Advertising media Meaning &Types of Media & their merits and demerits

Advertising media Meaning and Types of Media and their Merits & Demerits

1. ADVERTISING MEDIA

2. Advertising Media Definition Advertising media has become a common need of every business organization today, and without advertising media, nobody can think about surviving in the market. There is no doubt about it that “Advertising” is a great force of promotions now regarded as an effective and profitable investment.

3. Meaning O f Advertising Media Advertising media are the devices by which and through which the advertising messages are transmitted by the advertisers to the prospective and existing customers. The message regarding the product or service is passed on to the consumers or persons concerned through the media. In advertising, media are the facilitating functions and constitute an industry. Media are the carriers of message of an advertiser whose aim is to reach to the public so that he and his product or service may come to the knowledge of the public and in turn public may turn to him and his product or service.

4. TYPES OF MEDIA

5. PRINT MEDIA A normal flyer is also a part of print media. Some of the big companies may not use this type for advertising of targeting the market, but for small organizations, it can be very useful and can help in generating business. A flyer should always be crisp and eye-catching so that it attracts people’s attention.

6. NEWSPAPER Newspapers are the most popular form of print media. They are generally delivered at home, or are available at newsstands, and it is the most inexpensive way to reach a huge mass of people quickly. Different types of newspapers cater to various audiences, and one can select the particular category accordingly.

7. NEWS LETTER A newsletter is a publication that mostly covers one main topic. Sometimes, people have to subscribe for the newsletters, or many a time, they are even free. Newsletters are generally used as information sources for neighborhood, communities, and groups having an interest about that particular topic, or event.

8. MAGAZINES Magazines provide detailed articles on various topics, like food, fashion, sports, finance, lifestyle, and so on. Magazines are published weekly, monthly, quarterly, or annually, and many of them are sold all over the world.

9. BANNERS Banners at many places are made of cloth, or paper and are used to show slogans, logos, or some messages. It is also used for advertising brands in exhibitions, giving out the names of products, or services that are being provided. Like banners, posters also come under the same category for the same purpose.

10. BILLBOARDS Billboards have mostly become digital, but they qualify under the category of print media―after all, the advertisements are printed on the billboard. Billboards have fixed locations and are huge in size so that it can be seen and read from a long distance. Billboard advertisements are the most costliest in the print media category.

11. BOOKS Books are the oldest form of print media that are used as a way of communication and information piece. A book is actually a collection of many printed pages, which are later bound together. After printing was invented, books were printed giving knowledge of various sectors to the world.

12. BROCHURES B rochure, also known as pamphlet, is a kind of booklet that contains the details of the company, or organization. Generally, brochures are for takeaway, so as to keep the brand in the mind of the audience. They are distributed in exhibitions, or shops.

13. FLYERS A normal flyer is also a part of print media. Some of the big companies may not use this type for advertising of targeting the market, but for small organizations, it can be very useful and can help in generating business. A flyer should always be crisp and eye-catching so that it attracts people’s attention.

14. Advantages 1. Appeal to visual learners Flashy images in magazines get the attention of many magazine readers. Thus if you have a killer ad design, the results are always promising.  2 .Loyal customer base Print media has a large loyal customer base that buys the publication on a weekly or monthly basis for months, maybe even for years. 3. . Reach multiple generations Consumers of newspapers and magazines can range from teens, young adults to senior citizens, enabling you to target a wide range of audience easily. 

15. Disadvantages 1. Not for a global audience Print media is not the best method to get the word out about your business if you are targeting a global audience as it’s very rare to find print publications that read globally. 2. Hard to target a specific audience With print media, it’s hard to target specific audiences. For example, targeting people who want to buy a camera is not possible with print media like weekly newspapers. 3. Higher cost Getting published on print media can be highly expensive.

16. Broadcast Media Broadcast media is radio and television. Even amidst the pop culture dominance of the internet, broadcast media still commands the largest share of the advertising pie nationwide. If you are looking for cost-efficient lead generation, you need to be looking at radio and television advertising.

17. TYPES OF BROADCAST

18. Radio Advertising advertisers pay for the commercials you see on television during your favorite show, some advertisers also choose to focus their marketing dollars on radio advertising. Advertisers pay commercial radio stations for airtime and, in exchange, the radio station broadcasts the advertiser's commercial to its listening audience.

19. Advantages of Radio Advertising 1.Tthe various media of advertising, radio has the widest coverage. It can reach any household. 2. Radio advertisement can reach even illiterate people. 3. The advertisement appears in the midst of an interesting programme . Therefore, those who listen to the programme also listen to the advertisement. 4. As the advertisement matter can be presented as a song or as a short story or in some other interesting form, it enhances the memory value. 5. The advertisement can be broadcast at the regional, national or international levels.

20. Disadvantages of Radio Advertising 1. Television has now taken the place of radio. Radio has become a less sought after medium. 2. Products requiring technical knowledge cannot be advertised successfully through radio. 3. The advertisement has to be brief. Therefore, all the relevant information cannot be given. 4. As visual effects are totally absent, the advertiser cannot expect the desired impact. 5. Often too many advertisements are broadcast at a time. Therefore, it is doubtful whether each one can leave a lasting impression on the listener.

21. Advertising in Television One can say without any hesitation that the advent of satellite television marks the beginning of what may be called advertisement revolution.

22. Advantages of Television Advertising Like radio, television also provides a wider coverage. These days television is a common household item. Television advertising can reach every one including the illiterate people. It is also possible for the advertiser to sponsor a popular program. As a result, his product will come to be identified with the program. This, indeed, is beneficial for the advertiser. For example, ‘Airtel – Super Singer’, has come to be a very popular program on ‘Vijay TV’

23. Disadvantages of Television Advertising 1. Television advertising is very expensive. 2. Advertisements in the midst of interesting program only irritate the viewers. Using the remote, they either switch off the TV or change the channel during advertisements. 3. Too many advertisements at a time may not give prominence for any one.