ADVERTISING MEDIA

Unit Structure :

. 4.0 Objectives of the lesson

. 4.1 Introduction

. 4.2 Determinants of Advertising Media

. 4.3 Radio Advertising

. 4.4 Internet Advertising

. 4.5 Television Advertising

. 4.6 Press Advertising

. 4.7 Film Advertising

. 4.8 Purchase Point Advertising

. 4.9 Specialty Advertising

. 4.10 Video Advertising

. 4.11 Outdoor or Mural Advertising

. 4.12 Emerging Media options

. 4.13 Display or Indoor Publicity

. 4.14 Summary

. 4.15 Questions

4.0 OBJECTIVES OF THE LESSON

After completion of this lesson the student will be able to understand:

• Determinants of Advertising Media,

• Radio Advertising : Advantages and disadvantages, demerits or limitations of Radio Advertising, FM

Radio broadcasting

• Internet Advertising : Types, advantages and disadvantages of Internet Advertising

• Television Advertising : Merits and demerits of Television Advertising

• Press Advertising : Merits and demerits of Newspaper Advertising

• Magazine and Journal Advertising : Advantages and disadvantages

• Outdoor or Mural Advertising : Types of Outdoor advertising, merits and demerits

4.1 INTRODUCTION

The most brilliant and original advertising ideas will be wasted if they are not presented
through the right media in the right place at the right time to the right people. Hence the selection of
right media is an important for achieving the objectives of advertising.

An advertising media is a means or vehicle of delivering a definite message. It is a means

through which an advertising message or information is passed on to the prospective customers,
readers, viewers, listeners or passers-by. For instance, a producer seeks through advertisement
media to keep in touch with old customers as well as to attract new customers. Medias are subject to
intensive buying and selling activity. Examples of media are newspapers, magazines, radio, television,
direct mail, posters, film, catalogues etc.
4.2 DETERMINANTS OF ADVERTISING MEDIA

Selection of a right type of advertising media is a difficult task. Any media that is selected must
be capable of accomplishing at least the three main objectives :

1. It must reach the largest number of people possible

2. It must attarct their attention

3. It must be economical

But in practice there is hardly any single media that satisfies the above three objectives. The
real managerial task is to identify from among them the one (s) which is relevant for the company. For
this purpose the management should consider the following factors:

1. The Nature of the Product : The nature of the product determines the choice of the advertising
media. For instance, cinema, television, colour periodicals would be the obvious choice for products
like fabrics and toilets requiring visual presentation. In this connection, management should develop a
product-media match.

2. Market Requirements : While selecting advertising media, the company‟s market requirements
should be considered. When they meet these requirements, they lend themselves to good use. For
example, specialised high fashion colour magazines would be the proper media for consumers with
high income groups and sophisticated tastes. Similarly, outdoor media would be appropriate when
consumer action is to be induced at the point of purchase.

3. Advertising Objectives : The advertising objectives also determine the type of media to be
selected. For example, the press is preferred to project corporate image while radio and television is
relevant for product advertising.

4. Distribution Strategy : The advertising media should be compatible with the distribution strategy
adopted by the company. For example, if the company is selling through middlemen- wholesalers and
retailers etc., then outdoor advertising media duly supported by television, radio and cinema etc. may
help to pull the product out of channel.

5. Nature of the Message and Appeals : The nature of advertising message appeal also determines
the advertising media for a company. The media should be able to carry the message and appeal to
the right persons in the perspective. For example, if time is the essence of communication, daily
newspaper and radio may be the best choice. Mass consumption items like soaps, toothpastes, hair
oil etc. may determine television, newspapers as the best selection.

6. Budget : The budget available for advertising purpose will decide the choice of media of
advertising. For example, a manufacturer having comparatively large funds for advertising may
choose television or radio or both as a media of advertising. On the other hand a medium or small
sized businessman may prefer newspaper and magazine as an advertising media.

7. Competitors Choices : A company should also take into account the wisdom of competitors media
choices despite differences in advertising objectives and appropriations. It is not desirable to outright
dismiss their choices. Generally, the advertising media used by competitors are preferred so as to
make an impressive appeal for the product.

8. Media Circulation : The company should take into account the circulation of the advertising media.
Media circulation must match the distribution pattern of the product. This applies to the press media.
Circulation should not be confused with readership. Circulation means the number of copies sold after
deduction of free copies, returns and other differences between the total number of printed copies and
total number sold at full price. The advertising media selected should have maximum circulation.

9. Media Availability : The question of media availability is quite relevant while considering
advertising media alternatives because not all medias are available to a company at all times
whenever required.

10. Penetration : How can we penetrate the market most thoroughly or how can we reach the
greatest number of potential customers is also an important factor influencing the choice of a particular
advertising media. Shall we reach housewives at the kitchen-sink by means of television or radio and
which is likely to have the greater impact ? This fact should be considered.

11. Size and Nature of the Business Enterprise : The size and nature of the business enterprise
also play an important part in making a choice for the advertising media. Different media will suit to
departmental stores, chain stores, small shops, manufacturers and producers etc. A big business
enterprise may make use of television, radio and newspapers having national network, whereas a
small unit may prefer local newspapers and cinema-slides etc.

Thus the above factors are generally considered while selecting the advertising media for selling the
products.
4.3 RADIO ADVERTISING

Today, radio has emerged as one of our major advertising media. It provides a very large
coverage of audience in urban and rural areas. Radio advertising is extremely popular with both trade
and industry as the demand exceeds the time. Radio advertising may be described as “word of mouth
advertising on a wide scale‟. The advertiser delivers the message orally and not visually. It makes
appeal to the ear and not to the eye with the effect that the message is conveyed to the masses
whether literate or illiterate.

Advantages or Merits of Radio Advertising

Radio advertising is quite popular on account of the following advantages:

1. It has a wide coverage. Even illiterate people are covered under this media. It can convey message
even to small remote areas.

2. It is quite flexible as it can be used on a national or local level according to the need.

3. It gives message of the advertiser at the door of the prospects when they are in a respective mood.

4. It easily catches the attention of the people.

5. Today radio advertising is a major source of income.

6. It claims the advantage of memorising value. In this connection, psychologists say that anything
learnt through the ears is not easily forgotten.

7. Radio advertising affords variety of programmes including entertainment on account of which the
goodwill is developed.

8. Radio advertising has human touch unequalled by any other media.

Disadvantages, Demerits or Limitations of Radio Advertising

Radio advertising has the following disadvantages, demerits or limitations :

1. The message given by radio advertising is short-lived.

2. It is costly and is beyond the reach of small and medium sized advertisers.

3. It only appeals to the sense of hearing and thus does not portray visually a picture of the package of
the product.

4. It is not suitable for all kinds of products, such as industrial goods which are not needed by the
average radio listener. It is useful only for the goods of common use.

5. Radio advertisements are very brief and thus details cannot be elaborated.

6. Since there is a multiplicity of advertisements in a very short time, it is most likely that the listener
may forget the name of the product.

7. There is no possibility of demonstration in case of radio advertising.

8. It is a selective media of advertising.

FM broadcasting : FM broadcasting is a broadcast technology pioneered by Edwin Howard

Armstrong that uses frequency modulation (FM) to provide high-fidelity sound over broadcast radio.

The term "FM band" is effectively shorthand for "frequency band in which FM is used for
broadcasting".

Modulation characteristics : Frequency modulation (FM) is a form of modulation which conveys

information over a carrier wave by varying its frequency (contrast this with amplitude modulation, in
which the amplitude of the carrier is varied while its frequency remains constant). In analog
applications, the instantaneous frequency of the carrier is directly proportional to the instantaneous
value of the input signal. This form of modulation is commonly used in the FM broadcast band.
4.4 INTERNET ADVERTISING

The Internet facility has developed around for some 30 years. It actually began in the early
1960 in USA, where the US Department of Defense saw it as a means of supercomputer
communication for researchers and military facilities across the country. Until it commercial explosed
in 1990s, the Internet remained a relatively obscure network of linked computers - mostly by
academics, military researchers, and scientists around the world to send and receive electronic mail,
transfer files, and find or retrieve information from databases –

At present, Internet the fastest growing medium in history, offers incredible opportunities for a
wide range of people in both business and advertising. For advertisers, there is a whole new world of
potential customers.

Type of Internet Advertising :

Ads on the Internet can take a variety by forms. Most advertising on Internet can be classified
as websites, banners, buttons, sponsorships, interstitials, Meta ads, classified ads, and e- mail ads.

Websites : Some companies consider their whole website as an ad. However, a website is more than
an ad - it‟s an alternative location where customers, prospects, shareholders, investors, and others
can come to find out more about the company, its products and services. Some companies use their
website like an extended brochure to promote their goods and services. Others treat their website as
an online catalog store, conducting business right on the Net. Still other website act in information and
entertainment provides. Website typically consist of a home page and an indefinite number of
subsequent pages that users can visit for further information. A web page refers to a single HTML
(hypertext markup language) file, which, when viewed with a browser, may actually be several screens
long. A large website may have hundreds of these pages of information. This means the site contains
hundreds of different documents of various lengths (from 1 to 10 or more screen), each probably
covering a different subject.

Banners : The ad banner is the basic form of web advertising. A banner is a little billboard that
spreads across the top or bottom of the Web page. At present one comes across larger banner ads
that can dominate the screen or even provide television commercials. When users click their mouse
pointer on the banner, it sends them to the advertiser‟s site or a buffer page.

Buttons : These are similar to banners. They are small version of the banner those often look like an
icon usually provides a link to an advertiser‟s home page. Since they take less space than banner,
they are less expensive.

Sponsorships : A form of advertising on the Internet that is getting popular is the sponsorship of Web
pages. Corporations sponsor entire sections of a publisher‟s Web page or sponsor single events for a
limited period of time, usually calculated in months. In exchange for sponsorship support, companies
are given extensive recognition on the site. Sometimes an added- value package is created by
integrating the sponsor‟s brand with the publisher‟s content. For instance, a Web page on Olympics or
some other spots can be sponsored by a business firm.

Interstitials : This is a dynamic form of Net advertising. It is a catch all term for a variety of animated
ads that pop up on the screen while the computer downloads a website that the user has clicked on.
There are now many types of interstitials including pop-up windows, splash screens, superstitials, etc.

Meta Ads : Used in search engines (such as Yahoo, Google, etc.), a met ad is an advertisement
displayed on the results page of a search, specific to the searched item. Meta ads are also referred to
as keyword advertising. This method enables an advertiser to target a specific audience. Advertisers
can pay search engines to display their banners only when relevant keywords are searched for by a
user. For example, if a user searched for the term “handicrafts and handlooms”, the Meta ads
displayed might be for handicrafts and handlooms items.

Classified Ads : Another growing area for Internet advertisers in the classified ad websites. Some of
these websites offer free classified advertising opportunities because ad banners of other advertisers
support them. They are similar to newspaper classified ads. You can search for homes, cars, jobs,
toys, shoes etc.

E-Mail Advertising : Advertisers can send e-mail advertising to customers who have asked for it. It is
similar to direct mail advertising, and therefore, it is the most effective form of internet advertising.
However, there is too much of span via the e-mail. Span refers to unsolicited, mass e-mail advertising
for product or service that is sent by an unknown entity to e-mail addresses.
Advantages of Internet Advertising:

1. Interactive Medium : It allows consumers to directly interact with an advertiser, thereby establishing
future relationships.

2. Enormous Audience : With an audience of about 500 million people world wide (some estimates put
the figure at 1 billion people), the internet is the only true global medium, providing information
and commercial opportunities that are immediately accessible around the world.

3. Immediate Response : Products and information are available on demand made by the consumer,
thereby, providing instant feed back for the advertiser.

4. Selective Targeting : Advertisers can reach the right target audience, especially through the Meta
ads.

5. Proximity to Purchase : It may be the greatest advantage of Internet advertising. Purchasers can be
targeted right wither they are, right at the moment when they are considering of making a
purchase.

6. Affluent Market ; Most of the Internet users belong to middle- upper class or upper class audience.
Therefore, Internet medium enables to reach the affluent market of the society.

7. Provides In-depth Information : Internet provides in-depth information about a company and/or
products. Commercial websites provide detailed information about products or services to the
Internet users seeking information.

8. Reaches Business-to-Business Users : The Internet medium can reach to B2B users when they are
still at work, not only business related information, but also consumer products advertising
while they are working.

Disadvantages of Internet Advertising:

1. Lack Mass-Media Efficiency : Internet is not a mass medium as the case of radio and television.
Therefore, it may never offer mass media efficiency.

2. Slow Downloads : The downloading of websites is very slow in many parts of the world. The ads
that pop up in between only irritate the Internet users.

3. Problem of Span : There is too much of Spam via the e-mail. Therefore, e-mail users do not
consider going through even the responsible ads.

4. Problem of Online Purchases : Most consumers would like to physically inspect the goods before
purchases. Therefore, they may not place orders online. Again, most people do not believe the
internet as a sage place for financial transaction.

5. Untested Medium : There is hardly any research to test the effectiveness of Internet advertising.
Therefore, a good number of markets do not give much importance to Internet advertising.

4.5 TELEVISION ADVERTISING

Television Advertising : It is said that to-day television advertising is the best selling media ever
invented. It has a potential advertising impact unmatched by any other media. It is a means of bringing
actual demonstration in the homes of the prospects and is therefore more effective media when
compared with radio. That is why the position of radio advertising has now being gradually taken by
television advertising.

Advantages or Merits of Television Advertising

Television advertising has the following advantages :

1. The main advantage of television advertising is that it combines the advantages of both radio and
cinema. Thus it is a most powerful audio-visual media.

2. It makes the message more attractive and impressive.

3. It is most advantageous to those advertisers whose products and service require demonstration.
4. It is a source of major income.

5. It possesses geographical selectivity. An advertiser can place his advertisements on selected few
stations as per his requirements.

6. It has a wide coverage.

Disadvantages or Demerits or Limitations of Television Advertising

Television Advertising is subject to the following demerits or limitations :

1. It is very expensive advertising media and would certainly exclude the small advertisers.

2. Television message is short-lived.

3. The range within which the telecasting reaches the audience is very limited.

4. In some cases, some family cannot afford television as it is quite costly.

5. Television advertisements are very brief due to high cost of advertising on television.

6. Television advertising is a very deliberate media, requiring long term planning, the gaining of
approval from the authority and also lacking flexibility.

4.6 PRESS ADVERTISING

Press advertising is the most popular and effective method of publicity today. It has become
the part of the culture and political life of people today. Press, also referred to as print, is an
advertising media comprising all those vehicles owned by others and which can carry the advertising
message in print to be read by target customers.

Forms or Types :

Press advertising takes the following two major forms :

I. Newspapers : NP Newspapers are bought largely for their news values. Newspapers may be
national/local daily/weekly. These are a good vehicle to pass on information about new products,
current products and price-off deals. They can be used for local, national and regional market
coverage. Advantages or Merits of Newspaper Advertising Media :

Advantages or Merits of Newspaper Advertising Media :

1. Their coverage is high as they reach every nook and corner in a very short time.

2. They offer a lot of flexibility. According to the convenience and necessity of the advertiser, the
shape, size and appeal may be frequently changed to suit the need of the advertiser.

3. High frequency enables speedy preparation and publication of advertisement.

4. It is the cheapest media of advertising as far as its cost per reader is concerned.

5. The daily newspaper have strong repetitive value as it offers an opportunity to the advertiser to
repeat is message at a short interval of only one day.

6. The public response towards newspaper advertising is very quick.

7. By inserting local advertisements (in local newspapers), the effectiveness of advertising copy could
be tested quite easily.

8. By inserting frequent advertisements in the newspapers, their visual appeals may be created very
easily.

9. The reputation of the newspapers is available to the advertisers and their products also. Leading
newspapers provide space to reputed and reliable concerns only.

10. Newspaper advertising provides geographic selectivity.

Disadvantages or Demerits or Limitations of Newspaper Advertising Media :

1. The life of a newspaper is very short, i.e., only for the day. It is said, “Nothing is alive as today‟s
newspaper” and “Nothing is dead as yesterday‟s newspaper.”

2. There is waste of circulation. The advertisement is carried even to those places where there is no
market existing nor the possibility of creating a new market in the near future.

3. If the customers are limited in numbers, advertising in newspapers may be ineffective and costly
too.

4. Visual effects may not be created in practice as the newspapers are generally printed on cheap
newsprint.

5. There is lack of uniformity in advertising requirements. Lack of uniformity of publishers‟

requirements with respect to rates, size, type of copy and so on.

6. Newspaper advertising is less popular in undeveloped countries where the masses are illiterate
ignorant and poor.

II. Magazines and Journals: Another media under press advertising media is magazines and
journals. These are published periodically at regular intervals, i.e., weekly, fortnightly, monthly,
quarterly or annually. Magazines and Journals are read at leisure and with care when the reader is
mentally prepared to receive the advertisements. It has a long effective life. From the advertiser‟s
point of view, magazines may be classified under five groups : (i) Special Interest Magazines; (ii)
Trade Magazines; (iii) Technical Magazines; (iv) Professional Magazines; and (v) Regional
Magazines.

Advantages or Merits of Magazines and Journals :

1. The life of magazine is considerably longer than that of newspapers. These are kept ready for
weeks and months.

2. Better reproduction of advertisement than newspapers is provided.

3. Magazines are highly selective in nature and waste of circulation is avoided.

4. Magazine advertising create prestige, reputation and an image of quality.

5. The number of readers per copy in case of magazine advertising is quite high. There is multiplicity
of readership.

6. Magazines are ideals for introduction new ideas.

7. Magazine readership is usually a leisurely home readership for enjoyment relaxation, and „with
guards down‟.

8. The printing, paper, colour combination is more attractive in case of magazine advertising than
newspaper advertising.

9. Magazines reach specialised groups conveniently and effectively.

10. The cost of utilising magazines for advertising is quite low.

Disadvantages or Demerits or Limitations of Magazine and Journal Advertising :

1. The chief demerit of magazine advertising is its low flexibility.

2. Preparation costs for magazine copy are usually rather high and sometimes exceed the cost of the
space used in trade magazines.

3. The circulation is limited as compared to newspaper advertising.

4. It takes more time in printing etc. than newspaper advertising.

5. The size of magazines differs widely and hence the advertiser has to prepare the copy of
advertisement according to the size of the magazine and journal.

6. Change in appeal cannot be effective quickly.

4.7 FILM ADVERTISING

Film is an audio-visual medium of communication and offers wide opportunities to the

advertiser to screen commercial films and slides produced by them. Today cinema is an important and
effective media of advertising. Suitable short films may be prepared to create a lasting impression
upon the audience. These may be presented in the form of a story or a cartoon. Through the merits of
the product are presented to the audience effectively. Such films may be shown before the start of the
feature film or during interval.

Kinds of Films :

1. Straight Advertising Films : These are most common nowadays. These concentrate on
advertising message relating to only one product of a particular company. These are of short duration
lasting from 3 to 5 minutes.

2. Documentary Films : Documentary films are mainly used for publicity aspect and in most cases is
educative in character. They are used to show various aspects of an industry as a whole.

3. Sponsored Advertising Films : It is a very good combination of advertisement and entertainment.

Cartoon films come under this category.

Advantages or Merits :

1. It has a quite wide coverage.

2. It is able to explain and demonstrate the use of a product quite conveniently.

3. Appeal is made to all sections of the society.

4. It is never wasted as no advertisement can escape the attention.

5. It is effective and may pay rich dividend to the advertiser.

Disadvantages, Demerits or Limitation :

1. The films are too short and need changes frequently.

2. Production cost of a film is quite high.

3. The audience may not like to waste time in seeing such films repeatedly. They resent to it as they
come for entertainment only.

4. Restrictions are imposed against screening of films, e.g., there is censoring.

5. For screening films, the cooperation of theatres is a must which is not easily available.

4.8 PURCHASE POINT ADVERTISING

Purchase point advertising is that advertising which is undertaken at the premises of the
manufacturer or the dealer for attracting the customers. This is a direct method because the
advertising process is either undertaken by the manufacturer directly or through the dealer. Under this
method, goods are displayed at the counters, windows or in almirahs. It is observed that the point of
purchase is the exact point where the prospects are reminded finally about a product. It is considered
as a powerful media now a day.

4.9 SPECIALTY ADVERTISING

Under this media of advertising, manufacturers provide various articles of low value free of cost
to the existing and prospective customers. The articles constitute calendars, ballpens, diaries,
cigarette cases, bags and other executive gifts. Such articles bear the name and address of the
advertiser. It is felt that recipients will do business with the firm in the near future even though articles
are given on no obligation basis. It is also called Novelty Advertising. These articles are given to
targeted customers.
4.10 VIDEO ADVERTISING

It is now considered as the latest media of advertising. Under this method, video-cassettes ad-
films are prepared.

4.11 OUTDOOR OR MURAL ADVERTISING

Outdoor or mural advertising is the oldest form of advertising and remains the most common
media even today. It is also called “wall advertising‟. Outdoor advertising consists of a display of
advertisements out of door which may be in the form of posters, painted signs, field signs, neon light
signs, hoardings and posters carried by sandwitchmen. This is also referred to as mural advertising as
posters consisting of a picture, are often placed on walls particularly a large one, printed directly on a
wall or large photograph attached directly to a wall.

Small playcards or posters placed outside or inside carriages such as trams, delivery-vans,
buses, railway carriages etc. also come under this category. The new form of advertising by using
balloons, kites and smoke-writing in the sky is also a part of outdoor advertising. Outdoor advertising
is not always argumentative but suggestive. The effectiveness of such advertising materially depends
on its positions. Therefore, outdoor advertisements must be placed in such a way as can be seen by a
large number of prospective customers with ample attention. The articles suited for such advertising
are those which the masses can buy, such as food products, soaps, medicines, cigarettes, shoes,
clothes and other domestic requirements.

Main Characteristics of Outdoor Advertising

1. It is a widespread popular advertising media which makes the goods and services of interest to
mass appeal.

2. It has a comparatively longer life.

3. It has a high coverage.

4. Most outdoor advertisements are big and dominant so it is a very powerful eye-catching media.

5. It is a very flexible advertising media so that the advertiser can retain sites where he needs them
most.

6. It is the oldest advertising media.

7. It also consists of suitable and popular slogans which can be easily remembered by the prospects.

Types, Forms or Kinds of Outdoor Advertising

Outdoor advertising may take any of the following forms :

1. Posters : This is the most common and popular form of outdoor advertising. These are exhibited on
a hoarding or on walls, roofs, fences, chimneys etc. A really commanding effect can be produced by
posters which cost less than any other advertising media. Design is the basis of all poster-advertising.
These mostly contain pictures. Advertising for a movie is done in this way. Even where no pictures are
used, the proper arrangement of lettering is important. The posters should be simple, attractive and
capable of telling its story at a glance. Posters also give considerable scope for the use of suitable and
attractive colours. Humour can also be used with advantage in poster-advertising.

2. Advertising Board : These are also posters which are kept at certain fixed places especially at
points where people frequently assemble, such as bus stops, railways, crossings etc. Generally these
advertising boards are made of metallic sheet enclosed in a wooden frame and fixed with a panel
having specified height at main junctions. These are fixed and well set with flood-lights.

3. Vehicle Advertising : It refers to moving advertisement. It consists of placing posters or playcards

inside or outside vehicles such as trams, buses, taxies, delivery-vans, railway carriages etc. The main
advantage of this system is the small space available for such posters. These posters are fairly
sighted by the eyes and can be easily read. This method is a very common media and is considered
to be very effective.

4. Electric Displays and Signs : Signs illuminated by electricity are today to be seen in large number
in cities. This is the most modern and the most attractive form of outdoor display. It may consist of
wooden letters studded with bulbs. Sometimes with a view to attract the attention, coloured bulbs are
used and the colours are changed at short intervals. Another device used to attract attention is to turn
on the light on each letter at a time to give the impression of the sign being written by an invisible
hand.

5. Neon Signs : There are brilliantly coloured tubes available in various shades. These can be of the
still or the flashing type. These signs are more attractive and interesting than the signs built up by a
number of electric bulbs.

6. Sky Advertising (Sky Writing) : Sky advertising is another modern form of outdoor advertising. In
this form of advertising media an aeroplane writes the name of the product or the producer in the sky.
It is also known as “smoke writing‟ because the message is written in the sky by means of smoke.
Large sized printed balloons are also dropped from the aeroplane in the sky. Usually, near the circus-
tents, a large sized balloon is floated on which the name of the circus is written.

7. Sandwitchmen : They are hired persons and properly dressed who walk in the streets in a
procession with boards, posters and notices placed about them. The idea is to attract the attention of
the public. The cinema-theatres usually arrange this kind of advertising media when a new picture is
released.

8. Stickers : It is also an important form of outdoor advertising. In this case, the advertiser enters in a
contract with the popular players that whatever they will wear or use during the match will bear the
sticker of the advertiser.

Advantages or Merits of Outdoor Advertising Media

1. It has a wide coverage.

2. It is capable of gaining more attention of the public.

3. Outdoor advertising is more useful for local dealers. Its results can be more readily secured by
using this form of advertising.

4. In big cities and high traffic areas, outdoor advertising is the most effective form of advertising.

5. Outdoor advertising is more flexible.

7. It offers greater selectivity because it can be used locally, regionally or even nationally. It can be
easily remembered.

8. It is quite economical.

9. It has comparatively long life.

10. It is a very good media to stress brand names and package identity.

Disadvantages or Demerits or Limitations of Outdoor Advertising Media

1. It is subject to adverse reaction of the public on the ground that the walls of the houses are used for
writing outdoor advertisement even without the permission of the owner of the house.

2. The message written under this type of advertising is too brief.

3. The exact effect created on prospects is difficult to measure.

4. The language used in writing on the wall advertising is usually defective and sometimes immoral
too. It has an adverse effect on the public.

4.12 EMERGING MEDIA OPTIONS

There are several Media Options which have emerged due to increased popularity of
advertising. Advertising through cell phones and marketing through social sites are some of the
Emerging Media Options.
Alternative Media Options

Car Cards : Car cards are small size thick papers or posters placed inside the vehicles like the buses
or railway trains. They are also posted on the window screens or the side glasses of motor cars. The
main purpose is to remind the travelers about the product. However, it is possible that many travelers
may not look at the cards while travelling.

Traveling Displays : These car cards are posted outside the vehicles or local trains. Their purpose is
to attract the attention outside public or of those who are standing on railway platforms.

Sandwich Boards or Tall Man Advertising: Sandwich boards advertisement is carried by a man with
two posters hung on his two sides. The man is known as a sandwich man as he is sandwich between
two boards. He moves form one street to another and attracts the attention of the passerby. To add the
unusual site, sometimes, a tall man carrying the boards walks with the support of long sticks and with
funny mask and clothes and attracts the passerby.

Sky Writing or Sky Balloons :

In this type, a painted balloon or a plastic sheet having advertisement message may be attached to
the tail of the flying aeroplane. This being very unusual thing. People are attracted towards it.

Advantages :

1. It acts as a supporting or supplementary to press media effectively.

2. It is constantly reminding prospects of the products.

3. It is colourful and has a pleasing appearance. So, prospects welcome this form of publicity.

4. It has a wide appeal. At attracts all human population of literates and literates and illiterates.

5. This media is more permanent compared to newspapers, films, magazines etc.

6. It provides scope for talents, skill and art.

Disadvantages :

1. It is difficult in measuring response as it appeals to the general public and not in particular.

2. Selection of wrong sight, wrong materials, wrong methods etc. wastages may arise. Also, due to
damages to the posters, hoarding etc. wastages are created.

3. This media can be used only as a supporting media to the others like T.V. Radio etc.

4. It is alleged that the posters, hoardings, neon signs etc. spoil the natural beauty of the places.

4.13 DISPLAY OR INDOOR PUBLICITY

To display the goods means to show the goods to the people in order to induce them to enter
the shop to buy them. It is a device by which customers and people are attracted to the shop.

Importance of Display :

1. It is only the part of publicity which allows the people to touch the products, to handle them or to
actually see them. It is more realistic in salesmanship.

2. Another importance of display is that display is an important dealer aid. The display technique helps
the dealers to conduct an effective publicity.

3. The third importance factor that has given importance to display is that, it attracts the attention of
the prospects and makes the people walk into the shops.

4. Lastly Display is importance to its effects not only on prospects but also on suspects. It makes the
message directly to the prospects through their eyes.
Different Forms of Displays :

(a) Window Display : If refers to showing of goods in the window of the shop. Window of a shop
means a part of the front portion of the shop which can be seen from outside. Windows are meant for
outsiders to keep in. Window display technique is used by retailers or small businessman because
they can‟t afford to spend on other Medias. Window display is used for all types of consumer goods. It
makes people eager to know and see the products.

Following are the rules for the shopkeepers while displaying the goods in windows:

1. Normally, the windows of rectangular shapes are selected and not the vertical one‟s because they
provides for adequate space and easy movement of vision.

2. The items should be arranged horizontally and not vertically because this allows easy gaze
movement. The background of window should be attractive and pleasant.

3. The windows should not be over-crowded with items because it strains the eyes of the viewers.

4. The position of the items displayed should be changed from time to time to create variety.

5. Proper lighting and illumination of the window should be done so that they focus on the special
features of the product.

6. The display technique should not violate the basic rules of decent approach. There should not be
overcrowding of expensive good in too fashionable setting otherwise, the respects would be
frightened and the result would be negative.

(b) Interior Decoration : It refers to the various designs and equipments used by a retailer inside his
shop. Showcases, counters, lighting arrangement, ventilation etc. It creates a pleasant atmosphere for
the prospects and increases their comforts. Effective interior decoration does not require lot of space
but it makes appropriate use of the available space to provide for easy movement and get up.

(c) Counter Display: It refers to arranging the products located within the shop. Counter display helps
the customer to know about all the items which are available in the shop. Such a facility is not
available in window display because all the items cannot be presented in the window.

(d) Showcases : In this type, the items are presented in a cupboard with glass front of cabinets with
glass front. These are similar to window display in the sense that, the showcases should be
rectangular, items should be placed horizontally. In showcases, items of similar nature and even size
should be grouped together so that, the customer knows the varieties of the same type available. The
showcases should contain all the items available in the shops.

(e) Showrooms : A showroom is used by many producers or dealers not only to expose goods for
sale but also demonstrate the uses and the working of the articles. It is meant for presentation of
technical products, sophisticated goods etc. which require lot of explanation before buying the
products.

Showrooms have technically qualified persons to assist the customers when they visit the
showrooms and also advice and guide them to understand the goods better.

(f) Exhibitions : The trade exhibitions are meant for introducing new products or latest innovations in
the fields of business. They are organised by Trade Associations of Chamber of Commerce. The main
idea behind exhibitions is that various traders, manufacturers etc. can be induced to visit and get
information about the products displayed.

In exhibition there is only presentation of the products and no sale takes place. For this
purpose, the stalls are decorated and the items are presented in an attractive manner. Exhibitions
have mass approach because many people visit them.

(g) Trade Fairs : Trade fair is similar to exhibition except that in the trade fair not only the items are
exhibited but are also sold. Besides, entertainment items are staged to attract hundreds of people.
Thus, there is business and fun in the trade fairs.

4.14 SUMMARY

Selection of right media is important for achieving the objectives of advertising. Selection of
right type of advertising media depends on the factors like the nature of production, market
requirement, advertising objectives, distribution strategy, budget, competitors‟ choice, media
availability etc.
 There are a number of advertising media choices available in India like Radio, FM Radio
broadcasting, Internet, Television, Press, Magazine and Journals, Mural advertising act. But not any
single media can satisfies all the objectives of the company.

4.15 QUESTIONS

1. What is Advertising Media? Explain the main factors to be kept in mind while selecting advertising
media.

2. What is Advertising Media? Explain the determinates of advertising media.

3. What do you understand by Radio Advertising? Explain its merits and demerits of Radio Advertising.

4. Radio Publicity has become a „must‟ of the Modern Business”. Comment.

5. What is FM broadcasting? Explain modulation characteristics of FM Radio broadcast

6. What is Internet Advertising? What are the types of Internet Advertising?

7. What are the advantage and disadvatanges of Internet Advertising.

8. Television Publicity has become a must of the Modern Advertising.

9. What is Television Advertising? Give its Merits and Demerits.

10. What is Press Advertising? What are its Forms? Describe the Advantages and Disadvantages of
each.

11. What is Mean by Press Advertising Media? Discuss the Various Forms of Press Advertising.
Explain the Merits and Demerits of each

12. Write notes on : (a) Film Advertising (b) Point of Purchase Advertising (c) Speciality Advertising (d)
Video Advertising

13. What do you understand by Outdoor Advertising Media? What are its Forms? Explain its Merits
and Demerits

14. What do you Mean by Mural Advertising? Discuss its Merits and Demerits.

15. What is Meant by Outdoor Advertising? What are its Main Characteristics? Discuss its Advantages
and Disadvantages.

16. What are different forms of Displays?