ADVERTISING MEDIA

An important decision of advertising

Introduction
 Advertising message can be conveyed to the target
audience through several advertising media.
 Advertiser must choose the right advertising media
to carry the advertising message.
 Each media has its relative merits, demerits and
applicability.
 Marketer can select those advertising media, which
are suitable in all important aspects.
DEFINITIONS
 “Advertising media are the means or vehicles
through which advertiser communicates his
message to prospective consumers to influence
their behavior.”

 “Advertising media are the physical means where

by marketer tells the consumer about goods and
services.
Factors affecting the choice of media

 Objective of the firm.

 The spending capacity of the advertiser.
 The number of people, the message needs to be
reached.
 The type of customer to be reached.
 The credibility and image of the medium.
Advertising media

print

Advt.
Media

Audio
outdoor
visual
Print media
 Newspapers
 Magazines and journal

 Other media
NEWSPAPERS
Newspapers
 Newspapers are a popular medium to contact or
inform a large number of customers.
 Newspaper may be morning or evening; may be in
English, hindi or in other languages; may be daily
or weekly; may be local, regional, national, or may
be routine or special edition.
 The company should consider circulation,
language, geographical coverage, price, credibility,
costs of buying space, and quality of printing while
selecting a suitable newspapers.
NEWS PAPERS
 MERITS
 It is fit for mass communication, thousands and
millions of people can be addressed at a time.
 Immediate or speedy message can be conveyed
 Advertiser can take the benefit of credibility of
newspapers
 It is relatively cheaper option as per unit cost is very
low.
 It is flexible advertising vehicle. As per need company
can select languages, regions and color combinations
NEWS PAPERS
 DEMERITS
 Newspapers have shorter life
 Message may not be read. Message is more likely to be
ignored or avoided.
 Quality of paper and printing may reduce impression
of advertisement
 This medium is not fit for live demonstration
 In case of written advertisement , the illiterates
customer can not read it.
MAGAZINES OR JOURNALS
MAGAZINES
 Magazine is another popular and widely used
advertising medium.
 Magazine are source of education and
entertainment.
 Magazines are published weekly, fortnightly,
monthly, quarterly, half-yearly or annually.
 Magazines are also classified in forms of gender,
age, profession, industry, entertainment, and so
forth.
MAGAZINES OR JOURNALS
 MERITS
 Magazines have long life. They can be referred many
times
 They are more effectives as they are referred by
educated and special class
 They are printed in better quality pictures
 Magazines can appeal to special group of customers
for ex children, women, or professionals
 It is prestigious and credible vehicle to send
advertising message
DEMERITS
 Many magazines have limited circulation and
hence limited people can be addressed
 Continuity is not possible as magazines are
published weekly, monthly or quarterly
 Most of the magazines are small in size so large
advertisement is not possible
 Compare to newspapers it is an expensive tool
OTHER PRINT MEDIA
 TELEPHONE DIRECTORIES
 BOOKS
 CALANDER
 COMMUNITY AND PROFESSONAL
DIRECTORIES
 BUS OR RAILWAY TICKETS AND TIME TABLES
 SPECIAL PUBLICATIONS ON SPECIAL EVENTS
BY SCHOOL,COLLEGE,
UNIVERTSITIES,COMPANIES OR
GOVERNMENTS.
OUTDOOR MEDIA
 Now a days, outdoor advertising media are widely
used for almost all types of goods and services.
 Outdoor media are excessively used by
manufactures and dealers, hotels and restaurants,
academic institution, banks, insurance etc. cold
drinks, cements, cigarettes and cosmetic products.
 Those companies, which are not in position to
spend huge amount on television, radio,
newspapers or magazines, may opt for this media.
MERITS
 They do not require customers special time and
efforts to read or watch
 They are cheaper than newspapers, radio, and
television
 They are prepared in attractive and colorful manners.
They are large in size to draw attention
 They are placed at place where people are more likely
to watch.
 They indirectly protect walls and buildings. It
increases beautification of that area.
DEMERITS
 People tend to overlook this media. People do not
see such advertisement carefully
 They may lead to accidents or mishaps.
 Hoardings and wall posters are not movable.
 To use these media in large scale is expensive
 Audio visual effects are not possible to be used.
AUDIO VISUAL MEDIA
RADIO
 Perhaps, it is the cheapest (in terms of per listener cost)
 It crosses literacy barriers. Countrywide or on particular
regions, the direct message is conveyed to the desired
group listeners.
 Radio is not only used for advertising national programme
by the government for family planning, vaccination,
women education, erosion superstitions, or any other
programs of social and national interest , but is also used
by many companies for commercial advertising.
 Local radio (FM radio) is excessively used by local
marketers like tuition classes, private colleges, hotels and
restaurants, dealers and distributors.
MERITS
 It is more effective than written words
 Musical effects can be associated with message or
slogan.
 Wide coverage it reaches to every corner of the
country or at particular region
 Per contact cost is the lowest
There are 33000 radio station across the
world, there are more than 2 billion
radio sets in use.
DEMERITS
 Company has to compromise in term of message,
events or time tables
 Only brief, sometimes clear message is not
conveyed
 It is not possible with all type of products
 It has temporary effect, hardly the customer
inquires the product based on radio advertising
message
 It is not sole medium to advertise the products. It is
used as supplementary to other advertising media.
TELEVISION
 It is the fastest, growing and most popular advertising
medium.
 It is powerful medium for advertisement.
 Now, television set is available at affordable price.
most of the TV channels and local cable operators
carry commercial advertisements.
 It creates audio-visual effect.
 Products can be demonstrated as well as explained.
 Advertisement appear in television during special
events, carry heavy impression on customers.
MERITS
 Millions of people can be addressed
 Company can appeal to the customers by two

faculties ( the eye and the ear)

 Live demonstration can be displayed

 It is fit for the illiterate as well as literate

customers
 Television advertisements can be presented in

the most effective way by using the latest

technology or computer effect
DEMERITS
 It is the costliest medium to advertise the product.
 In case of movie or serial, people avoid using
commercial break. They occupy themselves during
break or switch to another channel.
 Television is source of entertainment many advt. just
viewed for joy.
 Many customers opine that advt. create a nuisance
on television they are more company oriented and
have nothing to do with consumer interest and
welfare.
Continue…
 Television advt. seems more artificial and
superfluous and full of exaggeration due to use of
animation effect, it creates wrong impression about
product.
INTERNET
 Internet is the latest medium to advertise the products.
 Some companies put their advertisement on the
website; some companies buy web page of popular
websites.
 Viewers can get full detail by just clicking on
advertisement.
 Company can develop its own website too.
 Most of the companies have already put their
advertisement on the internet.
MERITS
 It has high credibility and prestige
 Company can advertise its product globally
 Advertisement can be prepared with multiple
effects
 Demonstration is possible
 It is highly suitable when the company wants to
appeal to specific sophisticated groups of
customers
DEMERITS
 It has limited utility. A few people can access the
internet
 It is not automatic. One has to log on to access
particular website
 It is costly to both company as well as internet
users
 Internet user are hardly care for the advertisments-
MOVING SLIDE
 This is mostly used in urban areas.
 They are used for commercial or for non commercial
purpose.
 The message moves either alternate or in one direction.
 The screen can be kept on private or public buildings.
 Such slides are based on electricity or battery.
 Computer based slide is more effective.
 This medium is very effective during night.
 This is just a visual device, voice can not be associated.


MERITS
 This medium is much cheaper compare to print and
audio visual media
 It is very flexible. The firm can change its
placement as per needs.
 It is source of entertainment as well as information
 For local advertising message. It is very effective
 it beautifies corner or public places
DEMERITS
 It is fit only for local advertisement
 It has limited explorers or reach
 Only visual message can be transmitted
 It is suitable only for short message
 Live demonstration of product is not possible
SHORT FILMS OR AD IN MOVIE THETARE
 Film or advertisement mainly involves cinema
slides and short films.
 A large number of people can be exposed through
this medium.
 Advertisement are shown at theaters or at different
places by projectors.
MERITS
 It is less costly
 This medium is fit for literate as well as ill literate
people
 Audio visual effect is possible
 It can be presented in different shows, in each show
different people can be reached
 Compare to T.V. more information can be provided.
DEMERITS
 In attention is the basic problem as audience is
more interested than in movie than advertising
 Advt. the products by short films is very costly.
 Limited number of people can be reached.
 Such medium can not be used where theaters or
projectors are not available.
THANK YOU