| 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 |
|
| Cannot change copy readily |
| 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 |
|
| Television |
| Best educator using audio and visual |
| Prestigious |
| Flexibility for seasonal |
|
| Expensive per impression |
| 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 |
| Production is low quality |
| Zones do not match most local advertisers needs |
|
