Comparing Traditional Media

As the owner or manager of a small or medium-sized business you face an interesting marketing challenge. How can your advertising message rise above the ad clutter in a rural or mid-sized market, in a cost-effective way, and gain an advantage over your competition? A key element is choosing the best media for your ad campaign.

Print  |  Radio  |  Outdoor  |  Direct Mail  |  Television

Print
Newspaper readership is stable throughout the year & readers have ample time to digest extensive information. However, declining circulation and increased printing costs often make print cost-prohibitive. Older adults, with pre-established buying patterns, are the strongest demographic.

Advantages:

1. Carries detailed messages — location, hours, etc.
2. Targets demographics via specific sections.
3. Can reach large audience with single exposure.
4. Has proven results for coupons & inserts.
5. Creates high impact for single day announcements — sales, open house, etc.

Disadvantages:

1. Cost
2. Small carry-over effect-low recall; ads are often overlooked.
3. Competitor's ads are in the same section at the same time.
4. Less than 30% of the population read the newspaper.

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Radio
Radio pricing is very flexible. This portable medium is strongest during the day, especially during drive-time. However, message retention is low. By using a jingle you can improve ad retention dramatically.

Advantages:

1. Has a relatively low CPM — cost per thousand.
2. Initiates a campaign quickly — generally within 24 hours.
3. Can offer several stations through one radio group — giving the client reduced rates.
4. Uses value-added promotions (give-aways, contests, etc.).
5. Can generate frequency (frequent # of times your message is seen/heard by one person).

Disadvantages:

1. Very fragmented — especially with the strong pull of talk shows outside the market.
2. Passive entertainment equals limited retention — low recall.
3. Commercial clutter.

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Outdoor
Outdoor advertising (billboards) has a short exposure time (6-8 seconds), so it must convey simple messages. Outdoor offers geographic flexibility, reaching broad audiences through strong graphics.

Advantages:

1. Has size — your message gets noticed.
2. Can be effective for communicating a single, simple idea.
3. Has display capabilities 24/7.
4. Offers an excellent supporting-message format for a mixed-media ad campaign.

Disadvantages:

1. Limited visibility in some locations.
2. No targeting capabilities.
3. Cost — depending on location.

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Direct Mail
Direct mail offers advertisers the ability to target individual consumers with a detailed message. Plus, the message can be delivered to small sections of a target group at one time, allowing you to control the response rate.

Advantages:

1. Can cover every household or target specific demographics.
2. Has better coupon prospects than any other medium.
3. Allows mailings to be personalized.
4. Has an easily-measured response rate.
5. Works well as part of a mixed-media campaign.

Disadvantages:

1. Sometimes considered junk mail and thrown away unopened.
2. Requires significant preparation and lead time before mailing.
3. Depending on your target demographic, mailing lists can be cost-prohibitive.

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Television
Without question, according to Simmons Market Research Bureau, television is the most effective medium. Television ads can create an emotion. That's why it's referred to as the impact medium. However, the key to successful television advertising is committing to a long-term campaign.

Broadcast Television
Advantages:

1. Has strong potential for major advertisers who want to reach a mass audience.
2. Can target demographically.
3. Has intrusive capability — creates an emotion via sight, sound & motion.
4. Generates good recall.
5. Promotes a high profile/community support position when placed within news programming.

Disadvantages:

1. Broadcast waste for most small to mid-sized businesses. You're reaching outside your geographic market area.
2. Primetime costs are prohibitive.
3. Broadcast ratings continue to decline compared to cable.

Cable
Advantages:

1. Ability to target demographically.
2. Has no broadcast waste for small to mid-sized businesses.
3. Has intrusive capability — creates an emotion via sight, sound & motion.
4. Generates good recall.
5. Can produce frequency.

Disadvantages:

1. May not be able to initiate a campaign quickly.
2. Does not reach 30 to 40% of the market.
3. Some networks have low viewership.

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