A

PRESENTATION
ON
PRINT MEDIA

Sub :- IMC

PRESENTED BY:- PRESENTED TO:-

RAVI SONI PROF.NEHA GUPTA
YATIN CHAUHAN
KEVAL PATEL
DHAVAL RAMI
 DEFINITION OF PRINT MEDIA

Print media include such forms as-

 newspapers,
 magazines,
 books,
 newsletters,
 advertising,
 memos,
 business forms, etc.
 TYPES OF PRINT MEDIA:

Newspapers: Newspapers are the most popular forms of print

media.

Magazines: Magazines also offer advertisers an opportunity to

incorporate various new techniques and ideas.
Newsletters: Newsletters also form an important part of print media.
These target a specific group of audience and give information on the
product.

Brochures: Brochures give detailed information about the product.

These are mainly distributed at events or even at the main outlet
when a consumer needs to read in detail about the product.

Posters: Posters are forms of outdoor advertising. The message in a

poster has to be brief and eye catching as it a person on the move.
targets
 ADVANTAGES OF PRINT MEDIA
loyal readership. This can be very useful for advertisers as
compared to advertising on the Internet.

If you are targeting a particular geographical area, you can do so

with ease through print media.
For example, a local newspaper would be a best medium to
advertise about a new shopping complex.

You can choose the size of the advertisement space. This will help
you to plan the budget of the expenses to be incurred while
advertising.
 DISADVANTAGES OF PRINT MEDIA

The cost incurred can sometimes be expensive considering the

medium you choose.

Newspapers for example, are amongst the public eye only for a
day.

This medium may not always give you a wide reach. Internet, on
the other hand, can target a global audience.

Advertisements may get lost in all the clutter of editorial and ads
by competitors.
 The Role of Magazine and Newspapers

The role of magazine and newspapers in the advertiser’s media plan differs from
that of the broadcast media because they allow the presentation of detailed
information that can be processed at the readers own pace.

The print media are not intrusive like radio and TV, and they generally require
some effort on the part of the reader zines are often referred to as high-
involvement media.

Over 80 percent of U.S. house-holds subscribe to or purchase magazines, while

the average household buys six different magazines each year
CLASSIFICATION OF MAGAZINES
• Consumer magazines
• Farm publication
• Business publication
ADVANTAGE OF MAGAZINES
Magazine have a number of characteristics that make
them attractive as an advertising medium.
Strengths of magazines include their
 selectivity
 excellent reproduction quality
 creative flexibility
 performance
 prestige
 readers’ high receptivity and involvement
 services they offer to advertisers.
 DISADVANTAGE OF MAGAZINES

 Costs

 Limited reach and frequency

 Long lead time

 Clutter and competition

 THE FUTURE FOR MAGAZINES

Stronger editorial platforms

Circulation management

Cross-magazine and media deals

Database marketing

Advances in technology
 TYPES OF NEWSPAPERS

The traditional role of newspapers has been to deliver

prompt, detailed coverage of news as well as to supply
other information and features that appeal to readers.

 Daily newspapers

 Weekly newspapers

 National newspapers

 Special audience newspapers

 Newspaper supplements
 TYPES OF NEWSPAPER ADVERTISING

The major types of newspaper advertising are display and

classified.

Display advertising

Classified advertising
-special ads and inserts
 ADVANTAGE OF NEWSPAPERS
Newspapers have a number of characteristics that make
them popular among both local and national advertisers.
These includes their:-

extensive penetration of local markets

Flexibility

geographic selectivity

reader involvement

special services.
 LIMITATION OF NEWSPAPERS

The limitations of newspapers include their:-

Poor reproduction

Short life span

Lack of selectivity

clutter
 THE FUTURE OF NEWSPAPERS

 Competition from other media

 Circulation

 Cross-media buys

 Attracting and retaining readers

THANK YOU
