It is important to note that the one disadvantage that virtual tours are burdened with is actually a key advantage that is often overlooked. While other advertisement media are frequently viewed as silos that operate independently, Exposure Elements virtual tours offer the distinct ADVANTAGE of being able to mix well with other types of advertising and in fact, thrive when integrated into other types of advertisement.
Virtual Tour – Interactive Internet Media
Virtual tours use Social Networking or your company’s website and other distribution channels such as e-mail list, print media and internet search engines to distribute your virtual tour
Advantages:
o Viral distribution through Social Networks
o Integrates and extends the value of other advertising media
o Coverage all day / 7 days a week
o Long shelf life
o Extensive message customization
o Extensive measurement capabilities
o Sight, sound and motion and elements of interactive engagement
o Strong branding capabilities
o Lowest cost per impression
o Easily accessible for repeat impressions
o Mobility – works well for on the go mobile device users
Disadvantages:
o Works best when integrated with other programs
Newspapers
One of the oldest forms of mass media, newspapers can reach a loyal audience, nationally or locally.
Advantages:
o Immediate reach
o Allows for in-depth product explanation
o Variety of creative commercial sizes and coloration
o Ads can be targeted to certain demographic groups through placement in specific sections
o Tangible
o Good for co-op advertising for local/national promotion
o Easily available for repeated impressions.
Disadvantages:
o Declining circulations
o High out-of-pocket pricing
o Readers rarely look at all sections
o Difficult to reach younger audiences
o Visual only, non-intrusive
o Questionable measurement
o Clutter
o Poor shelf life
Radio
Radio is a “portable” medium that reaches its peak audience during the morning and evening rush hours.
Advantages:
o Targeted
o Copy change flexibility
o Low out-of-pocket pricing
o Mobility (i.e. in the car listening)
o Low production costs
o Promotions, tie-ins
Disadvantages:
o Lack of visual
o Poor measurement
o Difficult to build audience reach
o High commercial clutter
o Audience is not actively engaged
o Time spent listening declines each year
o Poor shelf life
o Repeated impressions to be successful
Local Broadcast Television
Local broadcast television provides mass-market coverage and the opportunity for advertisers to run commercials during the local news and popular network and syndicated programs.
Advantages:
o Broad reach
o Buzz-worthy programs
o Full DMA coverage
o Intrusive/immediate impact
o Sight, sound and motion
o Strong branding capabilities
Disadvantages:
o Declining ratings
o High out-of-pocket cost
o Weak summer ratings/programming
o High production costs
o No ability to target specific areas within a DMA (i.e. wasted reach)
o Poor shelf life
o Repeated impressions to be successful
o Poor mobility – no “on the go” access
2 thoughts on “Comparison of Advertising Media”