This topic consists of the route or sources which a marketer may take to bring his product in the market. Media includes print media, broadcasting, online advertising.
2. Media
Media can be defined as communication channels through which news,
entertainment, education, data, or promotional messages are disseminated.
Media includes every broadcasting and narrowcasting medium such
as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax,
and internet.
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4. Types of Media
i. Print Media: Newspaper, Magazines
ii. Broadcast Media: Television, Radio
iii. Outdoor Media
iv. Online Advertising
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5. Print Media
Written advertising that may be included in everything from newspaper
and magazines to direct mail, signs and billboards.
They are among the oldest and most effective types of advertising.
Advertising in the print media is the oldest and the largest in terms of
advertising billing
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6. Newspaper advertising
Newspaper advertising has been around longer than any other form of
advertising we see today and is still the first kind of advertising that
businesses think about doing.
These ads can do a lot more than just advertise one item or one sale--
each one can work really hard to bring in customers, and then bring
them back again and again.
They're a good way to reach a large number of people, especially those
aged 45-plus who tend to read the paper more frequently than younger
demographic groups who tend to get their news from television, radio
or the internet.
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7. Advantages
Media Competition
Short Shelf Life
No control over ad placement
Poor printed image quality
Limited Exposure
Local coverage
Convenience
Targeting options
Affordability
Impact and effectiveness
Disadvantages
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8. When it comes to magazine advertising, most people think of the large,
glossy, national publications full of big brand advertisers.
And it may seem like your own business doesn't belong alongside the
"big guys," especially if you don't sell your product outside a one-
hundred-mile radius--or even outside of your own state. But that's just
not the case.
In fact, it's quite possible the next time you open one of those national
magazines to see an ad for a business that's right in your own town that
just has that one location.
That's because, like a lot of other forms of advertising, many national
magazines have local sections aimed at smaller businesses.
Magazine Advertising
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9. Advantages Disadvantages
Can target audiences
Longer life span
Print quality is good
People keep magazines
longer than newspapers
Offer a variety of presentation
formats
Less mass appeal within a
geographical area
More expensive
Deadlines make them less timely
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10. Broadcast Media
Includes radio and television
The average person will spend nearly ten years watching TV and
almost six years listening to the radio over a 70 year lifetime.
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11. Television Advertising
Television Advertising Communicates with sound, action, and color.
Prime time is between 8 a.m. and 11 p.m.
Is appealing to large companies with widespread distribution.
Television advertisement or TV commercial is called commercial or TV ad
The purpose is to generate demand for a product, service, idea or cause.
Advertising regulations define the laws and rules under which a product
can be advertised.
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12. Advantages Disadvantages
Can be directed to an
audience with a specific
interest
Message can be adapted to
take advantages of holidays
and special events
Highest production cost of
any media type
High dollar cost for the time
used
Actual audience size is not
assured – people leave the
room or channel surf – effect
of TIVO
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13. Radio Advertising
A true form of mobile advertising, radio is ancient yet unique, growing
and pervasive medium.
Radio is able to penetrate our daily lives still of-limits to other media
like television, internet, print or outdoor.
Radio is with its audience when one wakes up in the morning, goes to
jog, commutes to and from jobs, at workstations and goes to bed.
It can be broadcasted to highly targeted audience. Commercial radio
stations earn revenue by playing radio spots ranging from few seconds
to minutes.
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14. Advantages Disadvantages
Selectivity
Cost and efficiency
Flexibility
Position
Integrated marketing
opportunities
No Visuals
No Affordability
No Rationality
No Durability
No Priority
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15. Outdoor Media
Any advertising done outdoors that publicizes your business's products
and services.
Types of outdoor advertising include billboards, bus benches, interiors
and exteriors of buses, taxis and business vehicles, and signage posted
on the exterior of your own brick-and-mortar location.
Outdoor sign is often the first thing a potential customer sees. Your sign
should be sufficiently bright and conspicuous to attract attention
(without being garish) and sufficiently informative to let prospective
customers know what's sold there.
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16. Advantages Disadvantages
High exposure
frequency
Moderate cost
Flexibility
Geographic selectivity
Broad, diverse market
Short message
Lack of demographic
Selectivity
High “noise” level
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17. Online Advertising
Online advertising is a marketing strategy that involves the use of the
Internet as a medium to obtain website traffic and target and deliver
marketing messages to the right customers.
Online advertising is geared toward defining markets through unique
and useful applications.
Since the early 1990s there has been an exponential increase in the
growth of online advertising, which has evolved into a standard for
small and large organizations.
Online advertising is also known as Internet advertising.
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18. Advantages Disadvantages
Less expensive
Wider geographical reach
No rigorous payment
Easy result measurement
More targeted audiences
Intrusive ads
Copyright problem
Banner Blindness
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