Mktng Unit 2

8/22/2019 Mktng Unit 2

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Advertising Media

Advertising media are the means or channels

through which advertiser communicates his

message to prospective customers to

influence their behaviour.



Factors affecting media selection:

objectives of the firm

Media costs and company’s financial

position

Reach or number of people exposed to themessage

Company’s advertising policy

Image of the media

Repetition or frequency



circulation or coverage

Past experience

Experience of other company

Expert opinion

Type of buyersType of products

Type of advertising media



Type of advertising

media

Press

media

Audio-

visualmedia

Direct or

mail media

Outdoor

media

promotional

media



A. Press media

press media is also called as print media

A number of people can be addressed by

print media

Attractive pictures, slogans, figures, charts,etc., can be used for advertising the products

in an artful manner

Mainly includes- newspapers, magazines,and other publications



Newspapers

o newspapers are popular medium to contact

people

o newspapers may be morning or evening

oMay be in English, Hindi, or in other regionallanguages

oMay be local, regional, national or

international



Merits:

• low cost per reader

•Assured readership

•Quick response

•It has flexibility•Makes frequent and regular advertisement



Demerits:

• shortest life

•Quality of reproduction

•Waste of circulation

•Message reached only to the educatedpeople



Magazines and journals

o it is similar to newspapers with regard to

many aspectso a large variety of magazines are publishedweekly, fortnightly, quarterly, half-yearly, orannually

oIt contains the articles written by theoutsiders

oBased on customer characteristics, a proper

magazine should be selected for publishing admessage



Merits:

• longer life

•They are more effective as they are referred byeducated and special class during leisure time

• magazines can appeal to special class groups of

people it is flexible, elastic as readers may findpage tag, catalogues, calendars, etc.,



Demerits:

• limited prospects are appealed

• continuity or consistency is not possible

•Ad copy and money are sent in advance



B. Audio-visual media

The media that can be seen or/and hear are

known as audio-visual ad media

These media though expensive, are

considered as modern and prestigious among

all advertising media

audio-visual media mainly includes

Television, radio, short films, internet, movingslides, film slides, etc.



Radio

It is the cheapest and the most pervasive

among all media used for masscommunication

It is not only used for advertising purpose

but also for programmes like family planning,

vaccination, education, etc.

Local radio(FM) is excessively used by localmarketers



Merits:

• radio is more effective than spoken words

•Musical effects can be associated with

message or slogan

•Wide coverage,•Per contact cost is the lowest

• programme can sponsored according to the

advertiser’s needs and objectives



Demerits:

•Only brief, sometimes message is not clear

•Not suitable for all types of products

•It has temporary effect. Hardly few people

inquires the product based on radioadvertising



Television

It is newest, fastest growing and most

popular advertising media

It is the powerful media for entertainment

and advertising

It appeals the through eye and ear- creates

audio-visual effect

Excessively used for all types of products advertisements appear in TV during special

events carry heavy impression on customers



Merits:

•Millions of people can be exposed to the

products

•Long-term effect can be created

•

Live demonstration can be displayed•It is fit for both literate and illiterate audience



Demerits:

•It is the costliest medium

•TV advertisements seems more artificial,

erotic, and misleading

•

time consuming•Frequent commercial breaks for few minute

during interesting programme affect adversely

the interest of audience



Internet

It is the latest medium to advertise the

productsSome companies put their ads on theirwebsites

Viewers just clicking on the name of thecompany, they can get the full informationabout the products

Most of the established companies, banks,insurance, and educational institutes have puttheir information of internet.



Merits:

o Its has credibility and prestige.

oCompany can advertise its product globally.oAdvertisement can be prepared with multiple

effects. Use of virtual reality makes

advertisement interesting.

oDemonstration is possible.



Demerits :

• It has limited utility. A few people can access

the internet. In developing andunderdeveloped countries, it has limited use.

• It is not automatic. One has to log on to

access a particular website.

• Only limited firms can use this sophisticated

advertising vehicle.

• It is costly to both company as well as

internet users [customers]

i lid



Moving slide

This is mostly used in urban areas.

Moving slides are used to advertiseproducts.

They are used for commercial or even for

non-commercial purposes.



Advertising message, picture of product, or

logo of company moves either alternate or in

one direction on the screen kept on private orpublic buildings. Such slides are based on

electricity or battery.

Nowadays, computer-based slides are veryeffective.

These slides are located in densely

populated locality, corners, or near public

places.

i



Merits :

• This medium is much cheaper compared to

print and audiovisual media.• It is very flexible. The firm can change as per

needs from one locality to another. Even ,

contents can be changed easily.• It is a source of entertainment as well as

information.

• For local advertising message, it is very

effective.

•

It beautifies the corner or public places.

D i



Demerits :

• It is fit only for local advertisement.

• It has limited explores or reach.• If company wants more slides at a different

place, this medium becomes costly.

• Only visual message-but not voice-is

transmitted.

•

It is suitable for short message.• Live demonstration is not possible.

Fil Ci



Film or Cinema

Film advertisement mainly involves cinema

slides and short films.A large number of people can be exposed

through this medium.

Advertisements are shown at theatres or atdifferent places by projectors.

Sh t fil



Short films:

They are presented before films or during

interval.It is a similar to television medium.

Main difference between TV and FILM is that

film can expose only limited audience whileTV is capable to contact millions of people at

time.

Films are shown along with non commercial

films during various events or functions such

as seminars and similar events.

Slid



Slides :

the alternate way to advertise the product in

the theatre consists of slides.This medium is also used for both

commercial as well non commercial ads.

Alike TV, it is slide-cum-sound medium.

Only demonstration of product-but not live

presentation- is possible.

Here, slides consisting name of producer,

products, logo, etc.,

M it



Merits :

• It is less costly. Especially, slides are very

cheaper.• This medium is fit for literate as well illiterate

people.

• Audiovisual effect is possible.

• In short films, live demonstration can be

presented. Compared to TV, more

information can be provided.

D it



Demerits :

• Inattention is the basic problem. Audience is

more interested in the movie thanadvertisement.

• Advertising the products by short films is

costly. It preparation is more costly thanpresentation.



•Slides are less effective. People avoid

attending slides.

•If not prepared carefully, slides, short films,or documentary result into irritation, boring ,

and misleading.

C O td M l di



C. Outdoor or Mural media

Nowadays, this media is widely used for

almost all type of goods and services.Outdoor media are excessively used by

manufacturers and dealers, hotels,

restaurants, academic institutions, airways,banks, insurance, etc.,



Cold drinks, cements, cigarettes, petroleum

products, and cosmetics products widely use

these media for advertisement.They are also known as mural media. Most

common outdoor advertising media have

been briefly discussed below:

1 Banners :



1. Banners :

They are used at popular places like

cricket matches, tournaments, stage shows,fairs, talent shows and annual functions of

school, colleges and universities, seminars,

and conferences, or public meetings.



2.Special signboards:

They are used at bus and railway

satiations indicating route or platformnumber, or indicating name of roads and

directions in the city. Most cell phone service

providers including Vodafone, Idea cellular,Airtel . Use this medium to popularize their

name and brand.



3.Kiosk :

Square or triangle shaped boxes with

written words or picture on them are hangedon electricity or telephone polls.

4 Billboards:



4. Billboards:

Special boards are prepared to

advertise the product. Dealers or retailersput such boards nearby their shops,

showrooms, shopping malls or on the upper

sides of buildings.



5.Handbills :

They are very common and too

cheap. Advertisements is printed on a pieceof paper of small size. These leaflets are

distributed hand to hand by a paid man,

along with newspaper, or otherwise.



6.Station Posters:

Multi-coloured-printed posters with

written message and pictures are stuck onwalls, benches, insides the canteens, and

outsides bus stations, railway stations and

airports.

7 Sky Writing:



7. Sky Writing:

It is a novel and expensive vehicle to

advertise the product. It is not very popularin our country. It involves showing words,

symbols, or picture through gas during the

night using plane or bursting.



8.Symbol of Product:

Giant size products, picture of

products, or package of products are used for

advertising purpose. Cadbury, Balaji Wafers,

Coco-cola, maruti car, hero Honda, natraj

Pencil, etc., use this medium.

9 N Si



9.Neon Sign:

Neon tube lights are used for

advertising. Words are written by neon tubesand are place on boards on buildings.

Different coloured are used to make

attractive. This can be used only during night.

10 Other Outdoor Media:



10. Other Outdoor Media:

Other common and popular advertising

media include:Posters and wall paintings

Hoarding on the road

Vehicle advertising

Sandwich man

Trade fairBalloons, etc.,

Merits :



Merits :

They do not require customers’ special time

and efforts to read or watch.Outdoor media are capable to attract mass.

They are cheaper than newspapers, radio,

film, and television.



They are prepared in attractive and colourful

manners.

Some of them have long life [for example,hoarding, billboard, wall painting, etc.,]. They

continue to advertise the same product for

relatively a long time. They remain before theeyes of people for a long time.

They indirectly protect historical walls and

buildings.

Demerits :



Demerits :

People tend to overlook these media. People

do not read or see such advertisementsconsciously and carefully.

They may lead to accidents or mishaps.

Interesting and exciting hoarding possiblyleads mishaps.



Hoardings, wall posters, station posters are

not movable. They cannot be moved to other

places.Direct effect cannot be measured.

To use these media in a large scale is

expensive.

D Direct or Mail Advertising:



D. Direct or Mail Advertising:

Direct advertising can be defined as: Any

form of advertising in which the message isdirected to specific individual directly by the

advertiser.

This medium consists of written, printed, orprocessed message delivered directly to the

selected buyers.

h f d d l h



This set of media is used to appeal the

target market directly.

This type of advertisement is mostly sentpersonally, or by post and courier services.

Most commonly used methods for direct

advertising are:

1 Sales letters:



1. Sales letters:

The firm directly sends a written or printed

letter to some or all customers. Such letters contain message, product

description, special offers, etc.,

Fully addressed and dully stamped replyenvelope is also sent to get response.

2 F



2. Fax :

catalogue, invitation, launching of new

product or any message can be sentthrough fax machine.

Company should know fax number of the

customers.

Words, pictures, tables, charts, symbols,

etc., can be sent through fax.

3. E-mail :



3. E mail :

E-mail is relatively new and popular tool for

sending message.It is sent to special customers whose e-mail

addresses are available or directly to all the

account holders.However, the advertiser has to pay for

advertising his products.

4 C d



4. Cards :

Cards are used to carry brief message,

acknowledge orders, remind customers,answer enquiries, update mailing list or to

make special offer.

Cards may be plain or coloured; multifold or

single fold; greetings or business letters.

5. Greetings :



5. Greetings :

Very popular mean to establish relation with

customers.Company maintain upto date customer

database.

They send greeting cards on different eventand occasions.

6 Ci l d l fl t



6. Circulars and leaflets:

They may be in coloured papers.

they are typed or printed on one or both

sides.

It involve description or special features of

products.

Many companies send circulars or leaflets

on regular basis.

7. Catalogues, Folders, Booklets, and



7. Catalogues, Folders, Booklets, and

Brochures:

They contain necessary information and aresent/ offered to customers.

Booklets are widely used by companies

selling two wheelers, refrigerators, television,or other technical products.

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8. Calendars and Diaries:

Companies offer calendar or diaries,

specially prepared as per their requirements,free of cost to customers and dealers

containing names, symbols, brand names,

slogans or pictures of the products.

Diaries are more informative and expensive

compared to calendars.

9. Others :



9 Ot e s

Data cards, samples, and gifts

SMS- Short Mobile Message through cellphone

House organs like story books, articles,

cartoon, jokes, etc.,

Pamphlets, etc.,

Merits :



It involves direct and personalized appeal to

the customers, and, hence, it is moreeffective.

Advertiser has more flexible to adjust with

different types of customers and their needs.Especially, catalogues, booklets, circular,

fliers, broachers, and house organs are

effective and have educative value.

Advertiser has control on these media



Advertiser has control on these media.

It can clearly explain the main features of

products with statistical data.

Demerits :



This method is costlier as advertising

message is conveyed personally. It involvesboth preparation cost and distribution cost.

It involves a lot of clerical work.

It is applicable when the customers arelimited.

Many times this method results into waste



Many times, this method results into waste

of time, money, and efforts.

It is meaningful only if customers are ableto read and understand.

Difficult to collect complete information of

its buyers.

Promotional advertising:



Promotional advertising:

Sales promotion is an activity or series of

activities that boost the sales of a product or

service, usually in the short-term.

It is all about the actions a company can



It is all about the actions a company can

take to stimulate customers to buy right now

rather than later.Examples of sales promotion include cents

off coupons, temporary price reductions and

"buy one, get one free" campaigns.

Price Promotions



Price Promotions

A method of sales promotion used

frequently is price promotion, either bydiscounting the normal selling price, or by

offering more of the product but at the

normal price.Price promoting needs to be used with care

because increased sales are at the expense of

loss in profit--though that is sometimes morethan offset when customers buy other

products in the store at full price.

Premium Promotions



Premium Promotions

A "gift with purchase" is a very common

promotional technique and provides thecustomer with something in addition to the

main purchase.

It is commonly used to promote consumer

luxuries, such as perfume.

If a customer buys her usual bottle of perfume at a given price, she is rewarded with

a smaller additional bottle

Displays Advertising



Displays Advertising

Display means showing the things in an

attractive manner

It is the art of arranging the goods in such a

way that the arrangement may appeal to

those who see the goods and induce them to

desire the products

Types of display:



Types of display:

1) Exterior display or Window display

2) Interior display

3) Show-rooms and show cases

4) exhibitions

Window display



Window display

A shopping mall may be defined as one or

more buildings that contain separate retailunits.

Displaying store merchandise is known as

visual merchandising and window displays

show potential customers items that are for

sale inside the shop, so that hopefully they

will enter the store to purchase these or

other goods

Visual merchandising in windows is an



Visual merchandising in windows is an

important marketing strategy as interesting

window displays can catch the attention of passers by.

Once their attention is caught by a product

displayed in the window, these potentialcustomers are more likely to enter the store

to take a look around than to pass by it.



Interior display



Interior display

Advertising the products in the interior

portion of the shop



Purpose of displays:

To attract the attention of the passers-by or

customers

To give an idea of the features of the

productTo satisfy the desire of people to see the

product before they buy

Characteristics of display:



Characteristics of display:

Display must be made in such a way that it

should attract the attention of the passers-byMust emphasis on the service aspect of the

things shown

Must serve as an additional beauty of the

shop

Must be flexibleMust reflect the current trends in fashion

Must suggest the class of things available in

the shop

Social issues in advertising



g

Arguments for advertising:

oStimulate production

oStimulate national income

oEmployment opportunities

oInformative

oEducative value

oImproved standard of living

o entertaining value

oPublic acceptance



oPublic acceptance

oMass production and mass distribution

oWidens the market

Arguments against advertising:



Arguments against advertising:

oHigh price to customers

oWastage of national income

oFraud to customers

o

Erotic, unrealisticoCompany-oriented

oCreation of monopoly

oSource of confusion and stress

oWaste of time

Mktng Unit 2

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