This document discusses electronic media and its role in advertising. It defines electronic media and outlines some traditional types including television, radio, telephone, and the internet. It then describes four main types of advertisements seen in electronic media: commercials, social, political, and covert. For each type, it provides one or two details on how they are used. The document also outlines the general process for creating an advertisement, from deciding on a product to launch through testing and releasing the campaign. It concludes by discussing the role of electronic media in advertising in Pakistan.

2. Haris Jameel
Roll No 39
MBA-V-”A”
Junaid Ali Kazmi
Roll No 46
MBA-V-”A”

3. Electronic Media
In Advertisement & Promotion

4. Introduction
Media are the agencies, means, or
instruments used to convey advertising
messages to the public.
Electronic Media are media that use
electronics or electromechanical energy
for the end user (audience) to access the
content.
OR
Broadcast or storage media that take
advantage of electronic technology.

5. Introduction
According to “Philip Kotler” any paid form of non-
personal presentation of
Ideas
Goods
Services
By an identified sponsor that is called Advertising.
The main purpose of advertising is to inform
people about new products and services offered by
an organization, persuade people to buy these
products or make use of the services offered and
then to remind people about the organization and
encourage repeat purchase and use.

6. Types Of Electronic Media
There are three traditional types of
Electronic Media and a few Hybrids
 Television
 Telephone
 Radio
 Internet
 Smart phones may have created a
new media type

7. Types Of Electronic Media
Television
A measurable and accountable means of advertising
Provides immediate response
Communicates with sound, action, and color.
Prime time is between 8pm to 11 p.m.
Is appealing to large companies with widespread distribution.
Telephone
Can be viewed both as a marketing medium and a response
mechanism
Telemarketing is a medium that uses sophisticated
telecommunications and information systems combined
Companies keep in close contact with present and potential
customers, increase sales, and enhance business productivity.

8. Types Of Electronic Media
Radio
Radio reaches 90 % of people ,which makes it very effective
Best times are “drive times” morning and late afternoon/early
evening
 Became a major medium for direct response advertising in the
1920s
Allows advertisers to segment listeners, e.g. by types of music,
all-news, sports only, etc.
Internet
Online advertising, also called online marketing or Internet
advertising, is a form of marketing and advertising which uses
the Internet to deliver promotional marketing messages to
consumers.
includes all social Medias like: Facebook, Skype, Websites, g+,
Twitter, YouTube and etc.

9. Types Of Advertisements
According to electronic media 4
types of advertisements can promote
information about any product or
services are following:
 Commercial
 Social
 Political
 Covert

10. Commercial Advertisements
 Promotion of a
product through
electronic media
 Constant repetition
 Uses celebrities to
endorse products
 Uses catchy slogans
or jingles
 Offers discounts on
price or announces a
sale
 Targets a particular
section of society

11. Social Advertisements
 Is done for non-
commercial
purposes
 Use to
educate, inform
or motivate the
public
 Uses national
celebrities to
advertise
campaigns, to
wipe out or
create
awareness.

12. Political Advertisements
 Election
Campaigns
advertisements
 Agendas,
Public places
or medias
advertisements
 Highlight
achievements
of Political
parties
 Programs or
talk shows
advertisements

13. Covert Advertisements
 When a
product or
brand is
embedded or
hidden in some
other form of
entertainment
& media,
Covert
advertising
takes place.

14. Making An Advertisement
 Manufacturers decides upon a product they wish to
launch
 Hires an advertisement company
 Finds out the target consumer & launches a
campaign
 Carries out a survey across the cities & launches the
product in the market
 The marketing department tests the product among a
small section of the target consumer with the help of
visuals & the ads.
 After the marketing is successful, the advertising
campaign is finalized
 Then it is released in the media with the launch of
the product

15. Role of electronic media in Pakistan
 The media in Pakistan serves three fold objectives very
efficiently which are awareness, entertainment and
advertisement.
 The electronic media in Pakistan has become very
energetic because of the privatization of TV channels,
independent press and uncontrolled internet access to
general people.
 The multinationals companies like coca cola, KFC,
MacDonald, Nestle and many more are already doing
business in Pakistan.
 Online media is one the best accessible places of
advertisement and it is available in Pakistan. Pakistani
companies are offering services to launch their
products on online media.