Page 106 - EBOOK DPM 10013 POM-FINAL 25.10.2021

Table 8.3: The media advertising types

The major media types are:

Image Media/medium Advantages Limitations

Newspapers Flexibility, good local Short life, poor

coverage, broad reduction quality

acceptability, and high
credibility are just a few

of the benefits.

televisions, Good mass-market High absolute costs,

coverage, cheap less audience
exposure cost, mixes selectivity

sight, sound, and
motion, and appeals to
the senses

direct mails High audience Relatively high cost

selectivity, flexibility, per exposure, junk
allows personalization mail image

radio Good local acceptance, Audio only, low
high geographic and attention.

demographic

sensitivity, low cost
magazines Selectivity in terms of High cost

geography and

demographics,
credibility and prestige,

high-quality

reproduction, and long
life

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