The table above displays how different aspects of advertising can be compared against one another - namely communications, credibility, cost and control. We can see that although TV and outdoor advertising do not deliver a personal message, target specifically, and are a costly investment, in terms of cost per contact (or number of views) it is extremely worthwhile. The major drawback of these types of advertising is their lack of flexibility. For example, once the TV advert has been manufactured, paid for and aired, if the public do not read the advert as it is intended it is too late to alter it. A great example of this is the Tango advert (http://www.youtube.com/watch?v=YV8zGNe7Ebg) which actually encouraged a slapping epidemic in school playgrounds, as opposed to Tango's 'refreshing' ideological idea. On the other hand, adverts online, radio and press are much more flexible. Credibility is probably highest in press advertising because it seems almost endorsed by the publication it features in. Where the public are dubious of television adverts which often promote aspirational lifestyles, they can choose which publication to read and so the choice in publication often means their being better targetted to.
