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TELEVISION

The Good:

* Is usually in vivid exciting color, and color is a prime motivator of the human mind.

* Uses all elements of sight, sound and movement at once to form a powerful package that hits on all level of human senses (except touch and smell).

* Can deliver your message to all people in a room simultaneously.

* Is fast, but not as fast as newspaper or radio because it tends to require more production.

* Like radio it is intrusive. The customer does not have to seek out the ad, like they must to find a movie listing or a rummage sale. The ad comes to the viewer.

* Available nationally, regionally, or locally.

* Television ads can be purchased to focus on concentrated geographical areas, especially with the advent of cable.

* Has a wide variety of programming to match the nature, or subject matter of your ad. Want to sell rock-n-roll CDs? Buy ads during Beavis and Butthead or Melrose Place. Want to sell feminine hygiene products? Buy time during soap operas.

* TV has more reach than any other medium in terms of all segments of society. Just about everyone watches TV, but not everyone reads newspapers, or magazines.

* Is good for repetition of ads.

* TV can deliver your ad at any time of the day, 24 hours a day.

* You can get an exclusive, that is, your ad need not compete with a clutter of other ads -- but you may have to pay dearly for it.

* Tends to be more cost efficient in terms of number of responses it produces compared to dollars invested.

* Is probably best for reaching those people who tend not to use any other form of media.

The Bad:

* Most often is very cluttered. Your commercial may be sandwiched deep within a string of other commercials, which have long since caused the viewer to head to the refrigerator. Also, weakens long-term memory of your product message.

* Is sometimes hard to get. There are usually a limited number of TV spots available, and you may not get the program you want.

* Is perhaps the most expensive. There are a lot of production costs related to TV advertising.

* May be less demographically selective as some other media forms, although cable TV has helped in this category.

* Your audience can fluctuate widely. If 10,000 people see your ad one night, a mere 100 might see it the next if a high-interest program airs on another channel.

* TV is cost-inefficient when you are after highly focused target markets.

* VCRs are helping TV ads get beyond the "invisible ink" problem of broadcast media. A taped program may be viewed again and again -- on the other hand, your commercial may be fast forwarded.   

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