| Media |
Strength |
Limitation |
| Outdoor |
- Least expensive cost per impression
- Can target markets, trade areas, zones, or neighborhoods most effectively
- Larger then life graphics = stopping power (dominates)
- Increase awareness faster and more effectively (a must to achieve threshold of awareness)
- Aided recall for other media
- Believable copy due to visibility and tangibility
- You can’t avoid us!
|
- Slower copy change(unless LED)
- Local zoning ordinances can limit coverage in some areas
|
| Radio |
- Change copy fastest of any media
- Efficient cost for non-targeted areas
- Flexible for seasonal or spot promotions
|
- Needs many impressions for recall
- Market segment without geographic consistency
- Much competition
- Audio not as believable as visual
- Listening audience dissected by CD’s, iPod’s, XM/Sirius
|
| Television |
- Best educator using audio and visual
- Prestigious
- Flexibility for seasonal
|
- Expensive per impression
- Tivo(DVR’s) make it easier than ever to skip commercials
- Buying power low except for some prime-time
- Coverage too vast for small advertisers
|
| Newspaper |
- Can be very detailed in copy
- Believable
- Easy to co-op
|
- Most expensive
- Dying media, being replaced by the internet
- Production is low quality
- Zones do not match most local advertisers needs
|
