Term
| the advantages of television |
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Definition
| Mass coverage, Low cost/exposure, Combines sight, sound motion |
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Term
| Disadvantages of television |
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Definition
| High absolute costs, High clutter, fleeting, less targeted |
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Term
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Definition
| Timeliness, local market coverage, high believability |
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Term
| Disadvantages of newspaper |
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Definition
| Short life, poor reproduction quality, small pass along rate |
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Term
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Definition
| Very targeted, low cost, interactive |
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Term
| Disadvantages of internet |
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Definition
| Low impact, audience controls exposure |
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Term
| Advantages of direct mail |
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Definition
| Most targeted, flexibility, no ad competition within the same medium, allows personalization |
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Term
| Disadvantages of direct mail |
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Definition
| High cost/exposure, “junk mail” image |
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Term
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Definition
| Geographic & demographic targeting, Prestige, High quality production, long life & pass along |
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Term
| Disadvantages of magazine |
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Definition
| Long ad purchase lead time, high cost, no guarantee of position |
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Term
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Definition
| Strong locally, geographic & demographic targeting, low cost |
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Term
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Definition
| Audio only, fleeting, low attention |
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Term
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Definition
| Flexibility, high repeat, low message competition, select position |
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Term
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Definition
| Little targeting, creative limitations |
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