Cost very favourable compared to other media Flexibility stations and markets

Cost very favourable compared to other media

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Cost – very favourable compared to other media Flexibility – stations and markets selected according to priority (key market strategy) Disadvantage Audience fragmentation – multiple stations competing for the same demographic reduces station's audience potential Message retention – sound – only medium; clever creative required Advantages and Disadvantages of Newspaper Advertising Advantages Targeting capability – reaches a diverse adult audience in key geographic Reach – ideal for reaching consumers in local markets frequently Media Environment – readers engage with paper based on editorial content; they are receptive to messages Merchandising – national advertisers have cooperative advertising opportunities with local market retailers Disadvantages Life span – daily; exposure to message reduced if paper not read on day of publication Audience diversity – not suitable if target market profile is precisely defined (exception may be the Globe and Mail) Clutter – lots of space devoted to advertising (many ads on one page)
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Reproduction quality – primarily a black and white medium; speed of presses reduces colour quality Advantages and Disadvantages of Magazine Advertising Advantages Targeting capability – good reach based on reader's demographic (profile-matching strategy) and psychographic (rifle strategy) characteristics Coverage flexibility – city, regional, and national magazines available Life span – magazines tend not to be discarded right away; opportunity for multiple exposures to message Quality – excellent colour reporduction Environment – message benefits from the prestige of association with the magazine's quality and image Pass-along readership – actual readership goes beyond the subscriber (added reach) Disadvantages Clutter – abundance of ads appearing in the initial section (Advertising domination in some magazines) Cost – colour is an added cost in production of ad Frequency – distribution is usually monthly or bi-monthly Paid Circulation: The circulation of a newspaper or magazine that is generateed by subscription sales and newsstand sales Controlled circulation: The circulation of a publication that is distributed free to individuals in a specific demographic segment or geographic area Billboard (poster): A common form of outdoor advertising; usually a picture-dominant advertisment with a minimun of copy Backlit (backlight) poster: A luminous outdoor sign printed on polyvinyl material When the posters are erected, lights shine through the material from behind the sign Primary advantage is the image enhancement offerd by this lighting; there is strong visual impact in the day and at night Located at major intersections and on high-volume traffic routes Superbaord (spectacular): Outdoor advertising that is larger than a normal poster and much more expensive to produce; can include extensions beyond barders and electronic messaging Banner:
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