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ADVERTISING MEDIA

T E D B Y -
PR ES E N a
Ph u t e l
As h i m a rg i y a
i j a iv a
V
Jeenu p t a
G u
Megha
Media
When we think of “media”, we think of:
Message Transmitted To A Large Number
of People At The Same Time
Advertising
Any ad usually includes the name of a product or
service and how that product or service could
benefit the consumer, to persuade potential
customers to purchase or to consume that
particular brand

Different types of media can be used to deliver


these messages, including traditional media such
as newspapers, magazines, television, radio,
outdoor or direct mail. Advertising may be placed
by an advertising agency on behalf of a company
or other organization.
Commercial advertising media can include 
wall paintings, billboards, street furniture components,
printed flyers and rack cards, radio, cinema and
television adverts, web banners, mobile telephone
screens, shopping carts, web popups, skywriting, bus
stop benches, human billboards, magazines,
newspapers, town criers, sides of buses, banners
attached to or sides of airplanes ("logojets"), 
in-flight advertisements on seatback tray tables or
overhead storage bins, taxicab doors, roof mounts
and passenger screens, musical stage shows, subway
platforms and trains, elastic bands on disposable
diapers , doors of bathroom stalls,stickers on apples
in supermarkets, shopping cart handles (grabertising),
the opening section of streaming audio and video,
posters, and the backs of event tickets and
supermarket receipts.
Types of Media
•PRINT
•TV
•RADIO
•CINEMA
•COVERT
•ONLINE
•BLUETOOTH
•ROAD BLOCK
•OUT OF HOME
•BILL BOARDS
PRINT
These are still traditionally
categorized, from the media
buyer's viewpoint, on the
basis of class. Few types of
press medias are:
• National newspapers
• Regional newspapers
• Magazines
NEWSPAPER
ADVANTAGES DISADVANTAGES

•Inexpensive to produce • Limited readership.


•Easy to switch Out •Poor printed image quality.
•Caterto large no. Of •No control over ad placement

people together.
MAGAZINES
ADVANTAGES DISADVANTAGES
•Access to a specific •Ads can be
customer base expensive
•Better quality •Tricky to schedule.

images.
•Help build your

brands.
TELEVISION
This is normally the most
expensive medium. It offers
by far the widest coverage,
particularly at peak hours
(roughly 7.00--10.30 p.m.)
and especially of family
audiences. it has the
greatest impact because of
offering sight, sound,
movement and colours.
It generated Total Revenue
of Rs. 7,110 crores in yr
2007.
ADVANTAGES
•1.Creativity and Impact: provides
presenting the advertising message.
•Eg- a)LML freedom “azadi ka naya ehsas”

•b)sundrop oil “the healthy oil for healthy

people”
•2.Mass coverage:it reaches larger

audience.
•3.Attention getting:it reaches the viewers

when they’re most attentive.


•4.Impact of sight,sound and Motion :allow

to convey message with


sight,sound,motion which can give
DISADVANTAGE

1.MOST EXPENSIVE.

2.DIFFULT TO MAKE CHANGES.


3.DIFFICULT TO EFFECTIVELY TARGET.



RADIO: THE CINDRELLA MEDIUM
§ Radio may not be
considered as glamorous as
TV.
§ Radio commercial has to do
is to get people to listen,
surprise them and arouse
their curiosity.
§ Radio has grown at a
scoring pace over the past
few years.
§ In the year 2007,it
generated Rs.480 crores.
§ Informal language should be
ADVANTAGES DISADVANTAGES

•LOCAL COVERAGE •AUDIO ONLY


•LOW COST •LOW ATTENTION GETTING

•APPROACH TO FAR-FLUNG •OVERLOADS THE

AREAS. CONSUMER.
•FLEXIBLE

OPPORTUNITY FOR
BUSINESS.
PRIMARY MEDIA SOURCES
Cinema
A new medium is never an addition to an old one,
nor does it leave the old one in peace. It never
ceases to oppress the older media until it finds new
shapes and positions for them.”
BY Marshall Mcluhan
• It helps in reaching out to the desirable
demographic groups
who tend to be younger wealthier and better
educated..
• Fastest growing advertising channel.
• Opportunity from cinemas.
• Cinema theatres provide many ad to the
advertisers for both on-screen and off-screen
promotions.

ADVANTAGE OVER TV
1.Broadcast and Cable operators are the

major competitors to cinema Advertising.


2.It gives better ROI than TV.

Ex—Cigarettes , spirits which are banned


from being showed….cinema as a


potential channel of reaching the target
audience.

COVERT ADVERTISING
 It is also known as Guerilla
advertising.
 When a product or brand is
embedded in Entertainment or
media…..is Product Placement.
 The main character can use an item
of a brand.
 Eg- 1.In James Bond film Omega
watches Ford , BMW etc cars are
placed.
• 2.Nokia phones.
ADVANTAGES DISADVANTAGES

1.Captive audience. 1.Not for long run.
2.cheaper than overt  2.Difficult in 
advertisement or 
sponsorships. recalling.
 
3.wider audience.
4.ideology of people.
INTERNET/WEB ADVERTISING
Online advertising
 is a form of 
promotion that
uses the Internet Eg-:contextual ads
and  that appear on
search engine results pag
World Wide Web , banner ads,
 for the Social network advertisin
,
expressed online classified advertisi
purpose of and e-mail marketing
delivering  , including
e-mail spam..
marketing
messages to
attract
ONLINE ADVERTISING
 Email advertising

 Contexual advertising

 Behavorial advertising

 Affiliate advertising
ADVANTAGE
 Internet adverting enables good
conversion tracking
 Has a lower entry-level fees
 Internet advertising has greater
range
 Cheaper and response is instant.


DISADVANTAGE
 It's too measurable
 Salespersons and Customers are
Isolated
 Difficulty in Evaluating Legitimacy
of Transaction
 People not ready to share their
personal information.
BLUETOOTH ADVERTISING
ADVANTAGES
 Inexpensive means of sending and
receiving information.
 Increase awareness about new
products and services.
 Good impression on customers.
 Green marketing- An idea can
change your life…


DISADVANTAGES
 Its possible only if target audience’s
have their bluetoohenabled
phones & that its function is kept
on.
 As more companies entering this
marketing opportunity, customer
gets cluttered by lots of
promotional msgs..
ROAD BLOCK ADVERTISING
 Marketers buy out the entire
saleable time, space or spots on
TV channels, print, radio or even
Web for a certain period of time.
 Eg- Cadbury , Nokia, HUL, Airtel etc

 Road blocking is one of the strategy


that calls for a very high
investment which is almost 100 %
- 200% on the amount spent on a
traditional advertisement.
ADVANTAGES DISADVANTAGES

•Generates high visibility •Short -term gains.


and immediate recognition •Tactical in approach
•Brand exposure
•Expensive
•Top of the mind recall

•Reach and connect.

•Clutter breaking
OUT OF HOME
It includes advertising inside moving vehicles, in
bus/trains, in-shop advertisements, road side wall
paintings, illuminated hoardings and electronic
displays.
Out of home advertising accounts for around 10 %
of India’s total ad business and the rate of growth is
15 % per year.
Eg- advertising of cigarettes, soft drinks and
restaurants.
ADVANTAGES DISADVANTAGES

•Wide coverage of local •Non-selective

mkt. •Short exposure time

•Geographical flexibility. •Quick wear out

•Impact •Measurement problems

•Ability to create awareness •Blind spot effect

•Avoid problem of zipping

and zapping.
Bill Board Advertising
 Most effective solution to spread the
msg regarding products and services.
 One can put his msg in short and catchy
form on billboards to advertise his
products and services.
 These are reusable options which can be
creatively utilized during indoor and
outdoor events-trade shows ,road
shows,presentations expos etc.

ADVANTAGES DISADVANTAGE

•Cost saving and greater •Measurement problem.

market coverage. •Blind spot effect.

•Catches attention and build

awareness.
•No possibility of an ad to be

lost in a mix of market


contenders and editorials.
•Sales information are passed

on ceaselessly & frequently.


•Help customers to find and

reach the location of your


business.
CONCLUSION
• Media works as platform for making
information reach to the masses and
in developing a direct and emotional
bond between the service provider
and the user .It helps in making
people as consumers informative
and knowledgeable about the
diversity in product availability or in
making them the right choosers. But
what is important is to regulate and
to have proper checks on the right
usage of media in promoting the
filtered and the authentic
information so as the right purpose
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