• Media, as the very name implies, is
nothing but a medium or a channel for carrying the intended advertising message
to an intended audience.
• News paper is media. Under this there are so
many media vehicles.
• For example:- Times of India or
Hindu is a media vehicle.
• Magazine is media. Readers Digest is a media vehicle.
• Radio is media. Vivid
Bharti is media is media vehicle.
Types/forms
of Media
1. Outdoor Advertising
• For ex:- Hoarding, Neon Signs, Posters etc.
2. Broadcast media.
• For ex:- Radio, Television etc.
- Direct Mail Advertising.
For ex:- Pamphlets, brochures, circulars etc.
- Transit advertising
For ex:- Railways, Buses, Aeroplanes etc.
5. Print
Media
For ex:- Newspaper, Magazine, Trade Journal
6. Other forms.
For ex:- Window display, Point of purchase exhibitions
etc.
Selection
of Media
- The Characteristics of the
product.
- The potential market.
- The cost of the different
media.
- Extent & Type of
Distribution system.
- The type of message.
- Competitive advertising.
- The characteristics of the
media.
Print
Media/Press
• Newspaper
Newspaper
is a local advertising medium. It has local coverage in the sense that it
reaches almost all homes within the given area of its circulation.
Newspapers
are generally published on a daily basis.
Classification of Newspaper
- According to audience.
- According to size.
- According to frequency.
- According to supplements.
Advantages
of News paper
- Newspaper are flexible.
- Mass Coverage.
- Daily exposure.
- Wider Coverage.
- Select customer.
- Research facilities.
- Other services.
Disadvantage
of Newspaper
• Newspapers suffer from some
limitations and disadvantages:-
• The competition for advertising is
intense.
• The newspaper advertisements have a
short life. They become routine ads and
people lose interest in them.
• Advertisements make only a general impression
on the mind. The general nature of the newspaper makes it difficult for it to
pay much attention to specialized advertising.
Advertising
classification in Newspaper
• Display advertising
Display
advertising is placed on the news and feature pages of a newspaper. It uses a variety of space sizes, layout
designs, type faces and sizes of pictures.
Display advertising
may be general advertising or retail advertising.
• Classified Advertising
Classified
advertising may be regular or display. Classified advertisements draw more
attention of the people. Some read only the classified items.
Classified
advertisements are arranged under various sub-heads.
• Special advertising
Some
special commodities & products are advertised under specific advertisement
column.
Sometimes a
few pages are devoted only to advertisements.
• According to rate structure.
• According to Run-of-paper rate.
Magazines
• Second form of print media is
magazine.
It offers
specialised information to a special audience. Magazines are subscribed to by
those people who have certain tastes, they may be interested in movies,
households, sports, politics, industry. These magazines are specialised
publications.
Classification
of Magazine
- According to audience.
- According to region.
- According to frequency.
- According to publication.
According
to Audience-classification of Magazine
• Consumer Magazine
Consumer
magazines serve the interest of consumers- men, women, children. There are specific magazines serving the
interests of all types of consumers.
Recently,
diversified magazines have become popular. These bear on science, education,
sports, religion, fashion, automobiles etc.
• Farm Magazine
These magazines supply a variety of
information on inputs, raw materials, market techniques, etc.
• Business Magazine
They provide sufficient information on business policies, strategies, licencing, consultancy,
opinions, recent
happening, surveys, interview, view, reviews etc.
According
to Region-classification of Magazine
• Region
• On the basis of regional
publications, magazines may be divided into national magazines, regional
magazines and local magazines.
• Regional magazines are published by
regional people for circulation in a particular region.
According
to Frequency-classification of Magazine
- Weekly
- Bi-weekly
- Monthly
- Bi-Monthly.
- Quarterly
- Semi-Annual.
- Annual.
According to Publication-classification of Magazine
• Independent
• An insertion.
• Newspaper magazine supplement.
• Supplement with magazine.
Advantages
of Magazine
- Selectivity:- Advertiser can
select any one specialised magazine according to his product.
- Reproductivity:- Magazines can
be reproduced at a later stage because the advertised content and photo
can be used at any time.
- Long life.
- Cheap.
- Prestige:- The advertisement in
illustrated weekly, India today etc. enjoy some prestige.
- Intensive medium of
advertising.
- Other services:- Research possibilities etc.
Disadvantages
of Magazine
• Magazines are not as flexible as
television and radio.
• They may not be suitable for local conditions
because they have a nation-wide appeal.
• Very few magazines offer regional editions in
regional languages.
• Magazines do not have a wide reach when
compared with other media.
Electronic
Media
• Radio Advertising
• Advantages:- tremendous reach, reach
illiterate persons, no extra time required, speedier, frequency etc.
• Disadvantages:- Less attractive, lacks flexibility,
repetitive, quickly gone medium etc.
• T. V. Advertising
• Television uses both video (sight)
and audio (sound) signals. Television
has all the advantages of radio, namely, sound and explanation, plus the
additional advantage of sight. It can appeal through ear as well as eye. Product can be demonstrated with explanation.
Outdoor
Advertising
• Types
- Posters
- Painted Advertising.
- Neon signs
• Posters
• The advertising message is printed
or lithographed on sheets which are pasted on structure developed for the
purpose or on any wall or shed.
• Painted Advertising
• A painted advertisement is more
useful than posters because of its size and colour. The painting attracts people easily and
conveys the message effectively to consumers.
• Neon signs/Spectaculars
• The spectacular are large
illuminated and animated signs. These
are fit for high traffic locations.
• History:-
• In the signage industry, neon
signs are electric signs lighted by long luminous
gas-discharge tubes that contain rarefied neon or other gases.
They are the most common use for neon lighting, which was
first demonstrated in a modern form in December 1910 by Georges Claude at the
Paris Motor Show.
Outdoor
Advertising
• Buying
• The advertiser for outdoor
advertising purchases an area of space, a sheet and time. Outdoor advertising
is purchased by space and time. Painted displays & Neon signs are bought on
an individual basis.
• Location
• The panels or boards or structures
should be located in well travelled places and populous areas. Advertisers buy
sites or areas.
Mail
Advertising
• Direct mail as an advertising medium
is not new but dates back to centuries. Under this method, printed catalogues,
description leaflets, circulars and letters are sent to the prospective users
of the article.
Advantages
of Mail Advertising
• It has following advantages:-
- Direct mail, goes directly to
the man for whom it is meant.
- It imparts personal touch to
the message & ensures secrecy.
- It is self-sufficient medium of
advertising.
- It is flexible.
- Product can be explained
elaborately.
- It fills gaps in advertising.
- It arouses interest & leads
to direct sales.
- It is economical.
Disadvantages
of Mail Advertising
- It has limited access.
- It is difficult to prepare
& maintain a good & upto-date mailing list.
- It has limited scale
advertising to known group of people.
Point of
Purchase Displays
• The consumer decide whether to buy
the product or not when they enter the market.
• The advertisement motivating them at
this point is effective because the human mind has a very short memory.
• Forms
• There are numerous forms of P.O.P. Displays. They may be signs, window displays, wall
displays, display cards, light and sound displays, racks, plaques, wall clocks,
cartoons, etc. The signs serve as a
bridge between external advertising outside a store & internal efforts.
Transit
Advertising
• Transit advertising consists of
car-card advertising, which is located with buses, subways, railways and
outside displays, which appear on the fronts, sides and backs of buses or other
public transport and at transportation terminals. Transit advertising is the lowest-cost media.
It gives geographic selectivity and seasonal selectivity. It has high readership. It can reach pedestrians and travelling
public. However, non-riders are not
exposed to car-cards located inside the vehicle. Car-cards have small size and
they can carry only short copy. Transit
advertising is limited in quantity by the number of public vehicles in
operation.
Exhibition
• Dictionary meaning is:-
a public display of works of art or items of interest, held in an art gallery
or museum or at a trade fair.
• An exhibition, in the most general
sense, is an organized presentation and display of a selection of items. In
practice, exhibitions usually occur within a cultural or educational setting
such as a museum, art gallery, park, library, exhibition hall, or World's fairs.
Trade Fair
• A trade fair is an exhibition
organized so that companies in a specific industry can showcase and demonstrate
their latest products and services, meet with industry partners and customers,
study activities of rivals, and examine recent market trends and opportunities.
Cinema,
Theatre Programme advertising
• Cinema or film advertising is
yet another medium of publicity characterized by sound, motion, colour, vision
and timeliness on a large silver screen. Cinema advertising is a
great way to put your message in front of a seated and captive audience. Shown
prior to a theater's coming attractions, movie theater
advertising allows you to display your ad big,
backlit, in full motion and without any competing ads or
visual clutter to get in the way.
House
organs
• A house organ (also
variously known as an in-house magazine, in-house publication, house journal,
shop paper, plant paper, or employee magazine) is a magazine or periodical
published by a company or organization for its customers, employees, union
members, parishioners, political party members, and so forth.
•
This name derives from the use of "organ" as referring to a
periodical for a special interest group.
Publicity
literature booklet
• An Assortment of Promotional
Literature. Promotional literature refers to print
materials that are designed to promote an organization and/or its products and
services. Promotional literature can be created as a
stand-alone piece, or as a supplement to a meeting, presentation or event.
Trade
Journal
• Dictionary meaning of trade journal
is:-
• a periodical containing news and
items of interest concerning a particular trade.
• A trade magazine, also called a
trade journal, or trade paper, is a magazine or newspaper whose target audience
is people who work in a particular trade or industry. The collective term for
this area of publishing is the trade press. Trade publications keep industry
members abreast of new developments.
Banner
• Dictionary meaning of Banner is:-
• a long strip of cloth bearing a
slogan or design, carried in a demonstration or procession or hung in a public
place.
• A banner can be a
flag or other piece of cloth bearing a symbol, logo, slogan or other message. A
flag whose design is the same as the shield in a coat of arms (but usually in a
square or rectangular shape) is called a banner of arms. ...
Church banners commonly portray the saint to whom the church
is dedicated.
Questions?
How you
will advertise following?
• A plant for making confectionary.
• A baking service.
• Cosmetics.
• Books.
• Surgery equipment.
What is
wrong with following?
• Advertisement for Air-conditioners
in villages.
• Advertisement for coconut oil in
Bengal for cooking.
• Advertisement for woolens in summer.
• Single advertisement, advertising
ten products.
• Advertisements saying that underage
boys should compel their fathers to provide Motor cycle for them.
• Advertisement for Jobs in Comics
book.