Strengths & Limitations of Various Media

Print Media

 a)Newspapers

Strengths

1. daily delivery – frequency opportunity
2. geographic selectivity
3. some special interest selectivity
4. intensive coverage of specific geographic market
5. reach well-educated audience
6. wide range of editorial material aimed at a broad audience
7. great flexibility in ad size
8. complex information can be communicated
9. second shortest lead time
10. pass-along audience in household
11. credibility of print in general
12. can read at leisure
13. portable
14. can provide ‘ keepers”
    Limitations

1. short life
2. low quality colour reproduction
3. not demographically selective
4. cannot deliver sound and motion
5. messages compete with one another
   b) Magazines

Strengths

Limitations

audience selectivity/specific audience targeting        durability – long life        excellent editorial climate – loyal readers – transfer of credibility        artistic variety – bleeds, gatefolds, inserts, pop-ups, spreads        good secondary readership (pass along audience) inside and outside home        high quality color reproduction        complex information can be communicated        credibility of print in general        generally attracts affluent and influential readers        read at leisure        portable        can be read inside and outside the home        can provide “keepers”        urban and rural        interested readers        influential readers

long lead time required        cannot deliver sound and motion        low frequency and low penetration levels        messages compete with one another        comparatively expensive

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Broadcast Media

a) Television 

Strengths	Limitations
allows for active demonstration of product        large national audience reach (network)        large local audience reach        messages stand alone        some audience targeting        prime source of news        high impact        spectacular medium – sound, animation, motion, colour etc.        obtrusive medium	messages have short life plus time shifting        long lead time        cannot provide details        not portable        high production costs        most stations urban

b) Radio 

Strengths

Limitations

low CPM        good supplementary medium        selective audiences        great flexibility        universal coverage        short lead time        production can be free        inside and outside home        loyalty/credibility        urban and rural        reaches motorists        messages are personal        messages stand alone – obtrusive medium        portable        prime source of local information

short life        no visuals        can not provide details        no motion

Out-of-Home Media

a) Outdoor Advertising 

Strengths

Limitations

excellent reach (mass audience)        high frequency        geographic flexibility        high impact message        quality reproduction        works well with other media        good for product awareness/recognition        fairly cost effective – low CPM        message has a fairly long life        reaches audience 24 hours a day        small merchandising aids are available        can be used for co-op advertising

creative limitations – instant visual impact must be made        lack of target market selectivity        production costs are high        lack of prestige        no editorial support        environmental clutter (many displays in one place)        weather can restrict communication of the message        urban markets only        cannot deliver sound and motion        cannot provide details

b) Transit Advertising 

Strengths	Limitations
continuous exposure        high reach and frequency with geographic selectivity        fairly flexible for message changes        covers all sectors of an urban/suburban community        relatively cost effective – low CPM        good colour reproduction	lack of target market selectivity        lack status        cluttered environment        some weather problems        creative limitations – copy area limited        no editorial support        urban markets only        cannot provide sound and motion        cannot provide details

Direct Media

a) Direct Mail 

Strengths	Limitations
audience selectivity – can reach precisely defined targets        high reach        geographic flexibility        creative flexibility        advertiser control over circulation and quality of message        consistent quality of reproduction        no competition with other ads or editorial content        good response rate        fast evaluation        can provide details        durable	o    high CPM o    absence of environmental support (editorial content) o    not a prestigious advertising medium (“junk mail”) o    short life o    potential delivery delays z

b) Direct E-mail 

Strengths	Limitations
can be demographically selective        inexpensive        wide range of editorial material aimed at a broad audience        complex information can be communicated        pass-along audience        can read at leisure	short life        credibility in question due to abuse of medium        not geographic selective

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Online Advertising

a) Sponsored Search & Content Listings (Pay-Per-Click)
 Search listing using sponsored results on major search engines. 

Strengths	Limitations
Deploy adverting program quickly        Specifically target customers searching for your products        Target region and demographics easily        Work easily within any budget        Drive customers directly to targeted landing pages on corporate website        Ability to easily measure which campaigns are effective and which ones are not	Competition among advertisers can be fierce for certain keywords        Click fraud by competitors or ad farm websites        Ease of entry means that competitors can mimic advertising programs easily        Quality of some content sites included in content network can be poor        Generally text only

b) Banner Ads
 Graphic or text based ads placed on specific websites. 

Strengths	Limitations
Target specific demographics of internet users        Able to use graphical ads rather than just text        Click fraud is less prominent as with Search & Content Listings        Ability to easily measure which campaigns are effective and which ones are not	Generally more expensive that advertising on search engines        Getting listings online takes longer due to limited space available        Generally require longer term commitm

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