Media Vehicles and Their Types
MEDIA VEHICLES AND THEIR TYPES:
Deciding to include advertising in the communication mix process is a relatively easy decision compared to deciding which media and media vehicle (for example which magazine or which cancel on TV, etc.)
Most of the advertising budget gets spent on the media (and not the creative or production side).This is why a careful planning, negotiating and knowledge skills are very important. Expertmedia planners and buyers got the best out of the advertising by finding the right spaces or places for an ad campaign at the lowest cost.
There are a wide variety of media available today for the advertisers to choose from. The decision is depended on a lot of factors at the same time it is a very crucial decision since the success of the campaign is highly depended on the media selection aspect.
TYPES OF MEDIA VEHICLES
BROADCAST MEDIA
Broadcast media are quite young in comparison to the printed word. Fundamentally there are two main forms of broadcast: television and radio. Advertisers use these classes of media in order to reach mass audiences with their messages at a relatively low cost per target reached.
The media allows the advertisers to add audio and /or visuals to their messages. The media gives life and energy to the advertising message which is not really possible through other media.
However people are normally unable and unwilling to become actively involved in the broadcast advertising message. They cant consume the pace at which the message is seen andunderstood as the time is very short due to the cost aspect. The advertisers are also unable to provide excessive details and information.
As a result the medium becomes more suitable for low involvement products.
Advertising messages through the broadcast media use a small time period, normally 15 or 30 or 60 seconds depending on their budget and the availability.
NARROWCASTING
The word "narrowcasting" is particularly unique to the industry of media specifically that of broadcast
Deciding to include advertising in the communication mix process is a relatively easy decision compared to deciding which media and media vehicle (for example which magazine or which cancel on TV, etc.)
Most of the advertising budget gets spent on the media (and not the creative or production side).This is why a careful planning, negotiating and knowledge skills are very important. Expertmedia planners and buyers got the best out of the advertising by finding the right spaces or places for an ad campaign at the lowest cost.
There are a wide variety of media available today for the advertisers to choose from. The decision is depended on a lot of factors at the same time it is a very crucial decision since the success of the campaign is highly depended on the media selection aspect.
TYPES OF MEDIA VEHICLES
BROADCAST MEDIA
Broadcast media are quite young in comparison to the printed word. Fundamentally there are two main forms of broadcast: television and radio. Advertisers use these classes of media in order to reach mass audiences with their messages at a relatively low cost per target reached.
The media allows the advertisers to add audio and /or visuals to their messages. The media gives life and energy to the advertising message which is not really possible through other media.
However people are normally unable and unwilling to become actively involved in the broadcast advertising message. They cant consume the pace at which the message is seen andunderstood as the time is very short due to the cost aspect. The advertisers are also unable to provide excessive details and information.
As a result the medium becomes more suitable for low involvement products.
Advertising messages through the broadcast media use a small time period, normally 15 or 30 or 60 seconds depending on their budget and the availability.
NARROWCASTING
The word "narrowcasting" is particularly unique to the industry of media specifically that of broadcast