The vast array of radio program formats lets an advertiser gear ads to almost any target audience. The disadvantages are that it is limited to audio and has limited exposure. Newspaper permits an advertiser to reach a large number of people within a specified geographic area. Advantages include flexibility in ad size and placement, unlimited exposure and short deadlines that permit quick response to changing market conditions. Disadvantages are declining readership and clutter of competing ads.
Magazines provide an advertiser with the means to reach highly targeted audiences.
Specific groups can be reached by placing an ad in a magazine whose editorial content specializes in topics of interest to that target. This is true of both consumer and business publications. Disadvantages are need for a long lead-time and high costs. 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.