As with most other media used for advertisement message delivery, television, radio and print offer distinct advantages.
Reach is a major advantage with TV ads.Television also offers the greatest creative opportunity among the traditional media. It has visual elements like print and audio like radio, but it also has dynamic movement. Advertisers often try to tell stories within their ads that have an impact on the audience. Creativity can give greater meaning to a brand beyond its basic product. With TV, you can target emotional connections, incorporate characters that the audience can relate to and offer multi-sensory appeal.
On the other hand, TV advertising is the most expensive type of promotion. Additionally, because the public watches TV primarily for entertainment, they see advertising as an unwelcome interruption and surf the channels or leave the room.
Radio is typically viewed as one of the lower-cost traditional media. This is correlated to the fact that local businesses constitute a significant amount of radio advertising. Radio does not require the video equipment and logistics of producing more expensive television commercials. Radio spots are also less expensive than TV placement and is often sold in packages of a certain number of spots in a rotation.
Radio and newspapers offer the most timely ad placements of any of the traditional media. This benefits the advertiser in two ways. One is that the turnaround time on getting an ad on air is very brief. A common time frame of a radio ad is three weeks production and two weeks to develop a total media buy. This is to produce an ad of strong quality and to buy significant air time. Small businesses can often produce and place on ads in just a few days. Timeliness also means that you can deliver more timely messages to promote current business activities and promotions.
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. Another form of press advertising is the display ad, which is a larger ad (which can include art) that typically run in an article section of a newspaper. Print media is an easy medium to spread awareness or advertise to any particular geographical area. For example, a local newspaper is the best way to spread news about any local event of the place. Some forms of the print media also have huge and trusted followers.
If you are targeting the global audience, then this is not the advertising choice you should go for. Instead, the internet has a much wider reach than print media in this. Plus, the lifespan of newspaper and magazines is very short as people have a tendency to throw them or keep them aside after one day of reading. In fact, there are many limitations when it comes to targeting your audience, as the particular newspaper may not be available to the audience all the time. On the other hand, a person can get access to the internet whenever and from anywhere.
In conclusion, all types of advertising channels have advantages and disadvantages. Green Roua analyzes the situation and objectives of each client in order to provide the most suitable marketing mix.