Profiles of Major Media Types News papers Advantages: Flexibility, timeliness; good local market coverage broad acceptance, high believability Limitations Short life; poor reproduction quality; small pass-along audience Telev ision Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure less audience selectiv ity Direct mail Advantages: Audience selectiv ity; flexibility, no ad compe tition within same medium; allows personalization Limitations. Relative high cost; "junk maip"image C2000 Prentice Hall©2000 Prentice Hall Profiles of Major Media Types Newspapers Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability Limitations: Short life; poor reproduction quality; small pass-along audience Television Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity Direct Mail Advantages: Audience selectivity; flexibility, no ad compe￾tition within same medium; allows personalization Limitations: Relative high cost; “junk mail” image