Output Media in Advertising Industry

Paper explains about types of media and media selection in advertising industry.

Media Planning:

Advertising the same product using different media is called as cross media advertising. Many top advertisers have realized that their messages are best received when they are distributed over multiple channels. Many stages and decisions in workflows depend upon type of media to be used. Message dissemination is important factor for an advertisement to be effective. Media has large influence on message dissemination. Media plays an important role in influencing and shaping the public opinion.   Media to be used depends upon information in advertisement, required effect of an advertisement, audiences, distribution method and budget of client. Media planning is most important factor while designing an advertising campaign. For example, design for an advertisement in newspaper will be different for advertisement on internet. Thus information about different media is necessary.

Types of Media:

  1. Print Media

  a. Newspaper

  b. Magazines

  c. Newsletters, leaflets, brochures, pamphlets

  d. Books

  e. Outdoor billboards, posters and direct mails.

  2. Electronic Media

  a. Television

  b. Radio

  c. CDs and DVDs

  3. New age media

  a. Internet(Social networking media like facebook, twitter)

  b. Mobile

Explanation:

  1. Print Media:

Print media is one of the oldest forms of advertising methods. Print media can reach large number of audiences. According to Swain M. and Sorce P, It is an appealing medium because of its extensive market coverage, geographic flexibility, and the positive attitude that consumers generally have toward it (pp.6).

Two most common forms are newspapers and magazines. Newspaper advisements can contain more details such as prices, telephone numbers. It offers different sizes for advertisements. Some of the disadvantages of the medium are its short life span and poor... [continues]

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