ADVERTISING MEDIA - MARKETING MANAGEMENT



ADVERTISING MEDIA
BY
SMART LEARNING WAY

CONTENTS 

  • Introduction
  • A major types of media
  • Conclusion
  • Bibliography

Introduction:

The term “media” is the plural form of the word ‘medium’ which means ‘through which a thing is done’.

Advertising medium is the means used by businessmen to communicate information about their products/services to the customers.

The basic objective of advertising media is to place the sales message before the prospective buyers.

There are a number of methods of communicating information and each method has its special features.

For example; in newspaper and magazines, advertisements appears in print, while on the radio, the message is orally conveyed.

On the television, there is oral as well as visual presentation of the message.

There are a no of media available for the advertiser.

A major types of media
  1. Newspapers
  2. Magazines
  3. Direct mail
  4. Radio
  5. Television
  6. Outdoor media
  7. internet
1.      Newspapers

They are flexible and timely but widely circulated only in city and town areas. Advertisement in newspapers can be cancelled within a few day’s notice. It provides opportunity for extensive coverage of the local market.

The circulation cost per prospect is low and can present selling message in the market frequently.
However, the life of newspapers advertising is very short.

2.      Magazines

Magazines are excellent medium when high quality printing and colour is desired in an advertisement.

Magazines can be used to reach a national market at a relatively low cost per prospect.

Magazines can also be used to reach a select audience with minimum wastage in circulation.
however, it is costly medium.

3.      Direct mail

Direct mail is probably the most personal and selective of all media. It reaches only the market which the advertiser wishes to contact. As a result there is a minimum wastage in circulation.

However, it is quite costly when compared to other media. The most important feature of this medium is to collect and maintain a good mailing list.

4.      Radio

Radio is the cheapest and most pervasive of all media of mass communication. It reaches both literate and illiterate persons. however, products services requiring live demonstration can’t be effectively advertised in radio medium.

With the advent of television advertising, the importance of radio advertising is gradually decreasing.

5.      Television

It is the latest and fastest growing medium in india. It makes appeal both through eyes and ears. Products can be demonstrated and effectively presented through this medium. It also offers considerable flexibility.

However, it is an extremely expensive medium. Further, it also suffers from the demerit of limited coverage

6.      Outdoor media

Outdoor advertising is one of the oldest media of advertising having its relevance even in the modern era. 

Outdoor advertising broadly includes posters, painted displays, electronic board and neon signs, travelling displays, sky writing and sandwich board men.

These outdoor media offer a unique opportunity for widely used consumer products which require only a brief selling  statement. Further, it is considered to be most appropriate for the reminder type of advertising.
As a medium of advertising. It has lasting impression due to its life-size, variety and versatile use of colours.

7.      Internet

This is the most recent, the most powerful of all media. It has a growing audience, and most people use it for finding information.

Conclusion

Media is a main part of communication and management system.And its also using in our daily life. And there is no such universally accepted advertising medium which can be considered best for all types of companies and every type of companies and every type of product/service.

Bibliography

1.) Salesmanship & sales management by;
    -P.K. SAHU
    -K.C.RAUT

2.) Marketing management by;
   -C.D. GUPTA
   -DR,N.RAJAN NAYAN

3.) Marketing management by;
   -C.B. MAHURIA & SONS SATISH MAHURIA

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