TYPES OF MEDIA

Depending upon the nature of

customers advertising media can be
classified in 2 broad categories
Media for business customers
Media for non business customers.

Media for Business

Customers
Business and trade
publications
India today
Business today
Economic times
Political weekly
are some of the trade news
papers that contain
advertisements for
products meant for
industrial use.

Advantages
Offered to selective groups therefore
reaches the target customers
It can be used for customers across the
industries or customers who are
interested in particular technology.
For ex- business people refer to business
today magazine rather than other media.

Disadvantages
It lacks the flexibility of changing
advertisements till the next
publication ie change in product
specification cannot be
communicated to customers till the
next publication.
Costly form of advertising.

Trade Directories
Many states and private firms
publish local directories which
present information about
manufacturers and resellers.
Provides relevant information.

Advantages
Elaborate information can be obtained
about manufacturer's and
middlemen's according to the
products they produce and sell.
Suppliers can update their
information.
Credible source of information

Disadvantages
Information provided in these
directories is also available on
computers, phone calls, fax and emails.
Money invested in these directories
is wasted unless customers buy them
for their regular use.

Media For Non Business

Customers

Direct mail
Telemarketing
Print media
Television
Films
Radio
Outdoor advertising
Online advertising

DIRECT MAIL
Messages are targeted towards
specific readers when the company
wants to announce the new product or
altering the existing one.
company prepares the mailing list of
the customers and send them mails.

Advantages
Cost effective
Less time consuming
There is secrecy in advertisement hence
no competition within same medium.
It is personalized form of
advertisement, as they give personal
attention to customers.
Advertisers can convey lengthy details
about the product.

Disadvantages
Not suitable for mass scale advertisement.
Many readers dont read the mail.
Continuous updating of the mailing list is a
difficult task.
Unless not properly designed with respect
to the idea to be presented,cutomers to
whom it will be presented will not have any
effect.

TELE MARKETING
Customers are contacted through
telephones. It is also known as phone sales.
Substitute for face to face selling.
Salesmen make phone calls to their
existing and potential customers about the
new product and changes in the existing
product, changes in prices, additional
service

Advantages
It enhances
effectiveness of
trade publications and
direct mail advertising
It enables the
advertiser to get
immediate feedback
on his information
from the buyer.

Disadvantages
Buyers do not
generally respond
on phone to
marketers who are
new to them.
Not suitable for
mass advertisement

PRINT MEDIA
NEWSPAPERS
MAGAZINES
NEWSPAPER SUPPLIMENTS

NEWSPAPER
Most popular medium

of advertisement due
to widest circulation.
Advertisers choose a
newspaper depending
upon its
circulation,cost
,acceptability among
the consumers whom
they want to reach.

TYPES
CLASSIFIED

NON CLASSIFIED

CLASSIFIEDS
Carries messages in precise form.
Fixed place in the newspaper.
Eg. Matrimonial, wanted, tender
notice, auction etc.

NON CLASSIFIEDS
Carries messages in detail &
attractive manner.
Gives full information about products
& producers.
No Fixed place in the newspapers.

ADVANTAGES OF
NEWSPAPER
It is flexible news can be changed
according to the market situation.
Benefit of timely information
reaching the customers.
Wide market coverage.
Widely accepted.
Use pictures & illustrations.

 Cost effective.
Continuous reminder to consumers
about the product & prices.
Provides huge revenues to publishers.
Well organised sections for each
area.

DISADVANTAGES
Cannot approach the illiterate of the
society.
Casual readers do not read whole
newspaper.
The reader looks only for relevant
pages & news, so advertiser may not
get relevant attention.

MAGAZINES
Uses colour & illustrations
to convey product
information to readers.
Advertisers choose the
magazine depending upon
the nature of readers,
popularity of the magazine
& the cost of space
required in it.

TYPES
GENERAL

SPECIALIST

GENERAL MAGAZINES
They are read at
leisure.
Contains lengthy
advertisements.
Content is meant for
general appeal.
Eg India Today,
Filmfare,
Cosmopolitan.

SPECIALIST
MAGAZINES
Cater to specific
readership & target
group.
Helps advertisers to
target a particular
segment of
consumers.
Eg Femina, tinkle,
CSR.

ADVANTAGES OF
MAGAZINES
High geographic & demographic selectivity.
Enjoys credibility & prestige.
Colours & illustrations gives high quality
reproduction.
Long term impact- readers can reopen the
magazines & have a look at the
advertisements.
High readership as readers read magazine
at leisure & enjoy the magazines.

DISADVANTAGES
Costly form of advertisement- high
quality paper, colour & preparation.
Lack of flexibility- changes cannot be
made until the next publication.
It does not have a mass appeal.
Timely information of arrival of a
new product is not possible.

RADIO
Audio system of advertisement.
Has a mass appeal.
Can be listened both inside & outside
the homes.
With the growth in usage of mobiles
the popularity of radio has increased
manifolds.

ADVANTAGES
Low cost per exposure.
Used for commercial & non commercial
products.
Flexible & timely.
Accessible source for both literates &
illiterates, rich & poor, rural & urban.
It is a mobile means of communication.
Spoken words are more effective than
written words.

DISADVANTAGES
Fleeting exposure- viewers can not go
back to it for recollecting the details
till it appears again on the screen
It offers only the audio presentation
of advertisement.
Detail message cannot be announced
over the radio.
Low attention value.

TELEVISION
Uses audio & video .
Fast growing medium.
Mostly preferred because of its
uniqueness & reach.
Reaches audience like face to face
contact.
Full opportunity for products
demonstrations.

ADVANTAGES
Used for commercial & non
commercial buyers.
It can reach mass audience.
It can reach secondary & tertiary
markets which are not within the
reach of distributors and
salespersons.

 Provides an
efficient
combination of
sound, picture &
motion.
Power to attract
customers.
Flexible

DISADVANTAGES
Costly
Affordable to only big business
firms.
Customers switch over to other
channels during commercials thus adv
go unnoticed.
It offers a fleeting exposure.

FILMS
It is a newer form of advertising.
Products are advertised through
placement in movies.
Advertising is done in an ingenious manner
so as to increase the recall value among
the viewers.
People recognise the brand with a
particular movie.
Leads to formation of fads.

OUTDOOR
ADVERTISING
It makes use of posters, handouts,
display boards, neon sign boards to
advertise the information.

HOARDINGS, BANNERS,
POSTERS & NEON SIGNS

ADVANTAGES
Highly flexible.
Non expensive.
High degree of geographical selectivityhoardings can be put up where sellers
anticipate a market.
Advertisements are noticeable while
people are moving in cars, standing at bus
stops, sitting in park.

DISADVANTAGES
They are subject to vagaries of
weather.
Not many people notice these
advertisements.
Less attractive than magazine adv.
They are viewed as environment
pollutants.

ON-LINE
ADVERTISING
It uses theInternetandWorld Wide
Webfor deliveringmarketingmessages to
attract customers
Ex- contextual ads onsearch engine
,results pages,banner ads,Social network
advertising,,online classified
advertising,advertising networksandemail marketing, includinge-mail spam.

ADVANTAGES
Immediate publishing of information and content.
Not limited by geography or time.
It allows for the customization of
advertisements, including content and posted
websites.
For example,AdWords,Yahoo! Search Marketing
and GoogleAdSenseenable ads to be shown on
relevant web pages or alongside search results of
related keywords.

DISADVANTAGES
Online adv can not be used for all
kind of products so companies should
take care of which products to adv
through internet.

Floating ad: An ad which moves

across the user's screen or floats
above the content

Pop-up: A new window which opens

in front of the current one,
displaying an advertisement, or
entire webpage

Video ad: similar to a banner ad, except

that instead of a static or animated
image, actual moving video clips are
displayed.

 Mobile ad:
anSMStext or
multi-media
message sent to a
cell phone.

SOCIAL NETWORKING
SITES
SNS have emerged as a new platform for
adv.
In 2009 there was increase of about 82%
users of SNS.
Most of the online users are youngsters.
advertisers have to understand that hw to
reach these users and convert them into
customers.
Ex- facebook,orkut,hi5,myspace.

ADVANTAGES
It is helpful for those companies who
target youngsters.
students of a particular college ,employees
of a particular co can also be targeted.
. users discuss with their friends about the
brands leading to word to mouth publicity.

DISADVANTAGES
Users are more engaged with the
content of the site rather than the
add.
SNS are often used by internet
savvy users and hence are aware of
their strategies and they tend to
block these adds.