| A | B |
|---|
| Print Media | Written advertising that may be included in everything from newspapers and magazines to direct mail, signs, and billboards |
| Newspapers | Classifications-daily vs. weekly, local, regional, or national |
| Advantages of Newspapers | Large readership, low cost, reader involvement, timely and easily changed |
| Disadvantages of Newspapers | Wasted circulation, short advertising life, low appeal of black and white print |
| Magazines | Classifications-weekly, biweekly, or monthly, local, regional, or national, consumer or business/trade |
| Advantages of Magazines | Ability to target specific people, long advertising life, better print quality, read more thoroughly than newspapers |
| Disadvantages of Magazines | More expensive, less timely |
| Direct Mail | Sent by businesses directly through the mail to prospective customers, includes: newsletters, catalogs, coupons, samplers, price lists, circulars, invitations, reply cards, and letters |
| Advantages of Direct Mail | Greatest ability to reach your target market |
| Disadvantages of Direct Mail | Low response rate, often perceived as junk mail, outdated customer lists, expensive |
| Directory | An alphabetical listing of households and businesses, includes: White Pages and Yellow Pages |
| Advantages of Directory | Relatively inexpensive, can be used with all demographic groups, long advertising life |
| Disadvantages of Directory | Cannot be changed for a year |
| Outdoor | Nonstandardized and Standardized |
| Outdoor Nonstandardized | Used by local firms at their places of business or in other locations throughout the community |
| Outdoor Standardized | Purchased from outdoor advertising companies and placed near highly traveled roads and freeways |
| Advantages of Outdoor | Highly visible and relatively inexpensive |
| Disadvantages of Outdoor | Restrictions on size and spacing, limited viewing time, largely unknown audience |
| Transit Advertising | Uses public transportation facilities to bring advertising messages to the people, includes: inside trains; outside taxis and buses; in subway, bus, train, and airline stations |
| Advantages of Transit | Reaches a wide, captive audience and economical |
| Disadvantages of Transit | Not available in all areas, subject to defacement, restricted to predetermined travel routes |
| Television | Network, local, or cable, over 1200 commercial television stations, Commercial advertisement vs. Infomercial |
| Advantages of Television | Ability to communicate a message with sound, action, and color, can be directed to an audience with a specific interest |
| Disadvantages of Television | Highest production costs, audience size is not assured, not always watched, "Remote Control" Effect |
| Radio | Approximately 10,000 radio broadcast stations, network, local, or satellite |
| Advantages of Radio | Ability to target a particular audience, flexible, can be changed easlity, mobile medium that can be taken anywhere |
| Disadvantages of Radio | Short life span, lack of visual involvement |
| Online | Placing advertising messages on the Internet, examples: Banner ads and Button ads |
| Advantages of Online | Easy to measure effectiveness by the number of clicks |
| Specialty | Inexpensive, useful items with an advertiser's name printed on them, usually given away with no obligation, must be practical, subject to frequent use, and placed in highly visible locations |
| Examples of Specialty Items | Bottle openers, calendars, magnets, pens/pencils, key chains, etc |
| Disadvantages of Specialty | Limited distribution, items may be given to people who would never consider patronizing the business |
