meaning, definition ,types of Advertising media, print media

3. ADVERTISING MEDIA

4. MEANING:
 Media refers to the channel of communication advertising media
refer to a while or
 instruments which is carrying the sales message of an advertiser
to the prospects.
 Simply, advertising media refers to the various media channels
through with
 advertising is done.
 In other words, advertising media communicate the promotional
message about
 products.

5.  An advertisement (often shortened to advert
or ad) is the promotion of a product, brand or
service to a viewership in order to attract
interest, engagement and sales.

6. ADVANTAGES:
 • This budget is stable and simple to offer.
 • Co-ordination between budget is easier to achieve.
 • The impact of change can be seen quickly.
 • It is easy to understand.
 • This budget may become out of date.

7.  Advertising is a means of communication with the users
of a product or service.
 Advertisements are messages paid for by those who send
them and are intended to inform or influence people who
receive them, as defined by the Advertising Association
of the UK.

8.  Various advertising media are available to marketers.
 I. Broadcast media/electronic media:
 1. Radio media
 2. Television media
 II. Print media:
 1. Newspaper media
 2. Magazines media
 III. Outdoor and transit media:
 1. Outdoor media
 2. Transport media

9.  The term 'print media' is used to describe the traditional or "old-
fashioned" print-based media that today's parents grew up with,
including newspapers, magazines, books, and comics or graphic
novels.
 Historically, only wealthy publishers had access to sophisticated
type-setting technologies necessary to create printed material, but
this has changed in recent years with the widespread accessibility
of desktop publishing software and print-on-demand publication
services such as Lulu.com (LINK).
 More recently, electronic book readers such as the Amazon Kindle

11. Appeal to visual learners
Flashy images in magazines get the attention of many magazine readers. Thus if you have a killer
ad design, the results are always promising.
Still gives a higher ROI than digital ads
There is a high tendency for print media to keep at homes and re-read and shared. Newspapers and
magazines at the doctor’s office, the library or public places, have a long shelf life which increases
your ad’s exposure. Following gives print ads higher chances to stick than digital ads which forget
instantly.
Loyal customer base
Print media has a large loyal customer base that buys the publication on a weekly or monthly
basis for months, maybe even for years. Thus you are assured of massive exposure for your
advertisement with print media.

12. Flexible
Print media advertising comes with many options. From features, full-page ads to
small ad listings it gives you the flexibility in selecting the type of ad to fit your
requirements and budget.
Establish trust
Researches show that print media is one of the most trusted media outlets out there.
Since people purchase from those who they trust, advertising on print media can attract
you more sales than any other media outlets.
Reach multiple generations
Consumers of newspapers and magazines can range from teens, young adults to senior
citizens, enabling you to target a wide range of audience easily.
Best for local targeting

13. Not for a global audience
Print media is not the best method to get the word out about your
business if you are targeting a global audience as it’s very rare to
find print publications that read globally.
Requires a lot of planning
Getting published on print media is quite a process. You will have
to plan your ad, write an ad copy, hire someone to design it for you
and submit the ad copy to the publication and process the payment.
The process can be time-consuming and complex

14. Broadcast media describes the traditional forms of media that
include television and radio.
Technically, the term ‘broadcast media’ can include the internet as
well and even such things as Bluetooth marketing and other forms
of location-based transmissions.
But mainly, we’re talking about television and from the perspective
of marketers, that will mean television and radio advertising

16. Multi-sensory appeal
Broadcast media makes use of audio, video, and a combination of audiovisual media. That is why
people are naturally quickly drawn and hooked to it. It is effortlessly more appealing to consume
broadcast media than other forms such as print media.
It’s all thanks to several senses stimulated, making messages more impactful and even emotional.
According to a study that analyzed the impact of audiovisual input in university academics,
audiovisuals made teaching and learning more effective.
Broad reach
Another advantage broadcast media has the scope of reach that is capable of, which is immense. If you
want a piece of information to reach as many people as possible in as little amount of time, broadcast
media is your best bet.
If you are a company that wants to increase brand awareness exponentially, broadcast media is a useful
tool. Almost everyone has a TV and/or a radio at home. This means that if you choose to use broadcast

17. Economical
Broadcast media is not just effective.
IT can also be very economical. On the consumers’ end, all they need is a
TV, a radio, or even just a phone with a basic internet connection.
Then, they can have unlimited access to all the information that
broadcast media has to offer.
From a company’s perspective, broadcast media may take some
investment, especially if you are looking to advertise on TV.
However, radio broadcasts are relatively cheap and are therefore a good
option for small businesses that want to get the word out about their
products

18. May target lower-income audience
There is a study that links high rates of watching television with
poverty. You will also notice in articles that talk about habits that
differentiate the rich from the poor that time spent watching TV is lesser
among the wealthy.
There are many possibilities for this phenomenon. It could be that rich
people can afford better entertainment that does not involve television
as opposed to the lower or middle class whose only entertainment is the
TV.

19. People may not realize that they are multitasking a lot of times. It is very
rare to see someone glued to the radio and just listening. Also, when the
news is on, people are usually busy doing other things at the same time,
such as cooking dinner or doing chore.
Inconsistent costing
While cost is an obvious advantage, it is also a disadvantage of broadcast
media. Sure, you can find cheaper means to advertise, but if it does not
apply to your product or business, that would be a bad spend. Worse is if
you invest in expensive broadcasting and end up with little or no revenue
at all.
You need to find the right balance between the type of broadcast media you
choose, its cost, and its applicability to your business.

20. Thank you