Challenges in media planning & the drawbacks of certain media are given below.
Newspapers
Limited coverage.
Short Life.
Hasty reading.
Cost.
Poor Reproduction.
Demonstration and Display.
Magazines Advertising
Magazines have the following drawbacks as advertising media.
Lead Time Longer
Limited Reach and Frequency
No Sound and Motion
Hardware Capability
Statutory Controls
Fragmentation of Audiences
Effect of Clutter
Radio, suffers from the following weaknesses;
It is an audio medium only
Certain operational limitation are imposed
Limited commercial time available.
Limited availability of commercial radio
There are possibilities of distortion in communication
We know what is ‘Khurram Khurram’ Papad on TV commercial but the concept is transmitted poorly on radio. Word pictures are necessary on radio.
There is a overselling in place of precise explanation
Repetitions are monotonous.
Radio is also a transient medium with no durability of message.
Limitations of Direct Advertising
Mailing List.
Cost
Reader Involvement
Cost of Production
Limitations of video as an Advertising Medium
Zapping.
Short Life.
Variety
Interference with Entertainment.
Boredom
Pirated Cassettes.