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The Five Media of Advertising It might seem that any advertiser would want to reach the biggest possible audience, and thus that advertiser's dicussions of media would foucs on the large numbers of the main broadcasting networks and mass-circulation magazines. But they are also interested in cost, so other choices may turn out to be more effective in terms of how much they have to spend for the time or space per thousand viewers or readers. With these questions in mind, the five basic types of advertising media are:- Print Radio Television Cinema Outdoor Advantages of Print Advertising Audience in appropriate mental frame to process message Mass audience coverage Flexibility Ability to use detailed copy Timeless Selectivity Long Life High reproduction quality Authorative conveying of information High involvement potential Disadvantages of Print Advertising Clutter Not a highly selective medium Higher rates for occasional advertisers Medicore reproduction quality Complicated buying for national advertiser Changing compostion of readers Not intrusive Long lead times Somewhat limited geographic options Variability of circulation patterns by market Effectiveness of Print Advertising Measuring advertising effectiveness is difficult and costly, but necessary in a marketing plan.
Approximate Word count = 732
Approximate Pages = 2.9
(250 words per page double spaced)
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