However, negative word of mouth can be very destructive to a firm. Upset customers are now getting on the Internet and publishing their complaints. Describe advantages and disadvantages of various advertising media and explain the latest advertising techniques. Publicity is different from advertising in that media space for publicity isn't paid for. Direct mail is number three, but is one of the fastest growing of the media.
TV has many advantages to national advertisers, but it is expensive.
However, there are few ways to reach as many people with such impact. Marketers must choose which media and which programs can best be used to reach the audience they desire. Non-network stations and alternative forms of media are less expensive. They are so successful because they show the product in great detail. Some products, such as work-out tapes, are hard to sell without showing people testimonials.