Television – Television is the one of the fastest growing advertising media which used video and audio signals. Postcard Marketing: How Much Is Too Much? The merits of direct mail advertising are as under: (i) Mail advertising has a personal appeal since it is addressed to a particular person. b. to buyers and prospective customers. With remote control facilitating easy channel switch, zapping has become a more regular phenomenon. Television advertising these days must be highly targeted toward the specific demographic desired. It’s how companies multiply their sales, by reaching all the right people. When supported by superior editorial content contributed by well-respected writers, magazines carry high prestige which also benefits the ads appearing in the magazines. Advertising is of different kinds depending upon the type of medium used for communication such as print advertising, social advertising, outside advertising, broadcasting advertising… distributed during trade shows). The major drawback associated with it is message perishability and time limit. Commercials may be given during that time period when the prospective buyers are supposed to watch television programmes. An increasing number of people have become averse to telemarketing. The demerits of film advertising are as under: (i) It is usually ignored by people when they are busy in talking. (5) Advertisement in magazines creates prestige, reputation and image of quality in minds of customers. It is not accessible without a computer. Printed Display – Printed display is printed bulletin or wall painting done in rectangular shape on standard metal sheet. Under this media repeat advertising is possible and has advantages like dramatic impact, selectivity and flexibility and less waste. This is another problem with television advertising as advertiser’s message is just one of the many spots being aired during the commercial break. Thus, advertisers gain relatively selective type of audience and are able to evolve appropriate media strategies. There are advantages and disadvantages of the media. to attract the attention of customers. It helps to create high brand awareness. 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. c. It is not suitable for illiterate people. Magazines are read in a leisure way, and so there is a possibility of high attention level for the ad and for the use of detailed copy. It provides a venue where you can easily interact with the prospect, answering any questions or concerns they may have about your product or service. Active involvement – the act of opening the mail and reading it — can be elicited from the target market. Can be expensive, depending on your target market, quality of your list and size of the campaign. The emergence of interactive media has enormously changed the face of advertising. The drawbacks of internet advertising are as follows: (ii) Being a new medium, its effectiveness is yet to be established. (iii) Magazine advertisements are to be prepared and sent for publication well in advance. Otherwise also when people are listening to the music, they may not actually grasp the content of the advertising message delivered between musical numbers. (ii) It maintains secrecy in advertising. Secondly, the very nature of radio advertising requires repetitions which further add to the clutter in radio environment. Print Media 2. Indoor advertising includes all those advertising media vehicles which deliver the advertisers message right in the home of the audience. Effective advertising is possible only if suitable media are available. These vehicles are – Newspapers; magazines; radio; television and film. The main aim of outdoor advertising … Numbers of people to whom the advertisements reach are small in comparison to newspapers. 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. One is the increased number of brands using radio advertising to carry the message deeper and wider in the market. Can I afford to launch an effective campaign using this medium? Thanks to the massive data available in the world of digital media advertising, you get to learn wh… 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. It is most appropriate for high-ticket retail items or professional services. (ii) The circulation of magazines is very small as compared to the newspapers. The message requires repetition which adds to the cost and level of noise in the environment. It is a means to deliver the advertising message. Accurate assessment of audience size is another major problem with television advertising. Of late companies have been spending huge amounts for this form of promotion. Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded. Painted or bill board displays involve the advertisements directly painted on the boards meant for this purpose. The space outside and inside the buses, railway carriages and other vans may be hired by the businessmen to spread their messages. Your advertising message is targeted to those most likely to buy your product or service. It has greater effectiveness as the message is conveyed at their homes to the people. Sandwich Man – In sandwich man advertising is a team of tall and dwarf man who wear the cloths which bear ad-messages. Media has a vital role in the process of advertising communication. Radio Advertising: 3. 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. It is one of the most important person to person communication by advertiser. 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). Unlike hoardings these vehicles give mobility to advertisements and cover a large number of people. (4) It creates personal contact between the advertiser and the customer. If the listener is not available at the time of broadcast, the message is gone forever. Like business magazines, sports magazines and health magazines are for specific segments, which provide geographic flexibility. How to Maintain Healthy Relationships with Clients, Home Business Ideas: How to Start a Business from Home, 25 Ways to Deliver Your Message to Your Target Audience, 10 Ways to Improve Your Business Operations, State-By-State Guide to Starting a Business, Wholesale Directory, Merchandise Suppliers and Drop shippers, How to Start a Daycare or Child Care Center: State-by-State Licensing Requirements, How to Sell More Online: 40 Tips for the Small Online Entrepreneur. Bid price inflation as more advertisers compete for the keywords and bid the prices up for the terms, Bidding war could also result where competitors can bid a higher amount than your bid, lowering the position of the ad and decreasing its visibility, Click through fraud where users maliciously click on the adverts, from disgruntled competitors to website owners who earns from ads shown on their pages, Requires constant monitoring; otherwise, outsource to a PPC management company which in turn will increase the cost of your advertising campaign, Social media sites are great for building customer relationship and offers an incredible reach and the opportunity to connect with customers in an entirely new way, Offers a wide reach, with its potential for viral marketing, Traffic generated can be extremely targeted, Social media tools are relatively inexpensive, Targeting is so low because of the diversity and breadth of audiences, resulting in low ROI as visitors do not convert, Visitors mainly go to social media sites to socialize, and are not interested in advertising, Traffic is typically in the learning stage of the buying process; hence it is more important to inform and teach than sell outright, Social media can be a hard branding tool for small businesses, and it is not easy to build awareness, create appeal and generate traffic, Prices (CPM and CPC rates) have gone down through the years, With good placement and design, banner ads can deliver above-industry average click through rates, Easy to track with the available ad serving tools and tracking tools, Banner ads can bring in targeted traffic interested in your offerings, Some types of banner advertising — e.g. Radio is timely in the sense that it allows for immediate broadcast of news, events or special occurrences as soon as they happen. Logos, images and … An advertiser can repeat his advertisement either daily or as required by him. Your message can be as long as is necessary to fully tell your story. (3) Outdoor advertising is more flexible. Discuss advantages and disadvantages of different … Terms of Use and Privacy Policy, Buyer Readiness Stages: How to Get Your Customers to Buy, 10 Low-Investment Home Business Ideas You Can Start Online for 2020, Are you thinking of starting a business but don’t know where and how to start? However, the disadvantages of each of these media … For its low absolute cost radio advertising suits the small budget advertisers. Disadvantages of newspaper advertising are it has a short life span, colour reproduction is usually poor. Increasing costs and time spent on it. This is where drip marketing comes in. a. c. The advertisement materials are given much in advance; hence last minute change is riot possible. Another limitation of television advertisement is that once it is presented, its back reference is not possible. The merits of film advertising are as under: (i) Film advertisement is very effective since it combines spoken words and visual presentation of picture. Magazines or periodicals are an excellent medium of advertisement when a high quality of printing and colour is desired in an advertisement. Small films are prepared for advertising the various products. Since it involves high cost, small business firms can get cinema slide prepared for display in the cinema halls. Radio advertising depends solely on the spoken words. But such advertising exposures are not fleeting exposures as in the case of television and radio. e. Newspapers are published from different regions and in different lan­guages. So a message given in these newspapers may have a better impression in the minds of the people. Advertising is a one-way communication by which organizations communicate with people by paying charges to an advertising company. These are preserved for a long period to be referred in future. Advertisers usually decide about those markets where they believe that the message exposure will contribute to the building of demand for the product. Radio advertisements have gained great popularity these days. (iii) Newspaper cannot be used for high class coloured advertisements. This reduces flexibility. Buy our Kindle eBook, Pay Per Click Advertising (Search Engines), Advantages and Disadvantages of Various Advertising Mediums. Scheduled maintenance: Saturday, December 12 … All these periodicals have a large number of readers and thus, advertisements published in them reach a number of people. Moreover, people devote only an insignificant part of their days’ time in reading the newspaper. Top Tips To Pay-Per-Click Search Engine Success! Human voice is the only communication mode. about Coronavirus and Working from Home: Small Business Tips On How to Survive the COVID-19 Pandemic, about Home Business Ideas: How to Start a Business from Home, The Truth about the Different Types of Advertising, How to Choose a Pay-Per-Click Firm That Turns Clicks into Clients. Limiting children’s access to such content can be difficult.3. Newspapers have a short life as these are read once and discarded. How is this done? Similarly, advertisement message can be changed promptly when desired. Newspaper is geographically selective.4. Poster – A poster is sheet of paper pasted on wooden or metal board depicting the message. The advertising message on television lasts only as long as it is being presented on the screen and if the prospect is not viewing or listening at that very moment when the exposure occurs, the message is gone forever and wasted so far as that prospect is concerned. More and more companies are choosing radio advertising because it is cost effective. These are mainly distributed at events or even at the main outlet when a consumer needs to read in detail about the product. Even the sponsored programmes of interviews and plays can also be broadcast over the radio. A complete picture of the product can be shown through outdoor displays. These may be published on a weekly, fortnightly, monthly, bimonthly, quarterly or even yearly basis. Newspapers are a highly visible medium, so your competitors can quickly react to your prices. People may not remember the message. c. Generally newspapers are published daily. … In radio there are short breaks during transmission of any programme which is filled by advertisements of products and services. The advanced technology breaks the boundary of time and place, for instance, a person can talk and chat in the same time even though they are separated by time and place (different … Producing direct mail materials entail the expense of using various professionals – copywriter, artists, photographers, printers, etc. (3) Under the direct mail advertising there are chances of fraud on the part of the advertisers. Advantages and Disadvantages of Magazines: Along with generalized magazines, there are probably magazines available for each specific group of people. One can go to the website of any manufacturer or service provider and gather information. The geographic coverage can be selected by marketers. These are specialized publication which gives information about various fields like- business; economics; politics; sports etc. Radio – Radio is one of the prominent vehicles of advertising in our country. The major drawback of film advertisement is that it is usually ignored by the people. Generally, companies have looked for more affordable and effective grassroots ways to reach audiences. This is called fleeting nature of television advertising. Radio advertising is the strongest medium of advertising. (5) The newspaper has strong repetitive value as it offers an opportunity to the advertiser to repeat his message at a short interval of only one day. Newspaper is capable of providing different advertising formats to suit an advertiser’s requirements. (v) It is the most selective medium of advertisement. It is difficult to find items that are appropriate for certain businesses, Longer lead time in developing the message and promotional product, Possibility of saturation in some items and audiences, The wrong choice of product or poor creative may cheapen the image of the advertiser. 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