ADVERTISING SEM-IV

MODULE I: MEDIA IN ADVERTISING

SECTION A: TRADITIONAL MEDIA

NEWSPAPER ADVERTISING:

SR.NO. MERITS DEMERITS

1 Detailed information Limited coverage
2 Wide coverage Short life
3 Quick Response Hasty reading
4 Flexibility Expensive
5 Economical Lacks quality reproduction
6 Split run facilities Demonstration
7 Keying the advertisement Limited readership
8 Prestige Clutter
9 Editorial support
10 Repetition
11 Reference value
12 Easy measurement of reach
13 Mobility

MAGAZINE ADVERTISING:

SR.NO. MERITS DEMERITS

1 Longer life Expensive
2 Better quality Limited reach
3 Colour printing Long lead times (weekly or
monthly)
4 Selectivity (particular section Less flexibility (advertisement
eg.women) needs to be given much in
advance)
5 National coverage Frequency of insertions
6 Longer copy (Detailed information) Scope limited to literates
7 No hasty reading Current events (cannot be always
covered)
8 Secondary readership ( read by Clutter (too many ad messages at
family members) same time)
9 Reference value
10 Editorial support
RADIO ADVERTISING:

SR.NO. MERITS DEMERITS

1 Personal touch Short life( few seconds)
2 Better recall (memory value) Brief information
3 Variety ( spot announcement and Lacks visual effect
sponsored programmes)
4 Suitable to illiterates Clutter
5 Demographic selectivity (use of Repetition ( results in boredom )
local language)
6 Relatively low cost Suitability( not suitable for
industrial or financial products)
7 High penetration Wastage
8 Flexibility Perishability ( few seconds )
9 Mobility Effectiveness (difficult to measure)
10 Divided attention
11 Repetition

TELEVISION ADVERTISING:

SR.NO. MERITS DEMERITS

1 Dramatic impact (sound and vision) Expensive
2 Demonstration of goods Clutter
3 Entertainment Short life
4 Personal touch ( sales person Lacks reference value
talking)
5 Introducing new products Government control
6 Penetration Lacks flexibility (last minute
change not possible )
7 Low per person cost Wastage of commercial message (
if you do not view television )
8 Prestige Difficulty of getting suitable
timing
9 Selectivity ( different time slots due Not suitable for all types of
to many channels ) products
10 Popular personalities Difficult to study effectiveness
11 Flexibility Lacks mobility
12 Family coverage
13 Appeals to all ( no distinction for
age, income, education ,sex and
religion)
14 World market
15 Research facilities ( research on
television viewership pattern)
OUT OF HOME /OUTDOOR ADVERTISING

Meaning

Outdoor media is the oldest form of advertising. Advertisements which are done
outside the home are called as outdoor advertising.

FORMS

 Poster /Billboard advertising

 Painted signs
 Electric signs
 Sandwichman
 Sky advertising (hot air balloons /sky banner)
 Trade shows and fairs
 Transit advertising (car cards station displays)
 Point of purchase advertising
 Window display

SR.NO. MERITS DEMERITS

1 Attention grabbing Brevity(brief and simple
information)
2 Local advertising Maintenance
3 Less expensive Inconsistency in quality
4 Flexibility Spoils the beauty of environment
5 Language flexibility Clutter
6 Continuity Response
7 Reminder advertising Problem of placement
8 Multiple exposures Obstructs traffic

CINEMA ADVERTISING

It refers to the advertising undertaken in the cinema halls. It may be either in the form
of slides or short films.

SR.NO. MERITS DEMERITS

1 Greater impact (combination of Indifference (people are interested
sound and vision) to see the movie)
2 Less expensive (than TV and press) Limited audience
3 Mass appeal (literate, illiterate, Short life
young, old, male female etc.)
4 Demonstration Expensive.
5 Local selectivity (area-wise cinema
 hall can be selected)
6 Innovations (35 mm or 70 mm Dolby
system)
7 Supplementary medium
8 Popularity
 SECTION B: NEW AGE MEDIA

INTERNET ADVERTISING

It is also known as online advertising and web advertising.

Forms of Internet Advertising

1. Ad banner

2. Websites

3. Sponsorships

4. Interstitial

5. Pop up windows

6. Email advertising

7. Classified ads

8. Search based ads

9. Social networking advertising

10. Floating or Flying ads

11. Mobile advertising

SR.NO. MERITS DEMERITS

1 Wider coverage Problem of trust
2 More interactive Costly medium
3 Greater control Low computer penetration and
connectivity problems
4 Affordable Receptiveness
5 Informative Limited scope
6 Selective audience Technical obstacles
7 Flexible payment Complex
8 Cost effective Measuring effectiveness
9 Affluent market Absence of personal touch
10 Reference value Problem of spam
 SECTION C: MEDIA RESEARCH

MEDIA RESEARCH

Media research is a systematic way of collecting information related to media related

aspects such as development of media, their achievements and effects, media
consumption habits of people, media trends and so on.

Importance of media research

1. Media consumption habits (the amount of time spent by consumers with various
types of media e.g. Reading a book, listening radio, viewing television etc.)

2. Profile of media audience (age, income, educational level of customer)

3. Selection of media (suitable media mix)

4. Booking time and space

5. Benefit to media owners.

6. Advertising rates

7. Benefits to advertisers

8. Competition

9. Benefits to audience

AUDIT BUREAU OF CIRCULATION (ABC)

 Established in USA in 1914

 In India started in 1948
 Non-profit making organisation
 Voluntary organisation
 Association of publishers, advertisers and advertising agencies
 To protect the interests of publishers, advertisers and advertising agencies
 It certifies and audits the circulations of major publications, including
newspapers and magazines in India.