News paper: Of all the media, newspaper is considered as the backbone of advertising programme, as it has continued to remain the most powerful message carrier of the total space. Around 45% goes to advertisement in one form or the other and the rest for textual matter. Merits : Wide coverage : It reaches geographically, demographically and socially. Quick response : As it reaches the needy. Regular : To maintain regularity and frequency by any organization for advertisement there is no alternative other than newspaper. Fastes t : It is the fastest of all the media as it is a daily publication and even last minute changes are also possible. The most flexible and fast media.
Magazine: Like newspaper it is also an oldest media of advertisement, but they are periodically published i.e., weekly, fortnightly, monthly, quarterly and annually. There are two types of magazines – special and general
Radio & Broad casting: It can be aptly called as word of mouth and radio advertising is initiated in the year 1920. This is also called as commercial broadcasting. Types of Radio advertisements Straight commercials: Uses sound effects to arrest and hold the attention of listeners describing the product features and merits. Dialogue commercials: Message is presented in the form of conversation between announcer and other person. Dramatized commercials: Problem situation is dramatized and the product is introduced as a solution to the problem. Humour is the heart of such dramatization to keep the listeners interested and tagged. Integrated commercials: Instead of announcer some celebrity or VIP or the user is given a free hand to present the message. It is also called as personality commercial. Musical Commercials: Sales message is sung sweetly with a matching music. Jingles are a popular method of such singing commercials.
Television / Telecast Advertising: Commercial telecasting started in 1976. Colour transmission was started in 1982 on the eve of Asiad – 82. A message for a duration of 10 – 30 seconds is telecasted with scientific synchronization of sound, light, motion, colour and immediacy that no other medium does except films. Based on coverage there are three types - Very High Frequency (VHF) and Ultra High Frequency (UHF), band spectrum and the latest is Community Antenna Television Systems (CATV), which is known as cable television. Types of Telecast Advertising: Sponsored programme: A story, play, play let, a film is sponsored by the advertiser who pays for the time the advertisement plays to the advertisers.
Builds prestige of the advertising house and the products.
The programme can be designed to fit the sponsor and his product.
The programme can be strengthened.
Announcement type: This is presented to the viewers between the sponsored programme and the station break. Advertiser pays for the time of advertisement. The advantages are
Very economical
Most flexible
Effective for short and snappy advertising messages.
Network and spot network advertisement: Nationwide coverage where the advertiser can go for a programme or announcement. Spot refers to the device of providing geographical flexibility, where the advertiser has the freedom to choose the place.
Film Advertising: It is like a television run on an enlarged screen for a larger audience. This audio & visual medium has a wide range starting from ordinary slide presentation to Ad films screening. Slide is the protected glass piece on which photograph is engraved and a still which presents a limited message. Ad Films A. Theatre films B. In house films A.Theatre films are shown in theatres Film let: is a flash, short in length, silent and coloured running approximately over 15 seconds. Solus: lasts for 120 to 300 seconds having sound track either black and white or colour. Magazine: a short ruler lasting upto 300 seconds combining advertisement and entertainment. B. In house films are corporate films specially designed to project image of business to the shareholders, foreign collaborates, customers .
Video Advertising: As much as 80% of small and medium firms, 20% of large sized firms have accepted this as economical. Video has been rightly called as the intruder or interceptor that swept away the supremacy of cinema and television. The advertiser prepares messages in the audio and visual form and distributes to the consumers, to whom he wants to promote the product or service.
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