Media Channel

Posted in Marketing and Strategy Terms, Total Reads: 381
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Definition: Media Channel

All the modes of advertisement that are used to reach out to the consumer are called media channels, e.g., print media, radio, television, and internet. Each of these has its advantage and disadvantages.


Radio

Pros:

• Specific audience can be targeted by using the different radio channels at different times.

• Less expensive and easier to use

• Radio ads can be produced in a short time and is available throughout

Cons:

• Air time is very less; it may have a very fleeting impact and little recall value

• Prime time slots are very highly priced

 

TV

Pros:

• The use of visuals can have a lasting impact on the audience

• A bigger audience can be reached

• TV ads bring more credibility

Cons:

• Prime time slots can be prohibitively expensive, especially for small businesses

• TV ads take longer to produce and demand more effort in terms of good scripts

• It becomes difficult to target a select audience


Newspapers

Pros:

• Relatively inexpensive

• Easy to change or modify

• Depending on the budget available, businesses can choose the size and style of their print ads

Cons:

• Limited readership

• Poor printed image quality

• Low control over ad placement


Magazines

Pros:

• More targeted outreach is possible

• More retention value than newspapers. Since magazines tend to be costlier, people have a tendency to preserve them

• Better print quality

Cons:

• Magazine ads tend to be expensive

• Timing is critical

 


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