(3) It is generally said to be only the reminding activity. Printed Display – Printed display is printed bulletin or wall painting done in rectangular shape on standard metal sheet. Every advertiser has good many media for his selection. (4) They reach specialized groups conveniently and effectively. Some of the other major problems of internet advertising are hacking, credit card number thefts, and data collection without consumers’ knowledge. The relative merits of this media are – deep impact, flexibility and mass communication. The limitations of newspaper advertising are as follows: (i) The life of a newspaper advertisement is very short. With remote control facilitating easy channel switch, zapping has become a more regular phenomenon. Advertising is a one-way communication by which organizations communicate with people by paying charges to an advertising company. 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. Some people do not like receiving offers in their mail, and throw them immediately without even opening the mail. Many newspapers in English and Hindi have national wide coverage. Households owning television, households using television, households tuned to the programme carrying advertising message and the prospect actually viewing the ad are the various accuracy levels of television audience measurement. The demerits of film advertising are as under: (i) It is usually ignored by people when they are busy in talking. A trader can advertise his products in the areas from where he wants to attract the customers. can be displayed at various crowded centres. b. Your ad campaign is hidden from your competitors until it’s too late for them to react. about Coronavirus and Working from Home: Small Business Tips On How to Survive the COVID-19 Pandemic, about Home Business Ideas: How to Start a Business from Home, The Truth about the Different Types of Advertising, How to Choose a Pay-Per-Click Firm That Turns Clicks into Clients. Also, there are no limitations on the size of the advertisement and each advertisement is seen full screen. The poor reproduction capability of newspaper, therefore, directly affects the attention value of the ad. 1. Due to their editorial content, magazines are relied upon as creditable source of information and this credibility of magazine extends to advertising also. Also, there are only limited choices for ad locations as prime locations like inside the front cover page, or back cover are sold months in advance. Moreover, people devote only an insignificant part of their days’ time in reading the newspaper. Advantages and Disadvantages of Various Advertising Mediums Pay Per Click Advertising (Search Engines). The success of posters depends on its design and its site of pasting. b. It is not possible to make the last minute change in the advertisement copy. It is one of the most important person to person communication by advertiser. Allows you to reach a huge number of people in a given geographic area, You have the flexibility in deciding the ad size and placement within the newspaper, Your ad can be as large as necessary to communicate as much of a story as you care to tell. A complete picture of the product can be shown through outdoor displays. Buy our Kindle eBook, Pay Per Click Advertising (Search Engines), Advantages and Disadvantages of Various Advertising Mediums. The advertiser can change the shape, size and appeal of advertisement to suit his needs. If done well, the target audience may decide to keep the items, hence promoting long retention and constant exposure. (3) Great scope for creative versatility and dramatization of messages. As with other media, radio also faces the problem of clutter. If a product is meant for a certain class of consumers, all consumers need not be contacted and thus only few can be approached. Some media contents are not suitable for children. The main aim of outdoor advertising … c. There are places where newspapers reading may not be possible, but one can hear radio. Electrical display involves the use of electric Electronic lights or neon tubes to attract the attention of people, particularly during night. Numbers of people to whom the advertisements reach are small in comparison to newspapers. A direct-mail campaign may fail if the mailing list is outdated and the mailing does not reach the right people. (ii) It has a low retention value because people don’t devote special time to read the message. This is called fleeting nature of television advertising. When a customer buys something, shopkeeper gives him/her a certain gift e.g., on buying a cycle, the shopkeeper sometimes gives you a key ring to hold the cycle key, some jewellers give small purse or boxes on buying jewellery. The opportunity for cooperative advertising is another significant advantage provided by a newspaper. Television commercials can be used to attract the attention and interest of the potential customer through the creative use of both sight and sound in combination. Thus, the same advertisement can be repeated frequently and remind reader every day. Window display is an on sight method of advertising. A ‘medium’ is the carrier of the advertising message. Newspapers have a wide coverage. (iii) Since advertisement copy is presented in a coloured form, it creates a better image of the product advertised. 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. Everybody listens to the radio. (iv) Advertisements are the major source of income to the newspapers. b. Concerning advertising efficiency, magazines provide low per unit cost of reaching potential customers. Television advertising offers an average reach of 85% for adults across all age demographics. One can easily have an access to mass information through the search engines and filter it according to the purpose. A Strong Connection: How to Improve Your Telemarketing Tactics in 2019, How to Choose an Advertising Network and Earn from Ads, Coronavirus and Working from Home: Small Business Tips On How to Survive the COVID-19 Pandemic, Top Tips On How You Can Train Your Staff With Better Sales Practices. However, this method is costly and depends upon the quality of the mailing list. c. Generally newspapers are published daily. Despite its creativity and capabilities to generate excitement and interest, television as an advertising medium carries certain disadvantages or problems which put a limitation on its use for advertising purpose. Therefore, newspaper can be used as a medium of advertisement with great advantage. If a product is displayed properly at the point-of-purchase (POP) by the customers, it can attract many customers. The selectivity occurs due to its programme content, broadcast time and geographic coverage which bring variation in the composition of target audience. c. In comparison to television, radio is less effective as it lacks visual impact. As newspapers are overloaded with ads, clutter is the problem with newspaper advertising too. Free help in creating and producing ad copy is usually available. It is more effective as people hear it on a regular basis. Another limitation of television advertisement is that once it is presented, its back reference is not possible. Newspapers reach almost every place and are read by all kinds of people. 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. 4. The cost of advertising is relatively low. Newspapers have a short life as these are read once and discarded. Another advantage of television advertising which emerges due to the popularity of the medium itself is its ability to reach masses. 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. (3) They offer a lot of flexibility. It covers all form of printed ads delivered directly to the prospect like – postcards, envelop enclosures, booklet, catalogues, sales letters etc. Different advertising media which come under outdoor advertising media are – posters, printed display, electronic signs, travelling displays, sky writing, sandwich man and the like. Interactive media is the new form of broadcast media which has seen its growth over the last few years. (2) It is capable of gaining more attention of the public. The advertising message on television lasts only as long as it is being presented on the screen and if the prospect is not viewing or listening at that very moment when the exposure occurs, the message is gone forever and wasted so far as that prospect is concerned. There are advantages and disadvantages of the media. a. According to a study by IAMI (Internet and Mobile Association of India), 65 million people used search engines in India and the market was expected to touch $23 billion in the next four years as compared to $10 billion in the year 2006. Discuss advantages and disadvantages of different … 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. b. This reduces flexibility. Your ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of your competitors, Poor photo reproduction limits creativity, Newspapers are a price-oriented medium; most ads are for sales. Scheduled maintenance: Saturday, December 12 … 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. That is why, it is also known as ‘Mural Advertising’. Thanks to the massive data available in the world of digital media advertising, you get to learn wh… For its interactive abilities internet tends to involve the targets further and provides more satisfying interactive experiences. Like television, radio advertising is of a perishable nature. Disadvantages are ads in radio are less attractive, demonstration of product is not possible, and listeners may be irritated with the commercial. (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. Start studying Advantages & Disadvantages of Different Types of Media. (ii) It is not possible to get the names and addresses of all the prospects when the advertisement material should be sent by mail. Postcard Marketing: How Much Is Too Much? Television is the fast growing medium of advertisement because of huge expansion of electronic media and cable network. Radio advertising also offers selectivity and flexibility. Human voice is the only communication mode. The various types of media for advertising are: 1. Due to its specific features, newspaper advertising has certain limitations which inhibit its growth as an advertising medium in comparison to television and radio. These days more and more companies are focusing on advertising through internet. (ii) Newspaper advertisement is successful only when the people to be communicated are educated. Effectiveness of response to the campaign can be easily measured. Radio Advertising: 3. Small films are prepared for advertising the various products. With the increasing popularity of the Internet, newspapers face declining readership and market penetration. Window display acts as silent salesman. In our country newspapers are published in English, Hindi and in other regional languages. They offer selective circulation throughout the country at reasonable cost. The emergence of interactive media has enormously changed the face of advertising. Print media however, is one of the oldest forms of advertising methods. Internet is not merely the information provider. It has greater effectiveness as the message is conveyed at their homes to the people. It makes its appeal through both the eye and the ear. Magazines offer many benefits to advertisers but its limited flexibility, high cost, and limited distribution are the major factors which restrict the universal use of magazine as advertising medium. Like business magazines, sports magazines and health magazines are for specific segments, which provide geographic flexibility. Film advertisement is very effective since it combines spoken words and visual presentation of pictures. It leads to individualism. Advantages and Disadvantages of Advertising. Magazines provide a suitable environment by way of unique editorial content which appeals to a defined set of readers. It is an interactive medium and can deliver message more effectively. A platform to connect: Social media provided a huge platform for people to find each other and connect with them.This opened a wide variety of opportunities for a lot of people. A growing number of readers now skip the print version of the newspaper (and hence the print ads) and instead read the online version of the publication. Information about the terms of sale and prices of different varieties of the product is given to the prospective customers through catalogues. People may not remember the message. With vast majority of population already covered with cell phones and computers, this advertising media holds good potential. (iii) Newspapers provide flexibility in advertising in the sense that advertisement campaign can be initiated and stopped quickly. (2) As magazines are highly selective in nature, waste of circulation is avoided. advertising has got all the demerits of film advertising. With social media advertising solutions, social media is there too with the advantage of advertising any business online and it could be started even with $1 dollar and there are various events when many social media websites announce coupons and offer to test their advertising … All these periodicals have a large number of readers and thus, advertisements published in them reach a number of people. Its purpose is to attract the attention of the people at busy roads and markets. As a result, magazines offer high amount of selectivity as compared to other forms of medium. For its low absolute cost radio advertising suits the small budget advertisers. For specific types of media there may be other advantages and disadvantages of marketing. Many people switch off their or transistor sets when it is the time for commercials or advertisements. This is also known as ‘Mural advertising’. Newspaper is capable of providing different advertising formats to suit an advertiser’s requirements. Advertisers usually decide about those markets where they believe that the message exposure will contribute to the building of demand for the product. weekly, monthly, quarterly or annually. There are certainly some disadvantages of using radio as advertising medium and the media planner use it carefully while planning for product promotions. 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In addition, magazines have good pass along readership among friends, colleagues, neighbours, family members and customers which adds another dimension to magazine ad exposure. Over the years television has truly emerged as a mass medium where everyone regardless of age, sex, income or social class watches at least some amount of television programmes and shows. Generally, a short message is illuminated in tubes of different colours so that it is conspicuous and attractive. Similarly there are also periodicals in Hindi and other regional languages. They are quite big in size and are fixed at outstanding locations like busy markets and crossings. Secondly, the very nature of radio advertising requires repetitions which further add to the clutter in radio environment. High selectivity factor as these items can be distributed only to the target market. The advertiser can vary the messages and the intensity of coverage of different markets to meet local conditions. People read newspapers mainly for news and pay casual attention to advertisement. You can get a lot of information across if your script is properly structured. Advertisers, therefore, need to be more tactical in their use of media time to enhance the attention value of advertised message. Newspaper is the only source which is read by most of the houses, within their area of circulation. Such mental imagery can be much more effective than any actual setting and performance. Radio is a low cost advertising medium. In order to achieve the purpose of window display, cleanliness and a well-furnished appearance for the window are essential. 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. See the answer. An advertiser can repeat his advertisement either daily or as required by him. Relatively, the lower radio advertising cost makes it one of the most efficient of all the advertising media. Radio and Television. (5) It reaches even to those places where the salesman cannot approach. As a result, magazines do not compare well with other media in terms of its cost efficiency. 3. Business concerns usually get a short motion picture prepared and distribute it to different cinema houses for displaying it before the commencement of the regular shows or during the period of intermission. The local retailers can easily ‘tie-in’ to national advertising run by the manufacturer. You have total control over the presentation of your advertising message. Radio advertising depends solely on the spoken words. By 2021 Statista predict over 3 billion people will be using social media … Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention, Television permits you to reach large numbers of people on a national or regional level in a short period of time, Independent stations and cable offer new opportunities to pinpoint local audiences, Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion, The message is temporary and may require multiple exposures for the ad to rise above the clutter, Ads on network affiliates are concentrated in local news broadcasts and station breaks, Preferred ad times are often sold out far in advance, Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate, Relatively expensive in terms of creative, production and airtime costs. Advertising through magazines is more effective. One advantage of the media is that it is able to get information to the public in a quick and timely manner. It’s easy to prospect and find the right person to talk to. These are specialized publication which gives information about various fields like- business; economics; politics; sports etc. While each of these advertising outlets does have its advantages, it’s Out of Home Media that is generally thought of the least, even though outdoor advertising … 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. 5. Some use it on home all day and the others use it while driving. Advertisements are broadcast from the transmitting stations of the commercial service of All India Radio and picked up by the receiving sets owned by the public. Television, radio, newspaper and print constitute the primary media considered to fit this category. Advertisers can tie in advertising to current events or decide for immediate withdrawal if the circumstances so require. All the vehicles which are meant to reach the people when they are out of their house come under outdoor media. As a consequence, advertiser needs to be more creative and should adopt more repetitions as a way to break away from clutter. A regular listener may remember what he has heard. Though some selectivity is possible in television advertising due to variation in programme content or geographic area or particular air timing, yet television does not allow reaching to very specific and often small target size. It is the most common and the oldest media used by marketers. Newspapers are the most popular forms of print media. Effective advertising is possible only if suitable media are available. 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. The merits of direct mail advertising are as under: (i) Mail advertising has a personal appeal since it is addressed to a particular person. Magazines or periodicals are an excellent medium of advertisement when a high quality of printing and colour is desired in an advertisement. All big brands are having their commercials on television- mass marketing is over because there are exponentially more channels out there with cable and satellite television and consumers have fragmented into niche groups with very unique needs, desires, and wants. There are two aspects of clutter problem in radio advertising. The role for each one is defined in carrying brand communications. Advantages and Disadvantages of Magazines: Along with generalized magazines, there are probably magazines available for each specific group of people. Newspaper advertising facilitates comparison shopping when people tend to search for information about various brands at the time they plan to do shopping. Travelling Display – A travelling display is advertising ad or message printed on vehicles like train, bus, car and the like. The benefits of social media marketing far outweigh any of the disadvantages. One of the most interesting and powerful qualities of digital marketing is the fact that it helps you target specific customers. It’s how companies multiply their sales, by reaching all the right people. are ready by the people at a glance. Disadvantages of Using Television as an Advertising Medium: The high absolute cost of buying airtime on television along with the cost of producing high quality commercials is the prime deterring factor in the general use of television as the advertising medium. Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car. (ii) It is very useful for advertising consumer products because posters, etc. The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer. These are mainly distributed at events or even at the main outlet when a consumer needs to read in detail about the product. Print Media 2. a. TV advertisements are usually expensive to prepare as well as to telecast. Advertising is of different kinds depending upon the type of medium used for communication such as print advertising, social advertising, outside advertising, broadcasting advertising… Can I afford to launch an effective campaign using this medium? For example, India Today, Frontline, Outlook, Femina, etc. It includes the use of poster displays, bill board displays, and electric or electronic displays. Advantages. (4) Magazines have appeal only to certain classes of readers. For example, who can forget Aamir Khan saying “Thanda Matlab Cocacola” or Sachin Tendulkar in Pepsi advertisement. They are also erected on tops of bridges and important buildings. Thus, the usually impact of illustrating the product is not possible. Television Advertising: … Producing direct mail materials entail the expense of using various professionals – copywriter, artists, photographers, printers, etc. The advertising media are the various forms of communication through which advertising reaches its audience. 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). (iv) Radio advertisements are highly suitable for the promotion of mass scale consumer goods. This is a very popular form of advertising in the modern day marketing. One is the increased number of brands using radio advertising to carry the message deeper and wider in the market. TV has the most effective impact as it appeals to both eye and the ear. Number one media for local advertisers Reach a diverse (or broad) audience Locally or regionally concentrated Consumers look for ads in newspapers Deliver timely messages Copy space is … The listener does not require same amount of attention and effort as required by other media and can hear the messages while doing other things. High reader involvement means that more attention will be paid to your advertisement, Better quality paper permits better color reproduction and full-color ads, The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out, Long lead times mean that you have to make plans weeks or months in advance, The slower lead time heightens the risk of your ad getting overtaken by events. It is most appropriate for high-ticket retail items or professional services. Search engine marketing (SEM) is catching up with advertisers because it helps a company to reach a consumer when he/she is actually looking to buy something, unlike media ads, which may not reach the prospective buyer. (3) Another advantage of this media is secrecy. Sky Writing – In sky writing advertised message is written in the sky in the form of smoke or fire or the lights. Film Advertising – It is another broad cast media characterized by sound, motion, colour and timelines. Actual rates depend on geographic coverage, the number of commercials contracted and time period. a. 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. 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. Unlike hoardings these vehicles give mobility to advertisements and cover a large number of people. Top Tips To Pay-Per-Click Search Engine Success! These are normally boards on which advertisements are painted or electronically designed so that they are visible during day or night. to buyers and prospective customers. The competitors do not get the information about the advertised material. Social media advertising has become huge in recent years. is commonly used by modern ... 2. (iii) Magazine advertisements are to be prepared and sent for publication well in advance. The readers are found equally interested in advertisements as in the news items. Concerning flexibility, radio provides an opportunity to run as many commercials as one finds suitable to the product communication needs. b. 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