MEDIA

In communication, media are the storage

transmission channels / tools used to store &
deliver information /data.
It is often referred to as synonymous with
mass media/News media but may refer to a
single medium used to communicate any data
for any purpose
PRESS
national & regional newspapers
Magazines
Controlled circulation magazines
Advantages of
newspaper
Flexibility
Timelessness
Good local market coverage
Broad acceptability
High believability
Limitations of newspaper
Short life
Poor reproduction quality
Small pass along audience
Advantages of magazines

High & demographic selectivity

Credibility & prestige
High quality reproduction
Long life
Good pass along readership
Limitations of magazines
Long purchase lead time
High cost
No guarantee of position
Television
It is large coverage media
It is normally very expensive
It combines virtues of both story teller &
demonstration
High visual impact & appealing
Advantages
Good mass market coverage
Low cost per exposure
Combines sight, sound, motion
Appealing to senses
Limitations
High absolute cost
High clutter
Fleeting exposure
Less audience selectivity
Radio
It typically generates specific audiences at
different times of the day
It can be cost a very cost effective way of
reaching these audiences
Advantages of Radio
Good local acceptance
High geographic & demographic selectivity
Low cost
Limitations of Radio
Audio only
Fleeting exposure
Low attention
Half heard medium
Fragmented audiences
INTERNET/WEB
ADVERTISING
Is rapidly growing force in marketing
Very varied in form
Search engines are interactive
Mixed method of Media ripples can be used to
gain a higher brand recall among the target
audience
Advantages of Online
Advertising
High selectivity
Low cost
Immediacy
Interactive capability
Limitations of online
advertising
Small, demographically skewed audience
Relatively low impact
Audience controls exposure
MEDIA MIX
Is a combination of advertising channels
employed in meeting the promotional
objectives of marketing plan
It is the entire process of strategizing,
creating & executing an advertisement in one
thing
It is the diverse set of tools through which
advertising communication is carried in a
smooth manner