MEDIA OF

ADVERTISING

By ANSHUL KUMAR(3026)
& MAYUR JAIN (3142)
B COM HONS 3RD YEAR - SECTION B
 ADVERTISING MEDIA’S
PRINT MEDIA
ELECTRONIC MEDIA
OUTDOOR MEDIA
DIRECT MEDIA
 PRINT MEDIA
NEWSPAPERS
MAGAZINES

ELECTRONIC MEDIA

TELEVISION
RADIO
NEWSPAPERS
Unlike advertising on TV and radio,
advertising in the newspaper can be
examined at your leisure. A newspaper
ad can contain details, such as prices
and telephone numbers or coupons.

ADVANTAGES
Flexibility
Community prestige
Intense coverage
Reader control of exposure
Co-ordination with national advertising
Merchandising service
DISADVANTAGES
Limited color
Poor reproduction quality
One day life span
Unattractive layouts
Hard to measure actual exposure
MAGAZINES
many of the same "print"
type principles, which apply
to newspaper advertising
also, apply to magazine
advertising. The biggest
differences are:
Advertising messages are
more image-oriented and
less price-oriented.
The quality of the pictures
and paper are superior to
newsprint.
Advertisements involve
color more often
ADVANTAGES
Selectivity
Quality reproduction
Long life
Prestige associated with some magazines
Extra services

DISADVANTAGES
Short lifespan
Hasty Reading
Lack of flexibility
TELEVISION
Television is often called "king" of the
advertising media, since a majority of people
spends more hours watching TV per day
than any other medium. It combines the use
of sight, color, sound and motion...and it
works. TV has proven its persuasive power
in influencing human behavior time and time
again.
ADVANTAGES
Great impact
Mass Coverage
Repetition
Flexibility
Prestige
Target Advertising
stopping power

DISADVANTAGES
Temporary nature Of message
High cost
High mortality rate for commercials
Evidence of public distrust
Lack of selectivity
RADIO
Since its inception, radio has become an
integral part of our culture. In some way, it
touches the lives of almost everyone, every
day. Radio, as a medium, offers a form of
entertainment that attracts listeners while
they are working, traveling, relaxing or doing
almost anything. Radio is also a way to
support your printed advertising. You can
say in your commercial, "See our ad in the
Sunday Times," which makes your message
twice as effective
ADVANTAGES
Immediacy
Low cost
Practical audience selection
Mobility
DISADVANTAGES
Fragmentation
Temporary nature of message
Little research information
Clutter
 OUTDOOR MEDIA
BILL BOARDS
TRANSIT ADVERTISING
DIRECT MEDIA
BILLBOARDS
ADVANTAGES
Quick communication of simple ideas
High frequency
Geographic flexibility
Low cost per exposure

DISADVANTAGES
Brevity of the message
Public concern over aesthetics
Clutter
Limited information
Long lead times
Visual pollution
TRANSIT ADVERTISING
ADVANTAGES
Captive audience
Low cost
Supports mass transit systems

DISADVANTAGES
Lack of status
Cluttered environment
Limited information potential
 DIRECT MEDIA
Direct Mail
Catalogue
Telemarketing
ADVANTAGES
Personalized impact
Elaborate databases for targeting
Reaches inaccessible audience
Measurable exposure/success

DISADVANTAGES
Junk mail
High audience refusal rates
Environmental concerns
Key is a high quality mailing list