Pros: Newspapers target a large audience, make geographic targeting possible, provide split-run testing ability, and offer immediate exposure.
Cons: Newspapers are cluttered and print with poor quality reproduction, most ads focus on sales and promotions (rather than branding), and they have a very short shelf-life.
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When you develop an advertising campaign, a careful consideration of the available media outlets must be part of your plan. Every media outlet comes with its own individual pros and cons. A great media outlet for one company may not necessarily be a good option for another - even in the same industry. Even a [...]

Marketing strategies are nothing without a rationale. Your rationale statement provides a narrative explaining how and why you have chosen a particular strategy. This establishes your logic pattern and helps others to understand why a strategy is the best option. This helps people in the future pick up where you leave off and complete a [...]

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