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
- 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
- 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
- Highproductioncosts
4.Dependentuponmailinglist
1.Wasteful
2.Expensive
1.Hardtomeasure
2.Limitedmarketcoverage
3.Uncontrollable