Advertising

1. Media

○1 The types of media: TV and radio commercial, newspapers and magazine, poster and bill board, direct mail, the Internet, etc

○2 Advantages and disadvantages of the major types

TV: high attention, combination of sight, sound and motion; high cost and less audience selectivity.

Newspaper: flexibility, good local market coverage, broad acceptance; short life, poor reproduction quality.

Magazine: high geographic and demographic selectivity, credibility, long life, good pass-along readership; having rivals in the same magazine.

Direct mail: audience selectivity, flexibility, no ad competition within the same medium; relatively high cost, junk mail image.

Internet: high reach of international audience, similar effect as TV commercial, interactive; the users of Internet are limited, compared with TV.

○3 Consider your target audience and your budget to make a wise decision.

2. Agency

○1 Select a suitable agency

A.Consider the reputation and past performances of the agency. Agencies provide the client with the services of highly skilled individuals who are specialists in their chosen field.