Direct Mail

Direct mail permits the most selectivity of any media because it reaches only that part of the market the advertiser wishes to contact. It is more personal than other media. It has the greatest flexibility; messages can be tailored to the particular characteristics of the audience. Also, best timing can be assured. A mailing list is a vital part of the direct-mail campaign because the people addressed should really be prospects. A firm may compile its own list from company records, or lists can be bought for almost any category of customer imaginable.

Direct mail offers particular advantages to smaller firms that cannot afford mass media advertising because they need spend only what they can afford or have productive capacity to handle. You can see how the quality of the mailing list, the extent of duplication and the accuracy of addresses, is important. As there is no editorial or entertainment material, much direct mail material is thrown away without even being opened.

Television

Television has grown the most rapidly of the major media. It offers the great advantage of appealing through both the eye and the ear and thereby permits demonstration as well as explanation. It offers tremendous impact; millions can be viewing a program and its commercials at one time.

On the other hand, television is extremely costly. A 30-second commercial on a top-rated network program can cost more than $100,000. Added to this are the costs of developing a commercial - rehearsals, filming, reshooting, dubbing, scoring, animation, printing - and these can add up to many more thousands. However, TV spot costs for a single station, as contrasted with network coverage for all stations, can vary widely and even cost as little as $100 for some shows with lower audience ratings.

It is apparent that TV is most attractive to low-price, repeat sale, mostly convenience goods manufacturers while magazines are strong with distillers and tobacco companies (who are banned from TV and radio). The automobile manufacturers use both media.

Radio

TV did not quite kill radio, as many had predicted. It reaches audiences at low cost: a spot announcement may cost as little as $10. It is very flexible geographically, so that a national firm can pick the areas where it wants to concentrate efforts. The commercial itself can be changed up to broadcast time. Market segmentation is facilitated because many stations concentrate on particular audiences, such as teenagers, country music devotees, classical music enthusiasts, etc. However, radio audiences tend to be extremely fragmented, with many radio stations competing in most areas. Radio shares another disadvantage with TV: the transient nature of any presentation - the message is not available for reference or for rereading. ,

Outdoor or Billboard

Although only one percent of total advertising expenditures are used for billboards, this medium has been heavily criticized by those concerned with beautifying the nation's highways and by some safety advocates who think such advertising is distracting. It is a highly flexible, low-cost medium and is excellent for reminder advertising. However, copy must be limited and much detail avoided if the message is to be comprehended in the brief period of passing the sign. Usually there is substantial waste circulation so that costs per prospect may be quite high. The automobile companies have been the major users of outdoor advertising.

Advertising has been subject to considerable criticism. -Yet, few firms can afford not to do some advertising. Despite the criticisms of advertising, we are far better off with it.

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