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    Media Advantages and Disadvantages Presentation Jan 2013

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    Sabyasachi Pal
    The document summarizes the key advantages and disadvantages of various media types for advertising purposes. Newspapers are well-suited for local advertisers but have limitations like poor photo quality and not appealing to all age groups. Magazines allow for targeted audiences and flexible layouts but have higher costs. Internet advertising is relatively inexpensive but impact is difficult to gauge. Direct mail can target specific audiences but much of it is viewed as junk mail. Radio advertising has a voice but risks similar sounding ads. Television offers visuals and emotion but is very expensive. Cable television can target audiences but has a smaller reach.

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    Media Advantages and Disadvantages Presentation Jan 2013

    Uploaded by

    Sabyasachi Pal
    417 views3 pages
    The document summarizes the key advantages and disadvantages of various media types for advertising purposes. Newspapers are well-suited for local advertisers but have limitations like poor photo quality and not appealing to all age groups. Magazines allow for targeted audiences and flexible layouts but have higher costs. Internet advertising is relatively inexpensive but impact is difficult to gauge. Direct mail can target specific audiences but much of it is viewed as junk mail. Radio advertising has a voice but risks similar sounding ads. Television offers visuals and emotion but is very expensive. Cable television can target audiences but has a smaller reach.

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    The document summarizes the key advantages and disadvantages of various media types for advertising purposes. Newspapers are well-suited for local advertisers but have limitations like poor photo quality and not appealing to all age groups. Magazines allow for targeted audiences and flexible layouts but have higher costs. Internet advertising is relatively inexpensive but impact is difficult to gauge. Direct mail can target specific audiences but much of it is viewed as junk mail. Radio advertising has a voice but risks similar sounding ads. Television offers visuals and emotion but is very expensive. Cable television can target audiences but has a smaller reach.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    417 views3 pages

    Media Advantages and Disadvantages Presentation Jan 2013

    Uploaded by

    Sabyasachi Pal
    The document summarizes the key advantages and disadvantages of various media types for advertising purposes. Newspapers are well-suited for local advertisers but have limitations like poor photo quality and not appealing to all age groups. Magazines allow for targeted audiences and flexible layouts but have higher costs. Internet advertising is relatively inexpensive but impact is difficult to gauge. Direct mail can target specific audiences but much of it is viewed as junk mail. Radio advertising has a voice but risks similar sounding ads. Television offers visuals and emotion but is very expensive. Cable television can target audiences but has a smaller reach.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Media Advantages and Disadvantages

    Newspapers
    Advantages Disadvantages
    Number one media for local advertisers Limits specific audience targeting
    Reach a diverse (or broad) audience Reproductions of photos typically poor
    Locally or regionally concentrated Heavy competition
    Consumers look for ads in newspapers Not popular with all age groups
    Deliver timely messages Static and two-dimensional
    Copy space is unlimited
    Readers are actively involved

    Magazines
    Advantages Disadvantages
    Great color and photo reproduction Costs are higher – to consumer and advertiser
    Selecting a target audience can be easy Timing of exposure to reader is less predictable
    Layout flexibility Deadlines for magazines are one or more
    Long life span Months

    Internet Advertising
    Advantages Disadvantages
    Relatively cost effective Difficult to gauge impact
    Can target specific types of viewers Range of costs vary greatly
    Messages can be timely
    Ads can be interactive
    Ads can run with unlimited frequency
    Can reach a global audience

    Direct Mail
    Advantages Disadvantages
    Target a very specific audience Many people don’t like unsolicited offers
    Cost effectiveness can be good Busy people don’t even open “junk mail”
    Can evaluate its effectiveness Requires thorough maintenance of mail lists
    Readers are actively involved Environmental impact
    Relatively expensive
    Radio
    Advantages Disadvantages
    Mostly local No visuals
    Ad has a voice Audiences may be “fragmented”
    Relatively cost-efficient Air “clutter” is a problem
    Ad production is fairly simple No hard copy
    Messages are mobile Risk that ad sounds similar to all others
    Listener doesn’t have to be actively
    involved
    Allows for target selection
    Often can get ad on a station in short
    notice
    You choose frequency

    Television
    Advantages Disadvantages
    Offers sight, sound, motion, color and Production fees and air time costs make it
    special effects expensive
    Viewer doesn’t have to be actively TV seems complicated to small advertisers
    involved Messages get “zipped” and “zapped”
    Allows for target selection Has a broad, non-targeted reach
    Has prestige or glamour to enhance Audiences are more fragmented than ever
    message Commercial breaks are becoming “cluttered”
    Can engage the viewer’s emotions and Small advertisers can look amateurish
    empathy Buying TV time is fairly complicated
    Most TV is viewed at home and people
    feel safe at home

    Cable Television
    Advantages Disadvantages
    Can target specific audiences Small reach
    Cost is lower May have less experienced production crew
    Productions costs are more affordable Not reaching potential customers
    May find innovative production crew Audiences can be fragmented
    You know who your message is reaching Viewers with programs with shorter period of
    time
    MOOC
    A massive open online course is an online course aimed at unlimited participation and open access via the web. In addition to
    traditional course materials, such as filmed lectures, readings, and problem sets, many MOOCs provide interactive courses with
    user forums to support community interactions among students, professors, and teaching assistants(TAs), as well as immediate
    feedback to quick quizzes and assignments. MOOCs are a recent and widely researched development in distance education,[2] first
    introduced in 2006 and emerged as a popular mode of learning in 2012.

    WHAT IS MEDIA MESSAGE?

    Defination : Media are forms of communication. Books, newspapers, photographs, songs, and movies are all types
    of media. Because they contain stories of one kind or another, whether fiction or nonfiction, these media also
    contain messages. Think of the media message as the moral to the story.

    Media types : Media types fall under two broad categories: traditional and new. The traditional media include the
    print and broadcast formats, while the new media include the ever-changing digital formats, such as blogs and
    podcasts.

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