Television Advertising

Television As An Advertising Medium

• Immediate delivery of messages, high frequency of message, and high impact are three key advantages of television advertising.
• Television advertisements carry high prestige depending on the channels and associations.
• Television has a phenomenally large reach, compared to any other medium.
• Synchronous international communication reduces the cost per consumer substantially.
• High production and airtime costs are major disadvantages of television advertising.
• The message's impact is momentary, and can be replaced by another message.
• The use of remote control allows for channel surfing, making it uncertain whether the message will be seen uniformly.

Direct Mail

• Direct mail is an effective channel of communication with the highest response rate of all media.
• It offers the highest level of selectivity and control over what is communicated.
• Responses from consumers are easy to measure and quantify.
• There is no clutter or noise problem, as it reaches the consumer directly and personally.
• The durability or life span of the message is long.
• Direct mail is a cost-effective option for small business owners, allowing for communication of a lot of information about a product or service.
• Disadvantages include high per-consumer cost, potential for over saturation, and resistance to buying through mail.

Outdoor As An Advertising Media

• Outdoor advertising includes billboards, kiosks, tradeshows, and events.
• Billboards and hoardings have high visibility and impact, but high initial costs and limited content capacity.
• Kiosks can be set up in malls and public places, but have limited impact.
• Tradeshows and events offer face-to-face interaction, but require expensive effort.

Cross Promotion

• Cross promotion is a marketing tactic where two or more businesses team up to reach a broader shared population.
• It involves two or more advertisers associating with each other to increase their profile and reach more people.