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2.  Advertising consists of all the activities involved in presenting
to a group , a non-personal ,oral or visual, openly sponsored
message promoting a product, service or idea.
 Advertising medium is a means through which advertisers
communicate their message to likely customers with a view to
create preference for their product and to persuade them to buy
the product, service or idea.

3. Advertising media should be selected very carefully.
Companies spend huge sum of money on advertisement
campaigns and so proper planning should be done before
final selection of advertising media.
Every media planner faces the problem as to which media or
combination of media suits the purpose in the most effective
manner.

4. TARGET CUSTOMERS : It is essential for the media planner to
study the firm’s existing position in the market, its major
customer segments, their buying habits, preferences etc. He
should also seek information regarding the age, income,
occupation, education, religion, social class, etc. of the firm’s
customers.
COMMUNICATION OBJECTIVE : The media planner also has
to focus on marketing objectives as the basic aim of
advertising is to help to attain the objectives.
 BUDGET AVAILABLE: It also determines the choice of a
media. Money alone is one of the biggest limitation the
selection of the media.
TYPE OF MESSAGE: For brief messages, radio or TV
commercials may be used but for detailed messages
newspaper or magazines should be used.
 OTHER FACTORS: The media planner should also compare
the relative characteristics of the different media like coverage,
life span, credibility, etc.

6. I. Press Media II. Outdoor Media III. Direct Mail IV. Electronic
Media
1. Newspapers 1. Posters 1. Circulars 1. Radio
2. Magazines 2. Bill boards 2. Business 2. Television
and journals 3. Neon Signs Reply cards 3. Internet
4. Wall Writings 3. Price List
5. Vehicular 4. Catalogues
advertising 5. Leaflets and
Pamphlets

7.  Print media: Print media mainly includes newspaper and
magazines.
• Newspaper have a general and wide appeal. It is a very
common method of advertising. Newspapers provide
flexibility and timeliness. Repeat advertising is possible.
However, newspaper have short-span of life. Message
cannot be conveyed to illiterate people.
• Magazines and trade journals are other means of print
media. High quality paper, printing and colour are used in
magazines. They have relatively longer life, greater
retention value as well as reference value.

8.  Outdoor media: Outdoor media cosist of posters,
banners, hoardings, billboards and transit media. It has
long life and general and wide appeal. It can be
effectively used as a medium of reminder advertising.
However,
outdoor advertising has certain limitations . It is not
suitable for detailed messages. It is not useful in
selective advertising or for specialized products. It has a
low retention value. Billboards and hoardings are
considered as road hazard because they may distract
drivers and cause accidents.

9.  Direct Mail: It is the most selective medium. It
reaches only to the desired prospects and has a
personal appeal. It creates minimum wastage. The
advertising copy can be very detailed and flexible. Its
effectiveness is measurable. However, direct mail is
does not provide mass coverage.

10.  ELECTRONIC MEDIA:
A. Radio Advertisement: Radio is a very popular
medium of advertising. Announcement can be made
very quickly. It provides wide appeal and flexibility. It is
suitable for even illiterate people. Repeat messages are
also quite common. Spoken word has a greater impact
than written words.
However radio cannot permit selective advertising. It
cannot give detailed information. Messages have a short
life span. People remember far more of what they can
see then of what they hear.. It may not be very effective
as listeners may not like it. The message may be lost if
the radio is not turned on.

11. B. Television Advertisement: Television is the most
popular media of advertising and it provides mass
coverage and even covers illiterate people. TV
advertising has an unmatched appeal due to
combination of sound and sight. Commercials on
TV command high attention and have a lasting
impression.
However, television has limited market coverage.
Advertising on T.V. is expensive. Both radio and
T.V. message has no life span like the messages in
printed form.

12. C. INTERNET: Another upcoming means of
advertising is internet. One can reach millions of
prospective consumers worldwide just by giving
advertisement on different sites or on his own. It is a
very inexpensive media of mass communication.

14. ADVERTISING AND PERSONAL SELLING
NAME : NISHAANKAR SHARMA
SECTION : J
GROUP NO : J-57
ROLL NO : 265
ASSIGNMENT : III