This PPT is regarding telling you about Traditional marketing platforms such as Newspaper, Radio Stations, TV channels, Theatre Marketing and OTT App Marketing options etc. It will tell you about all the related pros and cons and which platform you should chose for in which kind of business. This will also enable you to understand the characterstics of traditional marketing which separate this from Digital Marketing and how it is better. It will also improvise as per the requirement of business but with some limitations which will also cover in this PPT.

1. Traditional/Offline
Marketting

2. What is Traditional Marketing
• Marketing is the first word which comes into our mind whenever we thought
of own business, irrespective of nature of products and services. Some
business plans to do it on large scale and some medium scale and some on
very small scale, but every business plan to do marketing of their business.
Even if you take example of small shopkeeper, he also goes for marketing
through sign board, printing pamphlets etc. In short, it is like soul of every
business which incarnation flow of blood into every business. So you can’t,
you just can’t afford to skip the marketing section for your business.

3. History
• If we go few years back, we will find marketing is not that much important as much it is in
nowadays. People use to stick to their core business activities, whichever it was, but due to
passage of time, the way population has increased, it increase the competition also And here
the business rules have changed because now many people are doing the same business and
they need to be come on ahead comparing to their competitors’. And this is requisite of
modern era because if they don’t come ahead of their competitors’, they won’t be able to
survive. So basically, this is just not the competition, this is the battle of survival, you have
to fight, fight very hard, else you will be dead.
• So this is how the marketing takes big place in business planning and its day to day
operations. Earlier when newspaper are sources of only news, tv channels/Movie Theatres
which are sources of only entertainment are the biggest business hubs, which are used as
platform for promotion and marketing of ventures

4. Platforms
• Newspaper:- In India, if we include all the daily, weekly, monthly printed publication,
regional and national then we are having more than 1 lac of publications. If we use some
common sense, we came to know that how such big deal is available only in 4-5 rupees. Is
this the price of newspaper which is good enough to any newspaper? The answer is No. It is
only the advertisement factor which make it possible to happen, that’s why the
advertisement is the main source of their income.
• If we talk about from marketing aspect in the newspaper industry, just to give you an idea,
the rates for advertisement in newspaper vary from publication to publication, city to city,
page to page, space to space. So this is very very big picture and only you have to take deep
dive into that sea, only than you may find some pearl.

5. TV Channels:- Like newspapers, we have the same story for TV Channels also. If we go back 30 years, it is only
one or two tv channels who are the source of our entertainment, but now, it is about 1000 tv channels who are
trying to entertain us and earning handsome bugs in response to that. if we saw it from marketing prospect, it is
also having some verticals alike newspapers. Advertisement rates from channel to channel and time to time.
Morning time advertisement rates are the cheapest ones however afternoon and evening are expensive as
compare to morning ones. Night time telecast, which is called prime time, are the most expensive ones. Again,
national tv channels are charging more than the regional ones. The one TV channel having the high TRP, will
charge more for showing advertisement in between that time.

6. Theatrical Advertisement: As everything is changing/developing with time, how the theatrical
advertisement can be stay behind. Those days were gone when we have limited theatre, and theatre is of
single screens. Now days, theatres are no more single screen, no more the dull ones and obviously not
only movie theatre, now it is more than that. You can watch movies, you can dine, you can dance, you
can shop, kids can play and what not. Now theatre is multiplex premises are the properties where you
can spend your whole day and at the end of the day, you will be wondering where the day has gone. So
basically, theatres are royal, comfortable and joyful place these days.
Let’s get back to business point which is advertisement, there are theatrical chains who has acquired
these properties, and to advertise on this theatres, we have to came to across to those masters. Where
rates vary from property to property, even in same city, chain to chain and even movie to movie. But it
won’t change show to show. Here the advertisement take place for minimum one week, which could be
extended as per desire. But if you take it for long period, it will be little more budget friendly, although it
is very much budget friendly in general, but longer period will enhance its suitability little bit more. So
yes, this is also one of the good option for advertisement.

7. OTT Apps:- Well this is not the pure traditional method, as it’s been launched recently only, moreover,
customer have flexibility to mould their advertisement as per their preference by using some filters like
location, age, gender etc, which we usually do in case of digital marketing, but we can not treat it proper
digital marketing.
Reason behind this is that like TV chnnels, people come to this platforms to watch movies, tv shows, sports
events etc, which is very similar to tv approach. One more thing that this is the expensive also and every
businessmen can not afford this. Although we have the option to put filters on it but even after applying those
filters, it reaches to very vast audience which you can not segregate. As this is more similar to tv concept,
that’s it been kept in traditional approach.
Again from business prospect, there is no difference from show to show or timings or any other mode like tv.
It does vary from platform to platform, but no further classification. Some apps give more view in some
particular amount and some other platform can less view in same amount.

8. Hoardings Advertisement:-Hoarding or you can Pitbulls are like platforms where we paste our advertisements for
information. It is important to mention here that it is Muncipal Corporation of the area which issue tender to
advertise on pillar located in particular area during particular period, which is usually one year. Whosoever earn
the contract in that bid, will invite the business to advertise their business on pillars in that area. The difference
between the sum paid by him to MC and business he generates in that period is the surplus or deficit, which is
belongs to him only.
From business men’s aspect, if we take example of city like Chandigarh, it would cost the businessmen for about
Rs. 30,000/-to 1,50,000/- for one month, which depend on the location of the hoarding.
The above platforms are the main components of traditional marketing, although, there are some other platforms
also like outdoor advertisement which includes flight/Bus/Taxi Advertisement, Bustand/Airport/taxi stand
advertisements etc.

9. Radio Stations:- Over the last one decade, radio stations are playing vital role in marketing of any
product/service. They had made their strong presence in the market when it comes to marketing on
traditional platforms. The journey was started with only one radio station through out the county by the name
of AIR(All India Radio), and not it has expanded to more than 70 radio stations only in India and the work is
still in progress. Here again like tv channels, rates vary from city to city, station to station and obviously time
slot to time slot. Again like TV is having TRP, radio stations have listenership. The station or show having the
more listenership, will charge more for advertisement. Comparing to aforesaid two options, this is the
cheapest one. As far as concern to the presence, it is present around the globe, through out the country as
well.

10. Characterstics
• Wide Range:- This is the advantage and disadvantage both, advantage for giants in the market
and disadvantage for small players. It target the mass public in one shot, whosoever came across
with any platform of this i.e. TV, Radio, Newspaper etc. And the public is generally in lakhs at
this platform. It is not restricted to any area, locality, community etc, it targets all its viewers in
once, at one time, that’s why it reaches to the large public.
• Expensive: this is the biggest disadvantage traditional marketing is carrying with. Small or even
little bigger than smaller business can’t go by this way due to costly process. Plus they are not
available on PAN India level or at the entire state. They are very much restricted to particular
area, that’s why their budget is little less and that’s why
• Non-Target Oriented-This approach does not provide this facility where you can target your
customer and pay accordingly. It got published in public and in general form. It is very much
common and very much non oriented, that’ why everybody does not opt for this option.

11. Thanks..