2. MEDIA CHARATERISTICS ELECTRONIC MEDIA: NETWORK TELEVISION, RADIO, CABLE, TV, THE INTERNET, FAX, AND CELLULAR PHONE. BASED ON THEIR CAPABILITY TO REACH MASS AUDIENCES, SMALLER AUDIENCES, OR EVEN INDIVIDUALS.
3. BROADCAST MEDIA STRENGHTS WEAKNESSES REACHES 98% OF HOUSEHOLDS ONLY MEDIUM FOR ADVERTISERS WANTING TO REACH LARGE NUMBERS OF CUSTOMERS AT ONE TIME RADIO-ALMOST EVERY HOUSEHOLD AND CAR HAS A RADIO ADVERTISING COSTLY- $70,000 TO $550,000 FOR 30 SECONDS DURING PRIME TIME HOURS IN THE UNITED STATES. RADIO- $20 TO $200 FOR 60 SECONDS
4. POINTCAST MEDIA ELECTRONIC MEDIA WITH THE CAPABILITY OF TRANSMITTING TO AN AUDIENCE OF JUST ONE PERSON, SUCH AS THE INTERNET AND THE CELL PHONE. CAN EITHER TRANSMIT EITHER PERSONALIZED OR STANDARDIZED MESSAGES IN BULK.
5. PRINT MEDIA INCLUDES NEWPAPERS AND MAGAZINES (LOCAL AND NATIONAL). ALLOWS ACTIVE VEIWING. MAGAZINE ADVERTIZING SPACE IS GENERAL MORE EXPENSIVE THAN NEWSPAPER SPACE. Source: E-Marketing Fourth Edition
