Introduction to Promotion Traditional media

2.  Broadcast media: television, radio
 Print media: newspaper, magazine, tabloid
 Outdoor
 mobile

3.  Update information, high news value
 Mass audience coverage
 Flexibility in placement of ads
 Flexibility in ads size
 Detailed copy, informative
 Short lead time between booking and placement of
ads
 Less preparation time
 Comparatively less investment

4.  Short life span
 Clutter
 Mediocre reproduction quality
 Changing readers profile
 Declining number of readers due to digital media

5.  High reach of target audience
 Good reproduction quality
 Long life
 Detailed product/brand information
 Segmented for specific audience
 National reach

6.  Clutter
 Long lead time
 Limited regional reach

7.  Tabloid is a cross between newspaper and
magazine so it has some of the strengths and
limitations of both newspaper and magazine

8.  Highly segmented audience
 Personal and convincing
 2 way communication
 Short lead time
 Relatively less investment
 Support tv ads, as high association with images on
tv commercial.
 Does not require sole attention
 Ads can be repeated several times/day
 Can choose time slot and program

9.  Limited reach of target audience
 Clutter
 No visual

10.  Entertainment value
 Persuasive and impactful ( audio and visual)
 High reach of target audience ( lower per head
cost)
 Can repeat ads several times a day
 Can choose time slot and program

11.  Clutter
 Switching channels
 Relatively high investments
 Audience fractionalization ( many channels
and programs)
 Long planning

12.  Can choose spot/ route
 High visibility
 Effective support media for reminder

13.  High maintenance
 Limited reach

14. Thank you