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As a free form of entertainment and information, Broadcast Television has remained the dominant advertising medium for more than 60 years. WAFB presents the pros and cons.
More >> With hundreds of niche channels and multiple headends within a market, Cable allows an advertiser to target audiences with a specific taste in programming. WAFB presents the pros and cons.
More >> The most powerful quality of Direct Mail is the ability to target mailings by household income, zip code, and a business' existing customer list. WAFB presents the pros and cons.
More >> Internet advertising provides businesses the opportunity to interact with their potential clients through banner ads, search ads, directories. WAFB presents the pros and cons.
More >> Newspapers allow advertisers to present detailed ads with in-depth information not available in most other media. WAFB presents the pros and cons.
More >>
Pros - Outdoor Advertising can achieve high on frequency by reaching daily commuters in a particular area. It can be specifically targeted to upper-income neighborhoods and areas, reaching specific potential customers with disposable income. It can introduce a new product, remind potential customers of a local or national advertiser, and establish a single, strong selling theme. As a result, recall to outdoor advertising can be established quickly and effectively. Outdoor offers the advantages of color, choice, location, and flexibility in size, allowing the advertiser to be seen "bigger than life" for a long period of time.
Cons - Because Outdoor Advertising is in a fixed position, it can become passive after the same message sits in the same place for long periods of time. Unless the message is changed or moved frequently consumers tend to tune it out after a while. Outdoor Advertising can also be limited in its ability to present copy points or sales benefits as large text and a quick message is required to catch the attention of a passing motorist. Additionally, many people feel Outdoor Advertising has a negative effect on the scenery of their community.
