Media Advantages & Disadvantages

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Developing Communication Strategy Advantages and Disadvantages of Different Types of Media
Different media have different strengths, weaknesses, drawbacks, advantages and costs. An effective communication strategy usually uses a mix of at least 2 or 3 different types. Choice of media and format depends on: 1. your audience(s) √ 2. your budget √ 3. the communication channels best for your specific audience(s) and √ 4. how long the communication intervention will continue 5. and how critical it is to encourage genuine participation for social change communication. √ Matrix #1 gives an idea of the advantages and disadvantages of some of the most common media you might want to consider for a communication strategy. The list is not meant to be exhaustive. The more you can afford, the better – but select those that most fit your desired audience and will help you meet your needs without blowing your budget. Matrices 2, 3 and 4 give an idea of how we can get to the specifics in terms of issues, message development, and working through communication objectives

UWI/CARIMAC/PP/CAMI/APRIL2011

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Advantages and Disadvantages of Different Types of Media
Type of Media 1. Television spots Potential for Participation & Twoway communication  Mass media – can reach many people  High status Target Audience  General public  Can also be tailored to Specific target audiences Advantages  Wide reach  High status and perceived credibility  Audio and visual (can see and hear)  Good for simple messages and slogans  Can help to generate interest, awareness and excitement  Medium to wide reach  High status  Good for simple messages and slogans  Can help to generate interest, awareness and excitement  Medium to wide reach  High status  Allows greater room for feedback, questioning and input  High status  Can review and reDisadvantages  Expensive  Programs not always on at convenient times  Not everyone has TV  No room for interaction unless linked to a TV