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An important step to developing your sales and marketing plan is to select the right media to send out your message. While there are a number of venues where you can promote your business, you need to ask three important questions:
Where are my target buyers?
What is the best medium to reach them?
Can I afford to launch an effective campaign using this medium?
There are no hard-and-fast rules as to which media is better. The right media for one business may be wrong for another. Now we will see the advantages and disadvantages of various marketing medias.
NEWSPAPER. Newspapers are one of the traditional mediums used by business.
  ADVANTAGES
Allows you to reach a huge number of people in a given geographic area
You have the flexibility in deciding the ad size and placement within the newspaper
Exposure to your ad is not limited; readers can go back to your message again and again if so desired.
Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your customers' hands in one to two days.
  DISADVANTAGES
Ad space can be expensive
Your ad has to compete against the clutter of other advertisers, including the giant ads run by supermarkets and department stores as well as the ads of your competitors
Poor photo reproduction limits creativity
Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded.
You may be paying to send your message to a lot of people who will probably never be in the market to buy from you.
Newspapers are a highly visible medium, so your competitors can quickly react to your prices
Newspaper readership has nowadays decreased
MAGAZINES. Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows you to reach highly targeted audiences.
  ADVANTAGES
Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience.
High reader involvement means that more attention will be paid to your advertisement
  DISADVANTAGES
Long lead times this means your ads may be overtaken by events
Space cost are higher, moreover limited flexibility in terms of ad placement
YELLOW PAGES.
  ADVANTAGES
Wide availability, as mostly everyone uses the Yellow Pages
Action-oriented, as the audience is actually looking for the ads
Ads are reasonably inexpensive
Responses are easily tracked and measured
  DISADVANTAGES
Pages can look cluttered, and your ad can easily get lost in the clutter
Your ad is placed together with all your competitors
Limited creativity in the ads, given the need to follow a pre-determined format
Ads slow to reflect market changes
RADIO.
  ADVANTAGES
Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car.
Gives your business personality through the creation of campaigns using sounds and voices
Free creative help is often available
Rates can generally be negotiated
  DISADVANTAGES
Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience
Listeners cannot go back to your ads to go over important points
Limited creativity in the ads, given the need to follow a pre-determined format
Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention
TELEVISION.
  ADVANTAGES
Television permits you to reach large numbers of people on a national or regional level in a short period of time
Independent stations and cable offer new opportunities to pinpoint local audiences
Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion
  DISADVANTAGES
Message is temporary, and requires multiple exposure for the ad to rise above the clutter
Preferred ad times are often sold out far in advance
Limited length of exposure, as most ads are only thirty seconds long or less and moreover this media is relatively expensive.
DIRECT MAIL. This is a marketing technique in which the seller sends marketing messages directly to the buyer. Direct mail includes catalogs or other product literature with ordering opportunities; sales letters; and sales letters with brochures.
  ADVANTAGES
Your advertising message is targeted to those most likely to buy your product or service.
Marketing message can be personalized, thus helping increase positive response.
Effectiveness of response to the campaign can be easily measured.
You have total control over the presentation of your advertising message.
Your ad campaign is hidden from your competitors until it's too late for them to react
  DISADVANTAGES
Some people do not like receiving offers in their mail, and throw them immediately without even opening the mail.
Resources need to be allocated in the maintenance of lists, as the success of this kind of promotional campaign depends on the quality of your mailing list.
Long lead times are required for creative printing and mailing
Can be expensive.
TELEMARKETING. A telephone sale, or telemarketing, is an effective system for introducing a company to a prospect and setting up appointments.
  ADVANTAGES
Provides a venue where you can easily interact with the prospect, answering any questions or concerns they may have about your product or service.
It's easy to prospect and find the right person to talk to.
You can get a lot of information across if your script is properly structured.
Increased efficiency since you can reach many more prospects by phone than you can with in-person sales calls, thus cost effective compared to direct sales.
Great tool to improve relationship and maintain contact with existing customers, as well as to introduce new products to them
Makes it easy to expand sales territory as the phone allows you to call local, national and even global prospects.
  DISADVANTAGES
An increasing number of people have become averse to telemarketing.
Lots of businesses use telemarketing.
If hiring an outside firm to do telemarketing, there is lesser control in the process given that the people doing the calls are not your employees and such outsourcing can also be expensive.
Can be expensive.
SEO.
  ADVANTAGES
SEO helps to approach the persons who already seek information about the product or services.
Visitors to the site becoming regular customers are comparatively higher. So Return on Investment is high.
Through SEO you can increase site traffic, sales and brand image.
The cost is also comparatively cheaper
  DISADVANTAGES
Business assurance will depend on content presentation and technical quality of the website
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