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PRATEEK SINGH ROLL NO. 1835 YEAR; B.A.IInd
Foremost I would like to thanks “Mrs. Dipshikha” for assigning an interesting and important task. I like to thanks to my subject teacher “Mrs.Kamalpreet kaur” to help all the students and all necessary support and information .Also thanks to my Friends who helped me in completing the assignment. Last but not least my Parents without their support and love; I can’t able to correct my mistakes.
Media of advertising
What its means by media research? It is to do with the efficient media selection and the evolution of the advertising media effectiveness both before and after the selection of media schedule. It aims at finding out both ‘reach’ and ‘impact’. Reach means coverage and the impact means the impression created by the medium on the people. An advertising medium is the mean to deliver the advertising message. He advertising is to go in for right message or set of carriers keeping in the mind the cost, efficacy and specification of the media.
Press Media:- Press advertising means advertising through newspapers. Newspapers are a suitable medium for goods requiring mass advertisement. They are: I) Indoor advertising. The New Indian Express and Thina Mani. Times of India. Malai Mani etc. magazines or hearing a radio or engrossed in T. Newspaper advertisements must be ‘catchy and attractive’. Press has become the most popular medium of advertisement. Thina Thanthi. The message should be ‘Short and suggestive’. a) Newspapers and b) Magazines a) Newspapers:- A sizable share of the total advertising budget is spent on advertising in newspapers. V) Web advertising or Internet advertising. I. Thinamalar.V programmer or a film. IV) Promotional advertising. III) Direct advertising. Newspapers are bought largely for their news value. . In India there are both English and newspapers in regional Languages name by The Hindu. Malai Murasu. II) Outdoor advertising. magazines and trade and technical journals. Press publicity takes two forms.The media of advertising may broadly be classified into five types. Indoor Advertising Where people get the message by sitting at their home. is known as an indoor advertising. 1. through newspapers.
Gripping headlines. attractive pictures and catchy Slogans may be used to make the appeal effective. According to the convenience and necessity of the advertiser. ii) iii) iv) v) Limitations of Newspaper advertisement: i) The cheap quality of Newspaper does not give accurate and fine reproduction of the advertisement. so his or her coverage is high. the shape and size of advertisement could be changed. . The selling message reaches the public while it is fresh. High frequency enables speedy preparation and publication of advertisement. They offer a lot of flexibility. They reach the public at lower cost than any other medium. Its various advantages may be summed up as follows:i) Newspapers reach every nook and corner.
teachers. Trade and Technical journals are published for the professional use of auditors. “Readers Digest” etc. Only colour advertisements are more effective. Illiterate people cannot understand newspaper advertisements. “Gentlemen Society”. Special magazines for women and children are also published. Special issues are made during Deepavali and other festivals. there are several other regional magazines also. but they are very limited. . “Business World”. “Business India”. Magazines like “India Today”.ii) The life of a Newspaper is very short . lawyers etc. iii) iv) v) vi) b) Magazines / Journals Magazines and journals may be weekly fortnightly. “The Illustrated Weekly of India”. it appears in the newspaper. doctors.If the advertisement is not seen on the day. Often the persons expected to read the message miss to read the advertisement.. If prospects are limited in number. bankers. monthly or quarterly publications. Besides. company secretaries. are some of the popular magazines in India. advertising in newspaper may be ineffective. it goes waste.
The coverage of the magazine and the coverage of the distribution of goods may not synchronies i. songs. interviews etc. inelasticity. Delhi. More circulation and more readers and so the advertisement cost per reader is much less. Recently FM broadcasting has become very popular for commercial advertisement in metropolitan and its sub-urban areas. Commercial broadcasting has become more popular in all countries. Radio advertising reaches a large number of listeners both the educated and the illiterate. Radio Advertising Sound moves faster.. reaches the right type of target audience.Advantages of advertising in magazines i) ii) iii) iv) The most important advantage is the length of life.e. vi) It creates prestige. Proper magazine if selected. Preparation of cost of magazine is higher and hence advertising cost also would be higher. Disadvantages of advertising in magazines i) ii) iii) iv) Changes in the copy of magazine cannot be effected quickly. Better reproduction of advertisements than newspapers. The advertisements cannot be brought out in time as needed by the advertiser. . Advertising through radio appeals to the people because music. The advertisement may be seen several times. accompany it. People tune on radio for entertainment. reputation and an image of quality. dialogues. 2. Radio advertising is the quickest medium of advertising.
viii) Estimation of audience is difficult.Kolkata. vii) The radio is not suited for all kinds of products. No pictorial presentation. It has the advantage of wider coverage. The message also reaches the people at home. Mumbai. Chennai. and Bangalore Stations of All India Radio undertake commercial broadcasting. Demerits of Radio Advertising: i) ii) iii) iv) v) vi) Detailed advertisements are not possible. It has human appeal which is unparalleled by any other medium. High cost of time and talent. animated and quite dramatic. The Radio message is short and people easily forget it. Even illiterates who cannot read the printed message can be approached through radio communication. v) It is also cheaper. Merits of Radio Advertising: i) ii) iii) iv) It is alive. Non-availability of advertising message for future reference. 3. It is attractive and more powerful. ix) There is no possibility of demonstration. Television Advertising . Frequent repetition may cause boredom.
It has overcome one of the major limitations of the radio i. worldwide advertisement can be made for a product with the help of multi channels in a Television. It is an audiovisual system. Film Advertising . Through this medium products can actually be shown and demonstration can be made and explained.. Some times. Demerits Television Advertising i) ii) iii) Television advertising is costly and sometimes exaggerating also. As a result it combines the two to produce high impact on communication. The advertising message reaches the viewers at their home when they are relaxed and receptive. Merits of Television Advertising i) ii) iii) iv) v) TV appeals to both the senses of sound and sight. the advertisement is so interesting and attractive that viewers’ attention is carried away from the product. In the countries where television is a luxury its appeal is restricted to the rich people alone. To day. It provides colour visibility making the message all the more attractive and impressive.e. Pictorial presentation of merchandise. It has all the merits of radio broadcasting.Television is the latest indoor medium of mass communication. 4.
middle and rich.poor. So demonstrations make the product more appealing and acceptable. Back reference is not possible.It is also an audio-visual medium. ii) iii) iv) v) vi) There is censoring of films-restrictions. Demerits of Film Advertising i) Production cost is very high for a medium film. The message is conveyed to a big audience in the cinema hall. Film advertising is made in cinema theaters. . The advertisement in the form of commercial films and slides are shown before the regular films. For screening films the co-operation of the theatre owners is essential. ii) It also helps to explain and demonstrate the use of a product. Many people do not go to films. Merits of Film Advertising i) It has a mass appeal and covers all classes of people . iii) It is not waste as no advertisement can escape the attention of the mass. The audience may get irritated when more advertising films are shown.
Advertisers paste the posters in important places to convey the message and attract the people.II. a) Poster It is a common form of advertising. political parties etc. The posters are increasingly used by cinema producers. A poster is a sheet of paper carrying advertising message. This moving advertising is called as vehicular advertising. c) Painted Display . The posters are made in attractive colors. Outdoor Advertising Advertising media that delivers the message when people step out of their homes are known as out door advertising media. They are printed in brief. b) Vehicular Advertising Advertisement is made inside and outside the buses or trains. The following are the different kinds of outdoor advertising.
This form of advertising structure is erected at various important places in a city. Flexibility is present. Merits of Outdoor Advertising i) ii) iii) iv) v) Outdoor advertising is capable of gaining more attention. It attracts the passersby and conveys the message effectively. This type of advertisement can be seen from a long distance. Beautiful neon-signs are used with the help of engineers and electricity. Handbills are the cheaper means of advertising. e) Sky Advertising Big kites and balloons are floated in the air and advertising message is written on them. . d) Electric Display This medium of advertising is attractive and popular in big cities. Once the board is exhibited.It is an artistic work visible from a distant place. Night time is the right time for this type of advertising. f) Hand Bills It is a common way of advertising employed by small-scale businessmen. It offers great selectivity. it could be kept there for quite a long time. People out of curiosity normally are tempted to read the message conveyed by this medium. Printed leaflets containing business message are distributed among the people. regionally or even nationally. It could be used locally. It is a very good medium to stress the brand names and package identity.
. Therefore. The message could be altered to suit different conditions. Envelope enclosures: i) Circulars. iii) Stuffers. Demerits of Outdoor Advertising i) ii) iii) iv) It has to be brief. The exact effect created on prospects is difficult to measure. Gifts.vi) Coverage is greater. It may take various forms according to the method in which the advertisement copy is prepared. Direct Advertising or Direct Mail This method is direct in its approach and hence often referred to as ‘direct advertising’ Here printed materials are used to spread information. it cannot be used for introducing a new project but it is an effective for reminder of an existing product. Catalogues. III. detailed explanation is not possible. It could be used only as a supplementary to the other kinds of advertising. Novelties. For example. A close touch with the customers is made possible through direct mail advertising. Merits of Direct Advertising i) ii) The message is directly addressed to the customers. etc. ii) Folders . vi) Low cost. c) Booklets.a single sheet folded. Low prestige value regarding Hand Bills. a) b) Sales Letter -cyclostyled or typed or printed ones.
ii) iii) iv) v) vi) IV. especially when printing and postage charges are high. where the customers are limited. It is cheap when compared to other forms of advertisement. The great attraction of this method is its capacity to create and maintain personal contact. This is a direct method because the manufacturer either undertakes the advertising process directly or through the dealer. Applicable to only industrial products. Goods are displayed in front of the shops or at busy centers like cinema houses or railway . The preparation of proper mailing list is not an easy job. It has not proved its supremacy all over the other fields. The list prepared becomes absolute in a short span of time.iii) iv) v) Advertisement could be timely according to the wishes of the advertiser. There are various forms commonly known as ‘Store Display’. Demerits of Direct Advertising i) It is not cheap. The rejections and returns in posts are too many. a) Window Display It means exhibition of goods through beautifully decorated windows. Promotional Advertising (Purchase Point Advertising) It is another powerful medium of advertising.
Exhibitions are gaining popularity in recent times. Pleasing colours and proper lighting attract the attention of the people. Consists of a one liner. or to try or purchase of the product. V. A well-designed show room creates an interest in the minds of the customers. Salesmen help the prospective consumers with necessary information about the goods. New arrival of goods is exhibited whenever necessary. Radio sets. Window display is changed periodically. Different kinds of products are kept available in the showroom. Textile mills. Various producers reserve stalls in trade shows and compete with each other in Promoting sales.Web Advertising/Internet Advertising The first web advertisement was placed on the October 1994 Edition of the Hotwired Website. It requires the user to click on the advertisement for further information. Watches. This automatically takes him to the home page or Website of the advertiser. There are two very good reasons for embracing the inevitability of the growing amount of commercial advertising on the Web.stations. national and international level. The Internet has enabled the consumers to interact directly with the advertisers and the advertisements. Firms producing furniture. Web advertisement requires the participation of the Internet users. For instance. either for more information. generally establish showrooms at important centers of big cities. It serves as an effective and economic medium of advertising. c) Exhibition Exhibitions are trade shows conducted by manufacturers to exhibit their products. Web advertising is an attempt to disseminate information through Internet in order to effect a buyer seller transaction. b) Showroom It provides an opportunity to the consumers to inspect the products. etc. which they desire to purchase. Television sets. . They are held at local.
. Contents can be updated. vii) to existing . Web advertisements are accessed on demand for all the 24 hours a day. One-to-One direct marketing is possible. audio.Advertising conveys much needed information. graphics and animation.. Web advertisements can be interactive and targeted to specific interest groups and individuals. Multimedia will create more attractive advertisements. Advantages of Web Advertising i) Advertisements can reach a very large number of potential globally buyers.Advertising generates significant revenue. 365 days a year and costs are the same regardless of audience location. supplemented or changed at any time at a minimum cost. They can introduce new products or alternatives products. ii) iii) iv) v) vi) vii) They can efficiently use the convergence of text.
A close touch with the customers is made possible through direct . Indoor advertising media: . Outdoor advertising media:. television.painted displays.Disadvantages i) There is no clear standard or language of measurement. who are still lesser. and video film. efficacy and specification of the media. He advertising is to go in for right message or set of carriers keeping in the mind the cost. outdoor advertising media. Broadly. posters. radio. These vehicles are newspaper. these media can be grouped into four categories.outdoor advertising is the only one of its kind that has been carried for ages. magazine.elastic signs. and display advertising media. There are number of media open to advertiser to select and benefit. Indirect advertising media made up of the vehicles like. iii) Cost is high in many circumstances.This method is direct in its approach and hence often referred to as ‘direct advertising’ Here printed materials are used to spread information. It was the earlier media for advertising. Direct advertising media:. like indoor advertising media.travelling displayssky writing. directive advertising media.sandwich man and the like. CONCLUSION An advertising medium is the mean to deliver the advertising message. Outdoor media also called indirect advertising media.indoor advertising means the use of vehicles by that advertiser who carry the right in the houses. ii) Audience is only net sufferers.
Novelties. etc. Gifts. Envelope enclosures. Web Advertising/Internet Advertising:.It is another powerful medium of advertising. There are various forms commonly known as ‘Store Display’. exhibition.Web advertisement requires the participation of the Internet users. The Internet has enabled the consumers to interact directly with the advertisers and the advertisements. This is a direct method because the manufacturer either undertakes the advertising process directly or through the dealer. Promotional Advertising: . BIBLOGIRAPHY ADVERTISING AND MRAKETING COMMUNICATION : . showroom. Like window display.mail advertising like: Sales Letter -cyclostyled or typed or printed ones. Booklets. Catalogues.C.N SONATAKKI .
Direct advertising. INDEX Media of advertising Press Media Outdoor advertising. WITH THE HELP OF GOOGLE SEARCH AND SOME OTHER RESOURCE ALSO. KAMALPREET KAUR TAKING THE PICS FROM BRANCH (HT) & TIMES TODAY. THE MATERIAL COLLECT FROM THE NOTES WHICH GIVEN BY MRS. AND USING SOME NEWS PAER ALSO. Promotional advertising) Web advertising or Internet advertising .
Sky Advertising. Painted Display. Hand Bills. Vehicular Advertising.Indoor Advertising Press Media Newspapers Magazines / Journals Radio Advertising Television Advertising Film Advertising Outdoor advertising Poster. Electric Display. Direct Advertising or Direct Mail Web advertising .
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