Beruflich Dokumente
Kultur Dokumente
Topics to be covered
Newspaper advertising
Magazine advertising
TV advertising
Radio advertising
Cinema advtsg
Outdoor advtsg
Support Media
Miscellaneous other media
Media types
Print Media
Broadcast Media
TV, Radio
Non-Broadcast
Media
Cable, Cinema
Outdoor Media
Transit Media
POP
Specialty Media
Miscellaneous
Newspaper advertising
Advantages:
Choice of national vs local.
Regionality.
Flexibility: Ads are possible at short notice as also withdrawal
of ads.
Improves brand image.
Readership segmentation.
Mobility.
Detailed info
Disadvantages:
Short life span of ads.
Limited coverage as literacy not high in India.
Poor reproduction of ads.
Considerable wastage as it might also reach people who are
not TG.
Costly.
Language barriers.
Magazine advertising
Advantages:
Wide coverage due to secondary readership.
Longer shelf life.
Selectivity.
Detailed information possible.
Economical.
Better quality of reproduction of ads.
Innovation possible.
Better acceptance of ads.
Mobility.
Disadvantages:
Limited circulation.
No flexibility.
Immediacy not possible: esp in case of sale, limited period
offers etc.
Split run not possible.
Television advertising
Advantages:
Wide coverage.
Cost effective.
Creativity & Impact.
Captive audience.
Selectivity of audience on the basis of viewership.
Disadvantages:
Ads could be lost in clutter.
Ads may not be viewed due to channel surfing.
Costly & hence small companies may not be able to afford it.
Perishable unless ads are repeated.
Lacks flexibility.
Radio advertising
Advantages:
Can reach even illiterate consumers.
Mobility.
Flexibility.
Cost efficient.
Mental Imagery.
Disadvantages:
No visual impact.
Short life.
Lack of attention.
Wastage, as people do not pay attention.
Clutter.
Cinema advertising
Advantages:
Captive audience.
Lasting impact.
Local selectivity.
Economical.
Suitable for all age groups.
Disadvantages:
Limited coverage.
Nuisance value.
Outdoor/OOH advertising
Advantages:
Innovative.
Flexibility.
Provides reminder value.
Benefit of repeated exposures without additional
expenditures.
Disadvantages:
Ads could be spoilt due to weather conditions.
Difficult to measure response.
Support Media
In-Store Media
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Transit advertising
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In-flight advertising
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Videogame ads
Bathroom ads
Parking lot ads
Place-based media: Idea of bringing the advtsg
medium to the consumers wherever they are.