- Newspaper is a passive medium.
- Generally, not good for creating a demand
- Visual only. No audio.
- Not the best medium for building awareness or image-building.
- No competitive separation. If most tire dealers run in the Sports section,they are all clumped together.
- Daily circulations continue to decline, mainly because many 18-34 year olds are depending on the electronic medium for their news.
- Newspapers have no shelf life. A day old newspaper is yesterday’s news.
- Not all readers read the entire paper. Many read only certain sections.
- Enables the advertiser to reach large, mass audiences with a single exposure.
- Presents both audio and video, combining sight, sound and motion draws the viewer in.
- Portrays a glamorous image for brand building.
- Reaches the viewer’s emotional side, tugging at the viewer’s heartstrings.
- Commercials can be heard out of view of the TV set.
- People spend more time with television than any other medium.
- Can target specific demographic groups through program selection, and create an impact on popular culture.
- Delivers the ability to saturate a market with a particular campaign on a local basis.
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