The cost is a disadvantage a limitation is also their

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The great number of special-interest publications that appeal to narrowly defined segments.  The cost is a disadvantage  A limitation is also their infrequency.  Newspapers: Newspapers are an important local medium with excellent reach potential.  Allow advertisements to focus on specific current events Immediate customer response is needed  Yellow Pages: Directional medium because they help consumers know where purchases can be made after other media have created awareness and demand. Direct Mail: The cornerstone of the efforts of many marketers to reach consumers. Direct mail advertising allows marketers to provide more information to the customer than is  possible in a television or a radio spot.  Mass media are used to create awareness, while direct mail advertising is used to build a  relationship and facilitate a purchase.  Rising costs due to postal rate increases Considered as junk mail Self-mailers: simple white envelopes without any promotional messaging.  Online: Fastest-growing advertising medium in Canada.  Internet or web advertising Measuring the effectiveness of the medium is tricky  Outdoor:
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Billboards, often results in good reach and frequency Low-cost and flexible alternative  No opportunity exists for long advertising copy Effectiveness depends on traffic patterns and sight lines.  User-Generated Content  Generated by users and disseminated via various channels, in particular, the internet. 
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