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Advertisers, both big and small, like to know all the facts before choosing one media form over another or combining them to create the most effective mix.

 

The information below will help advertisers to make well-informed decisions regarding the best marketing mix for their businesses.

 

Compare cable television advertising with other media advertising options to see why cable TV has the most options for an effective advertising media mix.

 

Newspapers

 

One of the oldest forms of mass media, newspapers can reach a loyal audience, nationally or locally.

 

 Advantages:

 

Immediate reach

 Allows for in-depth product explanation

Variety of creative commercial sizes and coloration

Ads can be targeted to certain demographic groups through placement in specific

sections

Tangible

Good for co-op advertising for local/national promotion

 

Disadvantages:

 

Declining circulations

High out-of-pocket pricing for large units

Readers rarely look at all sections

Difficult to reach younger audiences

Visual only, non-intrusive

Questionable measurement

Clutter

 

Radio

 

Radio is a "portable" medium that reaches its peak audience during the morning and evening rush hours.

 

Advantages:

 

Targeted

Copy change flexibility

Low out-of-pocket pricing

Mobility (i.e. in the car listening)

Low production costs

Promotions, tie-ins

 

Disadvantages:

 

Lack of visual

Poor measurement

Difficult to build audience reach

High commercial clutter

Audience is not actively engaged

Time spent listening declines each year

 

Local Broadcast Television

 

Local broadcast television provides mass-market coverage and the opportunity for advertisers to run commercials during the local news and popular network and syndicated programs.

 

Advantages:

 

Broad reach

Buzz-worthy programs

Full DMA coverage

Intrusive/immediate impact

Sight, sound and motion

Strong branding capabilities

 

Disadvantages:

 

Declining ratings

High out-of-pocket cost

Weak summer ratings/programming

High production costs

No ability to target specific areas within a DMA (i.e. wasted reach)

 

National Cable Networks

 

With groundbreaking original series, respected news networks and 24-hour sports programming, national cable networks draw in diverse and passionate viewers, making cable [or national cable networks] a highly targetable and impactful medium for advertisers.

 

Advantages:

 

Deeper consumer connections

Viewer migration from broadcast to cable

Original, water-cooler programming

Sight, sound and motion

Intrusive/immediate impact

Strong brand capabilities

Affluent audience with higher disposable income

 

Disadvantages:

 

National in scope

No full DMA coverage

Lower-rated programs

 

Internet

 

The Internet, the fastest-growing medium to date, can precisely target engaged customers who are a click away from accessing information about a company or purchasing a product.

 

Advantages:

 

 Accountability/ROI

Drive directly to advertiser website

Engaged audience

Unique creative units

Strong targeting capabilities

Ability to interact with ad

 

Disadvantages:

 

Some advertising seen as too intrusive

Must have a website to link to

Declining click-through rates

Advertising clutter

 

Direct Mail

 

Direct mail places tangible advertising directly in the hands of the consumer, delivering the advertisement at the time when he or she is likely to read it along with the other mail.

 

Advantages:

 

Targeting by location, personal interest, buying habits

Unlimited message length

Coupon offerings

Relatively easy to track response

Low cost per thousand

 

Disadvantages:

 

Non-intrusive (i.e. could be thrown away unlooked or unopened)

Only as good as an advertiser's mailing list

Can be impersonal (e.g. addressed to "resident" or "occupant")

Production costs can be high depending on size of piece

 

Out of Home

 

Out of home offers broad or targeted reach and efficient frequency by targeting consumers while in transit.

 

Advantages:

 

Broad reach

Ability to target specific locations

Large units can make strong impact

All-day, all-week exposure

Low cost per thousand

 

Disadvantages:

 

Short exposure time (6-8 seconds)

Limited message capability

Questionable measurement

Creative can be vandalized or easily damaged

High out-of-pocket cost for large units

Audience is disengaged

 

Magazines

 

Especially effective at brand imaging and demographic targeting, magazines allow advertisers to utilize high-quality images with detailed layouts in a wide variety of publications — with genres from general news to special interest.

 

Advantages:

 

Psycho graphic and demographic targeting capabilities

Engaged audience

Ads can be reviewed/studied at readers leisure

Portable/Tangible

Variety of creative sizes/units

Online companion website opportunities

 

Disadvantages:

 

Non-intrusive (i.e. reader can ignore ad )

Long audience cume takes time to build reach

Most publications are not mass reach

Long shelf life makes it difficult to promote a time-sensitive message

Clutter

 

 

 

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