Term
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Definition
| flexibility, timeliness, good local market coverage (bc it’s timely), broad acceptance, high believability |
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Term
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Definition
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Term
| high geographic and demographic selectivity, good passalong readership, high quality reproduction |
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Definition
| greatests strength of magazines |
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Term
| limitations of newspapers |
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Definition
| short life, poor reproduction quality, small pass along audience |
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Term
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Definition
| high attention, high reach, appealing to seneses |
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Term
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Definition
| high absolute costs, high clutter and fragmentation, less audience selectivity |
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Term
| Advantages of direct mail |
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Definition
| audience selectivity, flexibility, no ad competition within same medium; allows personalization (most important). |
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Term
| limitaiton of direct mail |
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Definition
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Term
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Definition
| mass use, high geographic and demographic selectivity, low cost |
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Term
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Definition
| fleeting exposure, lower attention, non-standardized rates, fragmented audiences |
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Term
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Definition
| high geographic and demographic selectivity, (it’s pretty narrow) credibility and prestige; high quality reproduction, long life, good pass-along readership |
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Term
| disadvantages of magazines |
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Definition
| long ad purchase lead time; waste circulation; no guarantee of position |
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Term
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Definition
| flexibility, high repeat exposure, low cost, low message competition |
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Term
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Definition
| little audience selectivity, creative limitations |
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Term
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Definition
| extremely high selectivity, ability to measure results, low cost, timeliness, interactive capability |
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Term
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Definition
| relatively low impact, low attention, and you control the exposure |
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