necessary to communicate as much of a story as you care to tell.
The distribution of your message can be limited to your geographic area.
Split-run tests are available to test your copy and your offer.
Free help is usually available to create and produce your ad.
Fast closings. The ad you decide to run today can be in your customer's hands two days from now.
Disadvantages
Clutter. Your ad has to compete for attention against large ads run by supermarkets and department stores.
Poor photo reproduction limits creativity.
A price-oriented medium. Most ads are for sales.
Short shelf life. The day after a newspaper appears, it's history.
Waste circulation. You're paying to send your message to a lot of people who will probably never be in the market to buy from you.
A highly visible medium. Your competitors can quickly react to your prices.
Newspapers
Advantages
Your ad has size and share, and can be as large as necessary to communicate as much of a story as you care to tell.
The distribution of your message can be limited to your geographic area.
Split-run tests are available to test your copy and your offer.
Free help is usually available to create and produce your ad.
Fast closings. The ad you decide to run today can be in your customer's hands two days from now.
Disadvantages
Clutter. Your ad has to compete for attention against large ads run by supermarkets and department stores.
Poor photo reproduction limits creativity.
A price-oriented medium. Most ads are for sales.
Short shelf life. The day after a newspaper appears, it's history.
Waste circulation. You're paying to send your message to a lot of people who will probably never be in the market to buy from you.
A highly visible medium. Your competitors can quickly react to your prices.
Television
Advantages
Permits you to reach great numbers of people on a national or regional level.
Independent stations and cable offer new opportunities to pinpoint local audiences.
Very much an image-building medium.
Disadvantages
Ads on network affiliates are concentrated in local news broadcasts and on station breaks.
Creative and production costs can quickly mount up.
Lead time can result in items being sold out before ad runs.
Most ads are ten or thirty seconds long, which limits the amount of information you can communicate.
Direct Mail
Advantages
Your advertising message is targeted to those most likely to buy your product or service.
Your message can be as long as necessary to fully tell your story.
You have total control over all elements of creation and production.
A "silent" medium. Your message is hidden from your competitors until it's too late for them to react.
Disadvantages
Long lead times required for creative printing and mailing.
Requires coordinating the services of many people: artists, photographers, printers, etc.
Each year over 20% of the population moves, meaning you must work hard to keep your mail list up to date.
Likewise, a certain percentage of the names on a purchased mailing list is likely to be no longer useful.
Advantages
Permits you to reach great numbers of people on a national or regional level.
Independent stations and cable offer new opportunities to pinpoint local audiences.
Very much an image-building medium.
Disadvantages
Ads on network affiliates are concentrated in local news broadcasts and on station breaks.
Creative and production costs can quickly mount up.
Lead time can result in items being sold out before ad runs.
Most ads are ten or thirty seconds long, which limits the amount of information you can communicate.
Direct Mail
Advantages
Your advertising message is targeted to those most likely to buy your product or service.
Your message can be as long as necessary to fully tell your story.
You have total control over all elements of creation and production.
A "silent" medium. Your message is hidden from your competitors until it's too late for them to react.
Disadvantages
Long lead times required for creative printing and mailing.
Requires coordinating the services of many people: artists, photographers, printers, etc.
Each year over 20% of the population moves, meaning you must work hard to keep your mail list up to date.
Likewise, a certain percentage of the names on a purchased mailing list is likely to be no longer useful.
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