Media in Advertising

Definition
Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet.

Types of Media

The main intent of any media is to pass information to pubic. Two main media are electronic and print media, the public needs to be aware of the news. Most of the people in daily lives start with print media and gradually, as the day passes by, switch to electronic media. Print media typically includes newspapers, articles, journals etc. on the other hand, electronic media could be internet, television etc.

Features of Print Media

• ·         Choice of reading – Allows user to read anytime and can be carried anywhere.
• ·         A much affordable form of media when compared to electronic.
• ·         For an individual, it’s quite an easy proof for any sort of information – People specially living in rural areas can easily afford a newspaper as compared to TV’s etc.
• ·         Relatively easier form of accessibility public for campaigns etc.

Features of Electronic Media

• ·         A more advanced form of media.
• ·         Introduces more revenues and job opportunities.
• ·         Relatively a more innovative form of media. Thanks to motion pictures, animation etc.
• ·         A variety of options available unlike print media. People can surf through different channels, site etc.
• ·         Very appropriate for instant POLLS reviews of public.
• ·         Works better for people with hearing and seeing disabilities.
• ·         Can be reached faster and can be made LIVE

Importance of Media

Effective advertising refers to informing the public about the right product at the right time through the right medium. Conveying a right message through a wrong medium at the wrong time would definitely a waste of resources.

For e.g. cigarette advertising. 
The target market for this is man in the age group of 25-60 years. The advertiser would consider placing ads in magazine having a predominantly male readership. Advertising in magazines having a predominantly female readership would be mostly wasteful for this product. It may be true that rarely does any magazine have a 100 % male readership. 
Therefore, the right media selection is the crux of the success of the entire advertising campaign.The effectiveness of a well-designed advertising message depends upon “when” &”where” it is realized.

There are “time” &”place” decisions. In short we may say that the success of advertising depends upon the right selection of media, the timely release of the advertisement message, its frequency and continuity, and the place of its release.