Core Concepts of Marketing

TABLE8.3 An AppraisalofMassMedia

UNDERSTANDINGADVERTISING 203

Type

TELEVISION

RADIO

NEWSPAPERS

MAGAZINES

OUTDOORI
TRANSIT

DIRECTMAIL

SPECIALTY
ADVERTISING
(Directories,matchbooks,
calendars, etc.)

INTERACTIVE

Strengths

1 Strongemotionalimpact

2.Masscoverage/smallcostperimpression

3.Repeatmessage

4.Creativeflexibility

5.Entertaining/prestigious

1.Providesimmediacy

2.Lowcostperimpression

3.Highlyflexible

1.Flexibility

2.Communityprestige

3.Marketcoverage

4.Offermerchandisingservices

5.Readerinvolvement

1.Highlysegmentedaudiences

2.High-profileaudiences

3.Reproductionqualities

4.Prestigious

5.Longlife

6.Extraservices

1.Inexpensive

2.Flexible

3.Reminder

4.Repetition

5.Immediacy

1.Flexibility

2.Developcomplete/precisemessage

3.Supplement

1.Positivereinforcement

2.Segmentedmarkets

3. Flexible

1.Flexible

2.Repetition

3.Involvement

Weaknesses

1.Highcosts

2.Highclutter(toomanyads)

3.Short-livedimpression

4.Programmingquality

5.Scheduleinflexibility

1.Limitednationalcoverage

2.Highclutter

3.Lesseasilyperceivedduring

drivetime

4. Fleetingmessage

1.Shortlife

2.Technicalquality

3.Clutter

4.Timingflexibility

5.Two-tieredratestructure

1.Inflexible

2.Narrowaudiences

3.Wastecirculation

4.Highcost

1.Short/concisemessages

2.Negativereputation

3.Uncontrollable

4.Inflexible

1.Negativeimage

2.Highcostperimpression

3. Highproductioncosts
   4.Dependentuponmailinglist

1.Wasteful

2.Expensive

1.Hardtomeasure

2.Limitedmarketcoverage

3.Uncontrollable