Advertising Mediums
Based on your knowledge, determine the pros and cons of the following mediums of
advertising
Television
Pros
1. Television permits you to reach large
numbers of people on a national or
regional level in a short period of time
2. Independent stations offer new
opportunities
3. Television being an image building and
visual medium
4. It offers to convey your message with
sight
Radio
Pros
- Its enjoyable by people at one or
another during the day at home, work
etc
- Rates can be generally negotiated
- Consumer to most likely to respond to
to your offer while on radio live
- Free creative help is often available
- while listening, which means your ad
Magazines
Pros
- Allows for better targeting audience
- Higher reader involvement means more
attention will be paid to your
advertisement
- Better quality paper permits better color
Newspaper
Pros
- Allows you to reach a huge number of
people in a given geographic area
- You can decide what size and
Cons
1. Limited length of exposure
2. Ads on network affiliates are
concentrated in local news broadcasts
3. Expensive in terms of production,
creative and airtime cost
Cons
- You may have to advertise
simultaneously on several station to
reach your target audience since radio
listeners are spread over many stations
- Listeners cannot go back to your ads to
go over important points
- Most listeners are doing something else
has to work hard to get their attention
- Interruption in the entertainment
Cons
- Long lead times means that you have to
make plans weeks or months in advance
- 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
Cons
- Ad space can be expensive
- Ads have to compete against the clutter
of other advertisement
 placement you want
- Free help is usually available
- Quick turn around helps your ad reflect
the changing in market conditions
- Poor photo reproduction limits
creativity
- Newspaper are a price oriented medium
most ads for sales
- A big number of rear now skip the print
version of the newspaper

Social Media – facebook, instagram, twitter, snapchat, youtube, vine, etc

Pros Cons

- Builds customer relationship - Targeting is low because of the

- Offers a wide reach with its potential
for viral marketing
- Social media tools are relatively
inexpensive
diversity of audiences resulting in low
ROI as visitors do not convert
- Social media can be a hard branding
tool for small businesses
- Viers mainly go on social media for
content and to socialize with others
-

E-mail - spam
Pros Cons

- Email marketing is relatively affordable
- You can quickly reach many people in
your target market
- You can find out how many people
opened your mails
- Audience amy mark your email as spam
- Even if you have millions of email
address you might be emailing it to the
wrong person
- Email marketing can restrict
creativeness

Advertising Mediums
Internet banners or pop-ups
Pros Cons

- They're cost effective - Click rate is low

- Internet banners ads are easy to create
- They are highly targetable
- Banners are good branding tools
- Easy to track with available ad serving
tools
- Banner ads viewers can be interested in
the offerings
- They have limitations
- Banners have specific size guidelines
- There are limits on headline character
count
- Pop ups and ad blocking prevent users
from seeing the ads
- Ad blindness is caused by oversupply
of banner ads

Buses/Bus Shelters
Pros Cons
- One significant advantage of indoor
forms is the extended duration of ad
exposure.
- Frequency
- In terms of absolute and relative costs,
transit advertising is one of the least
expensive media.
Billboards
Pros
- It is placed in area where it will be seen
- People will remember images more
than they will remember content blocks
- Most people who see billboards have
the financial means to make a purchase
if they so desire.
Posters/flyers – walls, washrooms, windows, elevators, etc.
Pros
- They are affordable
- Quick to produce
- Can raise awareness quickly
Special events
Pros
- They attract new people
- They pull diverse groups together
- Involve large number of people
- Help build mailing list
Movies
Pros
- It provides a captive, receptive audience
in a distraction-free environment
- Better impression
- Everything looks better on a big screen
- Many advertisers believe that transit
advertising does not accurately
represent their products or services
- While the ability to reach a large
number of people is an advantage of
transit advertising, this audience may
have lifestyle and/or behavioral
characteristics that are not typical of the
target market as a whole.
- Waste coverage
Cons
- It is difficult to target a specific market
- Along highways, there are numerous
billboards but there won't be any
attention because drivers are paying
attention to the road
- It provides people with limited
information
Cons
- Can easily be lost in the visual noise of
location
- Location restrictions may be limited
- Needs a good design and not to much
information to have impact
Cons
- Take lost of time n planning and
organization skills
- Can be ruined by weather, competition
or not showing up
- The money may not justify all the time
involved
Cons
- It's very expensive
- Audiences my not remember your ad
- It might be difficult to reach your target
audience
- Better population targeting

Advertising on Stuff – e.g. clothing, hats, pens, etc.

Pros Cons

- Advertising opens the door for reaching - Expensive and time consuming
many individuals at the same time - Guaranteed return
- Solve problems - Miss indented targets
- People want to purchase want to buy - Difficult in delivering good information
good products at an affordable price
- Provides information
- Promote moral and social issues