The four most popular media sources are:
Newspapers: This is a hot commodity because it is theorized that newspaper readers are predisposed to consider information in advertising seriously.
Magazines: As another print medium, magazines have many of the advantages of newspapers, plus a longer shelf life, which is an advertising term for the amount of time that an advertisement remains available for readers.
Radio: Radio stations with narrow formats offer easily identified targeted audiences. Time can be bought on short notice, with changes possible almost until airtime.
Television: As a moving and visual medium, television can offer unmatched impact, and the rapid growth of both network and local television advertising, far outpacing other media, indicates its effectiveness in reaching a diverse mass audience.
However, being the shrewd devils that they are, companies are constantly on the prowl for other methods of maximizing profits without shelling out millions of dollars for mass advertising. A recent article in the Chicago Tribune proclaimed “Mass advertising may be gasping its final breaths.” We know that’s a bold statement considering how awash our society is in mass ads everywhere we look. However, there are many research studies which show that mass advertisements are in fact not very effective at all. According to the world’s fifth-largest advertising agency network, Euro RSCG’s report (“Wired & Wireless: High-Tech Capitals Now and Next”), word-of-mouth is 10 times more effective in generating excitement for new technology products than either print or television advertising. The report found that mass advertising is the least effective way for technology marketers to reach their target audience. The most effective tactic: word-of-mouth.