Transcript Save - Yimg
TYPES OF ADVERTISING MEDIA BY: SWATI GUPTA ROLL NO.-37 TELEVISION AS AN ADVERTISING MEDIA Television was introduced in 1950’s and its impact was so deep that with in a decade it spread over almost all the countries. In India it was introduced in the year 1959 and commercial telecasting started in 1976.It is the youngest, glamorous and highly specialized as it provides scientific synchronisation of sound,light,motion,colour and immediacy that no other medium does. MERITS 1.Deep impact: It is an ideal medium to show products. The dimension of vision,sound,motion and color are accountable for creating a deep impact on the minds of the audience. 2.Selective and flexible: The advertisers have the opportunity of addressing to the selected audiences through programmes and announcements and has a free hand in selecting the time range and coverage and the nature of the message 3.Evocation of experience: It stimulates the experience of using and owning the product 4.Mass Communication Media: It is a mass medium because of its popularity. Each family is covered on an average 3hours a day. Almost everybody, no matter what his taste, has a few favorites which it watches fairly and regularly. 5.Upper hand in distribution: Television has more prestige than its competitive media. people working in distribution channels such as wholesalers, retailers and other middlemen are more impressed by television advertising as it has immediacy warmth and friendliness 6.Life like presentation: The most striking feature of television medium is its instantaneous transmission of sight,motion,sound and color that is life-like DEMERITS 1.Shortest life: The commercial message has a very short life. once it is viewed and heard, it is gone. It does not remain a part of house hold like newspaper or a magazine 2.Costlier: The advertisements on t.v involves high cost. In recent years the rates have risen much faster and sharper. A ten second commercial costs nearly 75000-100000 rupees. 3.Time constraint: Thirty second commercial has no focus on one major selling point and has to emit several other selling points 4.Colour reproduction: print advertising gives high color fidelity and greater control over color shadows. TV does not lend itself to such control. Even reproduction depends upon the quality of TV set DIRECT ADVERTISING Direct advertising is a very comprehensive phrase covering all forms of printed advertising delivery to the prospective customers, instead of indirect distribution like news papers and magazines. Direct advertising takes different forms to deliver the sales message directly to the prospects. 1.Post cards: It is the most widely used because of its high attention value and economy. It is designed to get direct and immediate attention of the recipient 2.Envelope enclosures: It may be a circular, folder or a stuffer featuring detail information about the products 3.Booklets:It is a very small book consisting of not more than 8 to 10 pages. It is designed for a thorough reading and study with the attention of keeping it for the future reference. The advertiser has no limit on length, color illustration and hence cost. 4.Catalogues:It is quite similar like booklet in physical make-up except that it is much larger and presents wider range of products of the business house. It is also known for giving prices and other conditions of purchase 5.Gift-novelities:These are presented to the selected audience free of cost. These act as goodwill or reminder gifts 6.Sampling:A method of direct advertising where the advertisers distribute samples of the product to prospective customers free of cost. It is done in cases of the products that are cheaper and have repeated sales MERITS 1.Highly selective 2.Flexibilty 3.Personal touch 4.Deeper Impact 5.Result measurability DEMERITS 1.High cost 2.Low reader interest 3.Warrants specialized skills 4.Limited span MOBILE ADVERTISING The personal mobile phone is becoming very attractive as an important advertising media to the network operators, although it is relatively unproven and therefore still remains in the media buyers' sidelines. INTERNET The world has been changing at great speed since the arrival of the internet. All information is just a click away on the computer. Internet access means a reduction in time to access than other media. MERITS 1.The advertisements reaches to a viewer only if he is interested 2.It requires less time in accessing than other medias 3.It has created numerous jobs for the marketing and advertising managers 4.It is the only media where you have the power to rewrite,save,alter and shop DEMERITS Difficult to measure ad effectiveness Ad exposure relies on “click through” Not all consumers have access to internet