Television, therefore, looses its importance in comparison to other media types such as magazine or radio as they are capable of providing more precise reach in the target market at much lesser cost. Of late companies have been spending huge amounts for this form of promotion. Skipping or “zapping” of commercials during playback/viewing, high cost of advertisement are the disadvantages of television media. 3. One can go to the website of any manufacturer or service provider and gather information. Even though the listener is available at the time of broadcast, there may further be the problem of retaining his/her attention to the commercial. (ii) The life of the magazine advertisement is longer. Magazine advertising is considered to be superior to newspaper advertising because of the following merits: (i) Magazines are read more carefully and at greater leisure. Marketers selling products of mass consumption find television as the most suitable medium offering low cost exposure to target audiences. Articles should be arranged in a systematic way and if possible price tags should also be attached with the articles. This is a very popular form of advertising in the modern day marketing. b. It requires only a script or a copy of pre-coded message and an announcer to read the message. Thus, the usually impact of illustrating the product is not possible. It is a means to deliver the advertising message. Like business magazines, sports magazines and health magazines are for specific segments, which provide geographic flexibility. These vehicles are – Newspapers; magazines; radio; television and film. Advertising through newspapers has the following merits: (i) A newspaper has large circulation and a single advertisement in a newspaper can reach a large number of people. They can run similar campaigns through local newspapers. a. Advertising messages are most often ignored by the viewing audience, who either leave the room on some pretext or get distracted in some other way during the commercial break. (5) In big cities and high traffic areas, outdoor advertising is the most effective form of advertising. One advantage of the media is that it is able to get information to the public in a quick and timely manner. a. So a message given in these newspapers may have a better impression in the minds of the people. The major drawback of this media is that it is costly and has limited coverage. The selectivity occurs due to its programme content, broadcast time and geographic coverage which bring variation in the composition of target audience. Some use it on home all day and the others use it while driving. 5. Booklets and catalogues contain the information about the products advertised. But, occasional listeners tend to forget what they have heard in radio. Newspaper is the only source which is read by most of the houses, within their area of circulation. c. The advertisement materials are given much in advance; hence last minute change is riot possible. Once a huge driver of sales, print is taking a back seat to the many digital forms of … Because of the low cost of developing commercials, the absolute cost of radio advertising is very low and when it is the case of wide audience reach radio is one of the most cost efficient ways to carry advertising message to target audience. There are many benefits to social media advertising, but like everything else, there are also a few disadvantages. In such a situation, for any ad to attract attention it presents a creative challenge for the advertisers. Television permits the demonstration of the product and can discuss and explain the use of the product, its features and advantages. c. With varieties of channels and programs advertisers have a lot of choice to select the channel and time to advertise. Newspapers have a wide coverage. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention, Television permits you to reach large numbers of people on a national or regional level in a short period of time, Independent stations and cable offer new opportunities to pinpoint local audiences, Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion, The message is temporary and may require multiple exposures for the ad to rise above the clutter, Ads on network affiliates are concentrated in local news broadcasts and station breaks, Preferred ad times are often sold out far in advance, Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate, Relatively expensive in terms of creative, production and airtime costs. Sandwich Man – In sandwich man advertising is a team of tall and dwarf man who wear the cloths which bear ad-messages. Magazines provide a suitable environment by way of unique editorial content which appeals to a defined set of readers. The poor reproduction capability of newspaper, therefore, directly affects the attention value of the ad. Art of Marketing - A Place To Share Knowledge On Marketing, Types of Advertising Media: With their Advantages & Disadvantages (4 Answers), 100 + Marketing Management Question and Answers, Advertising Copy: Essentials, Types, Structure and Testing | Marketing, Exporting: Advantages and Disadvantages | International Marketing. These are the sources of news, opinions and current events. Radio advertisements have gained great popularity these days. The mailing list can also be revised whenever the need arises. As a result, magazines offer high amount of selectivity as compared to other forms of medium. Poster are printed and posted on walls, buildings, bridges etc. The various types of electronic media are: With rapid growth of information technology and electronic media, television has topped the list among the media of advertising. The main aim of outdoor advertising … (iii) Its effectiveness is doubt fid as it does not create a mass appeal. Newspaper is read most and also read in most cases by the entire family. Scheduled maintenance: Saturday, December 12 … Circular letters are sent to the prospective customers to inform them about the merits of the product and to create their interest in the product. Many newspapers in English and Hindi have national wide coverage. Many specialised magazines or journals are published which can be used for transmitting the message to the specific class of customers. The major drawback of film advertisement is that it is usually ignored by the people. Television – Television is the one of the fastest growing advertising media which used video and audio signals. Long lead times are required for creative printing and mailing. There are certainly some disadvantages of using radio as advertising medium and the media planner use it carefully while planning for product promotions. (4) Ability to create images that sales staff cannot. The message can be changed whenever the need arises. This can be very useful for advertisers as compared to advertising on the Internet. Though some selectivity is possible in television advertising due to variation in programme content or geographic area or particular air timing, yet television does not allow reaching to very specific and often small target size. … But film advertisement can be adopted only by the well established firms. A growing number of readers now skip the print version of the newspaper (and hence the print ads) and instead read the online version of the publication. Number one media for local advertisers Reach a diverse (or broad) audience Locally or regionally concentrated Consumers look for ads in newspapers Deliver timely messages Copy space is … Newspaper may be national/local/daily/weekly. Advantages • Different types of print media (newspapers and magazines) have a loyal readership. Mural advertising is frequently used to advertise fans, fertilizers, tonics, beauty aids and other consumer items. Your message can be as long as is necessary to fully tell your story. The message that any advertisement wants to communicate may not be proper as there is no chance to hear it again immediately. Thanks to the massive data available in the world of digital media advertising, you get to learn wh… In radio there are short breaks during transmission of any programme which is filled by advertisements of products and services. Producing direct mail materials entail the expense of using various professionals – copywriter, artists, photographers, printers, etc. (2) It is economical as it saves enormous amount spent in press and other media of advertising. Marketers cannot target specific markets through newspaper advertisement and it is usually read once and then discarded. With vast majority of population already covered with cell phones and computers, this advertising media holds good potential. How is this done? For example, who can forget Aamir Khan saying “Thanda Matlab Cocacola” or Sachin Tendulkar in Pepsi advertisement. The geographic coverage can be selected by marketers. They are quite big in size and are fixed at outstanding locations like busy markets and crossings. 2. Newspapers are a highly visible medium, so your competitors can quickly react to your prices. d. Competitors can quickly react to the prices after seeing the newspapers. Exact picture can be portrayed to enable the customer to identify the product at the point of purchase. With widespread distribution and availability of products and services, television commercials, thus, become indispensable form of product promotion for companies dealing in packaged goods, retailing, and so on. As the Web becomes a must-use daily medium today, pay per click … The advertising message on television appears by itself, and there are no competitive advertisements or even editorial matter to distract the viewer from the message. d. The matter of advertisement can be given to newspapers at a very short notice. b. (iv) Advertisements are the major source of income to the newspapers. Many small advertisers with small advertising budgets either find themselves incapable of buying airtime, or else they need to be brief in their message content. It has greater effectiveness as the message is conveyed at their homes to the people. 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