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Advantages of TV Advertising

Advantages of TV Advertising . Creativity and impact Coverage and cost effectiveness (but what about target market reach and waste coverage) Captivity and attention Selectivity and flexibility. Disadvantages of TV Advertising. Costs Lack of selectivity Fleeting message Clutter

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Advantages of TV Advertising

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  1. Advantages of TV Advertising • Creativity and impact • Coverage and cost effectiveness (but what about target market reach and waste coverage) • Captivity and attention • Selectivity and flexibility

  2. Disadvantages of TV Advertising • Costs • Lack of selectivity • Fleeting message • Clutter • Limited viewer attention • Distrust and negative evaluation

  3. Advantages of Radio Advertising • Cost and efficiency • Selectivity • Flexibility • Mental Imagery • Integrated marketing opportunities

  4. Limitations of Radio Advertising • Creative limitations • Fragmentation • Chaotic buying procedures • Limited research data • Limited listener attention • Clutter

  5. Advantages of Magazine Advertising • Selectivity • Reproduction quality • Creative flexibility • Permanence • Prestige • Consumer receptivity and involvement • Services

  6. Disadvantages of Magazine Advertising • Costs • Limited reach and frequency • Long lead time • Clutter and competition

  7. Advantages of Newspaper Advertising • Extensive penetration • Flexibility • Geographic selectivity • Reader involvement and acceptance • Services

  8. Limitations of Newspaper Advertising • Poor reproduction • Creative limitations • Short life span • Lack of selectivity • Clutter

  9. TV Advertising is Good when… • You need to reach lots of segments that are fairly similar or they are going through the same hierarchy of effects • You need to convey a dynamic message or one with strong visual imagery • Your message can be grasped in 30 seconds • You have ample budget • Your target segment matches the audience for a program or a cable station

  10. Radio Advertising is Good when… • You need to reach • a local audience, • a driving audience, or • an audience with particular entertainment tastes (or special interests) • You need to keep costs down • Your message can be short • Your message can be conveyed with “theater of the mind” • You’re OK with a “quick buy” placement

  11. Magazine Advertising is Good when… • Your target market matches a magazine’s audience • Your message can be static, but is enhanced by high quality graphics • You need to convey more information to an involved or interested audience • You have a good sized budget

  12. Newspaper Advertising is Good when… • You need to reach a local audience • Your target segment matches well with a section of the newspaper • You have a general audience • Your message doesn’t need high quality graphics or reproduction

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