Profiles of Major Media Types Radio Advantages: Mass use; high geographic and demographic selecti low cost Limitations. Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences Magazines Advantages High geographic and demographic selectiv ity credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position Outdoor Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations. Little audience selectiv ity; creative limitations C2000 Prentice Hall©2000 Prentice Hall Radio Advantages: Mass use; high geographic and demographic selectivity; low cost Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences Magazines Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position Outdoor Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations: Little audience selectivity; creative limitations Profiles of Major Media Types