The document discusses the role of media in advertising. It defines advertising and its key objectives of creating awareness, encouraging customers, and improving recall. It then explains that advertising media are the channels used to reach customers. Different types of media are described, along with their advantages and disadvantages. The document provides an example campaign by Amit Enterprises that used various media like outdoor displays, print ads, direct mailers, radio spots, and more to effectively promote their projects. It concludes that no single media is best and companies should experiment to find the most cost-effective way to convey their message to customers.

1. Role of Media
in Advertising

2. Advertising at a glance
• The world of advertising is vast and omnipresent.
• From the newspaper you read in the morning to the
television channels you watch to the social media you
browse throughout the day, you are bound to notice
the presence of advertising.
• So what exactly is advertising? What makes it an
omnipresent phenomenon and nearly indispensible,
particularly in with the level of competitiveness
progressing day by day?

3. • Advertising is defined as "the activity or profession of
producing advertisements for commercial products or
services".
• To put it simply, advertising is a way of presenting
products and services to the public in such a way that
not only attracts their attention, but maintains it and
may encourage them to try or continue buying that
product or service.
• Good advertisements inform the public about the
product, its benefits, and its value and instil a sense of
trust among the consumers about the company and its
offerings.

4. Objectives of Advertising
• Advertising has 3 main objectives:
• To Create Awareness:
– Ads are a way to make the public aware of a brand and its products or
services and increase the presence of the brand in the target market.
• To Encourage:
– Another prominent objective of advertising is to persuade the target
customers to place their faith in the brand and its products or
services.
• To Improve Recall:
– It is not enough to just raise awareness about a product or service to
the public; it is imperative that the customers are able to remember
and recall the brand and its benefits when it comes to making a
purchase decision and this is what advertising strives to achieve.
Advertising helps a brand to retain a place in the minds of the
consumers and give them an edge over the competition.

5. • Apart from these 3 primary objectives, there are
several secondary objectives of advertising including:
– Brand building
– Improving sales
– Creating customer demand
– Customer engagement and more

6. Media and its role
• Imagine the process of advertising as a car journey. In
order to carry out the journey, certain elements are
necessary; a starting point, a vehicle, a path and a
destination.
• In this scenario, you, the company and your
product/service, are the starting point. The path you
will be taking is the entire advertising process, the
actual journey that is going to lead you to your
destination - your customer. What remains is the
vehicle that is going to carry you on your journey to the
ultimate goal, and this is where the role of media lies in
advertising.

7. • In other words, advertising media are the various
channels which are going to help your product or
service reach the attention of your customers.
• Advertising media gives a company the power to build
a strong brand, create awareness and enthusiasm
about the products or services being offered and
presents the benefits the customers can avail by
placing their trust in the product or service.

8. Types of advertising media
• There are numerous types of media a company can use
in their advertising efforts, based on their objectives,
the reach, their target market and much more.

9. • Types of media used in advertising include:
– Television - Using the television platform to reach the public.
– Radio - The use of radio spots to increase awareness of the
product or service.
– Outdoor - The use of outdoor media like hoardings, sign boards,
flexes, etc.
– Print - Advertisements through printed media like newspapers,
magazines, brochures, leaflets, etc.
– Mobile - Advertisements designed to be viewed on mobiles and
other portable devices.
– Online - Promotion through a digital platform using social
media, browsing platforms, blogs, online paid advertisements
and more.

10. • To better understand how the use of media in
advertising is important, let us consider the example of
an advertising campaign carried out for real estate
company Amit Enterprises Housing Limited, to increase
awareness about their residential projects in Undri and
Ambegaon.

11. About Amit Enterprises Campaign
• Amit Enterprises Housing Limited carried out a
campaign titled "Bache Hue 10 Lakh Ka Kya Karoge?" to
promote their residential projects in Undri and
Ambegaon, Pune.
• The objective of the campaign was to inform customers
about the reduction in prices of homes thus enabling
customers to benefit from savings of 10 Lakhs on their
new homes.

12. • The campaign was aimed towards generating more
interest about the projects in the minds of the target
audience and thereby increasing the number of leads
generated for home booking.
• To run this campaign successfully, Amit Enterprises
used a number of different media, so as to get
maximum possible exposure and to reach as many of
their target customers as possible.

13. Outdoor Media
• Outdoor media, i.e. hoardings, banners, signboards,
kiosks, etc are a common method of advertising.
• This type of advertising media works well to target the
population of certain geographical areas. Most often,
an outdoor sign is the first thing a potential customer
sees.
• Outdoor signs must be attractive, eye catching and be
easily readable as these sings are usually read during
commute, so they must not be too text heavy.

14. • Amit Enterprises has made use of various outdoor
media, most notably hoardings and banners to run
their campaign of "Bache Hue 10 Lakh Ka Kya Karoge?“
• Through the use of hoardings, they targeted specific
areas in Pune where they can easily reach potential
customers and subsequently generate interest and
awareness of the campaign among the general public.

16. Advantages & Disadvantages
Advantages
• Good for mass attraction. The
number of people reached is
higher.
• More cost effective than print
media.
• Scope for creativity, as hoardings
have to be eye-catching and
concise in order to draw
maximum attention.
• They have a relatively longer life.
Hoardings can be used to display
the same message for long
periods of time which in turn
improves recall value.
Disadvantages
• Can be overlooked as people may
disregard them during their
commute.
• They are stationary and thus are
limited to a certain place. Since
they cannot be circulated, in
order to transmit the message to
other areas, the number of media
has to be increased.
• The effectiveness of the
campaign cannot be directly
measured as there is no accurate
measure of how many people
have seen the advertisement.

17. Print Media
• Another effective and popular media in advertising is print
media. Print media or press media includes advertising
through the means of newspapers, magazines, journals,
etc. Print media has been widely used for commercial
advertising.
• Print media has a good reach and since newspapers are a
common find in almost every household, advertising
through print media is one of the most lucrative ways to
make your product/ service known to the target audience.
• Print media has more scope to provide detailed information
about the products and services and also has the added
advantage of reaching more people thanks to vernacular
local publications in addition to English newspapers.

18. • Amit Enterprises made good use of newspaper
advertising by releasing ads in popular news
publications like Times of India and Maharashtra Times
to promote their campaign in multiple languages.
• Through the use of print media, Amit Enterprises was
able to reach a wider audience and raise awareness
regarding their campaign.

20. Advantages & Disadvantages
Advantages
• Easy medium to spread
awareness to a larger number of
people at a time.
• Immediate or quick conveyance
of message.
• The response to the
advertisement can be measured
immediately.
• It is a very flexible advertising
media due to the varying timings,
languages, regions etc.
Disadvantages
• Ads may be overlooked or
ignored.
• This type of media is not suitable
for interactive live
demonstrations or fine quality
images.
• There is a risk of the
advertisement getting lost or
overshadowed by other
advertisements in the
publication.

21. Direct or mail advertising
• According to Wikipedia, direct marketing is a form
of advertising where organizations communicate
directly to customers through a variety of media
including cell phone text messaging, email, websites,
online adverts, database marketing, fliers, catalogue
distribution, promotional letters, and more.
• This type of advertisement is most often sent
personally either through the medium of post and
courier services. In the current scenario, fax, e-mail,
and cell phone SMS, WhatsApp messages, etc are also
popular methods to directly reach the target
customers.

22. • Amit Enterprises has used direct advertising mediums
like mailers, whatsapp mailers and leaflets to promote
the "Bache Hue 10 Lakh Ka Kya Karoge?" campaign.
• This medium has given them a more direct reach to
their target customers and has also given them the
opportunity to give more detailed information ot the
customers regarding the campaign, their projects and
the benefits.

24. Advantages & Disadvantages
Advantages
• Direct and personalized reach to
the target audience.
• More flexibility to adapt to the
preferences of different types of
customers.
• This media can provide detailed
information of the campaign and
explain the benefits in depth.
Disadvantages
• Costlier than other means of
advertising as the message is
personally targeted.
• The reach is limited as it is not
possible to personally contact
masses at a time.
• People have a tendency to dislike
direct advertising methods and
may disregard or ignore such
messages.

25. Audio Visual Media
• Media that makes use of visuals, sound effects, vocals,
etc are known as audio-visual media.
• These types of advertisements are typically seen/heard
and are carried by media vehicles such as radio,
television, short films, etc.

26. • In addition to the other means of advertising, Amit
Enterprises also had a radio campaign on popular radio
channels of Pune, where they promoted their
campaign by broadcasting the testimonials of their
buyers who had gained benefits from their campaign
and offer.

27. Advantages & Disadvantages
Advantages
• Cost effective and has a wide
reach among the population.
• Due to its frequency, the recall
value of the message can be
significantly increased as the
customers are exposed to the ads
at regular intervals.
• It is also a useful medium to
reach people who are unable to
read.
Disadvantages
• The message is broadcasted in a
short period of time, and since it
is not in writing the message may
be forgotten.
• Mostly, advertisements appear in
between interesting programmes,
either on radio or on TV. In this
case, people may disregard the
advertisements in their
anticipation for the programme
they are looking forward to and
may not absorb the message that
the advertisement wants to
convey.

28. Other types of media
• In addition to the media mentioned above, advertising
uses a number of media vehicles to carry messages
across to the target audience.
• Internet and online advertising is rapidly gaining
traction thanks to the increasing use of digital
platforms.
• Advertising through online channels like social media,
paid advertisement campaigns, email marketing, etc is
becoming more and more popular as people spend
majority of their time online.

29. • There are many other supplementary means of
advertising including:
– Window displays
– Trade shows
– Special displays and shows
– Showrooms
– Posters and wall paintings
– Vehicle advertising
– Specialty advertising (giveaways, merchandising, etc)

30. • Advertising media are vast and plenty. So it's
natural for the question to arise:
"Which media is best suited for my
product or service?"

31. The answer is:
• There is no one sure fire media to successfully
advertise your product or service. The trick is to find
the vehicle which will most effectively convey your
message to your customers in a cost-efficient manner.
• In order to do this it is vital to explore and experiment
with different advertising media and select the ones
that completely in sync with your product or service
and will present it to the public in the most effective
way possible.
• As David Ogilvy says, "Never stop testing and your
advertising will never stop improving".

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