DB MKTG430 Advantages and disadvantages of traditional as well as new media PDF

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Summary

Discussion Board post for class on trad and new media....

Description

Let’s discuss some of the advantages and disadvantages of traditional as well as new media, knowing that there are significant disadvantages when compared to both social and digital marketing methods. Traditional Media’s advantages (includes TV, print, newspaper, magazine, billboard, poster, flyer) include: ●

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Wide range of exposure (magazines are typically nationally run and TV has many channels that run nationwide so the venue gets a lot of exposure, unless it is geographically limited like a local channel or newspaper) Highly visibility by many (likely to find a random assortment of your target demographic if the ad is prominently placed on a billboard off the freeway or in a featured location like on the front page of the newspaper; it’s still possible to stand out) Longevity (print products themselves can withstand time and expose people to their advertising elements long after a quick ad on your smartphone may if it isn’t memorable)

New Media’s advantages (includes email marketing, SEO, social media, PPC marketing) include: ● Targetable towards consumer preferences (targeted ads use tracking services to define what customers are looking for and want) ● Lower cost than traditional media methods (less cost to track clicks and chase customers than for physical or digital ads) ● Can be automated and runs on data analysis (no human direction needed to assist in the generation of sales) Traditional Media’s disadvantages include: ● Often found ingenuine by consumers ● Can be very pricey for a limited run (short commercial TV advertising) ● Less engaging (new ads can be interactive while it’s hard for TV or print ads to meet that level of immediate interaction) ● Advertising efforts can quickly become outdated New Media’s disadvantages include: ● Tracking consumer habits to tune targeted ads and their content towards the individual can be a major turn off for some customers ● Privacy issues and ethics of the company can come into question ● There are laws in place for blindly emailing consumers, or for not disclosing your true business’s identity or its intent (considered a crime)...