MEDIOS DE COMUNICACION

ADVANTAGES DISADVANTAGES

NEWSPAPER

• Broad reach, mass medium

• Newspaper offers targeting capability with regional delivery and special advertising sections

• Only a small portion of market is a ready buyer on any given day; buyers use newspaper to price shop; the advertiser needs to run every day to hit the buyer target

• Extends retail showroom and can put many items on display (i.e. local furniture retailers, automotive, realtors, grocers, drugstores)

• Marketplace for comparison price shopping

• Competitive parity – a competitor is running more ad space, you need to be more competitive

• Decreasing market penetration – many newspaper achieve less than 50% penetration

• Generally declining readership

• Not very cost-effective

• Low usage: browsers, not readers – spending less time reading newspaper; readers not reading every section

• Number of younger readers (18 to 35) declining, spending less time reading

• Readers don’t see ads – most ad recall studies show less than 50% of newspaper readers recall full-page ads; research shows that 1/4 page ads generate scores almost equal to full-page ads

• Little targeting – difficult to accommodate selective market targeting; zoned editions often too large to match desired target

•Coupon redemption declining

MAGAZINES

•More targeted: specific magazine titles appeal to specific target groups more so than a newspaper advert.

•Long Life: magazines have a longer “life” than newspapers, they sit about in doctor’s waiting rooms, magazine racks and with collectors.

•Pass-on readership – people may pass magazines on to their friends and family which will increase exposure of your advert

•Status – some magazine titles are well respected in their field, so an advertisement in these will increase your product/service’s prestige by association •Deadlines months in advance – magazines often require the ads to be submitted weeks or months in advance. This means you have to ensure your marketing strategy is in place well in advance. It also means that testing adverts can be a lengthy process!

•Cost of testing – colour artwork can be more expensive, so small tests are often uneconomical

•Regional testing – can’t often be done as magazines area often national

•Graveyard – your ad runs the risk of being shoveled into the graveyard of ads in the back of the magazine unless you pay for premium positioning

INTERNET

• Information, the biggest benefit offered by the Internet is information. It functions as a valuable resource of information. You can find any type of information on any subject with the help of the search engines like Yahoo and Google.

• Communication The primary goal of the Internet is communication. It has done extremely well in this field, however the development process is still going on to make it more dependable and quick. By sending an e-mail, we can contact a person who is physically present thousand miles away within the fraction of a second’s time.

• Entertainment Internet functions as a popular medium of entertainment. A wide variety of entertainment including video games, music, movies, chat room, news and others

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