Media used in different kind of activities in regard of business promotional activities

1. ADVERTISING MEDIA
ABOVE THE LINE
PRESENTERS:
SYED M.HASHIR

2. Advertising Media:
 Advertising media consist of any means by which sales messages can be
conveyed to potential buyers.
 The variety of media is vast in the North i.e (Industrialized countries).
 The variety of media is very limited in South (Developing Countries).
 In Britain: According to BENN’S Directory : List over 12000 publications
almost anything can and has been used as an advertising medium.

3. Advertising medium:
 Buses
 Pens
 Aircrafts
 Billboards
 Building walls
 Aircrafts
 Newspapers

4. Media for advertising:

5. Demarks in media:
 It is a process that change the magazine industry.
 Magazines narrowed their audiences by gearing stories and
advertisements towards specific interest of their readers.
 Readers don’t read the whole magazines to read the the part of their
interest.

6. Above the line media:
 Above the line :
Above the line media/advertisements consist of
advertisement activities that are largely non targeted and have a wide
reached.
 It is done to inform the customer about brand or product i.e
(1) TV
(2) Radio
(3) Newspaper
(4) Cinema

7. Primary and secondary media:
 Primary media:
Primary media are those who spearhead a
compaign.
 Secondary media:
Secondary media are those which provide support.
- Television could be a primary medium for a food product.
- Direct mail for magazine subscriptions.

9. The Press:
 A press release :
It is a written communication that reports specific but brief
information about an event, circumstance, or other happening. It's typically
tied to a business or organization and provided to media through a variety
of means.
 Pakistan have 32 publishing houses.

10. Features of the press:
(a) In depth coverage and performance:
Both radio and television are
ephemeral and usually brief ,but newspaper and magazines can provide
detailed reports which can be read,re-read and required if read. Magazines
are read in waiting rooms.

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(b) Variety of subjects covered:
 Not only do newspaper represent class ,political,religious,ethnic
and language groups but magazines represent every sort of special
interest.
 This is perhaps where th press best demonstrates its strength because
by selecting the right journals it is possible to reach particular and
well-defined sections of the reading public .This cannot be done with
mass media like radio,TV, and posters.

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(c) Mobility:
Newspaper and magazines can be carried about and read almost
anywhere;
For example:
1 In the house
2 While travelling
3 At the place of work
4 In the waiting room
5 In library

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(d) Results assessable :
 By using coupons and by the additional use of keys or codes
which identify from which publication the coupon was clipped.
 It is possible to measure the pulling power and cost effectiveness of
different journals.
 Evaluation is possible by dividing the cost of space by the number of
replies received.

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(e) Improved printing:
 The majority of newspapers and magazines are printed offset.
 Picture quality even in black and white is now a days very good since the
dot screen is used for offset-litho(offset printing) is fine , and also used or
letter press printing.

15. Categories of press:
 National newspaper
 Regional newspaper
 Free newspaper
 Consumer magazines
 Special interest magazines
 Trade journals

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 National newspaper:
Newspaper which are published daily in the morning
or at sundays.
For example:
 Pakistan today ( Lahore ,Karachi ,Islamabad) .
 Daily Pakistan (Lahore ,Peshawar ,Islamabad).
 The Express tribune (Lahore ,Karachi ,Peshawar ,Isb).

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 Regional newspaper :
Newspaper which is published for specific region or
serve a specific region or province.
For example :
 Regional times of Sindh
 Daily Kashmir post
 Daily Azadi sawat

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 Free newspaper :
The number of local newspaper delivered free of charge
door-to-door .
 Consumer magazines :
This term is somewhat loosely applied to popular
magazines sold by newsagents.
For example :
 Akhbar e jahan
 Pakistan textile journal magazine

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 Special interest magazines :
These journals are also to be seen in news-
agents shops and on news-stands ,but they cover special interests such as ;
 Gardening
 Photography
 Computer
 House buying

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 Trade journals :
It is mainly addressed to trades such as :
 Butchers
 Bakers
 Retailers
 Supermarkets
 Department stores

21. Methods of Distribution :
 Newspapers and magazines reach their readers by different methods ;
(a) Retail distribution :
By home delivery ,newsagent or street vendor ,or in
certain other shops,e.g women’s magazines on sale in supermarkets
.Vending machines are also used to sell newspapers.
 This term of distribution has become less popular for two reasons;
 High cover price
 Large weekly Bills

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(b) Subscription :
The journal being subscribed to and delivered by post. This
is popular with business magazines.
(c) Controlled circulation :
Many trade and technical journals are mailed free of
charge to a combination of selected readers and ones who have a selected
copies.
(d) Free circulation :
Whether distributed in the street like magazines addressed
to office workers and carrying advertisements for office jobs ,or newspapers
for domestic interest delivered door-to-door.

23. Advantages of the press :
 Cheapest mean :
The press is one of the cheapest means of reaching a large
number of unknown or unidentified buyers ,whwther in town ,regions
,country or even overseas .
 Advertisement can be inserted quickly :
 Advertisement can be inserted quickly ,compared with the
time required for making commercials for television or designing
and printing posters.
 An advertisement could be inserted in a newspaper over a
night.

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 Target :
Press advertising can be targeted at certain people by using the
newspaper or magazines read by them.
 Newspaper and magazines have the capacity :
Newspaper and magazines have
the capacity to accept a large number of advertisements compared with the
limited timetable available on the television or radio.
 Particular product or services :
Advertisements for particular products or
services are often grouped together so that it is economical for each
advertiser to buy only a small space.

25. Disadvantages :
 Short life :
A daily or Sunday newspaper is unlikely to survive fo more than a
day ,and in some cases the reading life of a newspaper may be exhausted in
a few hours.
 Poorly printed :
Two problems remains :
 The poor quality of newsprint
 The speed with which multi-million circulation newspaper
such as the sum have to be printed.

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 Static medium :
The press advertisement lacks :
 The realism of sound
 Movement
 Colour of tv
 Cinema commercials
 Sound of radio advertising

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 Mistakes :
The mistakes sometimes made-perhaps because it suits the
economic agency media buying of taking whole pages space.
 All day news :
There is all day news coverage on TV and radio which is more up-
to-date than printed news can be.

28. Radio :
 Development of radio :
 Radio has had a brief history in Pakistan and is considered as a rare
commodity to those living and working in urban areas.
 Radio Pakistan was formed on 14th August 1947 when Pakistan became
independent.
 All India Radio. At independence Pakistan possessed three radio stations
at Dhaka, Lahore and Peshawar.
 A major programme of expansion saw new stations opened at Karachi
and Rawalpindi in 1948, and a new broadcasting house at Karachi in 1950.
 This was followed by further stations at Hyderabad (1951), Quetta (1956),
a second station at Rawalpindi (1960) and a receiving centre at Peshawar
(1960).

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 General program categories :
 Music
 Religion
 Sports
 Drama
 News
 Science,Technology,Health

30. Importance of radio advertising outside
Britain :
 Cheapness :
It costs little to own and run a radio set.
Clock work driven radios are increasingly popular in countries
where electricity is not universally available.
Radios are often placed at public places
It is cheaper to produce a radio commercial than a TV commercial.
 Transmission times :
Radio programs are usually broadcast for many hours of the day.

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 Human voice and music :
 The use of sound ,whether vocal or musical makes it a live
medium compared with passive and static media such as press print
,direct mail and point of sale displays .
 Sound effects can also used.
 Does not require sole attention :
 Unlike reading a newspaper or watching television ,radio doen
not demand the listener’s sole attention.
 He or She can do other thing at the same time.

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 Penetration :
 Provide the signal is sufficiently powerful.radio can reach large
audiences over a great distances,and is a mean of reaching people
who may hav access to no other media
 Radio can also reach illiterates who cannot read the
newspaper.

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 Resistance to radio advertising :
 There has been a certain amount of reluctance by some
British advertisers to use radio largely because it cannot be
seen.
 Physically evaluated like other media.

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 Digital radio :
This is the most sophisticated and latest technology in radio
technology.It is a new transmission system which provides the listener with
bundles of audio services called multiplexes.
 Airtime buying :
 A number of specialist agencies buy airtime for clients.
 A typical specialist marketing company is the radio advertising
Bereau which provides a planning service through sound planning.

35. Television :
 Since the 1950s television has been a major advertising medium.
 From 1991 all forms of broadcasting were revolutionised by the broad
casting act 1990.
 This was not only change in broadcasting because cable television had
been gaining a foothold in previous years.
 Dish became a more reliable.

36. Advantages of television :
 Realism :
Because of the combination of colour , sound and action , television
has assets no other medium can offer , with these advantages the
advertiser can show and demonstrate the product .

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 Receptive audience :
Being received in the home in an entertainment atmosphere,
commercials are well received , especially as they are produced to high
technical standards and the presenter is often well known personality or at
least a good actor or actress who presents the product authentically.

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 Repitition :
The advertisement can be repeated to the point
when a sufficient number of viewers have seen it enough times
for the advertisement to have impact. A good advertisement
should be capable of being shown again after a rest without
boring its audience.

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 Zoning and networking :
The advertisement can be repeated to the point when a
sufficient number of viewers have seen it enough times for the
advertisement to have impact. A good advertisement should be capable of
being shown again after a rest without boring its audience.
 Appeal to retailers :
Television advertising can reach retailers as well as
consumer, both because retailer watch commercial like any other.

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 Linked with other media :
The TV commercial may be fleeting, but if fuller information , or a
means of returning an enquiry coupon required this can be done by
advertising in the weekly listing magazines.
Many advertisers are now adding website as a response element in
their commercials

41. Disadvantages of television :
 It tends to reach mass audiences, whereas one can be much more
selective with the press.
 If a lot of detail is required by prospective buyers, press wins again.
 It does not lend itself to urgent advertisements as it takes time to
produce a commercial.

42. Outdoor and transportation :
 Outdoor advertising :
It is the oldest established form of advertising and evidence of
its use has been found on Greek and Roman remains.
 In those days public announcement had to be made and a wall was a
good place as any on which to carve a message.

43. Outdoor advertising :
 Source of outdoor advertising are billboards

44. Transportation :
 Transportation is also used for advertising purpose.

45. Outdoor and transportation distinguished
:
 Outdoor advertising consists of posters of various sizes ,and
painted,metal and illuminated signs displayed on outdoor sites .
 Transportation advertising consists of similar advertising on the outside
and inside of vehicles.

46. Characteristics of transportation
advertising :
 (a) Variety of sites and sizes :
There is variety of sites and sizes throughout the road ,rail ,air
passenger and goods transportation system.
 The medium lends itself to compaign of many advertisers local ,national
,and in some cases international .

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(b) Selectivity :
 Select the one most suitable location or route for compaign.
 Special position in the press ,or the time of day segments on radio and TV.
(C) Short term compaign :
 Short term advertising is more possible withb transportation than with
outdoor advertising.
 When exhibitions are advertised for only a week or two.
 Transportation is useful for local traders ,cinemas,theaters who may change
their posters every week.

48. Weaknesses of transportation advertising:
 The weaknesses of transportation advertising are in the following;
 Difficult to see advertisement posters in crowded compartments .
 Water damage.
 Expensive (if posters are displayed at empty compartments)

49. Intro of Cinema :
 Cinema, or motion picture, is the art of moving images.
 A visual medium that tells stories and exposes reality.
 Created in the dusk of the 19th century.

50. Advantages of cinema :
 Captive audience :
There is truly a captive audience since the cinema is purpose built and
there are none of the distractions surrounding the home viewing of
television.
 Longer video :
The cinema commercial can be longer than TV commercial .

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 Larger screen :
Being shown on a larger and wider screen than that of the TV set, the
picture is more dramatic , realistic and impactive.
 No interruption of programme :
There are no commercial breaks, the commercials being shown as a
complete segment before or after film, and since they are shown the
same number of times as the films, they are seen by each audiences

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 Zoning :
While TV commercials can be shown in selected regions, cinema
commercials can be shown in selected towns.
 Entertainment atmosphere :
cinema advertising is seen in a pleasant , receptive entertainment
atmosphere, whether this be in a public cinema , in the shipboard cinema
as found on cruise ships, on aeroplanes in fight movies or in mobile
cinema circuits.

53. Weaknesses of cinema :
 It is a transient medium and it relies on remembering the message, and
this may depend on how often the commercial is seen.
 Research has shown that the recall rate can be high as 50 percent of
cinema-goers interviewed being able to recall correctly a cinema
commercial seen seven days earlier.

54. Videocassette recorders :
 The first competitor of regular TV programmes is the VCR .
 Time switching occurs when viewers record programs.
 Record programmes and play them back at some future time .
 Advertising during its commercial break .

55. Video games :
 The main variables examined were ;
 Sound
 Graphics
 Background and setting
 Duration of game
 Rate of play
 Control options
 Winning and losing features
 Character development
 Multi-player features

56. Home computers :
 Essential Computer Features for Desktops
 Type of Processor. The higher the speed of the processor, the faster the
computer will be able to handle multiple programs and activities. ...
 Hard Drive. ...
 Random Access Memory (RAM) ...
 Dual Monitor Options. ...
 Display Type. ...
 Wireless Connectivity. ...
 Operating System. ...
 Graphics Card

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