Outdoor advertising is typically used to reinforce or remind the consumer of the advertising messages communicated through other media. The advantages of outdoor advertising are ability to completely cover a market and high levels of viewing frequency. The major disadvantage is a short viewing time so the message must be simple and easily understood. Direct mail advertisers use targeted mailing lists to reach highly specialized audiences. In addition to low waste in ad exposure, direct mail provides an advertiser with great flexibility in the message presentation.
Disadvantages are high cost per contact and difficulty maintaining accurate mailing lists.
Best used to complement or extend the effects of advertising placed in other media. The Yellow Pages permit an advertiser to select a well-defined geopgraphic area and offers permanence since they are kept as a regular reference. Also, the Yellow Pages are relatively low-cost in ad production and placement. Disadvantages include lack of timeliness and potential clutter in some classifications. The advantages of the Internet are its ability to reach very large numbers of people as well as potential for improving customer service.