The document discusses various communication media and their advantages and disadvantages for communicating messages. It states that an effective strategy uses a mix of at least 2-3 media types. It then provides details on the target audiences, strengths, weaknesses and costs of different media like television, radio, newspapers, magazines, SMS, websites, posters, brochures and events. The document aims to help choose appropriate media based on the audience, budget, channels and duration of the communication intervention.

1. Developing Communication
Strategy
a complete communication plan
Advantages and Disadvantages of
Different Types of Media

2. Advantages and Disadvantages of
Different Types of Media
• All media have strengths, weaknesses,
advantages and costs.
• Effective communication strategy uses a mix
of at least 2 or 3 different types.

3. Choice of media and format depends
on:
• your audience(s)
• your budget
• the communication channels best for your
specific audience(s) and
• how long the communication intervention will
continue
• The more you can afford, the better – but select
those that most fit your desired audience and
will help you meet your needs without blowing
your budget.

4. Television Spots
Target Audience
General public with specific audiences can also be
targeted
Strengths
High Reach
Audio and Visual Availability
Interest, excitement and awareness can be
generated

5. TV Spots
Weaknesses
• Low currency
• Low credibility
• Expensive
• Program not on convenient time
• Not everyone has a TV
• No or little room for interaction

6. Radio Spots
Target Audience
General Public
Strengths
Medium to wide reach
Message has to be simple
Interest, excitement and awareness can be
generated
Relatively inexpensive

7. Radio Spots
Weaknesses
Low currency
No interaction
Programs not on convenient time
Only audio and no visuals

8. Radio Call In Shows
Strengths
More participation
More credibility
More interest and excitement through gift
winning offers.
Feedback
Weaknesses?

9. Newspaper Ads
Target Audience
Literate population mostly
But illiterates can also pickup an ad for model or
attractive design.
Strengths
Good currency value
Different sizes and color combinations
Control on color combinations and aesthetics

10. Newspaper Ads
Weaknesses
No participation
Generally not noticed
Low on credibility
Deep positions
At times very high on cost

11. Newspaper Features Pages
Target Market
Literate Public and that too a segment
Strengths
High currency
Very high credibility

12. Newspaper Features Pages
Weaknesses
People usually don’t read
Requires literacy
No deep reach

13. Newspaper Supplements
Target Market
Usually specific industries and Govt.
Strengths
Comprehensive information
Showcasing of achievements
FREE OF COST
50:50
Attractive color display with controlled design
High currency

14. Newspaper Supplements
Weaknesses
Low on credibility
Huge effort required to arrange advertising
General public pay no attention

15. Magazines
Target Audience
Very limited segment of population.
Strengths
Same as newspapers but very high on currency.
Weaknesses
People usually don’t read
Requires literacy
No deep reach

16. Participation in Print Media
• What is the mode of participation in
newspapers?

17. SMS
Target Audience
Literate population segment
Teenagers
Strengths
High potential for two way communication.
1:1 communication
Provides timely info
Can be used in crisis communication
Popular in rural areas
Low on cost

18. SMS
Weaknesses
Short text and no design to attract
Not much room to explain
Zero aesthetic value
Low on credability
Irritating

19. Websites/internet & Blogs
Target Market
Literate that too computer users.
Strengths
Participatory
Global
Inexpensive

20. Websites/internet & Blogs
Weaknesses
Computer and internet connection needed
Not very high on credibilty

21. Posters
Target Market
General and specific publics
Strengths
Can deliver simple messages and slogans
Not expensive
Can be produced in-house

22. Posters
Weaknesses
No feedback
Require written and visual literacy
Message has to be very concise
Cant give long explanations

23. Brochures
Target Market
Specific publics
Strengths
Can deliver comprehensive information
Not necessarily very expensive
Good currency
Weaknesses
Usually stuffed with too much text
Can not be updated
There is always a danger that numbers may change soon
and brochure may become outdated.

24. Fact Sheets and Flyers
Target Audiences
General as well as specific
Strengths
Handy
Short message
Good design support
Can be produced in-house so may prove cheap.

25. Fact Sheets and Flyers
Weaknesses
None?

26. Newsletters
Target Audience
Usually company employees
Strength
Company’s latest information communicated
Good currency
Ongoing in nature
Weaknesses
None?

27. Dramas
Target Audience
Genera
l Public – May go specific
Strengths
Potential for feedback
Sensitive issues can be touched lightly
Weaknesses
Can be costly
Difficult to produce
Can be time consuming

28. Billboards
Target Market
General Public
Strengths
Good visibility
Good registeration
Weaknesses
Concise message
At times clutter
At times not noticed

29. Promotional Items
Target Market
Shoppers and consumers
Strengths
People value them
People use them
They register the message
Very good currency
Can be cheap
Weaknesses
None

30. Goodwill ambassadors
Celebrities endorsements
Target Market
Different celebs serve different
markets)
Strengths
Highly engaging
High credibility
Weaknesses
High cost
Can bounce back
Difficult to match their schedule
Highly volatile in nature – unreliable

31. Goodwill ambassadors
Celebrities endorsements
Which companies rely heavily on Goodwill
Ambassadors?

32. Processions and Rallies
Public Road Shows
Target Market
Has to be general public
Strengths
Highly participative
First hand message communication
Giveaway distribution establishes relationship
Weaknesses
Content and actors have to be really good
Very difficult to attract general public and sell.

33. ENDS
A complete communication plan