Advertising Medium

Posted in Marketing and Strategy Terms, Total Reads: 525
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Definition: Advertising Medium

Any communication medium which is used as a vehicle for advertisements can be classified as an advertisement medium.


Advertising Medium

Pros

Cons

Outdoor advertising

Widest reach per dollar

Limited messaging space

Radio

Wide reach

Limited targeting, both geographically and demographically

Television

Wide reach; high prestige & visibility; tight psychographic targeting

High cost with no effective measurement techniques

 

Newspapers

Best medium to inform a mass audience about shot term sales and special offers; Easy to execute

Majority of advertisements are ineffective because of the cluttering in newspapers

Magazines

High impact with tight targeting; Little waste

Expensive; infrequency of repetition;

Direct mail

Most impact for any medium; high impact

Very expensive to do it right; customers may not like flooding of their mailboxes


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