An advertisement has the potential to appeal to four senses – sight, sound, smell and touch. (It should be noted that promotion can also appeal to the sense of taste but generally these efforts generally fall under the category of sales promotion which we will discuss in a later tutorial.)

However, not all advertising media have the ability to deliver multi-sensory messages. Traditional radio, for example, is limited to delivering audio messages while roadside billboards offer only visual appeal. Additionally, some media may place limits on when particular options can be used. For instance, some search engines or websites may only accept graphical-style ads, such as images, if these conform to certain large dimensions and limit small advertising to text-only ads.

Cite: Selecting Media: Creative Options (2014). From Managing the Advertising Campaign Tutorial. KnowThis.com. Retrieved December 19, 2014 from http://www.knowthis.com/managing-the-advertising-campaign/selecting-media-creative-options