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Advertising media: the channel is needed to carry advertising message to the prospective consumers which is referred to as advertising medium or media.
Popular media for advertising are:
- News papers
- magazines
- Radio
- television
- Outdoor and transit advertising
- Direct mail
- point of purchase displays
- Motion pictures
- other media.
- News papers: news papers carry the advertisements to a large cross section of the society. This is a low cost advertising medium. More ever, 60 percent of the space in the news paper is full of advertisements, so readers tend to not get attracted by the messages in the advertisements.
- Magazine: advertisements are better in quality compared to the news paper advertisements. When the magazines are for special interest groups, the scope ofadvertisement becomes limited. Compared to news paper, advertising in magazine is expensive, so it does not attract local retailer.
- Radio: radio was successful in adervertising mainly because of large number of illiterates in India who could not take advantage print media till the invasion of television to our living rooms. Even after the television became the most popular medium for advertising, radio still is a broadcast medium with great out reach. When an advertiser wants different voices, sound effects and music in the advertisement, recorded radio commercial is preferable. In the recorded radio commercials, the recorded disc or tape is to be supplied. Retailers buy radio time for the advertisements of their products this is called retail radio commercial.
- Television: advertising has grown tremendously in the last fifteen years. Television provides for action, motion, sound and camera effects, music and verbal messages in advertisements.
Radio and television sell air time in three general classes of area; net work, spot and local.Net work refers to television commercial on national broadcast or in prime time television programmes. It saves buying time on many local stations. Spot refers to advertising in a special or particular geographical area.Local television commercial refers of advertisements of retailers. They spanners some programmes On TV.
- Outdoor and transit advertising: it includes a varity of outdoor media such as hoarding, posters, information panels, billboards, directional maps, mobile vans with loudspeakers and huge painted portraits.These media offer long life. The details like contact address, names and address of local dealers, etc…..
- Direct mail: it is s postal publicity. In this, the advertisements are sent directly to the prospective consumers by the advertiser himself. For examples letter, leaflet, pamphlet, booklet, a catalogue, hand out, circular, etc…..
- Point of purchase: this method also called dealer aids, dealers displays, or point of sale. In this method messages are directly communicated to the customers, inside outside and around a retail store. For example window display, floor display, wall display, banners, samples, posters etc….
- Motion pictures: motion picture advertising is also called screen advertising. Movie theaters sell time for screening advertisements films as well as slides. For example this is shown before the main feature film, in intermission.
- Other media: advertising through other media includes advertising through telephones/ mobile is any other directory. For example bus or train time table, calendars, products such as key chains, pens, letter pads, containers, appointment diaries and so on.
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