Media Comparison Chart
|
Media |
Strength |
Limitation |
|
Outdoor |
⇒ Least expensive cost per impression ⇒ Can target markets, trade areas, zones, or neighborhoods most effectively ⇒ Larger then life graphics = stopping power (dominates) ⇒ Increase awareness faster and more effectively (a must to achieve threshold of awareness) ⇒ Aided recall for other media ⇒ Believable copy due to visibility and tangibility ⇒ You can’t avoid us! |
⇒ Slower copy change(unless LED) ⇒ Local zoning ordinances can limit coverage in some areas |
|
Radio |
⇒ Change copy fastest of any media ⇒ Efficient cost for non-targeted areas ⇒ Flexible for seasonal or spot promotions |
⇒ Needs many impressions for recall ⇒ Market segment without geographic consistency ⇒ Much competition ⇒ Audio not as believable as visual ⇒ Listening audience dissected by CD’s, iPod’s, XM/Sirius |
|
Television |
⇒ Best educator using audio and visual ⇒ Prestigious ⇒ Flexibility for seasonal |
⇒ Expensive per impression ⇒ Tivo(DVR’s) make it easier than ever to skip commercials ⇒ Buying power low except for some prime-time ⇒ Coverage too vast for small advertisers |
|
Newspaper |
⇒ Can be very detailed in copy ⇒ Believable ⇒ Easy to co-op |
⇒ Most expensive ⇒ Dying media, being replaced by the internet ⇒ Production is low quality ⇒ Zones do not match most local advertisers needs |
