Download - Comparison of different kinds of media
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Comparison of Various Kinds of
MediaPrepared By:
Deboleena Panja
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Flexibility: Can change according to editions Intense coverage Reader Control of Exposure: Can read and
re-read Merchandising service Coordinating with National Advertising Huge population in a given area
News Papers - Advantages
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Short Lifespan Hasty Reading habits Poor reproduction Placement of Ads very important High Clutter With growth in internet, the user base for
newspaper declining
News Papers - Disadvantages
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Selectivity: Focused approach Quality Reproduction Long Life Prestige Associated with some magazines Smaller page ensures even smaller ads to
stand out
Magazines - Advantages
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Lack of flexibility Long lead time
Magazines - Disadvantages
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Great Impact Mass Coverage Repetition Flexibility Prestige Low cost per customer
Television- Advantages
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Temporary nature of Message High Cost High Mortality rate of Commercials Lack of Selectivity
Television- Disadvantages
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Localization Cost Effective Mobility Immediate
Radio- Advantages
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Fragmentation Temporary nature of Message Little Research information Ads are considered distraction in
entertainment
Radio- Disadvantages
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Easy to interact with the customers Easy to find the right person to talk to Cost-effective Results are highly measurable Get a lot of information across if the
schedule/questionnaire is properly structured. If outsourced, set-up cost is minimal Increased efficiency than in-person sales calls. Great tool to improve relationship and maintain
contact with existing customers Easy to expand sales territory
Telephone - Advantage
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People become averse to telemarketing. Technology to screen out unwanted callers Government is implementing tougher
measures to curb unscrupulous telemarketers
Lots of businesses use telemarketing. lesser control in case of outsourcing
Telephone - Disadvantage
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great for building customer relationship offers an incredible reach the opportunity to connect with customers
in an entirely new way its potential for viral marketing Traffic generated can be extremely targeted relatively inexpensive
Internet - Advantage
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Targeting is low because of the diversity and breadth of audiences
low ROI as visitors do not convert Traffic is typically in the learning, more
important to inform than sell not easy to build awareness, create appeal
and generate traffic
Internet - Disdvantage
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Intense coverage Selectivity Speed Flexibility of format Complete information Personalization No restrictions in the length of the message
Direct Mail - Advantage
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Some people them without opening the mail. Resources need to be allocated in the
maintenance of lists Long lead times are required for creative
printing and mailing expense of using various professionals -
copywriter, artists, photographers, printers, etc Can be expensive, depending on target market,
quality of list and size of the campaign
Direct Mail - Advantage
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◦ Low cost involved.◦ With good placement and design, billboards and
hoardings can have greater impact.◦ Effective reach in a particular region or area.◦ Greater and clear visibility.◦ Long life span.◦ Easy availability of public space.
OOH Advertising - Advantage
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◦ Flashing banners and pop-ups are not so effective.
◦ OOH advertising demands more creativity.
OOH Advertising - Disadvantage
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◦ The mood of the viewers help them to pay more attention to the advertisements.
◦ An effective medium to reach masses.◦ An effective medium for local players.◦ Low cost involved.◦ The huge screen and audio systems imparts
larger impact on the customers’ minds.
Movie - Advantage
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◦ Exposure only to movie going customers.◦ Exposure per customer is difficult to measure.◦ Film advertisements are easily avoidable by the
audience.
Movie - Disadvantage
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