When developing the advertising program, firms must choose between the various forms of media available. Each of the eight common media types has distinct advantages and disadvantages associated with it. In this activity, you will identify strengths and weaknesses for five of the most common forms of advertising: television advertising, radio advertising, magazine advertising, outdoor advertising, and direct mail. In deciding where to place advertisements, a company has several media types to choose from and a number of alternatives, or vehicles within each medium. Often advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while minimizing the costs. To make optimal decisions on media choices, firms must be aware of the types of media available to them, as well as understand each medium's strengths and weaknesses.

Place each of the advantages and disadvantages to the appropriate media type, and also place an example of each media type onto the appropriate category.

Advantage Disadvantage Example
Television Advertising
Radio Advertising
Magazine Advertising
Outdoor Advertising
Direct mail