Print media such as newspapers, magazines, and yellow pages advertise through print ads that can be read repeatedly, but have limited space and higher costs than television. Television advertising reaches large audiences through visual and audio ads, but risks the ad being missed entirely if the viewer changes channels. Both print and television advertising have the ability to influence consumers, but their effectiveness depends on factors like cost, reach, and whether the ad remains in the viewer or reader's memory.

1. Difference in Print Media Vs. Television
Advertising
By Maryam Kidwai, eHow Contributor
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Magazines feature print advertising.
Print media and television advertising are two different forms of advertising platforms that have
evolved greatly with the advancement of technology. Both of these have capabilities to promote
businesses to higher levels. This is because they are both widespread and entail the visual aspect
that enables them to reach target groups effectively, yet remain independent of each other.
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The Difference Between Print Media & Broadcast Media
TV Vs. Print Advertising
1. Print Media

2. o This group consists primarily of newspapers, magazines and yellow pages, among
others. With newspapers, an advertisement can reach many people within a
particular area, which is preferable since the message can be read many times
over. However, the advertising space is expensive and ads compete with several
others on the same paper.
Magazines can be used to target specific audiences, have better print quality and
often feature color. However, they tend to be fairly expensive and they are
produced weekly or monthly rather than daily. Also the advert space is higher in
cost compared to that of newspapers.
Yellow pages are widely used to look up telephone numbers and thus the ads
therein are generally cheaper. The ads are easily coupled to telephone numbers
and locations and hence responses can be easily rated. However, the ads are not as
colorful and they tend to be cramped into the small spaces.
2. Effectiveness of Print Media
o Print media easily penetrates over 50 percent of the local market. The ad gets to
the masses unchanged thus becoming seemingly permanent. Print media ads are
not viewed as an interruption, but as part of everyday reading.
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3. TV Advertising
o This is a powerful tool that has the ability to reach a mass audience at a national
level. The ability to combine visual and audio communication makes it a very
attractive advertising medium. Reaching people in a short amount of time is both
an advantage and disadvantage. Whoever misses an ad, misses it completely and
vice versa. The temporary nature of advertising on television requires the
advertisement to be aired several time, although the high cost may be prohibitive.
The high costs accrue from the creativity involved, production costs and the
amount of airtime. Many television viewers tend to change channels when ads are
being aired. Ads on television are often considered a nuisance, and so creativity
has to be at its peak for ads to work on TV.
TV Advertising Considerations
o Several factors should be considered while using TV as a medium of advertising.
These include the number of television stations in the market, the number of
people watching a particular station and the television viewing mannerisms.

3. Overall Assessment
o Both print media and television advertising have the potential to reach the masses
and influence their opinions and buying habits. Therefore, the primary
differentiating factors when choosing one or the other are cost, time to reach the
masses, and permanency of the ad in the viewers' or readers' minds.
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