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Positive And Negative Attributes Of Television As Media
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Positive Attributes

* Provides full-color advertising.

* Delivers advertising that can simultaneously be seen and heard and,
inherently, allows movement to be displayed: sight, sound and motion.

* Allows delivery to multiple household members simultaneously.

* Provides for relatively immediate delivery.

* Is advertiser driven and does not require the viewer to seek the
advertising--that is, it is intrusive.

* Can be purchased nationally, regionally, or locally.

* Can be purchased in fairly concentrated pieces of geography via in-
dividualized cable offerings.

* Provides a full array of program types to reach viewers during a
specific state of mind, which can complement a specific advertising
message.

* Is capable of producing one of the highest levels of reach of most
generalized consumer segments (e.g., children, teens, men, women,
adults 18 - 34).

* Can produce high frequency levels.


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