Advertising Management.ppt

Advertising Media, industry structure and function Submitted to : Mrs. Ravinder Kaur (Astt. Prof.)

submitted by: Naincy mehrotra (Mba/17/708)

Advertising media Advertising media refers to the various media channels through which advertising is done.  Advertising media is used for communicated in various forms such as text, speech, images, videos using TV, radio, online, outdoor etc. 

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Types and function of Media 

Newspapers

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Magazines

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Internet web pages PPT 2.02.01

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Types and function of Media 

Billboards

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Telephone Directories

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Types and function of Media 

Radio

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Television

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Types and function of Media 

Direct Mail

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Hand bills

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Display windows

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Newspapers 

Advantages Can keep and refer to later

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Disadvantages Print only and no sound Newspaper subscribers is less

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Magazines 

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Advantages Can keep and refer to later Covers wider subscriber population than newspapers

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Disadvantages Print only and no sound

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Internet Web Pages 

Advantages Reaches a broad audience

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Disadvantages Many people do not have computers

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Billboards 

Advantages Work 24 hours a day and 7 days a week

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Disadvantages Customers have to go where the billboards are

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Telephone Directories 

Advantages Help reach new people in area

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Disadvantages Not very helpful to long-time residents

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Radio 

Advantages Sound and can be heard at home or in vehicles

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Disadvantages Cannot refer back to information such as telephone number or location

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Television  

Advantages Large audience Can be seen in motion and heard

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Disadvantages Expensive Must record to refer back to information such as telephone number or location

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Direct Mail 

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Advantages Rather inexpensive for the number of potential customers Can refer back to it later

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Disadvantages Considered “Junk Mail” and often discarded

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Hand Bills (Flyers) 

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Advantages Directed to a specific target group Can refer back to it later

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Disadvantages Requires labor to distribute May cause bad public relations if left as trash

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Display Windows 

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Advantages Remains for long period of time Low cost

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Disadvantages Customers have to go to where the window is Require labor Take up space in building

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Industry structure of media

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cont….. 

Advertisers:

A person, organization or company that places advertisements in order to target customers.

Advertising and promotional agencies: Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be delivered and hands it over to the client. Advertising agencies are mostly not dependent on any organizations.

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cont… External facilitators: Marketing and Advertising Research Firms • Consultants: Creative, Media, Database • Production Facilitators • Software Firms: web tracking, fulfill

Media organizations:

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Broadcast – TV, radio

• Print – Magazines, direct mail, newspapers • Interactive Media – CD-ROMs, online shopping • Support Media – Outdoor, directories, Sponsorship

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cont… 

Target audience:

Household consumers Businesses Professionals Government Organizations

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