Types of advertising media

transcript

Advertising MediaFrom-

Bus. Adm. Dept.

Advertising Media

The Media is the plural form of the word ‘medium’ which is a means through which a thing is done.

Media are the agencies, means, or instruments used to convey advertising messages from producer to consumer.

Types of Media

• Print Media• Outdoor or Mural Media• Broadcast Media• Direct Mail Advertising• Novelties Advertising• Dealer Aids• Promotional Advertising• Miscellaneous Media

Print Media

Written advertising that may be included in the from of newspapers, magazines and etc. They are among the oldest and most effective types of advertising.

Newspaper Advertising

• Newspaper contains news, opinions, service information, entertainment messages and public materials.

• Daily newspapers contain two types of advertisements-

• Classified Advertising• Display Advertising

Newspaper Advertising

• Advantages– Large readership and a high level of

reader involvement– Geographical selectivity– The cost is relatively low– Timely impact

• Disadvantages– Short life– Black and white (although many papers

are changing to color format)– Where people are still illiterate

Magazine Advertising

• Magazines contains articles and news of current interest.

• Different types of magazines are published for different types of customers.

• Magazines may be general nature, home and fashion magazines, specialized magazines, women magazines, etc.

• Classified as– Local, regional, or national– Weekly, monthly, and quarterly– Consumer or business (trade)

• Advantages– Longer life span– Print quality is good– Selective in approach– People keep magazines longer than

newspapers– Offer a variety of presentation formats

• Disadvantages– Less mass appeal within a geographical area– More expensive– Deadlines make them less timely

Outdoor Advertising

• It is seen when people are out of doors• Purchased from outdoor advertising companies

in standard sizes• Are placed in highly traveled roads, and

freeways where there is high visibility.

Outdoor Advertising

• Posters – pre-printed sheets put up like wallpaper on outdoor billboards.

Outdoor Advertising

• Painted Displays or Metal Displays – These can be displayed for a very long time. They can bear climate effect.

Outdoor Advertising

• Wall Painting- Wall painting are found in cities, towns and even villages. The surface can be hired.

Outdoor Advertising

• Electric Light Signs- Sign board illuminated by electricity can be seen in the large numbers in cities. They can be presented with attractive letters and colored bulbs.

Outdoor Advertising

• Neon Signs- Advertisement is also presented with brilliantly tubes in various shades.

Outdoor Advertising

• Travelling Displays- It is also known as Transit advertising.

Outdoor Advertising

• Van Advertising- Displays can also be made on the front, sides and backs of vehicles and vans.

Outdoor Advertising

• Banners- Banners are made of cloths and words are written in colors.

Outdoor Advertising

• Railway Station- The passengers have to wait on railway stations for a long period of time. Hence, they have opportunity to read these posters.

Outdoor Advertising

• Sky Writing- Message can be written on balloons which are floated in the air.

Outdoor Advertising

• Sandwich man- Sandwich man carry up funnily and carry boards.

Outdoor Advertising

• Advantages– Highly visible and relatively inexpensive– 24-hour a day message and located to

reach specific target markets• Disadvantages

– Effectiveness cannot be measured easily

– Posters and hoardings disturb the attention of riders on the road.

Broadcast Media

• Includes radio, television, cinema etc.

• Part of indoor advertising• The average person will

spend nearly ten years watching TV and almost six years listening to the radio over a 70 year lifetime.

Radio Advertising

• Radio reaches 90 % of people ,which Radio reaches 90 % of people ,which makes it very effectivemakes it very effective

• Best times are “drive times” – morning and Best times are “drive times” – morning and late afternoon/early eveninglate afternoon/early evening

Broadcast Media

Television Advertising-•Communicates with sound, action, light, motion and color.•Prime time is between 8 and 11 p.m.•Is appealing to large companies with widespread distribution.

Broadcast Media

• Advertising Films-• Commercial films are produced to

publicize the product with a story.• These are shown when the audience is

eager to see the main picture.

Direct-Mail Advertising

• Way of sending sales messages directly to the customers– Sent to a home or business– Electronic mail

• It is a direct response advertising.

Direct Mail Advertising

• Post Cards-• Post cards are used to carry brief

messages about product.

• Sales Letters-• Sales letter are sent to induce the potential

customers to buy a particular product.• Their main objective is to arouse interest

and create desire about the product.

• Circulars-• These contains several pages and

describe all details about the product.• These are printed on good paper with

photographs.

• Folders-• It is bigger than ordinary card and It can be

conveniently folded.• It can be posted without envelope.• These are attractively designed to draw immediate

attention of the potential customers.

• Broadsides-• These are giant sized folders.• These are designed to impressed

customers by their size, attractive colors and illustrations.

• Catalogues and Booklets-• These are illustrative price list containing

the price and features of products.• These are send to business buyers and to

customers who enquire about the goods.• Booklet are sent to usually bulk purchaser.

• House Organs-• These company magazines are sent to

wholesalers, retailers, salesman and prospective customers free of cost.

• The main object behind a house organ is to increase the sales of the company’s goods by appealing to the customers.

• Package Insert-• These are small leaflets to encourage

repeated purchases of the allied products.

Direct-Mail Advertising

• Advantages-– Can be highly selective– Detailed information can be conveyed– Effectiveness of this advertisement can

be measured• Disadvantages-

– Difficult to maintain an up-to-date mailing list

– People think of it as “junk mail”– It is costlier to reach a thousand people.

Novelties Advertising

• This is also known as ‘Specialty Advertising’.• It includes gifts and items containing promotional

messages such as names, trademarks, slogans, or statements of the producer.

• There are various specialty advertising items that are commonly offered. These are-

• Pencils, memo books, calendars, pens, ash trays, openers, pen stands, key chains, T shirts, coffee, mug, diaries, knives etc.

• These are given to customers with selling message printed on these items.

Novelties Advertising

Dealer Aids

• This is also known as Point of purchase Advertising.

• These dealers aids are meant for helping the dealers to attract the attention of customers.

• Examples of dealers aids are hanging cards, display boxes, racks, window banners, wall posters, electric signs, rubber mats, ash trays, permanent display cases, calendars etc.

Dealers Aid

Difference b/w POP v/s POS

• Point of Sale-• In shopping malls or super stores, the queues where people

gather to make payments for the items they have purchased at various computer terminals are referred to as Point of Sale.

• Point of sale is usually near the exit point of a store or the floor.

• Point of Purchase-• However, Point of Purchase is the place where they see the

display of the item and selects it for purchase. • It is important from the point of view of making display more

attractive for the customers and to make a customer buy more from the available space and product range.

Difference b/w POP v/s POS

Promotional Advertising

• It is also known as ‘Display Advertising’.• It includes the efforts made to increase

the sales in and out of the shop.• Display implies arranging something for

view.•

• Window Display-• Window are the of the shop. If these are

nicely arranged, the customers are attracted to enter the shop.

• Window serve as an introduction of seller to buyers.

• Interior Display-• Glass cupboards and sunglass showcases

are arranged inside the shop for interior display.

• It makes easier to find and buy products.

• In store Commercials-• These are audio- visual displays of

products shown on TV sets hung from the ceiling, usually over check- out counters.

• Counter Display-• It includes cut-outs, posters displays

cards, and eye- catching arrangement of goods on the counter.

• Display Stands and Racks-• These display stands can be rotated by

the customers.• Neck ties are displayed on these stands.• Merchandise racks for many items are

placed on the floor.

• Show-room-• Showroom must be highly decorated and

must have good lighting arrangement.

• Exhibition-• An exhibition is a huge fair where many

producers display their products for dealers and consumers.

• Exhibitions are organized by group of producers or trade associations.

• Trade Fairs-• These are commercial fairs in which

producers are invited to display and demonstrate their products.

• Samples-• Some producers distribute samples to

prospective consumers so they can test the product.

• The idea behind it is that the product is that “will sell itself”, if once used.

Miscellaneous Media

• Loud-speakers• Directories• Souvenir Booklets• Program Advertising• Internet• Trolleys

Directory Advertising

• An alphabetical listing of households and businesses.

• The best known are telephone directories.

Internet Advertising

• Placing advertising messages on the Internet.

Factor to be considered in selecting the Right Media

• Objective of the Advertisement• Nature of the Product• Nature and Size of the Market• Type of Audience• Type of Selling Unit• Requirement of Messages• Time & Place of Buying Decision• Cost of Media• Frequency of Advertising

Factor to be considered in selecting the Right Media

• Characteristics of Media• Media used by Competitors• Image & Popularity of Media• Promotional Aids offered by Media

Types of advertising media

Marketing