How to understand the strengths and weaknesses of media types
Part 1 In Part 1 we’ll explore the strengths and weaknesses of three types of advertising in the media: TV, Cable TV, and Direct Mail .
Broadcast TV Highlights: - Allows for creativity. Undertakes multi-way .- exposure to a broad audience .- Your message can be heard, even if the viewer is in another room .- The advertiser can be its own spokesman .- TV ads may be visually stimulating , adding credibility to the TV business.Broadcast Weaknesses: - Audience is fragmented. Station fidelity is reduced, and the loyalty program is increasingly .- 37% of adults are light TV viewers, only to invest an average of 34 minutes per day with television viewers .- The first in the house. - First-time availability is rare .- Spot costs are very high .- The costs of production are increasingly .- The ad can not be removed from the air or revised at the last minute.
Highlights of Cable TV: - The objectives of the program groups relatively lower cost .- ad rates on local systems to allow high repetition ad .- less restrictive creative … more advertising, more “edgy” content .- Top to availability .- subscriber “are growing.Cable TV Weaknesses: - Ad effectiveness depends on the penetration of the cable market .- Non-cable markets disrupt effective marketing Mass Audience is fragmented .- .- Competition .- poor TV search for the target audience to understand .
strengths of Direct Mail: - able to specifically target the market .- The costs production can be controlled to some degree .- Can cover all households .- The response rate can be easily measured .- You can customize your mailer.Weaknesses of Direct Mail: - quickly become inaccurate Lists Mailing costs continue .- d ‘ increase. - The printing and production costs continue to rise .- Difficult to coordinate the delivery dates of sales with low response rate .- .- rigidity, it is necessary to maximize the preparation and time.
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