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  • Media Advantages and Disadvantages Comparison

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    This document compares the advantages and disadvantages of various media for advertising, including newspapers, magazines, internet advertising, direct mail, radio, television, and cable television. Newspapers are good for local advertising but have disadvantages like poor photo quality and competition. Magazines allow for targeted audiences but have higher costs and less predictable timing. Internet advertising is relatively inexpensive but impact is difficult to gauge. Direct mail can target specific audiences but much of it is considered junk mail. Radio advertising has low costs but fragmented audiences. Television has production value but is also very expensive. Cable television can target audiences but has a smaller reach than television.

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    Media Advantages and Disadvantages Presentation Jan 2013

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    This document compares the advantages and disadvantages of various media for advertising, including newspapers, magazines, internet advertising, direct mail, radio, television, and cable television. Newspapers are good for local advertising but have disadvantages like poor photo quality and competition. Magazines allow for targeted audiences but have higher costs and less predictable timing. Internet advertising is relatively inexpensive but impact is difficult to gauge. Direct mail can target specific audiences but much of it is considered junk mail. Radio advertising has low costs but fragmented audiences. Television has production value but is also very expensive. Cable television can target audiences but has a smaller reach than television.

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    136 views2 pages

    Media Advantages and Disadvantages Comparison

    Uploaded by

    khawar abbasi
    This document compares the advantages and disadvantages of various media for advertising, including newspapers, magazines, internet advertising, direct mail, radio, television, and cable television. Newspapers are good for local advertising but have disadvantages like poor photo quality and competition. Magazines allow for targeted audiences but have higher costs and less predictable timing. Internet advertising is relatively inexpensive but impact is difficult to gauge. Direct mail can target specific audiences but much of it is considered junk mail. Radio advertising has low costs but fragmented audiences. Television has production value but is also very expensive. Cable television can target audiences but has a smaller reach than television.

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    Media Advantages and Disadvantages

    Tammy Algood
    Agriculture Marketing Specialist
    Tennessee Department of Agriculture

    Newspapers
    Advantages Disadvantages
    Number one media for local advertisers Limits specific audience targeting
    Reach a diverse (or broad) audience Reproductions of photos typically poor
    Locally or regionally concentrated Heavy competition
    Consumers look for ads in newspapers Not popular with all age groups
    Deliver timely messages Static and two-dimensional
    Copy space is unlimited
    Readers are actively involved

    Magazines
    Advantages Disadvantages
    Great color and photo reproduction Costs are higher – to consumer and advertiser
    Selecting a target audience can be easy Timing of exposure to reader is less predictable
    Layout flexibility Deadlines for magazines are one or more
    Long life span Months

    Internet Advertising
    Advantages Disadvantages
    Relatively cost effective Difficult to gauge impact
    Can target specific types of viewers Range of costs vary greatly
    Messages can be timely
    Ads can be interactive
    Ads can run with unlimited frequency
    Can reach a global audience

    Direct Mail
    Advantages Disadvantages
    Target a very specific audience Many people don’t like unsolicited offers
    Cost effectiveness can be good Busy people don’t even open “junk mail”
    Can evaluate its effectiveness Requires thorough maintenance of mail lists
    Readers are actively involved Environmental impact
    Relatively expensive
    Radio
    Advantages Disadvantages
    Mostly local No visuals
    Ad has a voice Audiences may be “fragmented”
    Relatively cost-efficient Air “clutter” is a problem
    Ad production is fairly simple No hard copy
    Messages are mobile Risk that ad sounds similar to all others
    Listener doesn’t have to be actively
    involved
    Allows for target selection
    Often can get ad on a station in short
    notice
    You choose frequency

    Television
    Advantages Disadvantages
    Offers sight, sound, motion, color and Production fees and air time costs make it
    special effects expensive
    Viewer doesn’t have to be actively TV seems complicated to small advertisers
    involved Messages get “zipped” and “zapped”
    Allows for target selection Has a broad, non-targeted reach
    Has prestige or glamour to enhance Audiences are more fragmented than ever
    message Commercial breaks are becoming “cluttered”
    Can engage the viewer’s emotions and Small advertisers can look amateurish
    empathy Buying TV time is fairly complicated
    Most TV is viewed at home and people
    feel safe at home

    Cable Television
    Advantages Disadvantages
    Can target specific audiences Small reach
    Cost is lower May have less experienced production crew
    Productions costs are more affordable Not reaching potential customers
    May find innovative production crew Audiences can be fragmented
    You know who your message is reaching Viewers with programs with shorter period of
    time

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