Traditional media and new media are the vehicles that carry advertising messages. With the advent of the Internet, new advertising strategies are possible, while traditional media do not offer them.
Transmission radius is considered a traditional medium. The strength of radio is its ability to target audiences through its programming, which is reflected in their advertising. This advertising medium is effective in that most commercials are aimed at local audiences, compared to television commercials, which are mostly national. A disadvantage of radio advertising is that the effectiveness of a message is only self-reliant. This can be challenging to describe certain products or services advertised.
Television is seen as a traditional means but has the ability to adapt to new media. Some strengths of television advertising are its impact by combining sight and sound, its ability to reach local, national and global audience and its latest adaptation to interactive advertising. Through technology as on-demand service, viewers can hire advertising messages with a remote control. The weaknesses of television advertising costs are high, the interruption of programming and messages short life.
The paper is a part of the print media and is arguably the oldest form of traditional media. Newspaper advertising has many strengths that are being affected by the new interactive advertising strategies. Newspapers provide a base of loyal readers and advertisers for low production costs. Newspapers also offer value through short reading times to insert advertisements and ensure a high audience reach. The disadvantages of newspaper advertising include poor print quality, a decline in readership and advertising a general sense of confusion. Newspapers try to remain competitive in the age of Internet providing free online content. Advertising revenues pay for this service.
Another member of the print media is magazines. The value of magazine advertising is its audience selectivity and high print quality. Magazines hold credibility with their audiences, allowing your ads resonate with readers. The magazine advertising have several weaknesses to consider, as its high production costs, limited frequency and long delivery times. Such as newspapers, many magazines have versions of their online content. Some require a paid membership while others provide free online content.
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Telemarketing, direct mail and outdoor
The outdoor advertising comes in many shapes and sizes. The main forms of outdoor advertising bulletins are 14 x 48 feet (4.27 x 14.63 m), posters of 30 plates 12 x 25 feet (3.66 x 7.62 m) panels 8 plates or junior panels of 5 x 11 feet (1.52 x 3.35 m) and spectacular. The spectacular electronic billboards are typically seen in places like Times Square, New York or Hong Kong. The advantages of outdoor advertising are that are usually localized and are memorable. The disadvantages are its low repetition and short exposure time. Direct mail and telemarketing are other types of promotional strategies used in advertising. Both can be effective because they are usually custom and the results are easily measured. However, both are expensive and direct mail is perceived as junk mail, while the telemarketing is seen as the most intrusive of all promotional techniques.
The Internet has changed the way in which advertising occurs. It has affected virtually every part of the spectrum of advertising and has forced traditional media to reinvent where they can. The advantages of advertising on the Internet are many, but the most critical is its extremely low cost compared to other media. The Internet offers interactivity, making it possible to involve an audience defined in the advertisement. Such advertising can be very effective because the interaction is a memorable and satisfying user. Finally, Internet advertising can be easily customized, something that traditional media such as television or radio are not able to do. Perhaps the biggest drawback of Internet advertising is perceived disorder.