Types of Advertising Types of Advertising MediaMedia

Meaning of MediaMeaning 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.

DefinitionDefinition:-:-

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

Types of Types of advertising advertising

mediamedia

Types of advertising mediaTypes of advertising media

Print media

Broadcast media

Outdoor advertising mediaDirect mail Advt media

Intrernet advertising

Other types

(1).Print media(1).Print media

News-papers

Magazines and

journals

(A)(A)NewspapersNewspapers::

Local

advertisement

National advertisements

Classified advertisements

Inserts and special supplements

Newspaper advertisingNewspaper advertising• Advantages1) Wide coverage2) Low cost per reader3) Flexibility4) Quick delivery of

message5) Geographical

selectivity6) More credibility7) Most suitable for

comparative advertising

• ` Disadvantages1) Short life span2) Limited coverage3) Advertisement

overload4) Limitation of print

media5) Poor production6) Wasteful circulation7) Proves costly if

number of cusatomers is less

(B)(B) Magazines and journals Magazines and journals• Advantages1) Selectivity2) Flexibility3) Long life span4) Better quality5) Leisure leadership6) Credibility

• Disadvatages1) Limited reach2) Long lead time3) Overloaded with ads4) Delayed readership5) High cost6) Disadvantages of

print media7) Less suitable for

products with national market

(2) Broadcast media(2) Broadcast media

Television Radio

(A)(A) Television Television• Advantages:-1) Strong impact2) Demonstration3) Wide coverage4) Emotional appeal5) Flexxibility6) Attractive message7) Geographical selectivity

• Disadvantages:-1) Expensive2) Long production time3) High production cost of

ad-copy4) Noy suitable if number of

target Audiece is less5) Overloaded advertising6) Detailed message cannot

be given7) Distrust8) Vulgarity

(B). (B). RadioRadio• 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 3).Outdoor or Mural advertising mediamedia

Neon-sign boardsPostersVehicle advertisingSky advertising (illuminating lights , sky balloons ,

smoke writing , search light) Stickers

SandwichmenBannersWall painting

Outdoor advertisingOutdoor advertising• Advantagesi. Outdoor advertising have

long life.They are not easily perishable.

ii. It has wide coverageiii. It is economicaliv. It acts as a reminderv. It is very attractive

• Disadvatages :-i. Detailed message cannot

be givenii. 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(4) Direct mail advertising:-:-TypesTypes

Leaflets/pamphlets

Circulars

CataloguesBooklets and brochures

Folders

Business-reply cards

Personal letters

Direct mail advertisng Direct mail advertisng mediamedia

• 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). (5). Internet advertising Internet advertising mediamedia

• 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 emails

• Disadvantages Message can be given

only to internet user populatio

Services of experts are required for creating internet ads

Generally people donnot welcome

Uninvited emails

Other types of advertising Other types of advertising mediamedia

Film-advertisingWindow displayInterior displayFairs,exhibitions and trade showsTele-advertisingVideo advertisingYellow pages advertising