The document discusses the advantages and disadvantages of various advertising media such as newspapers, magazines, television, radio, outdoor advertising, direct mail, telemarketing, internet advertising, and cinema advertising. For each medium, bullet points lists the key benefits and limitations in using that particular channel for promoting products or services.

1. Prepared By:
Deboleena Panja
INDIAN INSTITUTE OF
MANAGEMENT RAIPUR
1/15/2014
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2. 
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Flexibility: Can change according to editions
Intense coverage
Reader Control of Exposure: Can read and reread
Merchandising service
Coordinating with National Advertising
Huge population in a given area
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MANAGEMENT RAIPUR
1/15/2014
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Short Lifespan
Hasty Reading habits
Poor reproduction
Placement of Ads very important
High Clutter
With growth in internet, the user base for
newspaper declining
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MANAGEMENT RAIPUR
1/15/2014
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Selectivity: Focused approach
Quality Reproduction
Long Life
Prestige Associated with some magazines
Smaller page ensures even smaller ads to
stand out
INDIAN INSTITUTE OF
MANAGEMENT RAIPUR
1/15/2014
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Lack of flexibility
Long lead time
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MANAGEMENT RAIPUR
1/15/2014
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Great Impact
Mass Coverage
Repetition
Flexibility
Prestige
Low cost per customer
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MANAGEMENT RAIPUR
1/15/2014
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Temporary nature of Message
High Cost
High Mortality rate of Commercials
Lack of Selectivity
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MANAGEMENT RAIPUR
1/15/2014
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Localization
Cost Effective
Mobility
Immediate
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MANAGEMENT RAIPUR
1/15/2014
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Fragmentation
Temporary nature of Message
Little Research information
Ads are considered distraction in
entertainment
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MANAGEMENT RAIPUR
1/15/2014
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Easy to interact with the customers
Easy to find the right person to talk to
Cost-effective
Results are highly measurable
Get a lot of information across if the
schedule/questionnaire is properly structured.
If outsourced, set-up cost is minimal
Increased efficiency than in-person sales calls.
Great tool to improve relationship and maintain
contact with existing customers
Easy to expand sales territory
INDIAN INSTITUTE OF
MANAGEMENT RAIPUR
1/15/2014
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People become averse to telemarketing.
Technology to screen out unwanted callers
Government is implementing tougher
measures to curb unscrupulous
telemarketers
Lots of businesses use telemarketing.
lesser control in case of outsourcing
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MANAGEMENT RAIPUR
1/15/2014
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great for building customer relationship
offers an incredible reach
the opportunity to connect with customers in
an entirely new way
its potential for viral marketing
Traffic generated can be extremely targeted
relatively inexpensive
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MANAGEMENT RAIPUR
1/15/2014
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Targeting is low because of the diversity and
breadth of audiences
low ROI as visitors do not convert
Traffic is typically in the learning, more
important to inform than sell
not easy to build awareness, create appeal
and generate traffic
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MANAGEMENT RAIPUR
1/15/2014
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Intense coverage
Selectivity
Speed
Flexibility of format
Complete information
Personalization
No restrictions in the length of the message
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MANAGEMENT RAIPUR
1/15/2014
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Some people them without opening the mail.
Resources need to be allocated in the
maintenance of lists
Long lead times are required for creative
printing and mailing
expense of using various professionals copywriter, artists, photographers, printers,
etc
Can be expensive, depending on target
market, quality of list and size of the
campaign
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MANAGEMENT RAIPUR
1/15/2014
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16. ◦ Low cost involved.
◦ With good placement and design, billboards and
hoardings can have greater impact.
◦ Effective reach in a particular region or area.
◦ Greater and clear visibility.
◦ Long life span.
◦ Easy availability of public space.
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MANAGEMENT RAIPUR
1/15/2014
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17. ◦ Flashing banners and pop-ups are not so effective.
◦ OOH advertising demands more creativity.
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MANAGEMENT RAIPUR
1/15/2014
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18. ◦ The mood of the viewers help them to pay more
attention to the advertisements.
◦ An effective medium to reach masses.
◦ An effective medium for local players.
◦ Low cost involved.
◦ The huge screen and audio systems imparts larger
impact on the customers’ minds.
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MANAGEMENT RAIPUR
1/15/2014
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19. ◦ Exposure only to movie going customers.
◦ Exposure per customer is difficult to measure.
◦ Film advertisements are easily avoidable by the
audience.
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MANAGEMENT RAIPUR
1/15/2014
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20. INDIAN INSTITUTE OF
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