Can I afford to launch an effective campaign using this medium? (3) Advertising through magazine is more costly as compared to newspaper advertising. a. It’s how companies multiply their sales, by reaching all the right people. The main objective of window display is to draw the attention of the public and arouse their interest in the products displayed. (iv) It gives an opportunity to the advertiser to provide detailed and illustrated information about the product to the prospects. A direct-mail campaign may fail if the mailing list is outdated and the mailing does not reach the right people. Newspaper is read most and also read in most cases by the entire family. Television – Television is the one of the fastest growing advertising media which used video and audio signals. With that kind of influence, the advantages and disadvantages of this marketing option cannot be ignored. It is difficult to find items that are appropriate for certain businesses, Longer lead time in developing the message and promotional product, Possibility of saturation in some items and audiences, The wrong choice of product or poor creative may cheapen the image of the advertiser. A newspaper does not provide adequate environment to run ads for such products and any message delivery concerning these products or services or target group is likely to result in waste exposure only. The fleeting nature of radio messages and lack of control on the receiver’s part to process the information further restrict the scope of creativity in radio advertising. a. Advantages –. This is another problem with television advertising as advertiser’s message is just one of the many spots being aired during the commercial break. b. Periodicals have a selected readership and so advertisers can know about their target customers and accordingly selective advertisements are given. Availability of wide range of inexpensive items that can be purchased at a low price. They are also erected on tops of bridges and important buildings. The advertiser communicates his message through newspaper, which reaches to crores of people. Advantages • Different types of print media (newspapers and magazines) have a loyal readership. Also, the cost of airtime on radio is very low. Television commercials are the most popular medium of advertising, prospects can watch them at their home. In such a situation, for any ad to attract attention it presents a creative challenge for the advertisers. Internet allows for specificity in targeting the markets, because only those who are interested in specific product category are likely to visit the sites. Interstitial advertisement – pop up to display a product ad when viewers click on a website. It makes it easy to expand sales territory as the phone allows you to call local, national and even global prospects. This directly implies that in order to reach larger audience base, advertisers need to buy airtime on a number of stations to provide the required coverage in a target market. While selecting a newspaper for this purpose, an advertiser has to take into consideration the strength of circulation, the class of readers it serves, the geographical region over which it is popular and the cost of space. Internet is the latest method of communication and gathering information. With remote control facilitating easy channel switch, zapping has become a more regular phenomenon. Relatively, the lower radio advertising cost makes it one of the most efficient of all the advertising media. One can also obtain selectivity in terms of types of listenership by making a proper selection of programmes, time of the day, and stations. Art of Marketing - A Place To Share Knowledge On Marketing, Types of Advertising Media: With their Advantages & Disadvantages (4 Answers), 100 + Marketing Management Question and Answers, Advertising Copy: Essentials, Types, Structure and Testing | Marketing, Exporting: Advantages and Disadvantages | International Marketing. Therefore, newspaper can be used as a medium of advertisement with great advantage. Radio and Television. Unlike newspaper, magazines are re-read, giving an opportunity of repeat exposures. More people are using technology to screen out unwanted callers, particularly telemarketers, Government is implementing tougher measures to curb unscrupulous telemarketers, If hiring an outside firm to do telemarketing, there is lesser control in the process given that the people doing the calls are not your employees, May need to hire a professional to prepare a well-crafted and effective script, It can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm. (iii) Radio provides selectively to some extent because advertisements can be included in different programmes meant for different types of people. Concerning flexibility in production, advertisers have options such as to select among various advertising formats, to decide about the size of an ad, to decide about the colour of an ad and to decide about days when newspaper would carry the advertising message. Proper placement of outdoor advertisement and high rent of hoardings is the limitation of outdoor advertising. Radio advertising is the strongest medium of advertising. But, occasional listeners tend to forget what they have heard in radio. Sky Writing – In sky writing advertised message is written in the sky in the form of smoke or fire or the lights. Television is considered as a personal medium as it involves the use of human voice, for which many a time it is considered to be more effective medium than the print. Disadvantages of newspaper advertising are it has a short life span, colour reproduction is usually poor. Film Advertising: 4. The advertiser cannot change its advertisement size, shape and appeal frequently. d. Lack of Suitability to All Segments and All Products: There are certain market groups to which newspapers fail to provide coverage such as those who are not the frequent newspaper readers or those who speak some foreign language. The advertising media are the various forms of communication through which advertising reaches its audience. Magazine advertising is more prestigious than newspaper advertising, and it provides high-quality colour reproduction, magazine advertisements have a longer life span. Your advertising message is targeted to those most likely to buy your product or service. As you learn more about social media marketing, you may wonder about the advantages and disadvantages of social media. It has become a fashion these days to use modes of public transport for advertising. Advantages of Using Television as an Advertising Medium: Televisions as advertising medium makes full use of both sight and sound and offers tremendous creative flexibility and makes possible dramatic life like representation of products and services. Direct advertising media is one of the oldest form of advertising for reaching to the customers. As newspapers are overloaded with ads, clutter is the problem with newspaper advertising too. Goods can be exhibited in artistically laid out windows at the shop fronts or at important busy centres like railway stations and bus stops. Hypertext is the specialty of internet here marketers can combine text, pictures and sound, these ads are interactive in nature where customer can make contact and inquiry through e-mail address. Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience or whose editorial content specializes in topics of interest to your audience. Postcard Marketing: How Much Is Too Much? The various types of electronic media are: With rapid growth of information technology and electronic media, television has topped the list among the media of advertising. a. c. Illiterate persons cannot read and thus, newspapers advertising do not benefit them. Advantages and Disadvantages of Advertising. So a message given in these newspapers may have a better impression in the minds of the people. 1. Advertisers, therefore, opt for message repetition and buy an additional airtime. Quick turn-around helps your ad reflect the changing market conditions. As with other media, radio also faces the problem of clutter. Newspaper is the only source which is read by most of the houses, within their area of circulation. You have total control over the presentation of your advertising message. A complete picture of the product can be shown through outdoor displays. Internet is the fastest growing advertising medium and different types of advertisements are possible through internet like banner advertisement- rectangular graphics appearing at the top of most consumer websites, button advertisement- small squarish advertisement appearing at the bottom of a web page, keyword advertisement, featured primarily on Internet search engines, link a specific ad to text or subject matter that an information seeker may enter. It covers all form of printed ads delivered directly to the prospect like – postcards, envelop enclosures, booklet, catalogues, sales letters etc. These are normally boards on which advertisements are painted or electronically designed so that they are visible during day or night. These are preserved for a long period to be referred in future. Moreover, people devote only an insignificant part of their days’ time in reading the newspaper. This can be an inappropriate medium for some businesses. The rise in the number of radio stations has led to audience fragmentation and so the number of audience tuned to particular station tends to be small. Print media however, is one of the oldest forms of advertising methods. (5) Advertisement in magazines creates prestige, reputation and image of quality in minds of customers. With vast majority of population already covered with cell phones and computers, this advertising media holds good potential. The role for each one is defined in carrying brand communications. But a severe limitation is posed by the difficulty of getting and maintaining a good mailing list. A regular listener may remember what he has heard. How is this done? is commonly used by modern businessmen. to attract the attention of customers. 1. Numbers of people to whom the advertisements reach are small in comparison to newspapers. It makes its appeal through both the eye and the ear. It is also quite common to write slogans and other message about the products in bold letters on the walls to attract the attention of the people even from a long distance. As the Web becomes a must-use daily medium today, pay per click … Radio has some real weaknesses as an advertising medium. Different advertising media which come under outdoor advertising media are – posters, printed display, electronic signs, travelling displays, sky writing, sandwich man and the like. Radio advertising also offers selectivity and flexibility. As a result, socialization with friends, family and neighbors is affected.2. (4) It is economical and has comparatively long life. Bid price inflation as more advertisers compete for the keywords and bid the prices up for the terms, Bidding war could also result where competitors can bid a higher amount than your bid, lowering the position of the ad and decreasing its visibility, Click through fraud where users maliciously click on the adverts, from disgruntled competitors to website owners who earns from ads shown on their pages, Requires constant monitoring; otherwise, outsource to a PPC management company which in turn will increase the cost of your advertising campaign, Social media sites are great for building customer relationship and offers an incredible reach and the opportunity to connect with customers in an entirely new way, Offers a wide reach, with its potential for viral marketing, Traffic generated can be extremely targeted, Social media tools are relatively inexpensive, Targeting is so low because of the diversity and breadth of audiences, resulting in low ROI as visitors do not convert, Visitors mainly go to social media sites to socialize, and are not interested in advertising, Traffic is typically in the learning stage of the buying process; hence it is more important to inform and teach than sell outright, Social media can be a hard branding tool for small businesses, and it is not easy to build awareness, create appeal and generate traffic, Prices (CPM and CPC rates) have gone down through the years, With good placement and design, banner ads can deliver above-industry average click through rates, Easy to track with the available ad serving tools and tracking tools, Banner ads can bring in targeted traffic interested in your offerings, Some types of banner advertising — e.g. (2) It is quite costly in terms of investment. Although, the cost of establishing one’s site is not expensive but maintaining and updating the same is and cost per thousand (CPM) of advertising on internet are often found to be higher than those of some traditional media forms. An advertiser can repeat his advertisement either daily or as required by him. There are many benefits to social media advertising, but like everything else, there are also a few disadvantages. Magazines are read in a leisure way, and so there is a possibility of high attention level for the ad and for the use of detailed copy. The fixed publication schedule and the need for large number of publications further limits the use of quality paper and good reproduction techniques especially for coloured ads. Limiting children’s access to such content can be difficult.3. However, because most outdoor advertising is directed at a mobile audience, the message must be limited to a few words. (4) Ability to create images that sales staff cannot. Many people switch off their or transistor sets when it is the time for commercials or advertisements. Advertisers can reach very specific market segments through advertisement in special-interest magazines. The demerits associated with this media are that it is costly and have short life. Social ads are highly targeted, linked to your company's profile, and can be used to satisfy a variety of different marketing … The readers are found equally interested in advertisements as in the news items. Outdoor advertising has gained wide popularity these days. Advertising through magazines is more effective. (1) The chief demerit of magazine advertising is its low flexibility. Film Advertising – It is another broad cast media characterized by sound, motion, colour and timelines. (1) The life of magazine is considerably longer than that of newspaper. However, there are other media available, where the customers have to spend nothing and they can see such advertisements while moving outside. Media has a vital role in the process of advertising communication. Newspapers have a short life as these are read once and discarded. The advertiser can change the shape, size and appeal of advertisement to suit his needs. Information about the terms of sale and prices of different varieties of the product is given to the prospective customers through catalogues. Studies such as the Forrester Report “The Facebook Factor” show that not only does the use of this social media platform carry several risks, but it’s also difficult to gauge the true value of Facebook advertising. (ii) It is very useful for advertising consumer products because posters, etc. The disadvantage of magazine advertising is its high cost. (ii) It is non-visual. One of the most interesting and powerful qualities of digital marketing is the fact that it helps you target specific customers. Information from all over the world is made available at the doorsteps. Press Advertising or Print Media: Press advertising i.e., advertising through newspapers, magazines, journals, etc. (1) It is selective. One disadvantage of advertising on the Internet is that your marketing materials are automatically available for anyone in the world to copy, regardless of the legal ramifications. d. Competitors can quickly react to the prices after seeing the newspapers. Can generate immediate visibility, as ads go live immediately, Ads can be easily modified, adjusted even deleted instantaneously depending on the results, Allows for quick, easy tracking of the effectiveness of the campaign allowing you to better analyze the return on your investments (ROI). The advantages of internet advertising are as follows: (ii) Dramatisation of message is possible. In almost all the search engines or portals different manufactures or service providers advertise their products. Travelling Display – A travelling display is advertising ad or message printed on vehicles like train, bus, car and the like. c. It is not suitable for illiterate people. Advantages And Disadvantages Of Digitalization 990 Words | 4 Pages. Advertisers can select the markets to be or not to be given advertising exposure. The demerits of radio advertising are as under: (i) Detailed message can’t be broadcast over the radio. These pictures are played before the start of the picture and during the intervals. Thus, the usually impact of illustrating the product is not possible. Newspapers have a wide coverage. Zipping and zapping are the two greater challenges that have emerged over the last few years only. Because of the low cost of developing commercials, the absolute cost of radio advertising is very low and when it is the case of wide audience reach radio is one of the most cost efficient ways to carry advertising message to target audience. It helps to create high brand awareness. Thus it adds personal touch which may be missing in other media of advertising. The same is possible with special announcements and product promotions concerning the product. Periodicals are publications which come out regularly but not on a daily basis. These are specialized publication which gives information about various fields like- business; economics; politics; sports etc. Exposure to your ad is not limited; readers can go back to your message again and again if so desired. These may be published on a weekly, fortnightly, monthly, bimonthly, quarterly or even yearly basis. When supported by superior editorial content contributed by well-respected writers, magazines carry high prestige which also benefits the ads appearing in the magazines. All these periodicals have a large number of readers and thus, advertisements published in them reach a number of people. Window display is an on sight method of advertising. Window displays are very popular with the retailers since it helps in informing the customers about the types of goods available with them. (ii) Ease of preparing and releasing the message – It is quite easy to release … As a result, magazines offer high amount of selectivity as compared to other forms of medium. Media – Types of Media, Characteristics, Advantages & Disadvantages Media simply refers to a vehicle or means of message delivery system to carry an ad message to a targeted audience. (iii) Sometimes, the message is not understood properly by the listeners. All the media of advertising discussed above are mostly used by customers while they are at home or inside any room. Print media also remains to be one of the most popular forms of advertising because it can reach a wider target audience. These items are normally items of daily use given freely to the customers. Many specialised magazines or journals are published which can be used for transmitting the message to the specific class of customers. Booklets and catalogues contain the information about the products advertised. b. Newspapers provide a geographic flexibility also. It is used to send the message directly to the customer. When most businesses consider forms of advertising that may be the best for their company, television, radio, newspaper, magazines, and internet are typically the first types of media that come to mind. Large show rooms are organised by big manufacturers and wholesalers in the main markets to advertise their products and attend to the queries of the prospective customers. Similarly, advertisement message can be changed promptly when desired. The demerits of direct mail advertising are given below: (i) The coverage of direct mail advertisement is limited. Magazines or periodicals are an excellent medium of advertisement when a high quality of printing and colour is desired in an advertisement. Such flexibility in the use of this medium becomes possible due to the availability of various transmission arrangements, including local or spot advertising. Over the years, the format of television advertising … (ii) Its effectiveness is limited as only a few people are present in the hall before the start of the feature film and during the interval. Effective advertising is possible only if suitable media are available. The drawbacks of internet advertising are as follows: (ii) Being a new medium, its effectiveness is yet to be established. Indoor advertising includes all those advertising media vehicles which deliver the advertisers message right in the home of the audience. Users can see the advertisement at their own time and as per their require­ment. Magazine advertising has the following limitations: (i) Advertising through magazines is very costly. is commonly used by modern ... 2. Many small advertisers with small advertising budgets either find themselves incapable of buying airtime, or else they need to be brief in their message content. (iii) Its effectiveness is doubt fid as it does not create a mass appeal. Its purpose is to attract the attention of the people at busy roads and markets. Television is a very costly medium of advertisement and can be made use of by the well established companies only. Because of this, a radio ad may require multiple exposure to break through the listener’s “tune-out” factor and ensure message retention, Radio is a background medium. Scheduled maintenance: Saturday, December 12 … The use of colours in commercials further adds to the commercial effectiveness and its memorability. Your ad campaign is hidden from your competitors until it’s too late for them to react. Thus, due to a large listener base, selectivity, flexibility and low cost, radio has gained momentum as an advertising medium and marketers plan judiciously for radio advertising as a tool of integrated marketing communication. The advertisements are generally printed in black and white. They are quite big in size and are fixed at outstanding locations like busy markets and crossings. One can go to the website of any manufacturer or service provider and gather information. (2) The preparation of mailing list is a difficult task. It is most effective as it has an audio-visual impact. Wide availability, as mostly everyone have Yellow Pages, Action-oriented, as the audience is actually looking for the ads, Responses are easily tracked and measured, The Internet has led to the decline in the usage of the Yellow Pages, as users find the Web to be an easier, faster and more comprehensive, Pages can look cluttered, and your ad can easily get lost in the clutter, Your ad is placed together with all your competitors, Limited creativity in the ads, given the need to follow a pre-determined format. (iv) Advertisements are the major source of income to the newspapers. There are a number of product categories like books and music where sales through internet are significantly large. For example, who can forget Aamir Khan saying “Thanda Matlab Cocacola” or Sachin Tendulkar in Pepsi advertisement. are ready by the people at a glance. The message requires repetition which adds to the cost and level of noise in the environment. (4) It creates personal contact between the advertiser and the customer. Radio provides a number of integrated communication opportunities such as to promote point of purchase promotions, or to promote event marketing. The appropriate selection of magazine provides reach to select group of customers and keeps waste exposure to minimum. Interactive media is the new form of broadcast media which has seen its growth over the last few years. It is better if window displays are changed regularly to make the customers look at the displays every time they visit the shop. It is an interactive medium and can deliver message more effectively. People spend too much time on the internet and watching television. Advantages of Advertising: (1) Low cost per contact. Films are an important medium of advertisement. Concerning flexibility, radio provides an opportunity to run as many commercials as one finds suitable to the product communication needs. 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