The document discusses various factors to consider when selecting advertising media. It defines advertising media as channels used to communicate promotional messages to potential customers. Key factors mentioned include the advertising objectives, targeting the intended consumer audience, matching the media circulation to the product distribution, and choosing media that can effectively present the desired advertising message. A variety of traditional and digital media types are also outlined.

1. PRESENTED BY
MANOJKUMAR.M

3. 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.

4.  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”.

5.  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 This budget may become out of date.
 It subject to changes i.e., priority may be change.
 There is no incentive for developing new ideas.
Assumption may be defford.
 This method does not consider offer ability of
company

6.  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

7.  Immediacy
 Low cost/inexpensive
 Flexibility
 Tractability/mobility
 Selective audience with minimum time

8.  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.

9.  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.

10.  Audio visual appeal i.e. demonstration value
 Mass coverage
 More flexibility
 Repetition value
 Creates the prestigious image
 Sharing of pleasure

11.  High cast expensive
 Lack of selectivity
 Limited message due to limited time
 Ignoring commercial easily

12.  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.

13.  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.

14.  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.

15.  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.

16.  It involves placing the sponsor’s name and often a
short message o novel or useful article.
 These include calendars, pens, pencils, desk pads,
paper weights, ash trays, drinking glasses, diaries,
personalised business gift of a modest value,
shopping bags, memo pads, balloons, yardsticks,
keys rings and hundreds of other items.
 Ordinarily, marketers use speciality articles to
reinforce messages carried by other media, they do
not employ them as the prime thrust of their
advertising programmes.

17.  The concerns that employ direct mail
brochures, sales letters, post cards, leaflets,
folders, booklets, catalogues and house organs
etc.
 It a sense, the advertisers act as their own
media.

18.  Media decision is the process of choosing the
most efficient media for an advertising
campaign.
 Simply, it is also called as media selection.
 Factors influencing on media
decision/selection
 The following factors should be considered in
the selection of media

19.  The most important consideration in choosing
media is the objective or the objectives of
advertising.
 The objectives include a specification of the
target consumer and the intended effect of the
message upon him.
 In this case, commercials on TV and radio
would be most appropriate.
 On the other hand, the objective may be to
induce, industrial buyers to purchase a newly
developed anti-pollution air scrubber.

20.  • A desirable medium is one whose listeners,
viewers or readers are target consumers of the
marketer.
 Media circulation must match the distribution
pattern of the product.
 Consequently, the geographic scope of the market
is considerably influencing the choice of media.
Furthermore, those media should be selected
which will reach the desired type of market with a
minimum of waste circulation.
 A firm manufacturing shotgun for example, will
advertise in a magazine which appeals primarily
to hunters

21.  The preferred media should be comfortable
with advertising message.
 The management should consider the media
which are most suitable for the presentation of
the message to the market.
 Floor coverings and apparel are ordinarily
presented in a pictorial form.
 The radio is not a good medium for the lines.

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