Advertising media refers to the various channels through which advertising messages can be communicated, such as television, radio, newspapers, magazines, outdoor displays, and the internet. The document discusses the definition of advertising media and provides examples of different types of media like broadcast media, print media, and outdoor/transit media. It also covers topics like advantages and disadvantages of different media types like radio, television, newspapers, and magazines.
2. MEANING:
Media refers to the channel of communication advertising media refer to a while or
instruments which is carrying the sales message of an advertiser to the prospects.
Simply, advertising media refers to the various media channels through with
advertising is done.
In other words, advertising media communicate the promotional message about
products.
3. DEFINITION:
According to business dictionary, “advertising media refers to various advertising vehicles such as
millboards, magazines, newspapers, radio, television and internet by which
promotional message or communicated to the public by using words, speech and pictures”.
“advertising media refers to instruments that the used in the advertising industry for the
transmission of advertising messages”.
4. ADVANTAGES:
• This budget is stable and simple to offer.
• Co-ordination between budget is easier to achieve.
• The impact of change can be seen quickly.
• It is easy to understand.
• This budget may become out of date.
5. TYPES OF ADVERTISING MEDIA:
Various advertising media are available to marketers.
I. Broadcast media/electronic media:
1. Radio media
2. Television media
II. Print media:
1. Newspaper media
2. Magazines media
III. Outdoor and transit media:
1. Outdoor media
2. Transport media
6. BROADCAST MEDIA:
Advertisers use two types of media to reach target consumer over the air waves.
They
are radio and television.
7. RADIO MEDIA:
➢ The radio is prominent vehicle of advertising in our country.
➢ The radio media may also be classified as national or local advertisers.
➢ It serves principally local rather that national or large regional markets.
➢ Many small advertisers use the radio media.
➢ It is also referred as mobile broadcast media.
9. DISADVANTAGES:
• Less future represented
• Fragmentation
• No visual appeal, i.e., only create the sense of hearing
• Difficult to estimate audience
• Less attractive than television media
• Limited message is information can be given.
10. TELEVISION MEDIA:
It has unique combination of sight and saint features i.e.; it has audio visual
effect.
It creates a deep impact the other media.
Most of the advertisers prefer to use television media majorly.
It is particularly chosen by advertisers whose products require demonstration.
11. ADVANTAGES:
• Audio visual appeal i.e. demonstration value
• Mass coverage
• More flexibility
• Repetition value
• Creates the prestigious image
• Sharing of pleasure
12. DISADVANTAGES:
• High cast expensive
• Lack of selectivity
• Limited message due to limited time
• Ignoring commercial easily
13. PRINT MEDIA:
Print media can be classified into newspapers and magazines.
NEWSPAPERS MEDIA
14. NEWSPAPERS MEDIA:
➢ A sizeable share of the total advertising budget is spent on advertising in
newspapers.
➢ Newspapers in our country virtually reach most of the homes in the cites.
➢ Many members of the family read them.
➢ Their messages can be longer than those on the radio and T.V.
➢ Therefore, the message may be more complex and lengthier.
➢ Since, newspapers are local marketers can easily use them to reach particular
markets.
➢ This selectivity is easily available.
➢ Much of the advertising carried by newspapers is promoted by local retailers
and other local organizations.
15. ADVANTAGES:
• Wide coverage
• Creators flexibility
• Direct communication
• Supply of factual data
16. DISADVANTAGES:
• Cost of reaching is high
• Do not reproduce it does not high quality
• No prestige of TV and magazines
17. MAGAZINES MEDIA:
➢ Magazines media are means of reaching different markets, both regional and
national and of general and specific interest.
➢ An organization may approach national markets through such publications as
the business week, Fermina, sports week, film fare etc.
➢ Regional marketers are available for those marketers who do not want a
national coverage.
➢ Some marketers divide their markets on the basis of such variable as age.,
educational level and interest
➢ They are likely to be concerned with the special interest magazines
18. OUTDOOR MEDIA:
➢ Outdoor advertising involves the use of signs and billboards, pesters are
displays (such as those that appear on a building’s wall).
➢ The marketers may purchase billboards on the basis of showing.
➢ A showing indicates the percentage of the total population of a particular
geographic area that will be exposed to it during a one-month period.
➢ The highest showing is 100
➢ Here, the number of billboards is as would attract approximately 90 percent of
the local population about 20times during a month.
➢ Signs are usually smaller than billboards and are erected and maintained by
the marketing rather than by the advertising media.
19. TRANSPORT ADVERTISING:
➢ It is appearing on the inside or outside of taxis, buses, railways, streetcars and
other modes of passenger transport.
➢ Marketers may use transit advertising to attain high exposure to particular
groups-commutes on their way to and from work and tourists.
➢ Repeat exposure is possible, for a majority of people in our country use public
transport a recurring basis.