This topic consists of the route or sources which a marketer may take to bring his product in the market. Media includes print media, broadcasting, online advertising.

1. Media
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2. Media
 Media can be defined as communication channels through which news,
entertainment, education, data, or promotional messages are disseminated.
 Media includes every broadcasting and narrowcasting medium such
as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax,
and internet.
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3. Characteristics of Media
 Accessibility;
 Costs;
 Teaching functions;
 Interactivity.
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4. Types of Media
i. Print Media: Newspaper, Magazines
ii. Broadcast Media: Television, Radio
iii. Outdoor Media
iv. Online Advertising
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5. Print Media
 Written advertising that may be included in everything from newspaper
and magazines to direct mail, signs and billboards.
 They are among the oldest and most effective types of advertising.
 Advertising in the print media is the oldest and the largest in terms of
advertising billing
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6. Newspaper advertising
 Newspaper advertising has been around longer than any other form of
advertising we see today and is still the first kind of advertising that
businesses think about doing.
 These ads can do a lot more than just advertise one item or one sale--
each one can work really hard to bring in customers, and then bring
them back again and again.
 They're a good way to reach a large number of people, especially those
aged 45-plus who tend to read the paper more frequently than younger
demographic groups who tend to get their news from television, radio
or the internet.
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7. Advantages
 Media Competition
 Short Shelf Life
 No control over ad placement
 Poor printed image quality
 Limited Exposure
 Local coverage
 Convenience
 Targeting options
 Affordability
 Impact and effectiveness
Disadvantages
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8.  When it comes to magazine advertising, most people think of the large,
glossy, national publications full of big brand advertisers.
 And it may seem like your own business doesn't belong alongside the
"big guys," especially if you don't sell your product outside a one-
hundred-mile radius--or even outside of your own state. But that's just
not the case.
 In fact, it's quite possible the next time you open one of those national
magazines to see an ad for a business that's right in your own town that
just has that one location.
 That's because, like a lot of other forms of advertising, many national
magazines have local sections aimed at smaller businesses.
Magazine Advertising
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9. Advantages Disadvantages
 Can target audiences
 Longer life span
 Print quality is good
 People keep magazines
 longer than newspapers
 Offer a variety of presentation
formats
 Less mass appeal within a
geographical area
 More expensive
 Deadlines make them less timely
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10. Broadcast Media
 Includes radio and television
 The average person will spend nearly ten years watching TV and
almost six years listening to the radio over a 70 year lifetime.
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11. Television Advertising
 Television Advertising Communicates with sound, action, and color.
 Prime time is between 8 a.m. and 11 p.m.
 Is appealing to large companies with widespread distribution.
 Television advertisement or TV commercial is called commercial or TV ad
 The purpose is to generate demand for a product, service, idea or cause.
 Advertising regulations define the laws and rules under which a product
can be advertised.
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12. Advantages Disadvantages
 Can be directed to an
audience with a specific
interest
 Message can be adapted to
take advantages of holidays
and special events
 Highest production cost of
any media type
 High dollar cost for the time
used
 Actual audience size is not
assured – people leave the
room or channel surf – effect
of TIVO
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13. Radio Advertising
 A true form of mobile advertising, radio is ancient yet unique, growing
and pervasive medium.
 Radio is able to penetrate our daily lives still of-limits to other media
like television, internet, print or outdoor.
 Radio is with its audience when one wakes up in the morning, goes to
jog, commutes to and from jobs, at workstations and goes to bed.
 It can be broadcasted to highly targeted audience. Commercial radio
stations earn revenue by playing radio spots ranging from few seconds
to minutes.
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14. Advantages Disadvantages
 Selectivity
 Cost and efficiency
 Flexibility
 Position
 Integrated marketing
opportunities
 No Visuals
 No Affordability
 No Rationality
 No Durability
 No Priority
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15. Outdoor Media
 Any advertising done outdoors that publicizes your business's products
and services.
 Types of outdoor advertising include billboards, bus benches, interiors
and exteriors of buses, taxis and business vehicles, and signage posted
on the exterior of your own brick-and-mortar location.
 Outdoor sign is often the first thing a potential customer sees. Your sign
should be sufficiently bright and conspicuous to attract attention
(without being garish) and sufficiently informative to let prospective
customers know what's sold there.
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16. Advantages Disadvantages
 High exposure
 frequency
 Moderate cost
 Flexibility
 Geographic selectivity
 Broad, diverse market
 Short message
 Lack of demographic
 Selectivity
 High “noise” level
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17. Online Advertising
 Online advertising is a marketing strategy that involves the use of the
Internet as a medium to obtain website traffic and target and deliver
marketing messages to the right customers.
 Online advertising is geared toward defining markets through unique
and useful applications.
 Since the early 1990s there has been an exponential increase in the
growth of online advertising, which has evolved into a standard for
small and large organizations.
 Online advertising is also known as Internet advertising.
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18. Advantages Disadvantages
 Less expensive
 Wider geographical reach
 No rigorous payment
 Easy result measurement
 More targeted audiences
 Intrusive ads
 Copyright problem
 Banner Blindness
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19. Thank You!!
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