Page 93 - 4188

91

8. What types of mass media have a very short shelf life?
9. Compare different types of media using the table below.

Table 3.1
Pros and Cons of Different Types of Media

Type Advantages Disadvantages
Newspaper - Flexible - Short life
- Timeless - Poor
- Good local reproduction

coverage quality
- Good for some
products only

Television - Sight, sound, - High cost
motion - High clutter
- High attention

- High reach
Radio - Mass use - Audio only
- High - Lower attention

geographic/demo than TV
cratic selection - Non-standard
- Low cost rates
- Minimum

exposure
- Passive listening
- Difficult to

document
specific
information

Oudoor - Flexible - No audience
- High repeat selection
exposure - Creative

- Low cost limitations
- Low competition - Difficult to
document
specific

information
Magazines - High - Long ad
geographic/demo purchase time