MEDIUM  Classification   Advantage   Disadvantage  

CINEMA  ATL  ● Deep Impact  ● Expensive 

● Selective and  ● Less coverage 
flexible 
● Mass publicity 
● Versatility  

LOYALTY PROGRAMMES  BTL  ● Improved customer  ● All reward 

retention  programs look 
● Brand  alike 
differentiation  ● Profits will be cut 
● Direct contact with  down 
the customer  ● Data has 
● Access to valuable  limitations  
data 

Newspapers  ATL  ● Wide coverage  ● Biased news 

● Quick response  ● Invalid news  
● Regular and  ● No audio-video 
frequent  element   
● Economical 
● flexibility 

Online   BTL  - Extensive coverage  - Ad Fatigue Is 

- Accessibility to  Common 
analysis and  - Competition Is 
Tracking of Results  Fierce 
- Large capacity for  - Personal 
information  specialization and 
targeted is 
greater with 
regard to online 
marketing  

Outdoor Advertising  BTL/ATL  ● It can be displayed  ● Limited 

at a place where the  messaging space. 
best impact can be  ... 
created.  ● High production 
● Outdoor  costs  
advertisements are  ● Lack of 
the best medium to  measurability 
inform the moving 
population. 
● It is less expensive. 
 

Sponsorship (sports)  ATL  - It builds brand  - ​Sponsorship​ can be 

awareness.  limited or easily withdrawn 
● It drives  – no security. 
excitement around   
the brand, its  -​Recognition Drawbacks 
products, and its 
services.  
● It increases 
product or service 
sales.  
 

Sales Promotion   BTL  ● sales promotional  ● Non-recurrent 

activities are less  ● Can Lower 
 expensive.  Perception of the 
● consumes gain  Brand 
knowledge  ● Limits Your 
● Helps Reduce  Revenue 
Inventory  ●  
 
 
 
 
 
 
 
 
 
 
 

MEDIUM  Classification  Advantage  Disadvantage 

DIRECT MAIL  BTL  ● target an exact or  ● not sophisticated 

specific individual 
or customer base. 
● customized and 
personalized 
● Direct mail can be 
personalized so 
your promotion 
speaks directly to 
the contact. 

PUBLIC RELATIONS  ATL  ● audiences are  ● No direct control 

more likely to trust  ● can result in a poor 
messages coming  return-on-investm
from an objective  ent 
source rather than  ● difficult to 
paid-for  measure the 
advertising  effectiveness 
messages. 
● large audience. 
● economical way  

RADIO  ATL  ● Affordability  ● Lack of Visual 

● Wide Reach and  Appeal 
Audience Targeting  ● distraction 
● Timely Message 
Delivery 
 

POINT OF SALE  ATL  ● Effectively  ● Costly. 

communicate  ● potential to offend. 
messages  Recently 
● Promote offers  ● Vandalism 
● Creativity, 
imagination, and 
personality 

EMAIL  BTL  ● Free  ● Lacking the 

● Easy to use   Personal Touch 
● Global   ● Spam 
● Misunderstanding  

TELEVISION  ATL  ● Common  ● Time-consuming  

 ● Cheap  ● Expensive  
● great use for  ● Additional costs  
education, daily   
updates worldwide 
and good 
entertainment. 

MERCHANDISE  ATL  ● Increased sales  ● Expensive 

● Increases  ● Increased 
customer base   demands on staff 
● Maximizing the  ● Changing layout 
potential of your  and space  
retail space 

EXHIBITIONS  BTL  ● products and  ● Overwhelming 

services have the  ● Results aren’t 
chance to directly  guaranteed  
engage with  ● Competition 
potential buyers 
and influencers 
● Exposure to a 
wider set of 
audience 
● Creates brand 
awareness 

MAGAZINE  ATL  ● Easily availability  ● expensive 

● longer life  compared to 
compared to  newspapers 
newspaper  ● Less population 
● More targeted  read magazine 
compared to 
newspaper 
● The advertisement 
cost is high 
compared to the 
newspaper