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.
Advertising media should be selected very carefully.Companies spend huge sum of money on advertisementcampaigns and so proper planning should be done beforefinal selection of advertising media.Every media planner faces the problem as to which media orcombination of media suits the purpose in the most effectivemanner.
TARGET CUSTOMERS : It is essential for the media planner tostudy the firm’s existing position in the market, its majorcustomer segments, their buying habits, preferences etc. Heshould also seek information regarding the age, income,occupation, education, religion, social class, etc. of the firm’scustomers.COMMUNICATION OBJECTIVE : The media planner also hasto focus on marketing objectives as the basic aim ofadvertising is to help to attain the objectives. BUDGET AVAILABLE: It also determines the choice of amedia. Money alone is one of the biggest limitation theselection of the media.TYPE OF MESSAGE: For brief messages, radio or TVcommercials may be used but for detailed messagesnewspaper or magazines should be used. OTHER FACTORS: The media planner should also comparethe relative characteristics of the different media like coverage,life span, credibility, etc.
I. Press Media II. Outdoor Media III. Direct Mail IV. Electronic Media1. Newspapers 1. Posters 1. Circulars 1. Radio2. 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
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.
Outdoor media: Outdoor media cosist of posters,banners, hoardings, billboards and transit media. It haslong life and general and wide appeal. It can beeffectively used as a medium of reminder advertising. However,outdoor advertising has certain limitations . It is notsuitable for detailed messages. It is not useful inselective advertising or for specialized products. It has alow retention value. Billboards and hoardings areconsidered as road hazard because they may distractdrivers and cause accidents.
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.
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.
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.
C. INTERNET: Another upcoming means ofadvertising is internet. One can reach millions ofprospective consumers worldwide just by givingadvertisement on different sites or on his own. It is avery inexpensive media of mass communication.
ADVERTISING AND PERSONAL SELLINGNAME : NISHAANKAR SHARMASECTION : JGROUP NO : J-57ROLL NO : 265ASSIGNMENT : III