There is a connection between the content of an advertisement and the characteristics of the media used to carry the message. This activity is important because each alternative of media is more suited to accomplishing different objectives than others. Also, all media choices have particular advantages and disadvantages that should be taken into account when planning a media strategy.
The goal of this activity is to demonstrate your understanding of the advantages and disadvantages of the various types of media available for advertising.
Read each advantage or disadvantage and match it to the type of media it best represents.
1 Newspapers
2 Direct marketing
3 Radio
4 Television
5 Magazine
6 Outdoor/billboard
7 Internet/mobile
Match each of the options above to the items below.
a. High cost: several channel and program options; may increase awareness of competitors' products.
b. Relatively inexpensive; can be selectively targeted; wide reach.
c. Very targeted; subscribers pass along to others.
d. Can be expensive some markets; advertisements have short life span.
e. Can be linked to detailed content; highly flexible and interactive; allows for specific targeting.
f. Is not easily targeted; has placement problems in some markets; exposure time is very short.
g. Highly targeted; allows for personalization.