The pros and cons of offline advertising options vary - here is a summary of 4 of them:
NEWSPAPER
Pros: - Fast - you can have your ad booked and printed within a day
- Reach large numbers of people, but you can also advertise in local papers to target a specific region.
- You can attach coupons and order forms to your ad
- You can reference your contact information
- You can advertise in the classified section
- Reasonably cheap compared to other media.
Cons:- Tend to attract an adult readership, so no good if you wish to target children or teenagers
- Not a very targeted audience
- Your ad will appear only once in a daily publication
- You will be competing with a lot of other clutter on the page
- Large space is expensive.
Summary: Good if you have a product which is broadly appealing and immediately available, but not so much if your offering is related to a special interest or group.
RADIO
Pros:- Fast turnaround and can reach both national and local audiences
- Ads can be repeated endlessly during 24 hour period
- Specific channels attract specific audiences so you can target people more likely to be interested in your product
- You can reach people who don't read much.
Cons:- You must first write, record and produce your ad, so it's a little more labor-intensive
- People tend to switch on the radio for the music, and only "half-listen" to ads, so you have to play your ad more times to get the message heard - this translates into buying more radio slots.
- Once it's finished playing, it's gone. This means it's not so good if you require people to remember specific information, such as a phone number or address. If you do, make sure your message is super simple to remember.
TELEVISION
Pros:- You can use visual, aural and written aids to communicate your message - giving you the best opportunity to connect to the largest number of people.
- You can target audiences by purchasing slots inside channels and alongside programs your market would enjoy
- Offers both national and local reach
- Ads can be repeated endlessly
- Lots of people watch television, 24 hours a day, 7 days a week.
Cons:- Expensive production cost (script, filming, actors, production design, etc)
- Production time can be long (2-4 months)
- Good ad slots (e.g. prime time) are highly coveted and therefore expensive
- People can mute or fast-forward through ad breaks now, so your audience is not necessarily guaranteed.
Summary: While the potential effectiveness of a television advertisement is high, you need a bit of money behind you to produce a commercial - even the "cheap ones" can cost thousands. If you're considering television, consider creating one that you can reuse, rather than for a single promotion, to get the most out of your investment.
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