MarketingManagement.pdf

286 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS

Rust and Oliver see the proliferation of newer media such as the World Wide

Web hastening the death of traditional mass-media advertising as we know it. They also

see a greater amount of direct producer-consumer interaction, with benefits to both

parties. Producers gain more information about their customers and can customize

products and messages better; customers gain greater control because they can choose

whether to receive an advertising message.^28

Although Web-based advertising is growing rapidly, many companies are reluc-

tant to spend heavily on banner ads and hotlinks because they have no reliable way of

knowing who sees or clicks on these ads. The Internet is not simply another medium;

it is a profoundly different experience where on-line consumers can pull what they

want out of cyberspace and leave the rest behind. Therefore, advertisers have to be

creative enough to make these consumers want to pull in their cybermessages.

Table 5.2 Profiles of Major Media Types

Medium Advantages Limitations

Newspapers

Television

Direct mail

Radio

Magazines

Outdoor

Yellow Pages

Newsletters

Brochures

Telephone

Internet

Flexibility; timeliness; good local

market coverage; broad acceptance;

high believability

Combines sight, sound, and motion;

appealing to the senses; high

attention; high reach

Audience selectivity; flexibility; no ad

competition within the same

medium; personalization

Mass use; high geographic and

demographic selectivity; low cost

High geographic and demographic

selectivity; credibility and prestige;

high-quality reproduction; long life;

good pass-along readership

Flexibility; high repeat exposure; low

cost; low competition

Excellent local coverage; high

believability; wide reach; low cost

Very high selectivity; full control;

interactive opportunities; relative

low costs

Flexibility; full control; can dramatize

messages

Many users; opportunity to give a

personal touch

High selectivity; interactive

possibilities; relatively low cost

Short life; poor reproduction quality;

small “pass-along” audience

High absolute cost; high clutter;

fleeting exposure; less audience

selectivity

Relatively high cost;“junk mail”

image

Audio presentation only; lower

attention than television;

nonstandardized rate structures;

fleeting exposure

Long ad purchase lead time; some

waste circulation; no guarantee of

position

Limited audience selectivity; creative

limitations

High competition; long ad purchase

lead time; creative limitations

Costs could run away

Overproduction could lead to

runaway costs

Relative high cost unless volunteers

are used

Relatively new media with a low

number of users in some countries