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 Of 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
 Brochure, 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.