Media Advertising Strengths

Broadcast Television

Dynamic message
Broad geographic network coverage
Local emphasis of station coverage
Program selection controls audience composition
Efficient dayparts

Cable Television

Offsets broadcast television audience erosion in cable households
Regional sports programming
Audience selectivity
Geographic flexibility
Upscale average audience

Direct Mail

Highly selective as well as broad audience lists
Response measure accountability
Ability to personalize messages
Geographic flexibility
Production flexibility
Potential for long life
Piggy-back other mailings

Home Video (VCRs)

Exposes hard-to-reach audiences
Excellent match of viewer and program

Internet

Capture audience in the act of shopping (Search engines)
Narrowly select target by site appeal
Instant interaction / order taking
Instant copy change
Customer relationship building
Target customer / deliver ad variant based on customer profile or past action
Powerful environment for computer-related advertising
Streaming allows TV-like audio video within above advantages

Magazines

Selective audience
Geographic editions
High-fidelity color reproduction
Long issue life
Pass-along audience (included in readership estimates)
Controlled circulation of many business magazines

Newspapers

Immediacy
Local emphasis
Geographic flexibility
Flexible production
Control of insert quality
Broad reach
Shopping guide
Sections provide editorial climate

Newspaper Supplements

Broad Sunday audience
High-quality color reproduction
Geographic flexibility
Production flexibility

Outdoor

Broad local market coverage
Neighborhood selectivity
High frequency against mobile target groups
Large message size
Geographic flexibility
Production flexibility
Seasonal impact of non-illuminated posters
Extended visibility of illuminated posters
Low cost-per-thousand impressions

Radio

Audience selectivity through programming format
Low cost, efficient audience delivery
Considerable availability
Reach of mobile target groups
Seasonal audience opportunities
Broad geographic network coverage
Local emphasis of station coverage
Immediacy
Pre-shopping exposure

Telemarketing

Highly selective as well as broad audience lists
Response measure accountability
Immediacy
Personal
Geographic flexibility
Potentially high response rate

Transit

Broad coverage of metro area
High frequency against mobile target groups
Low cost-per-thousand impressions
Some audience selectivity
Pre-shopping exposure