Discuss the advertising media, its types and advantages.

The channel of communication is considered as a medium to carry a message from the source to the receiver. In advertising the channels of communication are newspapers, magazines, television, radio, etc. It is a medium or a vehicle utilized by advertisers to convey their message to a large audience.
Advertising media refers to the device, channel, or vehicle through which an organisation communicates its promotion content to mass audience.

A decade ago, marketers needed to know only a few of the advertising tools or media. But today, they need to be aware of various advertising options available to survive in the market. This is because of advances in communication technology. We will look at important channels of advertising, their advantages and disadvantages.

1) Newspapers – there are millions of people who are accustomed to reading the newspaper in the morning to keep themselves updated about the happenings around the world. Newspapers remain as the most reliable message career as it is a mode that not only educates, but also entertains.

Advantages –
(i) Wide reach – Newspapers are read by almost everyone and have reach to the far away corners of the country.

(ii) Ease of preparing and releasing the message – It is quite easy to release an advertisement in newspapers as compared to other means. Newspapers can incorporate colour advertisements that can be released in a short span of time. An organisation can communicate various promotion programs without much delay.

(iii) Local coverage – It is easy to communicate within the geographically segmented market using newspapers. They contain mostly the local advertisements. An organisation has a choice of selecting a particular newspaper depending on the market circulation.

(iv) Less expensive – Newspaper advertising is cheaper as compared to TV or magazine advertising.

(v) Easy reference for audience- Long and lengthy content can be elaborated n newspapers that can be scanned as per the convenience of the buyers.

Limitations –
(i) Overlooked/ unnoticed by buyers – As newspapers contain many advertisements from different and local organisations, there are high chances that the advertisements can go unnoticed. Sometimes the readers are only concerned with the news headline rather than the advertisements.

(ii) Short life – The newspaper advertisement in today’s newspaper will not be of any use tomorrow as readers refer to the latest edition for news updates.

(iii) Poor quality – As compared to magazine, the message in newspapers in usually of low quality because of the paper quality and colour usage.

(iv) Front page advertising versus ROP – Newspapers charge different rates for the different position on the paper. Usually front page advertising is very expensive as against ROP. ROP stands for “Run of Paper”. Most of the advertisements are on ROP basis which the newspaper can place the advertisement anywhere within the publication.

(v) Not suitable for illiterate people.

2) Magazines – Magazines are both regional as well as national. They are published weekly, fort-nightly, monthly, quarterly, bi-annually, or annually. There are magazines for general public as well as for special class of people. There are magazines for men, women, and children. Specific interest magazines include magazines on trade, finance, economics, etc.

Advantages –
(i) High quality visual display – They are mostly in coloured form and in good quality paper which gives the advertised product nice depiction and appeal.

(ii) Longer life – They are usually read at leisure and there are less chances of advertisements
going unnoticed as compared to newspaper advertisements. Magazines have longer life than newspapers.

(iii) Specific advertisements for specific audience – An organisation can be selective in placing its advertisement based on the selective readership of the audience. As magazines service specific demographic variables as well as specific class of people (general public, business, etc.), marketers can reach a particular segment basis its business strategy.

(iv) Reliability – Magazines are considered more reliable and credible based on its respective field.

Limitations –
(i) Lesser flexibility – They have less flexibility as compared to newspapers. The content to be advertised needs to be sent to the publishers well in advance within specific timelines.

(ii) Lesser frequency – Unlike newspapers, advertisements in magazines can be done weekly, fort-nightly, and so on. For example, a sales advertisement for few days cannot be done in a magazine. The advertisement can be done in magazine with higher frequency for “reminder advertising”.

(iii) Some waste circulation – It sometimes lacks regional selectivity as advertisement done in a national magazine may not appeal to all the regions in which the magazine is circulated.

(iv) High cost – It is more costly as compared to newspapers, etc.

3) Television – Television is the fastest growing medium of advertising that provides audio visual experience leaving a lasting impression on the mind of the viewer.

Advantages –
(i) Audio visual medium – Because of combination of sound as well as display it is very effective in attracting attention. Computer animations have made this medium even more appealing. The customers view the product as it is and the organisations have the advantage of demonstrating the product as well. It fulfils the job of personal selling to an extent.

(ii) High reach – The television has reach in villages as well as towns. Each and every house even in a developing country aspires to own a television set. Thus a television advertisement has high reach in the target market.

(iii) High appeal – It represents the product in life like presentation combined with sound, motion and sight. It is more believable medium as compared to print and radio advertising.

Limitations –
(i) High cost – it is costly to make a message to be telecast on television. Apart from that, it is costly to purchase the time from various producers on television. It becomes difficult for small businesses to advertise on television because of high costs.

(ii) Multiple channels – Many times people switch between channels during television breaks. There is high possibility of the advertisement being missed during channel swapping.

(iii) High clutter – Too many commercials during breaks between television programs reduces the effectiveness of the advertisement.

(iv) Time consuming process – Creating a message for television commercial as well as reaching the producers in advance to book for the commercial is time consuming.

(v) Less audience selectivity – A marketer cannot appeal to specific target segment as television is viewed by all class of people irrespective of age group. Further analysis of the shows as well as demography is done by marketers to book advertising time which is often cumbersome and still there is no guarantee of its effectiveness.

4) Radio – Radio advertising is very popular now days. Most of the population in rural areas still rely on Radio for entertainment and news. The introduction of radio stations which play the latest songs with entertainment programs and news broadcast are popular among youth. The advertising can be done in regional languages. Most of the people in cities listen to radio while driving cars or travelling by bus, etc. This gives a marketer a great opportunity to advertise products to masses. It is a mobile medium. Most of the population carries a mobile phone and almost all of them are equipped with radio applications.

Advantages –
(i) Low cost – It is more economical as compared to television, etc.

(ii) Mass coverage – It reaches every kind of listener. Unlike television it is a mobile medium and can be listened to while travelling. Marketers take this opportunity in popularising a product.

(iii) Selectivity according to demography – A marketer can communicate in the area he/ she desires to reach. The stations, programs, time, etc. can be selected by the marketer.

(iv) Easy to make and alter the message – Unlike television or road side hoardings which require time to prepare and alter, radio message can be easily edited.

Limitations –
(i) No visual presentation – It is not possible to illustrate or do demo of a product.

(ii) Less attention by listener – There is high possibility of message being unheard by the listener as radio is usually listened to while performing another activity.

(iii) Unstructured rates – As there is high possibility of message being unheard, the advertiser has to increase the frequency of the message for effective reach. For different timings the rates are different with limited time availability.

5) Film advertising – It is similar to television advertising that combines audio visual and motion facilities for greater impact. The advertisement films are made and sent to different cinema houses to be shown before the movie show or during intermission. Because of life size display the message has greater impact on the audience with a longer memory as compared to radio or television.

Advantages –
(i) Captive audience – There is higher degree of impact of the message as there is less distraction and audience come prepared to watch shows.

(ii) Selectivity – A marketer has the flexibility of communicating with certain audience basis the show and the region. Certain shows appeal to certain audience and hence the marketer can wisely choose the segment it wants to target.

(iii) Less clutter – There is less advertisement clutter in cinema halls and booking time for advertisement in cinema halls is also less expensive.

Limitations –
(i) High film making costs – The cost of making a film for cinema advertising is costly as it requires proper filming. Big organisations usually go for cinema advertising.

(ii) Time consuming process – Making a cinema advertisement is a time consuming process, and it is not easy to make changes to the message.

(iii) Limited coverage – The message coverage is limited to the audience visiting cinema halls.

6) Outdoor advertising – Outdoor advertising is referred to as literally “out of door”. It is out of the business or home premises. It is also known as “mural” or “indirect advertising”. This type of advertising is aimed at catching the attention of the passer-by in course of their outdoor activity. It includes – posters, electric/ neon signs, sky writing, sandwich men, transit displays, and painted displays.

Posters and placards are pasted on road sides, railway stations, or bus stands. These are usually made of thick paper sheets, wooden or metal plate. The message is usually in big letters and attention seeking that can be read from a distance.

Electric/ Neon signs are permanent on a place and utilise attractive light effects. These are placed in places where large number of people gather in the evening or night.

Sky lighting is utilised to advertise the message across the sky by way of balloons, search lights, small aircrafts, or giant kites. The airplane pilots utilise smoke or illuminations for communicating the message. These have short life and not much utilised.

Sandwich men move from street to street carrying posters or messages dressed in colourful and bright costumes.The men or women who do this job are sandwiched between posters, etc. and shout slogans to attract attention towards the posters.

Transit displays are referred to all kinds of displays used in buses, trains, taxis, tuk-tuk, and any kind of transportation vehicle.

Advantages –
(i) Geographic selectivity – Changes can be done as required to target a particular segment.

(ii) Longer life – the outdoor advertising like displays, etc. stay unless removed by the advertiser.

(iii) Flexibility – high flexibility to highlight the local address and names of sellers, middlemen, etc. A marketer can have different message for different locality or region.

(iv) Low cost – the cost is low as compared to television, cinema or magazine advertising.

Limitations –
(i) Limited exposure – There is limited audience who get exposure to the outdoor message.

(ii) Non-selective demographically – people of all age groups, social, economic, etc. background get exposed to the same message. For example, an outdoor advertising meant for young women will serve no purpose for men, older women, and children.

7) Direct mail – It refers to all forms of printed advertising delivered directly to potential buyers by post. These can take different forms like post cards, envelop enclosures, booklets and catalogues, sales letters, gift-novelties, package inserts, store publications.
Envelop enclosure can be a circular, stuffer, or a folder. These are bunch of papers posted to buyers.
These are sent with the purpose of generating reader’s interest in the product.

Booklets and catalogues contain detailed information about the products and their prices. Booklet has limited number of product while a catalogue is much larger and carries details of wide range of products. Gift novelties like pens, wallets, calendars, etc. are imprinted with the sales message of the address along with the name and address.

Advantages –
(i) Audience selectivity – The marketer can clearly define and target its prospective buyers.

(ii) High flexibility – The message can be easily altered and changed as required as the designing and delivering of the message is in the hands of the marketer. Unlike newspaper, television ads where message delivery and frequency is to be pre-booked.

(iii) Option of personal touch – Some messages can be directly addressed to the receiver like sales letters, etc.

(iv) Effective – The marketer can make the message and delivery as effective as possible as there is no competition or clutter.

Limitations –
(i) High cost – The cost of sending individual messages is higher as compared to a message communicated via newspapers, etc.

(ii) Post being considered junk – Nowadays people in metros receive lot of post from different organisations. People tend to consider most of it as trash and show less interest.

8) Display advertising – In this advertising, the sellers display the products in shop windows, counter displays, shelf displays, floor displays, etc. It is aimed at generating interest and impulse buying especially when most of the stores have “self-service” options.
For this to be an effective tool, the advertisers need to ensure that the products are displayed artistically in the shop window, on the shelves, counters, cupboards, racks, stands, etc. The industrial goods as well as consumer goods are displayed in showrooms for customer inspection and education.
The products should be regularly rearranged to generate interest and give a feel of freshness to the buyers.

9) Trade shows, Exhibitions and Fairs – These are organised on large scale wherein various manufacturers and traders sell their products to the buyers who attend the trade show or exhibition. The manufacturers buy or rent a space for demonstration of products which are very reasonable as compared to other advertising rates. The sellers give out free brochures or sample of products to the people. It benefits the buyers to a great extent as they get the opportunity of inspecting the product from among a variety available.
In international exhibitions, traders from different parts of the world assemble at one place.

10) Internet advertising – Internet advertising has gained lot of momentum in recent times as most of the regions in the world have access to internet. Advertisers look for the most accessed websites to advertise their products. The internet sites take fees for giving space on their web page. The cost of preparing an internet advertisement is also less as compared to television, etc.
As online shopping is mostly opted for by buyers, an online advertisement takes the interested buyers directly to the shopping webpage. The advertisers have to ensure that the content of advertisement is attractive and appealing to the site visitor. For example, a person opens a website to read the latest news. This person will read the news and will not be interested in an advertisement on this website unless it is appealing to him/ her. To make it more appealing, most of the advertisements start with a message of discounts, offers, etc. For example, 40% off, get a free product with this purchase, etc. To add to the attractiveness and lure viewers, advertisers add customer’s testimonials.

Internet advertising is only going to grow as it is not accessed only for information but also for entertainment. It may slowly replace television viewing through cable operators or dish TVs.
The internet advertising is not restricted geographically or has time constraints. Customers also have greater control of closing the advertisement or accessing it.

Online advertising is of different types like – Display advertising, sponsorship, Affiliate marketing, search engine marketing, Rich media, keyword advertising, Search engine optimisation (SEO), and “pop ups”” and pop unders”.

In Display advertising or Banner advertising on internet, an advertiser charges some amount to display an advertisement banner for a certain period. It is aimed to tempt visitors to visit the advertiser site. Advertisers have to study the websites on which they can place their advertisement banners to ensure majority of the people visiting these sites are prospective buyers.

In Sponsorship, the marketers sponsor a section of a website and integrate their advertising message there. This gives more exposure to the visitors as compared to display advertising on internet.
In Affiliate marketing, the marketers place their advertisements with different websites and the fees is paid basis the traffic received by the advertisement.

Search Engine Marketing refers to the advertisements a visitor comes across when checking the search engine results.

In Rich Media the site visitor doesn’t needs to leave the website that he has visited but comes across drop-down boxes, sound on mouse-over, small games, etc.

Through Keyword advertising, the advertiser pays a search engine or a website to have his/ her link to the site when a visitor types the search words for accessing a site. If someone it typing “times”, the options that the person may get will be of some advertiser’s site on the top of search.

Search engine optimisations (SEO) is done to allow search engines to rank the advertisement a high result in search engine results. The websites visibility is increased in the search results.

In “pop-up” and “pop-under” advertising, an advertisement opens in a new window. In Pop-up the visitor sees the pop-up while in pop-under the advertiser’s site opens under the site he/ she visited. So when the visitor closes the site, the advertisement is seen. These are mostly not opted for as these are irritating and most of the web browsers have “pop-up blockers” preinstalled.

Advantages of internet advertising-
High flexibility of giving personal touch, can be made as interactive as possible, less costly as compared to television advertising, magazine advertising, etc.

Limitations of internet advertising-
Not everyone accesses internet, internet challenges in developing countries, frustrating for some visitors, culturally and linguistically different regions will need to have advertising message accordingly created.