What are the major media formats available to marketers? What are the strengths and weaknesses of each format?

What will be an ideal response?

A medium's format of delivery will influence the content distributed via that medium and the presentation of that content. MPR professionals need to balance their media choice decisions based on the relative strengths and weaknesses of each format.

Broadcast media, which normally include television and radio, has a number of different news platforms. In general, broadcast media are excellent for generating awareness; however, they are not as effective in building trust, fostering relationships and influencing consumer preferences.

Print media cover newspapers and magazines. Print media are characterized by a wide range of focuses - from general publications to specialty press - and geographic scope. Magazines tend to provide substantive detail but may not generate significant detail. Newspapers provide a lot of information but lack the immediacy of television.

Electronic media are attracting large numbers of consumers. Many traditional mass media organizations are now channeling their content to online platforms, which include some of the heaviest viewed Web sites in cyberspace. The Internet may not be able to foster broad awareness, but it can connect audiences to deeper information and trustworthy word-of-mouth sources.

Trade media are an excellent means to reach business-to-business audiences, both in print and online. Trade press publications concentrate on sharing industry information with business professionals, so their content would not be very appealing to consumer segments of a company's audience.