2. Advertising Media
The Media is the plural form of the word
‘medium’ which is a means through
which a thing is done.
Media are the agencies, means, or
instruments used to convey
advertising messages from producer
to consumer.
3. Types of Media
• Print Media
• Outdoor or Mural Media
• Broadcast Media
• Direct Mail Advertising
• Novelties Advertising
• Dealer Aids
• Promotional Advertising
• Miscellaneous Media
4. Print Media
Written advertising that may be
included in the from of newspapers,
magazines and etc. They are among
the oldest and most effective types of
advertising.
5. Newspaper Advertising
• Newspaper contains news,
opinions, service
information, entertainment
messages and public
materials.
• Daily newspapers contain
two types of
advertisements-
• Classified Advertising
• Display Advertising
6. Newspaper Advertising
• Advantages
– Large readership and a high level of
reader involvement
– Geographical selectivity
– The cost is relatively low
– Timely impact
• Disadvantages
– Short life
– Black and white (although many papers
are changing to color format)
– Where people are still illiterate
7. Magazine Advertising
• Magazines contains articles and news of
current interest.
• Different types of magazines are published
for different types of customers.
• Magazines may be general nature, home
and fashion magazines, specialized
magazines, women magazines, etc.
9. Magazine Advertising
• Advantages
– Longer life span
– Print quality is good
– Selective in approach
– People keep magazines longer than
newspapers
– Offer a variety of presentation formats
• Disadvantages
– Less mass appeal within a geographical area
– More expensive
– Deadlines make them less timely
10. Outdoor Advertising
• It is seen when people are out of doors
• Purchased from outdoor advertising companies
in standard sizes
• Are placed in highly traveled roads, and
freeways where there is high visibility.
12. Outdoor Advertising
• Painted Displays or Metal Displays
– These can be displayed for a very
long time. They can bear climate
effect.
13. Outdoor Advertising
• Wall Painting- Wall painting are found
in cities, towns and even villages. The
surface can be hired.
14. Outdoor Advertising
• Electric Light Signs- Sign board
illuminated by electricity can be seen
in the large numbers in cities. They
can be presented with attractive letters
and colored bulbs.
15. Outdoor Advertising
• Neon Signs- Advertisement is also
presented with brilliantly tubes in
various shades.
19. Outdoor Advertising
• Railway Station- The passengers have to wait
on railway stations for a long period of time.
Hence, they have opportunity to read these
posters.
22. Outdoor Advertising
• Advantages
– Highly visible and relatively
inexpensive
– 24-hour a day message and located to
reach specific target markets
• Disadvantages
– Effectiveness cannot be measured
easily
– Posters and hoardings disturb the
attention of riders on the road.
23. Broadcast Media
• Includes radio, television,
cinema etc.
• Part of indoor advertising
• The average person will
spend nearly ten years
watching TV and almost six
years listening to the radio
over a 70 year lifetime.
24.
25. Radio Advertising
• Radio reaches 90 % of people ,whichRadio reaches 90 % of people ,which
makes it very effectivemakes it very effective
• Best times are “drive times” – morning andBest times are “drive times” – morning and
late afternoon/early eveninglate afternoon/early evening
Radio
27. Broadcast Media
• Advertising Films-
• Commercial films are produced to
publicize the product with a story.
• These are shown when the audience is
eager to see the main picture.
28. Direct-Mail Advertising
• Way of sending sales
messages directly to the
customers
– Sent to a home or business
– Electronic mail
• It is a direct response
advertising.
30. Direct Mail Advertising
• Sales Letters-
• Sales letter are sent to induce the potential
customers to buy a particular product.
• Their main objective is to arouse interest
and create desire about the product.
31. Direct Mail Advertising
• Circulars-
• These contains several pages and
describe all details about the product.
• These are printed on good paper with
photographs.
32. Direct Mail Advertising
• Folders-
• It is bigger than ordinary card and It can be
conveniently folded.
• It can be posted without envelope.
• These are attractively designed to draw immediate
attention of the potential customers.
33. Direct Mail Advertising
• Broadsides-
• These are giant sized folders.
• These are designed to impressed
customers by their size, attractive colors
and illustrations.
34. Direct Mail Advertising
• Catalogues and Booklets-
• These are illustrative price list containing
the price and features of products.
• These are send to business buyers and to
customers who enquire about the goods.
• Booklet are sent to usually bulk purchaser.
35. Direct Mail Advertising
• House Organs-
• These company magazines are sent to
wholesalers, retailers, salesman and
prospective customers free of cost.
• The main object behind a house organ is
to increase the sales of the company’s
goods by appealing to the customers.
36. Direct Mail Advertising
• Package Insert-
• These are small leaflets to encourage
repeated purchases of the allied products.
37. Direct-Mail Advertising
• Advantages-
– Can be highly selective
– Detailed information can be conveyed
– Effectiveness of this advertisement can
be measured
• Disadvantages-
– Difficult to maintain an up-to-date
mailing list
– People think of it as “junk mail”
– It is costlier to reach a thousand people.
38. Novelties Advertising
• This is also known as ‘Specialty Advertising’.
• It includes gifts and items containing promotional
messages such as names, trademarks, slogans,
or statements of the producer.
• There are various specialty advertising items that
are commonly offered. These are-
• Pencils, memo books, calendars, pens, ash trays,
openers, pen stands, key chains, T shirts, coffee,
mug, diaries, knives etc.
• These are given to customers with selling message
printed on these items.
40. Dealer Aids
• This is also known as Point of purchase
Advertising.
• These dealers aids are meant for helping
the dealers to attract the attention of
customers.
• Examples of dealers aids are hanging
cards, display boxes, racks, window
banners, wall posters, electric signs,
rubber mats, ash trays, permanent display
cases, calendars etc.
42. Difference b/w POP v/s POS
• Point of Sale-
• In shopping malls or super stores, the queues where people
gather to make payments for the items they have purchased
at various computer terminals are referred to as Point of Sale.
• Point of sale is usually near the exit point of a store or the
floor.
• Point of Purchase-
• However, Point of Purchase is the place where they see the
display of the item and selects it for purchase.
• It is important from the point of view of making display more
attractive for the customers and to make a customer buy more
from the available space and product range.
44. Promotional Advertising
• It is also known as ‘Display Advertising’.
• It includes the efforts made to increase
the sales in and out of the shop.
• Display implies arranging something for
view.
•
45. Promotional Advertising
• Window Display-
• Window are the of the shop. If these are
nicely arranged, the customers are
attracted to enter the shop.
• Window serve as an introduction of seller
to buyers.
46. Promotional Advertising
• Interior Display-
• Glass cupboards and sunglass showcases
are arranged inside the shop for interior
display.
• It makes easier to find and buy products.
47. Promotional Advertising
• In store Commercials-
• These are audio- visual displays of
products shown on TV sets hung from the
ceiling, usually over check- out counters.
48. Promotional Advertising
• Counter Display-
• It includes cut-outs, posters displays
cards, and eye- catching arrangement of
goods on the counter.
49. Promotional Advertising
• Display Stands and Racks-
• These display stands can be rotated by
the customers.
• Neck ties are displayed on these stands.
• Merchandise racks for many items are
placed on the floor.
51. Promotional Advertising
• Exhibition-
• An exhibition is a huge fair where many
producers display their products for
dealers and consumers.
• Exhibitions are organized by group of
producers or trade associations.
52. Promotional Advertising
• Trade Fairs-
• These are commercial fairs in which
producers are invited to display and
demonstrate their products.
53. Promotional Advertising
• Samples-
• Some producers distribute samples to
prospective consumers so they can test
the product.
• The idea behind it is that the product is
that “will sell itself”, if once used.
57. Factor to be considered in selecting
the Right Media
• Objective of the Advertisement
• Nature of the Product
• Nature and Size of the Market
• Type of Audience
• Type of Selling Unit
• Requirement of Messages
• Time & Place of Buying Decision
• Cost of Media
• Frequency of Advertising
58. Factor to be considered in selecting
the Right Media
• Characteristics of Media
• Media used by Competitors
• Image & Popularity of Media
• Promotional Aids offered by Media
