Monica_Ch10

Media Characteristics

Each medium of media has its own characteristics that make it better or worse for attaining specific objectives. The different medias include television, radio, magazines, newspapers, outdoor, direct mail, and digital/interactive. There are advantages and disadvantages to each type of media. It is important to match the media to the correct market.

I found a slideshare that goes into great depth on each type of media, and what works best for each. The book explains media characteristics, but this slideshare has a lot more information.

https://www.slideshare.net/marketeach/media-characteristics-presentation