Media Type: Outdoor

Strengths:

• High repeat exposure to advert hence long life
• Relatively low cost
• Low levels of competition, in terms of advertising clutter
• It offers geographic selectivity. The marketer can vary the ad message according to the particular segment of the market.

Weaknesses:

• Little audience selectivity / targeting possible
• Static media, not suitable for product demonstrations
• Difficult to monitor effectiveness
• Potential for damage, via weather and graffiti
• 5.Outdoor advertising when employed on a national basis proves to be expensive.

Note

All of the above media share one common characteristic, and as a result one common weakness, in that they are one-way communication, not requiring the audience to respond and thus not motivating the audience to pay attention in the same way required of two-way communication.