Types of Media in Advertising: Traditional vs. New Age
In the field of advertising, media plays a crucial role in reaching the target audience effectively. This content explores the various types of media utilized in advertising, ranging from traditional methods like film, posters, and print media to new age digital tools such as websites, social media, and mobile ads. It also discusses the advantages and disadvantages of internet/digital media, emphasizing the importance of media research for selecting the right media mix. Additionally, it sheds light on the role of media research in understanding audience profiles, improving program quality, and optimizing media planning strategies. The content also touches upon the significance of media reach, frequency, and circulation, along with an overview of the Audit Bureau of Circulation (ABC) and its role in providing authentic circulation information.
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Presentation Transcript
Advertising SEM IV Module 1Media in Advertising
Types of Media 1 --- Traditional Media Film Broad Casing Out of Home Posters Banners Boards Display-- POP Hoardings Electronic signs Trade Fairs, Exhibition Print Media Newspaper magazine Radio T. V.
Types of Media..contd. 2.-----New Age Media/ Digital Media/ Internet Media. Types a. Websites b. Digital banners c. Floating Banners d. Buttons e. Sponsorship f. Interstitials: pop ups
Types of Media..contd. New Age Media/ Digital Media/ Internet Media. Types contd g. Meta Ads.: key word----search engines h. Classified Ads i. E mail Advertising j. Social media k. Mobile ads l. Video Ads You Tube, FB, Instagram
Advantages of Internet / Digital Media Fast Cost effective Global reach Attractive Audio visual Remote area covered Popular
Disadvantages of Internet / Digital Media Infrastructure Computer illiteracy Power failure Low connectivity Not glamorous Distraction Clutter
Media research Collection, analysis and interpretation of information relating to media for selecting effective media mix. Media selection Fixing media charges Media Popularity Research updates Confidence marketer, Advertiser, media Helpful to Ad agency
Media Research Role of Media Research; i. Understand profile of Target Aidience ii. Selection of Media Mix iii. Booking Time & Space iv. Improvement in quality of programmes v. Sponsoring a programme vi. Media planning--proper
Media Research includes Media Reach Media Frequency Media Circulation Media Coverage GRP
Audit Bureau of Circulation--ABC USA---1914 India---1948 26 Countries Voluntary Organisation of Ad agencies, advertisers, print media owners/ managers./ publishers Gives authentic information about circulation of various publications Covers only print media.
ABCAudit Bureau of Circulation contd.. Functions: To audit circulation figures of member publications To set std.s for reporting To disseminate information about circulation figures
ABC---Benefits Publishers get authorized data/ true data of their circulation Reputation for publishers Builds confidence Can fix reasonable media charges Ad agencies get reliable data Media plan done effectively Helps client to select effective media mix.\ Helps Advertiser to place Ad. with confidence Pay reasonable charges.
DD CodeDoor Darshan Code DD channel, govt. channel Code of conduct rules Code of conduct: No advt. should be: against Constitution. Any Law should use National Emblems Religious /political nature
No ad should be against caste/ religion/ creed/ colour Discriminate men & women Children interest Affect-relations foreign country Money lenders, Chit funds, Matrimonial agencies Gambling, horse races Injurious products Guaranteed Image of woman not stereotyped
TRPTelevision Rating Points System 1986 Viewership of TV /individuals programmes TAM Research Agency conducts Selected 1 tier cities survey 30,000 samples i.e. families Machine/meter applied to record viewership Weekly reports Figures r announced
benefits TV authorizes Confidence increases Advertiser can select proper programme on proper channel Authentic information Research gets developed Reputation Planners are facilitated Advertiser gets satisfaction Reasonable media charges
