Traditional advertising is still immensely used and there are few limitations that are associated with this type of advertisement in contrast with digital advertisement.The people reaction to traditional advertisement is not every time welcoming and generous. Most of the people think that advertisement is just a promotion of some specific commodity and it is likely a waste of time. Even in TV shows, radio programs and in the streets people do not welcome advertisement. If anybody is watching some program for example some football match and in between there is series of advertisements, then normally the channel is switched to some other or is muted off. This is to be called as force advertisement rather relevant advertisement and sometimes it creates a negative impact about the product itself. The viewer of such ads becomes psychologically allergic to the product. Since the audience is not targeted and they are not given a choice of freedom except to switch the channel off, or to change the channel, or to change their sight. Therefore this type of advertising which is known as traditional advertising is mostly not that focused.
The choice of traditional advertisement also depends on the type of product that has to be marketed, if it is a type of product that falls in mass consumption like fast moving consumer’s goods or food stuff then traditional advertisement is likely to produce good outputs.
Since in mass product consumption there is no discrimination and everybody is included in the targeted audience, there is no discrimination of sex, nationality, age, wealth and others. But if a similar product is narrowed down in a case that it may be an expensive product although everybody can consume then traditional advertising in areas of lower class will be inappropriate. Therefore defining the product class is equally important, but if it is inexpensive that anybody can afford then the product can be advertised on mass traditional networks.
The basic limitation that can be understood in traditional advertising method is about refining and targeting the appropriate audience. For example if a product is manufactured for females then through traditional advertisement men are equally subjected to that advertisement. Hence the limitation is there because of the fact that the cost of a specific billboard displayed in a specific locality in usually same for all product advertisements either the product belong to a specific sex, class, age or it belongs to all. This means same expense through a traditional advertisement but different returns for two different products.
It is quite difficult in a traditional world to specifically track the returns through traditional advertisement. Sales record can somehow show the effectiveness of traditional advertising but the exact proportion and exact results through traditional advertisement cannot be tracked easily. Unlike traditional advertisement, in most of the cases of digital advertisement; every activity can be easily tracked and the effectiveness of a specific digital advertisement can be calculated easily. Hence the economic activity through digital advertisement can be calculated more easily than the traditional advertisement.