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«Comparison of several types of media advertising»

Nowadays, it's important for each company to promote their goods and services, because of this
non-personal communication through mass media informs consumers about the existence and
benefits of products and services and attempts to persuade them to buy it. There're indoor and
outdoor advertising media that help to promote. Indoor advertising media is a method that
represents your messages or services in enclosed spaces such as supermarkets, cafes, bus
stations, sports clubs and others. It creates an atmosphere in which visitors can easily identify
your brand and products. From the other side, there's outdoor advertising is designed to promote
your business in open spaces. It is focused to reach the people who are on the road or in public
places. The advertising is placed at a strategic location in order to attract the customers attention.
For example. it can be billboards, banners, road signs, posters and other.
Outdoor media advertising Indoor media advertising
Aspects
Billboard Poster Point-of-sale TV Direct mail Magazines
Elements of Visual, Visual,
Visual, Visual, Visual, Visual,
advertising textual, textual,
textual textual textual, audio textual
language audio audio
All day,
During the more
Duration of
All day All day work of the efficiently - All day All day
exposure
store morning and
evening
20-25 10-15 20-25 25-100 3-4 20-30
Cost of
thousand thousand thousand thousand thousand thousand
production
RUB RUB RUB RUB RUB RUB
Everyone Depending Depending
who walks Everyone on the age, All people on the age,
Target All shop
or drives who can see professional with internet professional
audience visitors
near the poster audience of access audience of
billboards the channel magazine

Further, we will try to compare the two methods and note their pros and cons.

Firstly, different types of media advertising can be compared by target audience which each
medium can reach. Outdoor media advertising can reach more people than indoor media
advertising but indoor advertising is more flexible. For example, billboards reach a large target
market – if you place a billboard near a highway or busy street, you can potentially reach every
person that walks or drives by. Bus shelters also target different age groups with different
income groups. Specifically, cinemagoers are typically younger than the population with
generally half of the visits made by people in the key 14 to 34 demographic. Indoor advertising,
for example, television and radio mostly reach senior age group than youngsters. But radio also
targets car drivers with their passengers. Newspapers mostly also reach people under 50.

Secondly, different types of media advertising differ from each other by duration of influence.
For example, radio and television reach their peak audience during the morning and evening rush
hours. Cinema’s target audience change every session so it can reach different age groups. By
the way, it’s hard to ignore cinema advertising because of the big bright screen and loud sound.
On the one hand, when you stuck in a traffic jam billboard and radio advertising you can’t ignore
them. On the other hand, television and bus shelters advertising can be ignored. Newspaper’s
readers rarely look at all sections.
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Thirdly, advertising language of some medium is poor but some of them has various of elements.
For example, radio can use only audio elements, there is no opportunity to use bright colors.
Television and cinema advertising, opposite, can use visual, audio and intertextual elements.
Using television and cinema ads companies can appeal to the customers by two faculties (the eye
and the ear) at a time. Newspaper advertising can be only visual and non-intrusive. Billboards and
bus shelters can use only visual and intertextual elements.

Finally, it’s necessary to appreciate the cost of production. The most expensive type of media
advertising is newspapers – for example, page in newspaper ‘Commersant’ costs 1,3 million
rubles. Cost of TV advertising depends on the channel – you have to pay 55 thousand of rubles
for a 5-second movie on channel ‘The First’ and 11 thousand rubles for a 5-second movie on
channel ‘NTV’. The cheapest type of advertising is radio because it costs only 3-4 thousand of
rubles. Advertising on billboards and bus shelters costs near 20-25 thousand of rubles but it
depends on billboard placement. Cinema advertising, for example, in ‘Kapo-film’ costs 850
rubles per 60-second movie before each cinema performance.

Different types of advertising are used for various purposes of the advertising campaign:
depending on the target audience, cost of production, and the place where it is presented.
Domestic media outlets target certain people, however, can easily be ignored, and outside media
do not even cover the target audience, and can also be spoken, but with less likelihood.
Therefore, which advertising media to choose depends only on the company's requests and
budget. Each method has its positive and negative sides, but each method will find its potential
consumer.