Selecting media classes
15 important questions on Selecting media classes
What are intramedia comparisons?
What are the pros and cons of Newspapers as media class?
- sence of immediacy
- local emphasis
- flexibility, fast, up-to-date
-large reach
- much information
- authority/believable
- regional targeting possible
cons:
- lack of target audience selectivity
- high cost
- limited coverage
- higher national advertising rates
- small pass-along audience
- variation in ROP color quality
- short lifespan
What are the pros and cons of Magazines?
- selectivity
- acces to light tv viewers
- fine color reproduction
- long life
- pass-along audience
- controlled circulation
cons
-early closing dates
- lack of immediacy, slow and inflexible
- slow building of reach
- dependent on individual sales.
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What are the pros and cons of Newspaer supplements?
- Local market impact with magazine format
- good color fidelity
- depth of presentation
- broadened coverage area
- less competition on sundays
- high readership
- flexibility
cons:
- little pass-along or secondary readership
- no demographic selectivity
- limited readership
- high cost
What are the pros and cons of television?
- sight, sound, and motion for dynamic selling
- flexibility
- reach of both selective and mass markets
- cost-efficiency
cons
- high cost
-low attention
- DVR commercial skipping
- Short-lived messages
- High commercial loads (clutter)
- No catalog value
What are the pros and cons of cable tv?
- National audience
- added reach and frequency
- relatively low cost
- less susceptible to DVR recording
- Precisely defined target audiences
- Broader spectrum of advertisers
- Reduced total and average spending costs
Cons:
- Framented audiences
- less than full national coverage
What are the pros and cons of producht placement TV?
- less expensive than paid commercial advertising
- not overtly presented as advertising
- implied endorsement by entertainment characters using the placed product
- ability to select program environment consistent with product's image
cons:
- lack of control by the advertiser
- limited communication value
- variable exposure time
- Obsolescence
What are the pros and cons of Radio"?
- Reach of narrow demographic target audiences
- High frequency
- supporting medium
- excellent for mobile populations
- high summer exposure
- flexibility
- geographic flexibility
- active medium
- low cost
cons:
- many stations in one market
- no catalog value
- low attentiveness for some formats
What are the pros and cons of internet display?
- Low cost corporate legitimacy
- great creative flexibility
- precise targeting by behavior, geography, timing, or other factors
- a great many ways to evaluate alternative sites
- supplemental information
- easy documentation of effectiveness
- low-cost marketing research tool
cons:
- High cost to achiebe adequate reach
- Constantly changing medium
- Lack of consistent research
- conflict between interent sales and traditional sales channes
- low response rate
- limited penetration
What are the pros and cons of sponsored search?
- proven interest in product or service
- direct link to advertisers website
- two-line sales message
- complete response metrics
cons:
- rrequires target interst
- requires active management of buy due to auction-based pricing
- requires previous knowledge of the advertiser
- Plain text only - no graphics, logo or picture
- No exclusivity- side by side appearance with competition
What are the pros and cons of Mobile advertising?
- Most personal marketing channel available
- measurable for return on investment purposes
- permission-based opt-in
- opportunity to reach consumers on the road prior to retail store purchase
- ability to deliver coupons with a upc code
cons:
- Small screen size limits creativity
- slow network speed
- lack of standards across carriers and platforms
- success of the medium depends on the primary carriers
- privacy
What are the pros and cons of direct mail?
- easy verifaction of response
- personal quality
- flexibility
- long life for certain mailings
- potential savings
cons:
- high cost
- inaccurate and incomplete lists
- variance in delivery dates
- clutter and consumer resistance
What are the pros and cons of outdoor advertising
Pros:- Wide coerage of local markets
- high frequency
- low CPM
- Largest print ad avialable
- Geographic flexibility
- high summer visibility
- aroun the clock exposure
- simple copy theme and package identification
- mass coverage of metropolitan area
cons:
- limited to simple messages
- no guarantee of high recall
- high out-of-pocet cost
- limited availability in upscale neighborhoods
What are the pros and cons of transit media?
- mass coverage of a metropolitan area
- high frequency
- realtive efficiency
- flexibility-
- Oppurtunity to position messages to consumers on the way to their points of purchase
cons:
- limited message space
- High competition form other media and personal activities
- frequent insepction
What are pros and cons of out-of-Home-video?
- additional brand exposure
- flexibility
- sight and motion
- build reach
- highly targeted
- production efficiency
cons:
- lack of standardizzed research across all venues
- availability varies market-by-market and within markets
- limited reach potential
- fragmentation of suppliers
- proof of play and proof of performance reporting varies by supplier
- Complex creative production due to multiple suppliers and venues.
The question on the page originate from the summary of the following study material:
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- 100% sure, 100% understanding
