human senses. Disadvantages would be that it has low selectivity, short message life and high production costs. Alternatively, radio offers flexibility, high frequency and low advertising and production costs. Disadvantages to radio are that its audio only, low attention-getting and short message. Out-of-home (OOH) media This is a broad marketing concept that is no longer confined to large, static billboards on the side of motorways. More current and innovative approaches to OOH media range from street furniture to aerial blimps and the advance of digital OOH. As the world changes, there will always be new ways in which a campaign can revitalize this media channel. Its potential advantages are accessibility and reach, geographic flexibility and relatively low cost. Disadvantages to OOH media are that it has a short life, is difficult to measure/control and can convey a poor brand image. Direct mail consists of messages sent directly to consumers through the mail delivery service. It is one of the more "dated" media channels. In the modern day it has few advantages, except that it can be highly selective, and has high information content. Disadvantages are that it promotes a poor brand image ("junk mail") and has a high cost-to-contact ratio. Target market When an organisation begins to construct their advertising campaign they need to research each and every aspect of their target market and target consumers. The target consumers (or "potential customers") are the people who are most likely to buy from an organisation. They can be categorized by several key characteristics: mainly gender, age, occupation, marital status, geographical location, behavioral, level of income and education. This process is called segmenting customers on the basis of demographics. Logos Super Simple Advertising Campaigns Not again (2006-2011) UK Advertising Campaigns 1st Logo (April 18, 1976-May 3, 1987) (UK) 2nd Logo (May 4, 1987-October 25, 1998) (UK) 3rd Logo (October 26, 1998-September 7, 2003) (UK) 4th Logo (September 8, 2003-August 13, 2006) (UK) 5th Logo (August 14, 2006-September 25, 2011) (UK) (September 24, 2007-October 9, 2010) (UK) 6th Logo (September 26, 2011-September 15, 2013) (UK) 7th Logo (September 16, 2013-October 20, 2016) (UK) 8th Logo (October 21, 2016-March 7, 2019) (UK) 9th Logo (March 8, 2019-October 11, 2020) (UK) 10th Logo (October 12, 2020-present) (UK) Ideal Home Gender is whether a person is male or female. Age is usually analysed in bracketed intervals of ten or so years: for example, 15 to 25.