**Advertising Media Alternatives**

When developing an 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.

**Task:** Identify a strength and weakness for five of the most commonly utilized media types. Then, decide where to place advertisements using the available media types and vehicles to maximize exposure while minimizing costs.

**Instructions:**
1. Roll over each item to read the hint.
2. Drag and drop each of the advantages and disadvantages to the appropriate media type.
3. Drag and drop an example of each media type onto the appropriate category.

**Advantages and Disadvantages:**
- Low cost, local targets
- Low cost, uses sound, ability to target local audiences
- Long lead time, high cost
- Long lead time to prepare ad, relatively high cost
- High cost, low exposure
- High cost to prepare ads, very short exposure time
- Lacks visual element, short exposure time
- Superior targeting ability, can convey complex messages with detail
- High cost per contact, negative public perception
- Message must be very short/simple, little targeting, traffic hazard
- Reaches large audiences using picture, print, sound, and motion
- High selectivity of audience, can be personalized, high quality graphics

**Examples:**
- Running a 30-second advertisement for Miller Lite beer during Sunday Night Football costing nearly $340,000.
- During his commute on the New York City subway this morning, Samuel noticed an ad for Polo Ralph Lauren cologne inside the subway car.
- Each day, Sarah receives 3 to 5 credit card solicitation letters in her mailbox.
- While driving to campus this morning, Kelly hears a commercial for Wendy's.

**Categories:**
- Television
- Radio
- Magazines
- Newspapers
- Direct Mail
- Outdoor/Billboards
- Internet
- Transit

**Note:** Match each advantage, disadvantage, and example to the correct media type.