The document discusses various traditional and digital advertising media. It describes different types of traditional media like newspapers, magazines, radio, television, outdoor advertising, transportation advertising, and cinema. It provides details on the characteristics, advantages, and disadvantages of each medium. It also discusses newer digital media like videocassette recorders, video games, and home computers that have become competitors to traditional television advertising.

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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