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Look at Figure 10-26 Media Characteristics on page 355 of our text.

FIGURE 10-26

Media Advantages Disadvantages Television Mass coverage Low selectivity High reach Short message life Impact of sight, sound, and motion High absolute cost High prestige High production costs Low cost per exposure Clutter Attention getting Favorable image Radio Local coverage Audio only Low cost Clutter High frequency Low attention getting Flexible Fleeting message Low production costs Well-segmented audiences Magazines Segmentation potential Long lead time for ad placement Quality reproduction Visual only High information content Lack of flexibility Longevity Multiple readers Newspapers High coverage Short life Low cost Clutter Short lead time for placing ads Low attention-getting capabilities Ads can be placed in interest sections Poor reproduction quality Timely (current ads) Selective reader exposure Reader controls exposure Can be used for coupons Outdoor Location specific Short exposure time requires short ad High repetition Poor image Easily noticed Local restrictions Direct mail High selectivity High cost/contact Reader controls exposure Poor image (junk mail) High information content Clutter Opportunities for repeat exposures Digital/ User selects product information Privacy concerns interactive User attention and involvement Potential for deception Interactive relationship Clutter Direct selling potential Few valid measurement techniques Flexible message platformDEVELOPING AND IMPLEMENTING MEDIA STRATEGIES LO 10-4 Having determined what is to be accomplished, media planners consider how to achieve these objectives. That is, they develop and implement media strategies, which evolve directly from the actions required to meet objectives and involve the criteria in Figure 10-11. FIGURE 10-11 Criteria Considered in the Development of Media Plans . The media mix . Target market coverage . Geographic coverage . Scheduling . Reach and frequency . Recency . Creative aspects and mood . Flexibility . Budget considerations