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2. Know All the Tools > Pros and Cons of Each Medium

Pros and Cons of Each Medium

Each medium has its own set of pros and cons. Understanding them is key to using each effectively.

Paid Media

Paid media, while traditionally thought of as TV, radio, and print advertising, has grown to include many more avenues for getting a message across.

Following are the pros and cons of each paid media tactic.

Television

Pros:

• Reaches masses of people at once

• As a visual, provides better retention

• Quick and short bits of information

• Allows for measurement through specific URLs and toll-free numbers

Cons:

• Expensive to produce

• Expensive to buy time

• People don’t like ads

• DVR existence

Radio

Pros:

• Easy to target specific audiences

• Less expensive than other paid media

Cons:

• People switch stations during commercial breaks


  

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