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Various form of Media

Media simply refers to a vehicle or means of message delivery system to carry an ad message to a targeted audience. Media like TV, Radio, Print, Outdoor and Internet are instruments to convey an advertising message to the public.

Types of Media / Media Classification

Media can be classified into four types:
  1. Print Media (Newspapers, Magazines)
  2. Broadcast Media (TV, Radio)
  3. Outdoor or Out of Home (OOH)
  4. Media Internet

Print Media

  1. Newspaper
    Newspaper is a major source of information for a large number of readers. It may be National or local, daily or weekly newspaper. Newspapers allow presentation of detailed messages which can be read at reader's conveyance. It allows prompt delivery of detailed coverage of news and other information with interesting features for readers. It is a high involvement media as readers are required to devote some effort in reading the message. It is available to masses at a very low cost.

    Classification of Newspapers
    1. National Newspapers
    2. Daily newspapers (Local/Regional)
    3. Special Audience newspapers
       
  2. Magazines
    A Magazine is a specialized advertising media that serves educational, informational, entertainment and other specialized needs of consumers, businesses, and industries. A Magazine allows presentation of a detailed ad message along with photos, illustrations, colours etc. It is a high involvement media as readers pay a premium price for it and magazines are not dumped after reading. Magazines can be classified into Local/Regional/National or Weekly/Monthly/Quarterly Magazines.

Types of Magazines

Consumer magazines:
Magazines bought by general public for information and entertainment. It can be used to reach a specific target audience. It may be a:
  1. General Interest Magazine
  2. Glamour Magazine
  3. Film Magazine
  4. Special Interest Magazine
  5.  Women Lifestyle Magazine

Business Publications:
Business magazines includes publications such as trade journals for businesses, industries or occupations. It may be published weekly monthly or quarterly. Generally, readership includes business managers and executives, businessmen, business students etc. It may be categorized into:
  1. Business Publications
  2. Professional Publications
  3. Trade Journals
  4. Industrial and Institutional Publications

Broadcast Media

  1. Television Advertising
    TV is a principal source of information and entertainment for people exposed to mass media. It is believed to be the most authoritative, influential, exciting medium for reaching very large audience. It combines visual images, sound, motion and colour to achieve viewer's empathy. It allows development of creative and imaginative ad messages in a unique way. It is considered intrusive in nature as the audience have no control over the nature and pace of advertisements.
     
  2. Radio
    Radio is a premier mass medium for users and advertisers. It has a wide spread reach. It delivers the ad message to a large number of people across the length and breadth of a country. Commercial broadcasting is undertaken in major cities even rural areas. Radio time in India is usually sold in slots of 7, 10, 15, 20 or 30 seconds. It is one of the most personal medium and offers selectivity, cost efficiency and flexibility advantages over other media. Efficiency of a radio ad depends upon the precision of script, accompanying sounds and level of distortion

Support Media

  1. Outdoor advertising
    It is usually used as a supportive medium by advertisers. It includes bill boards, boarding, neon signs posters etc. It can generate considerable reach and frequency level at low cost. Useful when introducing a new product. Helps to remind the customers. Helps to generate sales at point of purchase/point of sale.
     
  2. Transit Advertising
    Uses billboards, neon signs and electronic messages. It is targeted at users of various modes of transportation. Advertising rates depend on the amount of traffic which passes every day.
     
  3. Cinema and Video Advertising
    Cinema is a popular source of entertainment comprising of audience from all classes and socio-economic groups of society. Films are watched by a significant number of people everyday. It involves use of cinema halls and video tapes to deliver the ad message. Commercials are shown before films and previews carrying ad message. Advertisers may prepare a presentation for projection or 35mm ad films based on a script. Similar to TV, it also combines sight, sound, colour and movement to deliver a creative message. Video rentals include messages by local advertisers. Advertisement can also be displayed by cable operators.

Internet

Internet is a worldwide medium that provides means of exchanging information through a series of interconnected computers. It is a rapidly growing medium of advertising. It is a future medium which offers limitless advertising opportunities. It involves use of world wide web to showcase a website or e-commerce portal to the world.

Advertising through internet involves email marketing, social media marketing, online ads and mobile marketing. It provides a sophisticated graphic user interface to users. It is accessible to anyone with a computer and broadband connection.

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