Types of Advertising Media

Meaning of Media Media is the vehicle that carries the advertiser’s message to target audience. IT is a means through which an advertising message is passed on to the prospective customers.

Definition:- Acc to Wells Burnett, “Media refers to the channels of communication that carry the message from advertiser to audience.”

Types of advertising media

Print media Broadcast media Outdoor advertising media Direct mail Advt media Intrernet advertising Other types

(1).Print media News- papers Magazines and journals

(A)Newspapers: Local advertisement National advertise ments Classified advertise ments Inserts and special supplemen ts

Newspaper advertising Advantages 1)Wide coverage 2)Low cost per reader 3)Flexibility 4)Quick delivery of message 5)Geographical selectivity 6)More credibility 7)Most suitable for comparative advertising `Disadvantages 1)Short life span 2)Limited coverage 3)Advertisement overload 4)Limitation of print media 5)Poor production 6)Wasteful circulation 7)Proves costly if number of cusatomers is less

(B) Magazines and journals Advantages 1)Selectivity 2)Flexibility 3)Long life span 4)Better quality 5)Leisure leadership 6)Credibility Disadvatages 1)Limited reach 2)Long lead time 3)Overloaded with ads 4)Delayed readership 5)High cost 6)Disadvantages of print media 7)Less suitable for products with national market

(2) Broadcast media Television Radio

(A) Television Advantages:- 1)Strong impact 2)Demonstration 3)Wide coverage 4)Emotional appeal 5)Flexxibility 6)Attractive message 7)Geographical selectivity Disadvantages:- 1)Expensive 2)Long production time 3)High production cost of ad-copy 4)Noy suitable if number of target Audiece is less 5)Overloaded advertising 6)Detailed message cannot be given 7)Distrust 8)Vulgarity

(B). Radio Advantages:- Cheap media Flexible Wide coverage Easy to remember the message Disadvantages:- Absence of visual effect Demonstration cannot be advertised effectively Radio listenmers are in-attentive

( 3).Outdoor or Mural advertising media  Neon-sign boards  Posters  Vehicle advertising  Sky advertising (illuminating lights, sky balloons, smoke writing, search light)  Stickers  Sandwichmen  Banners  Wall painting

Outdoor advertising Advantages i.Outdoor advertising have long life.They are not easily perishable. ii.It has wide coverage iii.It is economical iv.It acts as a reminder v.It is very attractive Disadvatages :- i.Detailed message cannot be given ii.Sometimes posters and wallpapers create nuisance for the house owners, when these are displayed without their permission iii.It may distract the attention of drivers of vehicles

(4) Direct mail advertising:- Types Leaflets/pamphlets Circulars Catalogues Booklets and brochures Folders Business-reply cards Personal letters

Direct mail advertisng media Advantages  Detailed information can be given through brochures  Cheap and economical if no. of customers is small.  Establishes personal contact with potential customers  Ensures feedback from target customers Disadvantages  Not suitable when no. of target customers is large  Proves costly  Lack of prestige

(5). Internet advertising media Advantages Its gaining popularity User’s can go through advertiser’s message in their free time Detailed message can be communicated Prospective customer’s can clarify their doubts and queries by sending s Disadvantages Message can be given only to internet user populatio Services of experts are required for creating internet ads Generally people donnot welcome Uninvited s

Other types of advertising media  Film-advertising  Window display  Interior display  Fairs,exhibitions and trade shows  Tele-advertising  Video advertising  Yellow pages advertising