Effective advertising is part of an overall marketing strategy, not a one-hit wonder. Before you sign on the dotted line for a TV or print ad, make sure you know who you're trying to reach, and what your (measurable) campaign goals are.
TV Advertising Pros
TV advertising includes local ads, national ads, infomercials and sponsorships. Advantages are an ability to reach a large audience quickly, and when well-executed, memorable images and jingles with word-of-mouth viral activity.
TV Advertising Cons
However, TV ads are expensive to produce and require a substantial media buy and consistent presence to make an impact.
Print Advertising Pros
Print advertising includes newspapers (local and national), magazines (local, regional and national), direct mail and phone books. Print is generally more affordable than television advertising, and allows businesses to reach narrow, loyal audiences, and offer coupons for increased measurability.
Print Advertising Cons
On the down side, circulation is decreasing for many publications, and magazine ads require substantial lead time, while newspaper graphics are often poor quality.
Summary
While both TV and print ads can be effective, television works better to identify and build a brand, whereas print offers flexible solutions to target specific audiences.
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