Advertising Media
... newspapers are that most papers have more then 60 percent advertising content. With more ads in the paper, the reader is more likely to skim through the ads than read them all. Another disadvantage is the cost to place an ad has increased dramatically in recent years, which means some advertisers might go to another media source. Also, the overall newspaper circulation has fallen far behind the population and household growth. More readers, especially teens and young adults turn to television for their primary source of news. Television has the ability to reach every demographic category. It is the prime medium for just about every large, national advertiser. Television reaches out to 98 percent of all U.S. households, which average seven hours of viewing daily. More then 70 percent of all households have cable which average 50 channels. It is a very creative and flexible medium, which can be used for almost any advertising message. It is an excellent way to demonstrate your product. Even though the cost keeps increasing, it remains extremely efficient for large advertisers needing to reach a mass audience. Some negative factors of a television message are that they are easily forgotten if they are not repetitious. There are also shorter spots which create a commercial clutter, which makes it harder for the viewer to remember every commercial. Another factor is channel surfing. Many viewers have a tendency to change the channel during commercial breaks for the purpose of avoiding commercials and to see what else is on at the time. Radio is a personal medium that has many stations to target a wide variety of listeners. It can be heard in the car, work home and during activities. Even though radio has high weekly coverage and station loyalty, radio time is the least expensive of all major media. There are many positive factors for radio such as great mobility, to target the out-of-home listeners which can catch them in the mood to buy. Radio also has a personal relationship with its audience without comparison by most other media. Even though radio has many good qualities it has its disadvantages. Without a visual component, radio often lacks the impact of other media. Many listeners use the radio as a background and do not give their full attention at times. Also, receiving adequate audience research is not always available. Many small market stations have no audience research available. Magazines are like newspapers in that people continue to read less and watch more television for information. Nearly every potential consumer interest is represented by several magazines. Like radio and cable television, the number and range of specialized magazines provide advertisers with an opportunity to reach narrowly targeted audiences. A major advantage magazines have is a long life and often passed along to several readers. The negative side to a magazine is that most magazines have long advertising deadlines, which reduces flexibility and the ability of advertisers to react to the fast changing market conditions. Also, magazine growth has not kept up with increases in advertising rates. It is among the most expensive media for the amount of readers it reaches out to. The Internet is rapidly growing and soo...