| Benefits |
|
Drawbacks |
| NEWSPAPERS | ||
| Timeliness Broad acceptance High believability |
Short life | |
| MAGAZINES | ||
| Credibility Prestige Long life |
Long lead time | |
| RADIO | ||
| Mass use High geographic and demographic selectivity Low cost |
Lower audience attention than TV Fleeting exposure |
|
| TELEVISION | ||
| Combines sight, sound, and motion High attention High reach |
High cost High clutter Fleeting exposure Less audience selectivity |
|
| DIRECT MAIL | ||
| Audience selectivity No ad competition Personalization |
High cost Junk mail image |
|
| OUTDOOR MEDIA | ||
| High repeat exposure Low cost Low competition |
No audience selectivity | |
