Use Figure 15–2 to select the advertising media you will include in your plan by analyzing how combinations of media (e.g., television and Internet advertising, radio and yellow pages advertising) can complement each other.

Transcribed Image Text:

MEDIUM Television Radio Magazines Newspapers Yellow Pages 10000 Internet Outdoor Direct mail ADVANTAGES Reaches extremely large audience; uses picture, print, sound, and motion for effect; can target specific audiences Low cost; can target specific local audiences; ads can be placed quickly; can use sound, humor, and intimacy effectively Can target specific audiences; high-quality color; long life of ad; ads can be clipped and saved; can convey complex information Excellent coverage of local markets; ads can be placed and changed quickly, ads can be saved; quick consumer response; low cost Excellent coverage of geographic segments; long use period, available 24 hours/365 days Video and audio capabilities; animation can capture attention; ads can be interactive and link to advertiser Low cost; local market focus; high visibility; opportunity for repeat exposures High selectivity of audience; can contain complex information and personalized messages; high-quality graphics DISADVANTAGES High cost to prepare and run ads; short exposure time and perishable message: difficult to convey complex information No visual element; short exposure time and perishable message; difficult to convey complex information Long time needed to place ad: relatively high cost; competes for attention with other magazine features Ads compete for attention with other newspaper features; short life span; poor color Proliferation of competitive directories in many markets; difficult to keep up to date Animation and interactivity require large files and more time to load; effectiveness is still uncertain Message must be short and simple; low selectivity of audience; criticized as a traffic hazard High cost per contact, poor image (junk mail)