Reach Segmentation CMP/Overall CostInvolvement Frequency Other InformationCable TV Low for each channelHigh Low Cost Low High Best of TV and RadioTelevision Broad/ High Low Cost Effective, Low CMP, High Overall Low/ Passive High Frequency Schedules Combination of sight, sound, and motionRadio Limited/ Low/ Fragmented Highly FragmentedLow Cost Low (worse than TV) High Across Narrow Targets Accessible/ Local/ Radio and TV compliment each other Magazine Specific, Minimal Wasted Coverage General Interest: LowSpecial Interest: HighLow, Unless you are buying multiple ads then cost is increased High Difficult to Build, Rereading increases itNo Control over the timing of the message delivery Newspaper Extensive/ High in local marketLow Depends on audience size, ad size, color, quality of purchase, and paper Easy to Build Poor Production Quality / Declining readership Out of Home High if purchase certain locations and quantity of adsLow Duration of purchase, location quantity, size all matterLong life leads to high frequency Fast Growing/ Not much copy, Limited MessageInternet High High Low cost for wide coverage Low click through ratesLow Word of Mouth, Intrusive, can use social media *Clutter is HIGH in all forms of
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