MEDIA AND TOOLS

1. MEDIA AND TOOLS P. BASTIN AROCKIA RAJ M.Com., M.Phil., MBA.,Assistant ProfessorDept. of BBAST.Joseph’s College, (Autonomous), Tiruchy

2. MEDIA AND TOOLS

3. 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. • However, before explaining the factors which should be kept in mind for selecting the right advertising media, it is essential that we must know the meaning of advertising media.

4. INTRODUCTION… • It is a means through which an advertising message or information is passed on to the prospective customers, readers, viewers, listeners or passers-by. • 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.

5. PRESS MEDIA Press advertising means advertising through newspapers, magazines and trade and technical journals. Press has become the most popular medium of advertisement. Press publicity takes two forms. • Newspapers • Magazines

6. Newspapers • A sizable share of the total advertising budget is spent on advertising in newspapers. • Newspapers are bought largely for their news value. • Newspapers are a suitable medium for goods requiring mass advertisement.

7. Advantages • Newspapers reach every look and corner, so his or her coverage is high. • They reach the public at lower cost than any other medium. • High frequency enables speedy preparation and publication of advertisement. • They offer a lot of flexibility. • Visual appeals could be created. • The selling message reach the public while it is fresh. It pinpoints the shopping opportunities and thus makes quick results.

8. Limitations • The cheap quality of Newspaper does not give accurate and fine reproduction of the advertisement. • The life of a Newspaper is very short .If the advertisement is not seen on the day; it appears in the newspaper, it goes waste. • If prospects are limited in number, advertising in newspaper may be ineffective. • Often the persons expected to read the message miss to read the advertisement. • Only colour advertisements are more effective, but they are very limited. • Illiterate people cannot understand newspaper advertisements

9. Magazines / Journals • Magazines and journals may be weekly fortnightly, monthly or quarterly publications. • Trade and Technical journals are published for the professional use of auditors, company secretaries, doctors, bankers, teachers, lawyers etc. • Special magazines for women and children are also published.

10. Magazines / Journals It has a long effective life. From the advertiser‟s point of view, magazines may be classified under five groups : • Special Interest Magazines; • Trade Magazines; • Technical Magazines; • Professional Magazines; and • Regional Magazines.

11. Advantages • The most important advantage is the length of life. The advertisement may be seen several times. • Better reproduction of advertisements than newspapers. • Proper magazine if selected, reaches the right type of target audience. • More circulation and more readers and so the advertisement cost per reader is much less. • It creates prestige, reputation and an image of quality.

12. Disadvantages • Changes in the copy of magazine cannot be effected quickly. • Preparation of cost of magazine is higher and hence advertising cost also would be higher. • The coverage of the magazine and the coverage of the distribution of goods may not synchroniee i.e., inelasticity. • The advertisements cannot be brought out in time as needed by the advertiser.

13. Radio Advertising • Sound moves faster. • Radio advertising is the quickest medium of advertising. • Commercial broadcasting has become more popular in all countries. • Radio advertising reaches a large number of listeners both the educated and the illiterate. • People tune on radio for entertainment.

14. Merits • It is alive, animated and quite dramatic. It has human appeal which is unparalleled by any other medium. • It has the advantage of wider coverage. The message also reaches the people at home. • It is attractive and more powerful. • Even illiterates who cannot read the printed message can be approached through radio communication. • It is also cheaper.

15. Demerits • Detailed advertisements are not possible. • Non-availability of advertising message for future reference. • High cost of time and talent. • The Radio message is short and people easily forget it. • Frequent repetition may cause boredom. • The radio is not suited for all kinds of products. • Estimation of audience is difficult • There is no possibility of demonstration. • There is less research information.

16. Television • Television is the latest indoor medium of mass communication. • It is an audio-visual system. • The advertising message reaches the viewers at their home when they are relaxed and receptive. • To day, worldwide advertisement can be made for a product with the help of multi channels in a Television.

17. Merits • TV appeals to both the senses of sound and sight. As a result it combines the two to produce high impact on communication. • It has all the merits of radio broadcasting. • It has overcome one of the major limitations of the radio i.e., Pictorial presentation of merchandise. • It provides colour visibility making the message all the more attractive and impressive. • Through this mediam products can actually be shown and demonstration can be made and explained.

18. Demerits • Television advertising is costly and sometimes exaggerating also. • In the countries where television is a luxury its appeal is restricted to the rich people alone. • Some times, the advertisement is so interesting and attractive that viewers’ attention is carried away from the product.

19. Principles for TV Media • Look for a visual symbol. • Grab the viewer’s attention. • Be single-minded. • Register the name of your product. • People are interested in people. • Show a payoff. • Reflect your brand personality. • Less is more. • Build campaigns.

20. DOCUMENTARY  • A documentary is a film or video examining an event or person based on facts. The word can also refer to anything involving documents. • The idea of documentary as meaning "pertaining to documents" came about at the beginning of the 19th century. Later, it came to mean a factual record of something. 

21. Film Advertising • It is also an audio-visual medium. • Film advertising is made in cinema theaters. • The message is conveyed to a big audience in the cinema hall. • The advertisement in the form of commercial films and slides are shown before the regular films.

22. Merits of Film Advertising • It has a mass appeal and covers all classes of people - poor, middle and rich. • It also helps to explain and demonstrate the use of a product. So demonstrations make the product more appealing and acceptable. • It is not waste as no advertisement can escape the attention of the mass.

23. Demerits • Production cost is very high for a medium film. • There is censoring of films-restrictions. • Many people do not go to films. • For screening films the co-operation of the theatre owners is essential. • The audience may get irritated when more advertising films are shown. • Back reference is not possible

24. Company Literature • The printed pieces, such as brochures, letterhead and business cards, you'll use to market your business . • Every company needs "literature," printed pieces that do a careful and well thought-out job of presenting its products and services: catalogs, newsletters, product sheets and brochures, letterhead, business cards, presentation folders, specification sheets, case histories or application sheets, special event brochures, annual reports, manuals, technical bulletins, posters, product insert sheets, labeling, recruitment materials and so on.

25. ANNUAL REPORTS • Annual reports are formal financial statements that are published yearly and sent to company stockholders and various other interested parties. • The reports assess the year's operations and discuss the companies' view of the upcoming year and the companies' place and prospects. • Both for-profit and not-for-profit organizations produce annual reports.

26. TARGET AUDIENCES FOR ANNUAL REPORTS Current shareholders and potential investors remain the primary audiences for annual reports. • Employees (who today are also likely to be shareholders), • customers, • suppliers, • community leaders, and the community-at-large are also targeted audiences.

27. BULLETINE • 1801: James Pillans, headmaster and geography teacher at the Old High School in Edinburgh, Scotland, is credited with inventing the first modern blackboard • Pamphlet-type regular or irregular periodical issued by an institution or other organization usually for announcements or news.

28. Direct Advertising or Direct Mail • This method is direct in its approach and hence often referred to as ‘direct advertising’ . • Here printed materials are used to spread information. • A close touch with the customers is made possible through direct mail advertising • It may take various forms according to the method in which the advertisement copy is prepared. • Sales Letter -cyclostyled or typed or printed ones. • Envelope enclosures : • Folders - a single sheet folded. • Stuffers. • Circulars. • Booklets, Gifts, Novelties, Catalogues, etc.

29. Merits • The message is directly addressed to the customers. • The message could be altered to suit different conditions. • Advertisement could be timely according to the wishes of the advertiser. • It is cheap when compared to other forms of advertisement. • The great attraction of this method is its capacity to create and maintain personal contact.

30. Demerits • It is not cheap, especially when printing and postage charges are high. • The preparation of proper mailing list is not an easy job. • The list prepared becomes absolute in a short span of time. • The rejections and returns in posts are too many • It has not proved its supremacy all over the other fields.

31. NEWSLETTER • Small, printed (generally on letter-size paper), or published through other means, newspaper or digest aimed for a select audience on a narrow subject, or for circulation within an organization. • A newsletter is a regularly distributed publication that is generally about one main topic of interest to its subscribers.

32. NEWSLETTER • For example, newsletters are distributed at schools to inform parents about things that happen in that school. • A newsletter is a cost-effective marketing tool for building regular communication with customers and prospects. • To be successful, your newsletter must offer readers content that is useful and easy to digest.

33. FUNCTIONS OF NEWSLETTER • Regular Communication • Updates • Capability • Relationships • Customer Insight

34. 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, ect.,

35. INTERNET ADVERTISING • 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.

36. Type of Internet Advertising • websites, • banners, • buttons, • sponsorships, • interstitials, • Meta ads, • classified ads, and • email ads.

37. Advantage of Internet Advertising • Interactive Medium • Enormous Audience • Immediate Response • Selective Targeting • Proximity to Purchase • Affluent Market • Provides In-depth Information • Reaches Business-to-Business Users

38. Disadvantages of Internet Advertising • Lack Mass-Media • Slow Downloads • Problem of Span • Problem of Online Purchases • Untested Medium

39. Thank YOU