Download Print Media Chart_Mitchell - Westbrooks-Wiki

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Print Media Advantages & Disadvantages Comparison Chart
Complete the chart below by providing an example of each form of print media as well as
summaries of the advantages & disadvantages for each media.
Media Type
Example
Advantages
Disadvantages
 The printed advertising message has both
Newspaper

permanence and desired obsolescence.
 segments of your market by placing your ads
for the reader’s attention.

in different sections of the paper such as:
sports, comics, crosswords, news,
Any given advertising message must compete
You have no assurance that every person who
receives the newspaper will read your ad.

It has a relatively short life span
classifieds, etc.
 An advertiser has flexibility in terms of ad size
and placement messages.
Magazine




Allows for better targeting of audience, as you
can choose magazine publications that cater to
your specific audience or whose editorial
content specializes in topics of interest to your
audience.
High reader involvement means that more
attention will be paid to your advertisement
Better quality paper permits better color
reproduction and full-color ads
The smaller page (generally 8 ½ by 11 inches)
permits even small ads to stand out
Marketing
Summer 2006
140




Long lead times mean that you have to make
plans weeks or months in advance
The slower lead time heightens the risk of your
ad getting overtaken by events
There is limited flexibility in terms of ad
placement and format.
Space and ad layout costs are higher
Name:_____________________________________ Date:________________


Direct Mail






Outdoor
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Your advertising message is targeted to those
most likely to buy your product or service.
Marketing message can be personalized, thus
helping increase positive response.
Your message can be as long as is necessary
to fully tell your story.
Effectiveness of response to the campaign can
be easily measured.
You have total control over the presentation of
your advertising message.
Your ad campaign is hidden from your
competitors until it's too late for them to react
Active involvement - the act of opening the
mail and reading it -- can be elicited from the
target market.





Some people do not like receiving offers in
their mail, and throw them immediately without
even opening the mail.
Resources need to be allocated in the
maintenance of lists, as the success of this
kind of promotional campaign depends on the
quality of your mailing list.
Long lead times are required for creative
printing and mailing
Producing direct mail materials entail the
expense of using various professionals copywriter, artists, photographers, printers,
etc.
Can be expensive, depending on your target
market, quality of your list and size of the
campaign.
Since it is in the public domain, Outdoor
Advertising
assuredly
reaches
its
audience.

It's messages work on the advertising
principle
of
"frequency."
Since

messages stay in the same place for a
period of a month or more, people who

drive by or walk past see the same
Particular locations can be acquired for
certain purposes. A billboard located a
block in front of your business can direct
is
a
glance
Messages must be brief to fit in that
2-3 second time frame. Ninety-five

The nature of the way you have to
buy outdoor advertising (usually a
reach rural areas efficiently by placing a
three month commitment) is not
conducive to a very short, week-long
billboard in each small town.
campaign.
people to your showroom. Or you can

advertising
percent of the time, either the
message or the audience is in motion.
message a number of times.

Outdoor
medium. At best, it only draws 2-3
seconds of a reader's time.
most
Outdoor
advertising
is
an
excellent
adjunct to other types of advertising you
are doing. In fact, it is most effective when
coupled with other media.
Marketing
Summer 2006
140
Name:_____________________________________ Date:________________
Directory
Transit
Marketing
Summer 2006
140
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