Types of Available Media

Late media critic/editor/sociologist Marshall McLuhan famously proclaimed the medium and the message to be one in the same. In other words, you should choose your messenger as carefully as you choose your message.

Many options are available to allow you to communicate your message to your audience.

Once you determine your target audience, you can select the appropriate medium to deliver the message — obviously, that would be the medium most popular among your target audience.

People-to-People Media
Interactive Media
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Direct mail brochures
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E-commerce
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Telemarketing
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Internet advertising
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Community outreach
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Direct mail brochures
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Special events
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E-mail
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Point of sale
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Organizational websites
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Personal selling

Mass Media Advantages and Disadvantages

	»	*Television:* Reaches more people than any other medium; costs the most.
	»	*Cable TV:* Better equipped to target a specific audience both psychographically and geographically; more cost efficient. Chicago Access Network (CAN-TV) offers nonprofits the opportunity to connect with the public through this key medium.
	»	*Radio:* Able to target specific audiences with higher frequency of the message; need to buy 2-3 stations for good reach; not as expensive as television.
	»	*Newspaper:* Communicates details about arts organization's events; can geographically target a city/communities; lots of ad clutter, especially in the entertainment section; expensive for a "page-dominant" ad.
	»	*Magazines:* Reach upscale audiences; higher quality graphics and environment; based on a weekly or monthly publishing cycle, it is difficult to develop an adequate frequency level; costly, especially since a color ad is necessary for impact.
	»	*Outdoor Billboards and Transit:*Good image or reminder medium; can't communicate many details.
	»	*Internet:* Good support medium; communicates lots of information events; open 24/7; need to promote website address; must keep information current.