DWS Associates - Media Advantages - Disadvantages Checklist

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» Media Advantages Disadvantages

Use this Advertising Media Advantages & Disadvantages Checklist as a guide for selecting the appropriate media to achieve your marketing objectives. This checklist covers all forms of advertising media and is applicable to both business-to-consumer (B2C) and business-to-business marketing programs. Depending on your target market, your message and offer, certain types of media may be better suited to your marketing program and overall media mix, and offer a better chance of success. All types of media are covered in the checklist.

Medium	Advantages	Disadvantages
Cable Television	Powerful image/awareness Intrusive Impactful with sight, sound and movement Highly selective programming to zero-in on highly selective target audiences Sponsorship opportunities Upscale audiences with higher incomes, more education and larger families Ability to test creative commercial ideas at low media costs Flexible commercial message lengths and forms National-network and local-spot flexibility Ability to tag commercials locally on some networks Lows costs per commercial announcement Ability to build high frequency of exposure Medium CPM Local target market programming Inexpensive production costs High frequency potential Dozens of different cable networks to choose from Ability to build extremely long formats for highly demonstrable products and offers.	Coverage deficiencies in certain markets Local cable buys generally expensive with high CPMs Less research than on broadcast TV Proof of performance problems Cable monopoly in all markets Many time shifters with digital video recording capability can and do eliminate all advertising when they replay - - or at least fast forward through it
Card Decks	Low cost, low CPM Good targeting capabilities	Junk mail image Low response rates
Coupon Packs	Low cost, low CPM Good targeting capabilities	Junk mail image Low response rates
Direct Mail	High degree of targeting possible (geographic, demographic and psychographic) Flexible format options Intrusive Numerous response options Excellent reproduction High reach potential against selected targets Ability to build frequency through multiple mailings Timing not subject to media availability Reaches target at home or at work Unlimited format options for message and layout Private medium Easy to personalize	Not a requested or purchased and must stand on its own for recognition Often regarded as “junk mail” A short life Impacted by postal regulations High CPM High up-front costs Low response rates High postal rates Slow delivery times
Electronic banner advertisements (e.g.., Internet, AOL, etc.)	Many sponsorship opportunities Impactful with sight, sound, movement National/international network Messages can be customized for different sites. Banners can be placed on outbound transactional emails such as order acknowledgments and shipment verifications - - almost guaranteed to be opened and read	Relatively new unproven advertising medium, “What’s the value of a hit?” Non intrusive Limited control Reproduction qualities depend on capabilities of end user system. High CPMs Limited audience Skewed demographics of audience Audience is invariably looking for something else and may not even notice the banner as anything but a nuisance
Free Standing Inserts	Low cost. low CPM Good for coupons and mail order Good local market coverage Good for catalog-type advertising Good color reproduction	Clutter problem Low targeting capabilities Discount image Potential junk mail image Long lead time for insertions Most newspapers circulation is decreasing as information is more readily available online Usually very promotional and therefore not too good for full price or positioning advertisements
Magazines	High reader involvement. Significant audience selectivity against various demographic and psychographic groups Compatible editorial environment Long life with opportunity for repeat exposure Potentially high rate of pass alongs depending on the publication and audience Excellent color reproduction Creative opportunities with a variety of different space units Wide geographic and demographic flexibility Broad reach potential through use of large circulation magazines and/or a variety of different category books Strong reach among upscale targets Excellent efficiencies relative to other media among very selective, upscale targets Moderate to excellent targeting Great image medium Good direct-response capability Longer message shelf life Multiple readers per issue High-quality reproduction Weekly or monthly frequency	Non intrusive relative to broadcast Growing clutter in ad banks and low editorial ratios in certain magazines Single visual dimension only Moderate to low frequency builder Some regional delivery deficiencies Continuing question of print communication value relative to TV and Internet High regional and metro rate premiums Uncertainties created with rate negotiating High CPM Long lead time (60 to 90 days) Incomplete control over ad location Higher cost for special positioning Circulation is down for almost all magazines therefore C/P/M ‘s have gradually increased Many people getting “magazine type” info online now
Newspapers	Ad size flexibility Split-run test are available in some newspapers Short leads times to get ads in. Immediate, announcement value Benefits from established reader habits Geographic targeting Merchandisable to local dealers High local market penetration Some targeting by section Direct response capabilities Short lead time to place ad Medium-high to low CPM	A price-oriented medium - most ads are for sales. Limited targeting capabilities Highly visible medium which allows competitors to see and react to your message quickly. Short lifespan, with little repeat exposure opportunities Retail ad clutter with little competitive separation Declining readership High cost of running multi-market campaign High CPMs except for small space units Difficult to attain true national coverage due to concentration in major urban areas Limited rate negotiability Premiums for special positions Significant premiums for national vs. local advertisers Limited color reproduction (improving) Impact affected by size of ad Most newspapers circulation is decreasing as information is more readily available online
Outdoor Transit	Excellent reminder medium supporting other vehicles 24-hour exposure Graphic flexibility Strong local market presence Broad reach and high frequency potential Opportunity to rotate locations to maximize audience delivery Positioning opportunities near the point of purchase Very high repeat exposure Very low CPM Large, colorful medium Can target different geographic areas, neighborhoods, and highways Length of time to show message: 30 days	Limited to short, simple message Increasingly restricted availability’s due to zoning laws High out-of-pocket costs for multi-market coverage High total cost for large showings High cost of “painted spectacular” billboard locations Highway “clutter” problem Limited format options for creative message Difficult to reach specific target market Viewed in many parts of the country as an environmental problem with billboards
Radio	National-network and local-spot flexibility Intrusive Wide variety of formats Re-enforces TV and print campaigns Significant local market identification Ability to build high frequency of exposure Good reach potential through multiple station buyers High summer listening when TV viewing is lowest Low costs per commercial announcement Low CPM Target selection by programming and by station formats Good support medium Reaches broad market Reaches captive audience, i.e., commuters Excellent creative medium by creating mental images Merchandisable to local dealers	Often used as background medium for other activities Limited to single audio dimension Clutter 30-second commercials priced expensively relative to 60s No visual capability Considered background noise by some listeners Must purchase lots of different stations and sports to reach large market Poor reception in some markets Audiences with Sirius and XM do not get commercials and most new cars come equipped
SMS Text Messaging, Twitter	Instant Impossible to ignore Absolutely mobile – not requiring any particular location to be able to reach the target	May require recipient to pay for the text message Opt-in status is questionable
Social media (Facebook, MySpace, LinkedIn, etc.)	Free (or very low cost) Easily accessible Can be customized / personalized	Some of these environments frown on trying to commercialize them and or monetize them
Specialty Advertising	Can be attention grabbers if they are done well. Can give top-of-mind awareness. Get your name in front of people.	Difficult to target your market. Difficult to measure the effectiveness of in producing measurable results. Can be an inappropriate medium for some businesses. It’s difficult to find items that are appropriate for certain businesses.
Sunday Supplements	High local market coverage due to newspaper carrier penetration In-home, relaxed readership Good color reproduction Highly merchandisable Broad reach potential Local market impact with a magazine format	Little secondary or pass-along audience Limited audience selectivity due to means of distribution High out-of-pocket cost and CPM for national coverage Most newspapers circulation is decreasing as information is more readily available online
Telemarketing	Effective, in conjunction with existing advertising Instant customer feedback Can easily answer questions about your product/service Highly measurable results Highly personal Easy to implement Timely Cost effective compared to direct sales. You can get a lot of information if your script is properly structured	Very high CPM Format limitations Poor image Very intrusive Low close rates Lots of businesses use telemarketing Can be extremely expensive Most appropriate for high-ticket retail sales, professional services, fund raising
Television (network)	Most powerful image/awareness advertising vehicle Intrusive Impactful with sight, sound, movement Highly merchandisable to the trade National-network and local-spot flexibility Sponsorship/program control potential High frequency potential Mass market reach Ability to build long formats for highly demonstrable products and offers.	Very high cost per spot Difficult to buy specific target markets Very competitive market All time can be sold out Need top-quality commercial production values, very expensive to produce spots Limited number of major networks Clutter and zapping High absolute costs for network Subject to sudden price escalation due to laws of supply and demand Short-term delivery risk due to continuous programming changes Many time shifters with digital video recording capability can and do eliminate all advertising when they replay - - or at least fast forward through it
Yellow Pages Directories	Low CPM High potential exposure Very localized	High lead acquisition costs Limited to active shopper only Limited ad placement control All competitors in one place Limited creative options Ad lasts for long periods and can’t be changed - typically a year