Compared with traditional advertising media, what are the characteristics of online advertising?

Coverage domain

Any media has a specific scope and objectives, such as regional, national and international. It should be noted that the general scope of communication is actually meaningless. What matters is the distribution of the media scope and the main objects in it.

Coverage is an important index when making media strategy and choosing media. Generally speaking, consumers in the target market are relatively concentrated in geographical distribution, and the target audience of advertising media also has certain certainty. If its coverage is completely inconsistent with the distribution of consumers in the target market, then the selected media is not applicable. If the selected media coverage area does not cover at all or only covers a small part or greatly exceeds the target consumer's area, it is not applicable. Only when the coverage area of the media basically covers the area where the target consumer is located or completely coincides with the area where the target consumer is located, the selection of the media is the most appropriate.

The spread of TV media is quite extensive, especially when TV enters the era of space communication. From a global perspective, advertisements spread wherever television spreads. However, as far as specific TV stations or specific TV columns or TV advertisements are concerned, their communication scope is relatively narrow. The extensiveness of TV media also leads to the complexity of the composition of communication objects. Regardless of gender, age, occupation, nationality, literacy, etc. As long as you watch TV, you will become the target of TV media, but some viewers can't become advertisers' customers. Therefore, although the spread of TV media is extensive, the pertinence of TV advertisements is not strong and the target of appeal is inaccurate.

Broadcast media has a wide coverage and a wide range of communication targets. Now almost every household has a radio. As long as the radio is within the transmission power range of radio broadcasting, every household can receive radio programs. Because broadcasting uses sound and language as the media, rather than words as the carrier to spread information, it is suitable for a wide audience with different educational levels, and anyone with hearing can accept advertising information. Therefore, the broadcast advertisement has a wide range of communication objects, almost universal. Moreover, a considerable number of illiterate people can't read, but they can get information through radio. This is unmatched by any other media.

The dissemination of newspapers is relatively clear, both international, national and regional, both comprehensive and professional. Different newspapers have different distribution areas, that is, different types of newspapers have different coverage. This obvious regional division provides convenience for advertisers to choose media, thus improving the advertising effect and avoiding the waste of advertising expenses.