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Meaning:
▪ Advertising media refers to the various media channels through
which advertising is done.
▪ Advertising media is used for showcasing promotional content
which communicated in various forms such as text, speech,
images, videos using TV, radio, online, outdoor etc.
▪ Basically they are channels through which companies can
advertise their products and services to reach to customers.
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Importance of Advertising media:
▪ Advertising media plays a pivotal role in business and marketing
for companies.
▪ There are many companies who offer products and services to
customers.
▪ However, it is impossible for every customer to know about
every brand or product.
▪ This is why companies advertise and use advertising media to
reach to customers, and to increase their market share.
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Types of advertising media:
▪ Advertising media is an important domain in business and advertising.
▪ Some of the most important types of advertising media are:
1. Broadcast media
2. Print Media
3. Online Media
4. Outdoor Media
5. Mobile
6. SpecialtyMedia
7. Other forms
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Broadcast media:
▪ TV and radio are two of the most important advertising media known as
broadcast media.
Television
▪ Televisions have become a very important tool to advertise for companies
▪ TV channels are anyways classified as news, sports, knowledge,
entertainment, movies, kids etc.
▪ Thus TV is one of the most widely used advertising media in the world.
▪ Advertising slots are sold by broadcasting companies and channels based
in popularity of TV shows, TRPs etc.
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Radio:
▪ As a tool for marketing and advertising, radio is the most cost
effective tool which a customer can have.
▪ Since radios have are high penetration and are easy for customers
to buy, they are a good tool for advertising.
▪ Radios enable companies to reach out to a wide range of
customers.
▪ Since radio cater to the needs of a particular city or region, it is a
good way to advertise based on customers selected from
geographic segmentation.
▪ Thus, radio is one of the most effective tools as advertising media.
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Print Media:
▪ Advertising media like newspapers, magazines, leaflets,
brochures, billboards, signages, direct mail and other print
publications come under print media.
▪ With the massive reach of print media, it became a popular tool
for advertising.
▪ Print media caters to a regional audience and is published in
different languages.
▪ Hence, print media can cater to a niche audience as compared
to broadcast advertising media tools like TV or radio.
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Online Media:
▪ With the consistent growth in internet penetration, companies
have started using online media for promotion through
advertising.
▪ People are connected to the internet through social media,
website browsing etc.
▪ This gives an opportunity to companies to use this advertising
media and cater to customers using online advertising.
▪ Online ads, blogs, content advertising, affiliate marketing etc are
all done using online as an advertising media.
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Outdoor Media:
▪ Another popular form of advertising is using outdoor hoardings,
billboards, OOH (out of home) media etc.
▪ Outdoor advertising it basically useful in capturing those
customers who are travelling from one place to another.
▪ This gives an opportunity to companies to use outdoor
advertising media to create brand awareness by putting large bill
boards and hoardings above buildings, near streets etc to give
maximum visibility.
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Mobile:
▪ With the increasing penetration and usage of mobile phones,
mobile advertising has become a critical aspect for every
business.
▪ Mobile as an advertising media helps to reach out to customer
by promoting messages through SMS, social media chat groups
etc.
▪ Online and mobile media are also overlapping at times as
websites can be accessible both through desktop, laptop and
smartphones.
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Specialty Media:
▪ These consist of items that are given away to the consumer on
which the name of the company or brand is printed so that more
people get to know about it.
▪ For example- carry bags, membership cards, free merchandise
like caps or bags, etc.
▪ These type of advertising media are more niche and have a
narrow reach as compared to the above mentioned media.
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Other forms:
▪ Apart from the ones discussed above, advertising can be done
through transit signs i.e. the small posters that we see on trains
or buses, electronic billboards, etc.
▪ Some ads can be advertised before the movies in cinema halls
as well, where it can reach out to a large group of similar
audience in terms of demography or geography.
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Advertising media selection:
For companies, it is important to have a clear cut plan in the selection
of advertising media. Some steps followed in advertising media
selection are:
1. The objective of the company is analysed as to what product and
to which customers it is to be advertised.
2. The next stage is to have a complete understanding about the
customer demographics who are to be targeted.
3. After that, depending upon the type of product, type of customers,
the advertising budget set, companies can choose from the
various types of advertising media.
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4. Advertising media should be chosen on the fact which gives
maximum return on investment.
5. Companies should spend minimum on advertising, reach out to
as many people as they can and which should convert into
substantial sales to give profit to the company.
6. Over a period of time, this processing of selecting the appropriate
advertising media can be repeated for increasing cost benefit to the
company.
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Measuring impact of advertising media:
For every type of advertising media, there are different parameters based on
which they can be measured:
▪ For a print or a TV/radio ad, a phone number or email can be given for
customers to contact the company if they want, and through the number of
people who have tried to contact, we can measure the impact of the ad.
▪ For an internet ad which is placed on different website homepages, if the
company or brand has an online website too, the number of clicks which
direct the customer to the company website measures the impact of the
ad.
▪ But if the company does not have a website, contact information can be
displayed on the banner as in the case of print ads, and the impact can be
measured similarly.
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Advantages of Advertising:
(a) Increase in Sales:
▪ The main object of the manufacturerin advertising his products
is to promote the sale of his products.
▪ Goods produced on a mass scale are marketed by the method of
mass persuasionthrough advertising.
▪ Repetition of advertisements,the manufacturers are not only
able to retain existing markets but are also able to expand the
markets both by attracting more people to their products and
also by suggesting new uses for them.
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(b) Supplementing Salesmanship:
▪ It creates a ground for the efforts of the salesmen.
▪ When a salesmanmeets its prospect, they have just to canvass for a
product with which the consumermay already have been familiarised,
through advertisements.
▪ Therefore,the salesman’sefforts are supplemented and his task is
made easier by advertising.
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(c) Lower Costs:
▪ Sales turnover and encouragemass productionof goods are
enhanced by advertising that results in large scale production,
average cost of productionreduces and results in higher profits.
▪ At the same time, when the cost of advertising and selling costs gets
distributed over a larger volumeof sales, the average cost of selling
also lowers down.
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(d) Greater Dealer Interest:
▪ Advertising creates demand by which every retailer gets an
opportunity to share with others.
▪ Hence, the retailers who deal in advertised goods are materially
assisted by advertising in the performance of their functions.
▪ The retailers have not to bother much about pushing-upthe sale of
such products.
▪ Therefore,they evidence more interest in advertised products.
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Disadvantages of Advertising:
Advertising too have its own limitations.In some case it’s being
misused by few people over looking their business interests.
i. Deferred Revenue Expenditure:
▪ It is a deferred revenue expenditure, as the results are not
immediate.
▪ As advertising occupies a substantial portionof the total budget
of the organisation
▪ Hence, investing a large sum in it does not necessarilyyield
immediateresults thus limiting its utility.
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ii. Misrepresentation of Facts:
▪ A major drawback of advertising is misrepresentationof facts
regarding products and services.
▪ Advertisers usuallymisrepresent unreal/falsebenefits of a
product and make tall claims to excite people to indulgein
actions leading to their benefit, but opposed to consumer’s self-
interest.
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iii. Consumer’s Deficit:
▪ Advertising creates desires as consumers have low purchasing
power.
▪ Such discontent is obviouslynot very desirablefrom the point of
view of society, particularly if it affects a large majority of
people.
▪ But it is important if it acts as a spur to social change.
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iv. Barriers to Entry:
▪ Advertisements promote industrial concentrationto a greater or
lesser degree.
▪ The extent of such concentrationmay vary with the character of
the individual trade, the advertisabilityof the product and the
technical conditions of its production
▪ Although,studies on this subject are not conclusive.
▪ The evidence of positive associationbetween advertising and
concentrationis weaker than can be expected.
