Radio is timely in the sense that it allows for immediate broadcast of news, events or special occurrences as soon as they happen. Unlike print medium, television medium provides advertising exposure in a non-competitive environment. One disadvantage of advertising on the Internet is that your marketing materials are automatically available for anyone in the world to copy, regardless of the legal ramifications. In radio there are short breaks during transmission of any programme which is filled by advertisements of products and services. Many specialised magazines or journals are published which can be used for transmitting the message to the specific class of customers. It also has personal touch without personal contact. It includes the use of poster displays, bill board displays, and electric or electronic displays. Advantages And Disadvantages Of Digitalization 990 Words | 4 Pages. published regularly in English and Grihasobha, Nandan and Champak in Hindi. b. (2) It is economical as it saves enormous amount spent in press and other media of advertising. One can keep them for future reference if there is a need to. Advertisers adjust their media strategies according to local market conditions such as to take advantage of some special occasion, or to use different appeals in different markets. Advertisers, therefore, need to be more tactical in their use of media time to enhance the attention value of advertised message. (iii) Sometimes, the message is not understood properly by the listeners. Radio has some real weaknesses as an advertising medium. Print Media 2. Also, the cost of airtime on radio is very low. Although, the cost of establishing one’s site is not expensive but maintaining and updating the same is and cost per thousand (CPM) of advertising on internet are often found to be higher than those of some traditional media forms. Products can be shown, their uses can be demonstrated and their utilities can be told over television. a. Zipping and zapping are the two greater challenges that have emerged over the last few years only. On the one hand it provides good quality production, and on the other it has only limited circulation among select group of customers. Advertising through magazines is more effective. Advertising is of different kinds depending upon the type of medium used for communication such as print advertising, social advertising, outside advertising, broadcasting advertising… The major drawback of this media is that it is costly and has limited coverage. High selectivity factor as these items can be distributed only to the target market. With the increasing popularity of the Internet, newspapers face declining readership and market penetration. (3) Outdoor advertising is more flexible. One is the increased number of brands using radio advertising to carry the message deeper and wider in the market. Benefits of using the Internet as an advertising medium include the growth of Internet use by a variety of different types of people and the ability to precisely target a specific audience. Television Advertising: … As the Web becomes a must-use daily medium today, pay per click … (2) Ability to reach potential visitors where sales staff cannot reach. Marketers cannot target specific markets through newspaper advertisement and it is usually read once and then discarded. Interstitial advertisement – pop up to display a product ad when viewers click on a website. Also, there are no limitations on the size of the advertisement and each advertisement is seen full screen. Booklets and catalogues contain the information about the products advertised. Some use it on home all day and the others use it while driving. It is better if window displays are changed regularly to make the customers look at the displays every time they visit the shop. In such a situation, for any ad to attract attention it presents a creative challenge for the advertisers. People read newspapers mainly for news and pay casual attention to advertisement. Different advertising media which come under outdoor advertising media are – posters, printed display, electronic signs, travelling displays, sky writing, sandwich man and the like. Proper placement of outdoor advertisement and high rent of hoardings is the limitation of outdoor advertising. Effectiveness of response to the campaign can be easily measured. It is also quite common to write slogans and other message about the products in bold letters on the walls to attract the attention of the people even from a long distance. Advertisements are shown in TV during short breaks. As a result, magazines do not compare well with other media in terms of its cost efficiency. Ability to select where your ads will be shown, giving a better chance to reach target audiences, and more control on your part. (ii) Its effectiveness is limited as only a few people are present in the hall before the start of the feature film and during the interval. These are a good vehicle to pass on information about new products, current products and price off deals. a. All these periodicals have a large number of readers and thus, advertisements published in them reach a number of people. The various types of electronic media are: With rapid growth of information technology and electronic media, television has topped the list among the media of advertising. Types of Advertising Media: With their Advantages & Disadvantages (4 Answers) 1. The opportunity for cooperative advertising is another significant advantage provided by a newspaper. India is emerging as a lucrative destination for online advertisers on search engines. Radio advertising is the strongest medium of advertising. flashing banners, popups, popunders, interstitials — are often seen as annoying and highly intrusive, Growing usage of popup and ad blockers that prevents users from seeing the ads, Click through rates have significantly declined, due to poor banner design to accumulated bad experiences of web users, Oversaturation of banner ads leads to ad blindness. Depending upon the access to measurement technique, the accurate measurement of the size of television audience remains elusive to some extent. Disadvantages of Using Television as an Advertising Medium: The high absolute cost of buying airtime on television along with the cost of producing high quality commercials is the prime deterring factor in the general use of television as the advertising medium. But film advertisement can be adopted only by the well established firms. A platform to connect: Social media provided a huge platform for people to find each other and connect with them.This opened a wide variety of opportunities for a lot of people. In today’s scenario when mass marketing gives way to market segmentation and regional marketing, radio is gaining more and more importance to reach out to the most difficult audience. For example, India Today, Frontline, Outlook, Femina, etc. As newspapers are overloaded with ads, clutter is the problem with newspaper advertising too. However, because most outdoor advertising is directed at a mobile audience, the message must be limited to a few words. The fleeting nature of radio messages and lack of control on the receiver’s part to process the information further restrict the scope of creativity in radio advertising. The fixed publication schedule and the need for large number of publications further limits the use of quality paper and good reproduction techniques especially for coloured ads. It is an interactive medium and can deliver message more effectively. Information from all over the world is made available at the doorsteps. distributed during trade shows). (iii) It gives flexibility in advertising. Thus, advertisements are likely to draw the reader’s attention only casually. Advantages of Newspaper Advertising Media: (1) The coverage of newspapers is high as they reach to every nook and corner in very short time. Direct-mail advertising is promotional material mailed directly to individuals. If a product is meant for a certain class of consumers, all consumers need not be contacted and thus only few can be approached. Television is the fast growing medium of advertisement because of huge expansion of electronic media and cable network. (iii) It is an interactive media where two-way communication is pos­sible. The space outside and inside the buses, railway carriages and other vans may be hired by the businessmen to spread their messages. c. Illiterate persons cannot read and thus, newspapers advertising do not benefit them. (iii) Outdoor advertisement attracts quick attention and requires very less time and effort on the part of the readers. All the media of advertising discussed above are mostly used by customers while they are at home or inside any room. Television advertising offers an average reach of 85% for adults across all age demographics. So, to inhibit zapping and to hold viewers’ attention, advertisers tend to become more creative in their approach as well as in ad executions. Buy our Kindle eBook, Pay Per Click Advertising (Search Engines), Advantages and Disadvantages of Various Advertising Mediums. Some organizations are using direct e-mail. If done well, the target audience may decide to keep the items, hence promoting long retention and constant exposure. The readers are found equally interested in advertisements as in the news items. Advantages of Social Media. Concerning flexibility, radio provides an opportunity to run as many commercials as one finds suitable to the product communication needs. Travelling Display – A travelling display is advertising ad or message printed on vehicles like train, bus, car and the like. Brochures give detailed information about the product. It is one of the most important person to person communication by advertiser. Although timely, but newspaper is published daily which gives a short life span to newspaper advertising. (ii) It has a low retention value because people don’t devote special time to read the message. Your advertising message is targeted to those most likely to buy your product or service. If you just want to make some friends or to participate in social activities, find a job, or even buy stuff, social media … a. Circular letters are sent to the prospective customers to inform them about the merits of the product and to create their interest in the product. Sometimes manufacturers give diaries, calendars, purse, etc. (i) Wide reach – Newspapers are read by almost everyone and have reach to the far away corners of the country. Outdoor media is projected to prospects at public places like railway stations, bus stops, market place and crowded areas. (ii) It maintains secrecy in advertising. Your ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of your competitors, Poor photo reproduction limits creativity, Newspapers are a price-oriented medium; most ads are for sales. Newspaper advertising is used extensively by business firms because it is relatively inexpensive and effective as compared to other media. They are also erected on tops of bridges and important buildings. Due to their editorial content, magazines are relied upon as creditable source of information and this credibility of magazine extends to advertising also. Internet allows for specificity in targeting the markets, because only those who are interested in specific product category are likely to visit the sites. Similarly, advertisement message can be changed promptly when desired. Articles should be arranged in a systematic way and if possible price tags should also be attached with the articles. Everybody listens to the radio. It is not accessible without a computer. One must have seen advertisements on the public transport like buses, trains, etc. Producing direct mail materials entail the expense of using various professionals – copywriter, artists, photographers, printers, etc. In our country newspapers are published in English, Hindi and in other regional languages. The message requires repetition which adds to the cost and level of noise in the environment. Advantages and Disadvantages of Various Advertising Mediums Pay Per Click Advertising (Search Engines). But, to keep the advertising cost in line, advertisers at times decide about shorter commercials, which they believe would be as effective as the longer commercials could be. Electronic Media 3. What Makes The Perfect Home For A Home Business? (3) The magazine advertising is more attractive than newspaper advertising as the printing, paper and colour combination are good. Magazines or periodicals are an excellent medium of advertisement when a high quality of printing and colour is desired in an advertisement. It covers all form of printed ads delivered directly to the prospect like – postcards, envelop enclosures, booklet, catalogues, sales letters etc. These are the sources of news, opinions and current events. Sandwich Man – In sandwich man advertising is a team of tall and dwarf man who wear the cloths which bear ad-messages. Magazine advertising has a long lead time as ads must be submitted well in advance of publication date and so the scope of any kind of changes in between is ruled out. There are many benefits to social media advertising, but like everything else, there are also a few disadvantages. While using, the user remembers the products as well as the producer. Direct mail is the most selective medium, the effectiveness of direct-mail advertising can be measured because the advertiser has a record of who received the advertisement and can track the prospects. Vehicles give mobility to the message. (iv) It gives an opportunity to the advertiser to provide detailed and illustrated information about the product to the prospects. Radio – Radio is one of the prominent vehicles of advertising in our country. Numbers of people to whom the advertisements reach are small in comparison to newspapers. One of the most interesting and powerful qualities of digital marketing is the fact that it helps you target specific customers. Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car. One day’s notice is sufficient for this purpose. One can also obtain selectivity in terms of types of listenership by making a proper selection of programmes, time of the day, and stations. It provides high coverage and limiting coverage facilities, it is beneficial to cover a specific geographic area. So the obvious disadvantage of marketing here is the fact that your marketing campaign will need to be ongoing and consistent. Marketers selling products of mass consumption find television as the most suitable medium offering low cost exposure to target audiences. But a severe limitation is posed by the difficulty of getting and maintaining a good mailing list. Classification and Types of Advertising Media. With vast majority of population already covered with cell phones and computers, this advertising media holds good potential. Goods can be exhibited in artistically laid out windows at the shop fronts or at important busy centres like railway stations and bus stops. Printed Display – Printed display is printed bulletin or wall painting done in rectangular shape on standard metal sheet. Outdoor advertising has the following merits: (i) Outdoor advertising is highly flexible and is a low cost medium. Magazine advertising has the following limitations: (i) Advertising through magazines is very costly. Due to its specific features, newspaper advertising has certain limitations which inhibit its growth as an advertising medium in comparison to television and radio. If the listener is not available at the time of broadcast, the message is gone forever. is commonly used by modern businessmen. Interactive media is the new form of broadcast media which has seen its growth over the last few years. Top 13 Advantages and Disadvantages of Social Media. Magazine advertising is considered to be superior to newspaper advertising because of the following merits: (i) Magazines are read more carefully and at greater leisure. (5) It reaches even to those places where the salesman cannot approach. Problems of Higher Cost, Clutter and Audience Measurement: Internet has certain negative features or disadvantages and one needs to be judicious enough to explore internet as an advertising medium. But such advertising exposures are not fleeting exposures as in the case of television and radio. They are quite big in size and are fixed at outstanding locations like busy markets and crossings. (3) They offer a lot of flexibility. Limiting children’s access to such content can be difficult.3. Increased brand awareness. The advertiser saves money also by directing his advertisement to the selected people. The message that any advertisement wants to communicate may not be proper as there is no chance to hear it again immediately. See the answer. There are also search engines or portals available when website addresses are not available. (1) The life of magazine is considerably longer than that of newspaper. is commonly used by modern ... 2. They offer selective circulation throughout the country at reasonable cost. Resources need to be allocated in the maintenance of lists, as the success of this kind of promotional campaign depends on the quality of your mailing list. 2. A complete picture of the product can be shown through outdoor displays. Can generate immediate visibility, as ads go live immediately, Ads can be easily modified, adjusted even deleted instantaneously depending on the results, Allows for quick, easy tracking of the effectiveness of the campaign allowing you to better analyze the return on your investments (ROI). The disadvantage of magazine advertising is its high cost. Selectivity of message can also be achieved. Pay Per Click Marketing: 6 Tips for Making Effective Use of Video in Your PPC Ads, Pay-Per-Click Marketing – Better Quality Score Means Increased Profits, one of the most effective means of digital advertising, Facebook Ads: From Click-Through to Conversion, How to Use Twitter for Your Small Business, Social Media and Business: Challenges of Small Business Owners, How to Use Pinterest to Market Your Business, 6 Tips for Surviving the Online Advertising Marketplace, How to Make Your Advertising More Effective and Cost Less, How to Track Online Marketing ROI Using Cost-per-Action, How to Use the 3 Most Common Direct Marketing Measurements, Direct Marketing: 10 Steps to Preparing Your Data, Expand Your Business Through Direct Mail Advertising. Actual rates depend on geographic coverage, the number of commercials contracted and time period. While moving on roads, one must have seen large hoardings placed on iron frames or rooftops or walls. It is a means to deliver the advertising message. As a result, socialization with friends, family and neighbors is affected.2. The demerits of direct mail advertising are given below: (i) The coverage of direct mail advertisement is limited. In order to achieve the purpose of window display, cleanliness and a well-furnished appearance for the window are essential. (iii) Since advertisement copy is presented in a coloured form, it creates a better image of the product advertised. Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded. The main aim of outdoor advertising … Outdoor advertising has gained wide popularity these days. Exact picture can be portrayed to enable the customer to identify the product at the point of purchase. to attract the attention of customers. Like television, radio advertising is of a perishable nature. Outdoor advertising consists of short promotional messages on hoardings, billboards, posters, point of purchase advertising and signs. It’s easy to prospect and find the right person to talk to. Advantages and disadvantages of different advertising media Newspapers It is certainly easy to reach out to a large number of audience through newspapers; however, the attention of the … Television commercials are the most popular medium of advertising, prospects can watch them at their home. Such mental imagery can be much more effective than any actual setting and performance. People spend too much time on the internet and watching television. The drawbacks of internet advertising are as follows: (ii) Being a new medium, its effectiveness is yet to be established. This is another positive feature of a newspaper and is perceived as a matter of advantage both for the advertisers and the readers. Disadvantages of Outdoor Advertising Media: (1) The message written under this type of advertising is too brief. (iii) Radio provides selectively to some extent because advertisements can be included in different programmes meant for different types of people. b. Periodicals have a selected readership and so advertisers can know about their target customers and accordingly selective advertisements are given. Outdoor advertising is criticised on the following grounds: (i) It can’t carry long messages as posters, hoardings, etc. Marketing message can be personalized, thus helping increase positive response. advertising has got all the demerits of film advertising. The mailing list can also be revised whenever the need arises. The various types of media for advertising are: 1. Households owning television, households using television, households tuned to the programme carrying advertising message and the prospect actually viewing the ad are the various accuracy levels of television audience measurement. (iii) Magazine advertisements are to be prepared and sent for publication well in advance. (4) Magazines have appeal only to certain classes of readers. All big brands are having their commercials on television- mass marketing is over because there are exponentially more channels out there with cable and satellite television and consumers have fragmented into niche groups with very unique needs, desires, and wants. It is the most common and the oldest media used by marketers. When supported by superior editorial content contributed by well-respected writers, magazines carry high prestige which also benefits the ads appearing in the magazines. The rise in the number of radio stations has led to audience fragmentation and so the number of audience tuned to particular station tends to be small. b. The role for each one is defined in carrying brand communications. Specific Advantages and Disadvantages of Marketing. Allows you to reach a huge number of people in a given geographic area, You have the flexibility in deciding the ad size and placement within the newspaper, Your ad can be as large as necessary to communicate as much of a story as you care to tell. With remote control facilitating easy channel switch, zapping has become a more regular phenomenon. to buyers and prospective customers. The merits of film advertising are as under: (i) Film advertisement is very effective since it combines spoken words and visual presentation of picture. Users can see the advertisement at their own time and as per their require­ment. Window display acts as silent salesman. Almost all the manufacturers insist that their products should be displayed at the retail shops. How is this done? b. b. Hence, they provide greater choice to advertisers to approach the desired market, region and readers through local or regional language. It has greater effectiveness as the message is conveyed at their homes to the people. Another limitation of television advertisement is that once it is presented, its back reference is not possible. Advertising media are the means to transmit the message from the advertiser to the particular class of people. (1) The chief demerit of magazine advertising is its low flexibility. Internet is not merely the information provider. The poor reproduction capability of newspaper, therefore, directly affects the attention value of the ad. In addition, the quick action programmes such as sales and coupons are implemented easily through local newspapers. The average life span of a daily newspaper is 24 hours and so is the life of an ad. (iv) Radio advertisements are highly suitable for the promotion of mass scale consumer goods. People may not remember the message. The major drawback of film advertisement is that it is usually ignored by the people. Radio is a low cost advertising medium. Advantages of Advertising: (1) Low cost per contact. It is used to send the message directly to the customer. are ready by the people at a glance. (3) Another advantage of this media is secrecy. (4) Ability to create images that sales staff cannot. (4) This media of advertising cannot be used for all types of commodities. Newspapers reach almost every place and are read by all kinds of people. Television commercials can be used to attract the attention and interest of the potential customer through the creative use of both sight and sound in combination. This is a very popular form of advertising in the modern day marketing. a. The use of colours in commercials further adds to the commercial effectiveness and its memorability. (1) It is selective. Otherwise also when people are listening to the music, they may not actually grasp the content of the advertising message delivered between musical numbers. (5) Advertisement in magazines creates prestige, reputation and image of quality in minds of customers. So, there is very less scope of waste coverage. Magazines offer many benefits to advertisers but its limited flexibility, high cost, and limited distribution are the major factors which restrict the universal use of magazine as advertising medium. (3) Great scope for creative versatility and dramatization of messages. b. As compared to other media this is a great advantage of magazine advertising. d. Competitors can quickly react to the prices after seeing the newspapers. Radio advertising may be straight commercial dialogue or musical commercials. Your ad campaign is hidden from your competitors until it’s too late for them to react. These are preserved for a long period to be referred in future. 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