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Do newspaper ads outpull radio spots -- or is the power of television the
only way to go? The answer is different for each business, each situation,
each location and each product.
The following are the pros and cons of each medium. Knowing these can help
you decide which medium is right for advertising your product.
NEWSPAPERS
The Good:
* It's fast. An ad in a magazine may take three months to break. A
newspaper ad can come out the next day. If you need business fast, this is
great.
* Newspapers have wide array of editorial topic selcition to match what
you are advertising. For example, if you are selling car parts, you cac
place your ad in the paper's automotive section, or have it placed next to
news stories about cars. Newspaper also have international news, local
news, etc., all of which help you focus your advertising effort.
* You get a lot of room, if you need it. Remmeber, long copy always sells
better than short copy. The broad area of a newspaper page is ideal for
long copy.
* Newspapers can insert your catalog, flyer or whatever preprinted
matreials you might have.
* You can use them to distribute reader response items, such as coupons,
contest entry forms, surveys, and other such things.
* Radio advertising is sometimes called "invisible ink." That because it
is gone as soon as it is broadcast. With a newspaper, you can give the
customer something to clip, or something they may see a second time if they
read the newspaper a second time.
* Newspaper can reach large numbers of people, depending on circulation.
Lage urban dailies, for example, may easily reach 1 or 2 million potential
buyers overnight.
* They are available nationally, regionally, or locally.
* Newspaper allow you to reach possible nonreaders who might be part of
your secondary target audience.
* Tend to be cheaper than other media, depending on a number of variables.
* Newspaper ads are easier to produce, and thus less costly. A TV ad, for
example, may require special effects, actors, video footage, etc.
* Newspaper are good for repeat exposure, a vital element of effective
advretising. Readers need to see something an average of six to eight
times before they "see" an ad or respond to it.
* Newspaper can reach people who othrewise have little access to other media.
* Many people buy newspaper not for the news, but to find out what's on
sale today, or what's happening today. Movie ads are a prime example.
* They have better local market penetration than magazines.
* You have more options in terms of space and unusual ad configurations
* You can use dealer listings.
The Bad:
* Newspaper tend to charge relatively high-cost premiums for less than
full-run purchases.
* They are flat, and more than literally. In other words, they don't beep,
squeek, blast and make noise and colorful moving images as do radio and TV
* Do not have the reach other media forms, such as national magazines.
* Are not conducive to last minute changes beause of tight printing schedules.
* Newspapers do not produce as high a frequency level as other media forms.
* Large space ads are very expensive and their longevity is fleeting.
* Ads in newspaper tend to compete heavily with other ads on the page.
Clutter is not good for your ad, but in a newspaper, their is usually a lot
of clutter
* Use of color is crappy, and does not equal that of magazine color quality.
* Tend to deliver only an adult audience. If you have products targeted at
teens or even college students, a newspaper probably won't reach these
people.
* Newspaper are usually only viewed by one person at a time.
RADIO
The good:
* Radio offers a wide array of formats which can reach listeners during a
specific state of mind, which can complement a specific advertising
message. Many people listen to radio while driving to and from work, other
listen in the evening while relaxing next to a cozy fire.
* Delivers your message to everyone in the room or car at the same time.
* In fast. Your ad could be heard the next day if production is available,
ad copy is written and studio time is available.
* Radio advertising is intrusive -- it butts in on your listening, and your
only opiton is to listen or chage the channel, (or shut it off!)
* Reaches a national, regional or local audience.
* Can be effectively targeted to consumer segments, such as teen-agers vs.
seniors, or men vs. women.
* Can be repated often, thus driving the message home. Once again,
repeition is the heart of effective advertising.
* Radio ads can be heard 24 hours a day.
* Radio can reach people as they are on their way to the store. Messages
delivered just prior to actual shopping are very powerful.
* Tends to be cheaper per announcement than either TV or print, and in fact, is probably the most cost efficient of all media.
* Uses "theater of the mind." Radio uses voice and sound effects to conjur
up images in the listener's mind by engaging the human imagination. This
can be more powerful than any pre-developed TV image or still photograph.
* Reaches people who do not like to read newspaper or magazine, or people
who do not view outdoor mediums, such as billboards, and those who do not
like TV.
The Bad:
* Most people have the radio on "for noise." That is, they are usually
otherwise engaged with something while listening, and often are only
half-listening.
* Repetition is more important to overcome general lack of attention on
behalf of the listener, and thus, you have to spend more for more spots,
which can make up for the lower cost.
* Makes it difficult for the listener to take physical action as a result
of the advertising message. For eample, most listeners do not have a pen
in hand when they hear an 800 number to call or an address to remember.
* You generally need more up-front money to buy up the large number of
spots you need to get the job done.
* Is not visual, and many people retain better what they can see than what
they hear. Also does not move, another aspect of captugring vidual
attention.
TELEVISION
The Good:
* Is usually in vivid exciting color, and color is a prime motivator of the
human mind.
* Uses all elements of sight, sound and movement at once to form a powerful
package that hits on all level of human senses (except touch and smell).
* Can deliver your message to all people in a room simultaneously.
* Is fast, but not as fast as newspaper or radio because it tends to
require more production.
* Like radio it is intrusive. The customer does not have to seek out the
ad, like they must to find a movie listing or a rummage sale. The ad comes
to the viewer.
* Available nationally, regionally, or locally.
* Television ads can be purchased to focus on concentrated geographical
areas, especially with the adventof cable.
* Has a wide variety of programming to match the nature or subject matter
of your ad. Want to sell rock-n-roll CDs? Buy ads during Beavis and
Butthead or Melrose Place. Want to sell feminine hygiene products? Buy
time suring soap operas.
* TV has more reach than any other medium in terms of all segments of
society. Just about evreyone watches TV, but not everyone reads newspapers
or magazines.
* Is good for repepetition of ads.
* TV can deliver your ad at any time of the day, 24 hours a day.
* You can get an exclusive, that is, your ad need not compete with a
clutter of other ads -- but you may have to pay dearly for it.
* Tends to be more cost efficient in terms of number of responses it
produces compared to dollars invested.
* Is probably best for reaching those people who tend not to use any other
form of media.
The Bad:
* Most often is very cluttered. your commerical may be sandwhiched deep
within a string of other commericals, which have long since caused the
viewer to head to the refrigerator. Also weakens long-term memory of your
product message.
* Is sometimes hard to get. There are usually a limited number of TV spots
available, and you may not get the program you want.
* Is perhaps the most expensive. There are a lot of production costs
related to TV advertising.
* May be less demographically selective as some other media forms, although
cable TV has helped in this category.
* Your audience can fluctuate widely. If 10,000 people see your ad one
night, a mere 100 might see it the next if a high-interest program airs on
another channel.
* TV is cost-inefficient when you are after highly focused target markets.
* VCRs are helping TV ads get beyond the "invisible ink" proplem of
broadcast media. A taped program may be viewed again and again -- on the
other hand, your commerical may be fast forwarded.
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