Advantages and Disadvantages of Media

Marketing 373 with Belch at San Diego State University

About this deck

By: Amanda Zayas
Created: 2011-12-11
Size: 44 flashcards
Views: 17

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Advantages of Television

Creativity and Impact
Coverage and Cost Effectiveness

Cost: Per number of homes reached.

Captivity and Attention

Attention: Heavy repetition and exposure.

Selectivity and Flexibility

Selectivity: Advertisers appeal to groups with specific interests

Limitations of Television

Cost: Production costs are very high.
Lack of Selectivity: Coverage of TV often extends beyond their target market.
Fleeting Message
Clutter
Limited Viewer Attention: Not purchasing guaranteed exposure.
Distrust and Negative Evaluation

Advantages of Cable

Selectivity through Specialized Programming
Low Cost and Flexibility

Limitations of Cable

Overshadowed by Major Networks
Viewers are spread out among the channels available.
Lacks Total Penetration

Advantages of Radio

Cost and Efficiency
Receptivity
Selectivity
Flexibility
Mental Imagery
Integrated Marketing Opportunities

Limitations of Radio

Creative Limitations
Fragmentation
Chaotic Buying Procedures
Limited Research Data
Limited Listener Attention
Competition from Digital Media
Clutter

Advantages of Magazines

Selectivity
Reproduction Quality
Creative Flexibility
Permanency
Prestige
Consumer Receptivity and Engagement
Services

Limitations of Magazines

Costs
Limited Reach and Frequency
Long Lead Time
Clutter and Competition

Advantages of Newspapers

Extensive Penetration
Flexibility
Geographic Selectivity
Reader Involvement and Acceptance
Services Offered

Limitations of Newspapers

Poor Reproduction
Short Life Span
Lack of Selectivity
Clutter

Advantages of Outdoor Advertising

Wide Coverage of Local Markets
Frequency
Geographic Flexibility
Creativity
Ability to Create Awareness
Efficiency
Effectiveness
Production Capabilities
Timeliness

Limitations of Outdoor Advertising

Waste Coverage
Limited Message Capabilities
Worn Out
Cost
Measurement Problems
Image Problems

Advantages of Transit Advertising

Exposure
Frequency

Limitations of Transit Advertising

Reach
Mood of Audience

Advantages of Promotional Products Marketing

Selectivity
Flexibility
Frequency
Cost
Goodwill
High Recall
Supplementing Other Media

Limitations of Promotional Products Marketing

Image
Saturation
Lead Time

Advantages of Yellow Pages

Wide Availability
Action Orientation
Costs
Frequency
Intrusiveness
Trust

Limitations of Yellow Pages

Market Fragmentation
Timeliness
Lack of Creativity
Lead Times
Clutter
Size Requirements

Advantages of Movie Theater Advertising

Exposure
Emotional Attachment
Cost: Cheap Local Advertising
Attention
Clutter
Proximity
Segmentation

Limitations of Movie Theater Advertising

Irritation
Cost: Expensive National Advertising

Advantages of Product Placement

Exposure
Frequency
Support for Other Media
Source Association
Cost
Recall
Bypassing Regulations
Acceptance
Targeting

Limitations of Product Placement

High Absolute Cost
Time of Exposure
Limited Appeal
Lack of Control
Public Reaction
Competition
Negative Placements
Clutter

Advantages of Direct Marketing

Selective Reach
Segmentation Capabilities
Frequency
Testing
Timing
Personalization
Costs
Measures of Effectiveness

Limitations of Direct Marketing

Image Factors
Accuracy
Content Support
Rising Costs
Do Not Contact Lists

Advantages of the Internet

Target Marketing
Message Tailoring
Interactive Capabilities
Information Access
Sales Potential
Creativity
Exposure
Speed
Complement to IMC

Limitations of the Internet

Measurement Problems
Clutter
Potential for Deception
Privacy
Irritation

Advantages of Coupons

Offer price reduction to price sensitive consumers
Lowers Perceived Risk
Encourage Repeat Purchase

Limitations of Coupons

Difficult to Estimate
Response Not Immediate
Reduce Profit Among Active Consumers
High Cost and Low Redemption Rates
Coupon Misredemption

Advantages of Contests and Sweepstakes

Generate Attention and Interest
Provide a Purchase Incentive
Sweepstakes - Fixed Cost

Limitations of Contests and Sweepstakes

Don't contribute to customer franchise building.
Participation by Hobbyists
Legal Problems

Advantages of Refunds and Rebates

Create New Users
Encourage Brand Switching
Repeat Purchase Behavior
Offer Temporary Price Reduction

Limitations of Refunds and Rebates

Delay an Effort to Obtain the Savings
Negative Perception
Suspect Motives

Advantages of Price-Off Promotions

Controlled by Manufacturer
Readily Apparent Value
Encourage Purchasing Larger Quantities
Preempting Competitors Promotions
Greater Trade Support

Limitations of Price-Off Promotions

Disliked by Retailers
Appeal Primarily to Current Users

Advantages of Loyalty Programs

Encourage Users to Use Product or Service
Develop Strong Customer Loyalty
Develop Databases of Customers

Limitations of Loyalty Programs

Really Short-Term Promotions
Overreward Regular Users

Advantages of Event Marketing

Excellent Promotional Activities
Connect with Customers
Distribute Samples and Info

Advantages of Sales Promotions

The Growing Power of Retailers
Declining Brand Loyalty
Increased Promotional Sensitivity
Brand Proliferation
Fragmentation of the Consumer Market
Short-Term Focus
Increased Accountability
Competition
Clutter

Advantages of Premiums

Reflect Quality of the Product
Self Liquidating

Interest in the Brand
Tied to Advertising Campaign

Free Premiums

Cross Promotional Tie-Ins
Reward Brand Loyalty
Encourage Repeat Purchase
High Impulse Value

Limitations of Premiums

Low Redemption Rate
Free Premiums

No Immediate Reward to Consumer
Cost

Advantages of Public Relations

Credibility
Cost
Avoidance of Clutter
Lead Generation
Ability to Reach Specific Groups
Image Building

Limitations of Public Relations

Potential for Not Completing the Communication Process
Might Misfire Through Mismanagement and Lack of Coordination with the Marketing Department

Advantages of Personal Selling

Allowing for Two-Way Interaction
Tailing of the Message
Lack of Distraction
Involvement in the Decision Process
Source of Research Information

Limitations of Personal Selling

Inconsistent Messages
Sales Force and Management Conflict
High Cost
Poor Reach
Potential Ethical Problems

About this deck

By: Amanda Zayas
Created: 2011-12-11
Size: 44 flashcards
Views: 17

About StudyBlue

“Simply amazing. The flash cards are smooth, there are many different types of studying tools, and there is a great search engine. I praise you on the awesomeness.”
Dennis