Advantages and Disadvantages of Printed Medias.

Advantages of printed media

Magazines and newspapers have been around for years, and because of that consumers view them as credible sources for information, compared to online media where people publish practically anything, sources aren't always well-documented, and scams are frequent. (Miranda Brookins, 2012, online).                                    

Print publications produce media kits, along with rate cards, to give potential advertisers their pricing per placement, as well as a snapshot of their reader's characteristics. From buying behavior to hobbies, media kits outline a publication's typical readers and the types of advertising they're prone to respond to, which makes targeting easier. (Miranda Brookins, 2012, online).                                    

Print media, unlike web, radio or television mediums, is tangible. Readers are engaged as they turn page after page to read articles, look at images and view advertisements in their favorite magazines or newspapers. (Miranda Brookins, 2012, online).                                    

While newspapers are often tossed after being read, the life span of a magazine can go on for years. Magazines are passed along to friends, left on coffee tables as decor and stored on bookshelves for future reading and reference. These factors represent an important aspect of print media that online advertising can't offer. (Miranda Brookins, 2012, online).                                    

Disadvantages of printed media
While newspaper advertising is cost-efficient, magazine advertising can be costly depending on the popularity of the magazine, its history, readership, frequency and production costs. Smaller publications that are unable to garner the attention of large brands may offer lower advertising rates. Since print advertising prices vary, companies offer databases which provide businesses with advertising rates, contact information and advertising schedules for major and niche print publications.

While the target market for niche print publications is an advantage for businesses looking to reach those readers, some print publications have a variety of readers with varying characteristics who read their publications on any given day. This is especially the case for local publications such as newspapers.

It is problematic to schedule advertising placements for publications that run monthly or quarterly. The space often books in advance, which causes issues if you have an integrated marketing campaign planned but no available print media sources which fit your target market to run an advertisement. Advertisement due dates are strict and adhere to the magazines publication schedule. (Miranda Brookins, 2012, online).                                    



Newspapers

Claire De Boer, 2012, Child Reading Newspaper. [electronic print] Available at: <http://clairejdeboer.com/wp-content/uploads/2012/03/child-reading-newspaper.jpg> [Accessed : 7th November 2012]

Advantages
• It allows the advertiser to reach out to a large number of people in a specific geographic region.
• Gives a good exposure to the advertising message as readers can get back to it as many times as they want
• Newspapers ads are flexible as it gives scope to decide the size and placement of the ad in the paper.
• In an evolving market condition newspaper ads are ideal as they can reach your customers within one or two days from the day you submit copy
• Advertisers get assistance in creating and producing ad copy without additional cost.(Steve McMains,2012, online).

Disadvantages
• Ad space is quite expensive
• Poor printing quality can mar creativity hence make the ad less attractive
• The advertisement will receive great competition from other ads especially the huge ones buy giant companies
• It can be a wastage of money as the advertising message might miss out the actual customers and reach to those who will never need your products
• Advertisement have short life as readers usually go through the newspaper once and then forget about it
• With the advent of electronics media and World Wide Web people are less interested in reading the print version of news papers. (Steve McMains,2012, online).

Magazines
Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows you to reach highly targeted audiences.

Gerald Pugliese, 2009, Junk Food Ads in Health Magazines. [electronic print] Available at: <http://www.diseaseproof.com/archives/hurtful-food-junk-food-ads-in-health-magazines.html> Accessed: 7th November 2012

                      

Advantages

• Concentrates on specific target audience as a certain category of readers buy particular magazines that specialize on certain topics to the buyer's interests.
• Magazines ensure greater reader involvement which imply more attention to the ad.
• Quality printing and paper allow full-color ads to stand out with better resolution.(Steve McMains,2012, online).
Disadvantages
• Ad space and designing costs are very high.
• Delayed turn-around implies monthly or weekly ads.
• Longer lead time also increase the risk of the advertisement getting overtaken by events.
• Less flexible compared to newspapers in terms of placing and formatting ads. (Steve McMains,2012, online).

Billboards

Steph, 2012, Formula Tooth Care: Builds Strong Teeth [electronic print] Available at: <http://weburbanist.com/2010/01/11/creative-billboard-advertising-campaigns/> Accessed: 7th November 2012

Advantages

• People will notice it due to its strategic location at the road side. Audiences are unable to flip or change the channels of the billboard, therefore they will view it whether they like it or not. (Tanya R.,2012, online)
• It captures attention easily due to its large size. (Beverly M.,2012, online)
• They are also cost effective because you only need to pay once to use the billboard, unlike TV commercials where you have to pay each time it airs on the TV. (Beverly M.,2012, online)
• Audiences who drive pass the same road everyday will be exposed to the ad repeatedly, therefore they will remember it more. (Lynda M.B.,2012, online)
• It is available 24 hours and it is not taken down even if it's during the night. (Beverly M.,2012, online)

Disadvantages

• Audiences have limited time to view the billboard when they are driving. Some drivers might not be able to see the ad because they are in motion. (Lynda M.B.,2012, online)
• It is not suitable for temporary sales because more time, money , and energy will be used to change the billboard. (Tanya R.,2012, online)

Reference

1.  Lyve Alexis Pleshette,2012. Choosing the Right Advertising medium for Your Small Business.[online] Available at: <http://www.powerhomebiz.com/vol118/admediums.htm> [Accessed 7 November 2012].
2. Kashmira Lad, 2012. Advantages and Disadvantages in printed media.[online] Available at: <http://www.buzzle.com/articles/advantages-and-disadvantages-of-print-media.html> [Accessed 7 November 2012].
3. Miranda Brookins, 2012. Advantages and Disadvantages of printed media.[online] Available at:<http://www.ehow.com/list_6305885_advantages-disadvantages-print-media.html>[Accessed 7 November 2012]. 
4. Hubpages,2009. The positive and Negative Sides of Printed Media Advertising. [online] Available at:<http://stevemcmains.hubpages.com/hub/The-Positive-and-Negative-Sides-of-Print-Media-Advertising> [Accessed 7 November 2012].
5. Lynda Moultry Belcher, 2012. The Advantages and Disadvantages of Billboard Advertising. [online] Available at: <http://www.ehow.com/info_8211770_advantages-disadvantages-billboard-advertising.html> [Accessed: 7th November 2012].
6. Tanya Robertson, 2012. The Advantages and Disadvantages of Billboard As an Advertisement Tool. [online] Available at: <http://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.html> [Accessed: 7th November 2012].
7. Beverly Maniago, 2012. Benefits of Billboard Advertising. [online] Available at: <http://ezinearticles.com/?Benefits-of-Billboard-Advertising&id=2385238> [Accessed: 7th November 2012].

                                                                                                                                                    by Ruth and Voon Ann.

 

ab