1. Advertising newspapers

Advantages

• Possibility of re-reading information, even cutting it out and keeping it

• Suitable medium for adverts that include specific data such as prices, timetables, characteristics of the product/service etc.

• Insertion is generally quick and easy

• Costs of producing the advert are usually low

• Allows for segmentation, above all, geographically, of the audience

• Possibility of insertion on specific days

Disadvantages

• A significant part of the market does not read the press

• Allows for less spectacular formats than other media, due to the low quality of the printing

• Short permanence of the message. The advert is effective only for one day.

• Difficulty to apply segmentation strategies that are not geographic

2. Advert magazines

Advantages

• Allows for great segmentation, as there are publications on any issue

• Enables a better presentation due to the higher quality of the paper and printing

• Usually has a longer permanence than the press, whereby the impact of the advert lasts longer

Disadvantages

• Lower flexibility in time when it comes to inserting the advert

• Greater time and cost in preparing the advert

• Relatively expensive, as the cost per impact is usually higher

3. Radio

Advantages

• Allows for great flexibility, which makes it possible to change the message almost instantaneously

• Greater closeness than other media

• Also allows for segmentation, above all, geographical

• The price, normally, more economic than in other media, allows for a greater number of repetitions

• Low cost of production. Occasionally a text is simply sent to the radio station, which takes care of its broadcast

Disadvantages

• Possibility that the message is not grasped the first time it is heard, which forces repeated insertion

• The format has creative limitations as opposed to other media due to the lack of visual support

• Poorly suited to information with data that need to be remembered or complex messages

4. TV

Advantages

• Offers greater creative possibilities by combining image and audio

• Well suited to brand and persuasive advertising.

• Can offer a certain degree of greater credibility or prestige for particular audiences

• Offers the possibility of reaching large audiences, which is normally equivalent to a low cost per impact

• Allows for segmenting according to time fringe and regional areas, thereby reaching different audience profiles

Disadvantages

• High production costs

• Difficulties to carry out another type of segmentation

• The zapping phenomenon

• Low permanence of the message, which also obliges repetition

• The message usually appears surrounded by other advertising messages

5. Outdoor

Advantages

• In the case of billboards, these make it possible to transmit striking messages

• Continuity of the message, repeated advert

• Great geographical segmentation. Even makes it possible to bring the message close to the point of sale or strategic places

Disadvantages

• Limitation in the message. The public’s attention span is very short

• Location and hiring problems

• Poor flexibility to change the message

• Occasionally advertisers are forced to hire packages, which forces them to hire locations that may not be of interest to them

• It is difficult to carry out any segmentation other than geographical segmentation

PR

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” (Public Relations Society of America)

Definition

• Public relations is about reputation - the result of what you do, what you say and what others say about you.

• Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Chartered Institute of Public Relations

As a management function, PR also encompasses the following:

• Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.

• Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.

• Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs.

• Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above.

Different organisations

• PR department

• Outsourcing

• Mixed system