Types of Media

Prof. Sita Ramakrishnan

Topics to be covered

Newspaper advertising
Magazine advertising
TV advertising
Radio advertising
Cinema advtsg
Outdoor advtsg
Support Media
Miscellaneous other media

Media types
Print Media

Newspaper, Magazines, Trade Journals

Broadcast Media

TV, Radio

Non-Broadcast
Media

Cable, Cinema

Outdoor Media

Posters, Neon signs, Hoardings

Transit Media

Trains, Buses, Taxis, Autos, Private

Vehicles

POP

Hangings, Packaging, Painted signs,

Stickers, Window display

Specialty Media

Diaries, Badges, Key chains, Calendars

Miscellaneous

Direct mail advtsg

Newspaper advertising

For majority of the educated population, the day starts with

reading the newspaper.
Advertiser can choose whether to go national or local.
Detailed info about the product can be made available.

Advantages:
Choice of national vs local.
Regionality.
Flexibility: Ads are possible at short notice as also withdrawal
of ads.
Improves brand image.
Readership segmentation.
Mobility.

Detailed info

Disadvantages:
Short life span of ads.
Limited coverage as literacy not high in India.
Poor reproduction of ads.
Considerable wastage as it might also reach people who are
not TG.
Costly.
Language barriers.

Magazine advertising

Periodical publications: Weekly, fortnightly, monthly, bimonthly, quarterly.

Various types of mags: General Interest, Business, Sports,
Womens, Youth, Regional, Home & Interior, Film, etc.

Advantages:
Wide coverage due to secondary readership.
Longer shelf life.
Selectivity.
Detailed information possible.
Economical.
Better quality of reproduction of ads.

Innovation possible.
Better acceptance of ads.
Mobility.

Disadvantages:
Limited circulation.
No flexibility.
Immediacy not possible: esp in case of sale, limited period
offers etc.
Split run not possible.

Television advertising

Most used by advertisers across categories.

Combines visual images, sound, motion & colour.

Advantages:
Wide coverage.
Cost effective.
Creativity & Impact.
Captive audience.
Selectivity of audience on the basis of viewership.

Disadvantages:
Ads could be lost in clutter.
Ads may not be viewed due to channel surfing.
Costly & hence small companies may not be able to afford it.
Perishable unless ads are repeated.
Lacks flexibility.

Radio advertising

Popular among car owners & youth.

In India, radio is divided into FM & AM channels.
Radio picked up again a few yrs back when the govt allowed
private players to enter the segment.

Advantages:
Can reach even illiterate consumers.
Mobility.
Flexibility.
Cost efficient.
Mental Imagery.

Disadvantages:
No visual impact.
Short life.
Lack of attention.
Wastage, as people do not pay attention.
Clutter.

Cinema advertising

Cinema is a popular medium of entertainment.

Growth in multiplex chains is the key driver of cinema
advertising.

Advantages:
Captive audience.
Lasting impact.
Local selectivity.
Economical.
Suitable for all age groups.

Disadvantages:
Limited coverage.
Nuisance value.

Outdoor/OOH advertising

Also known as mural advertising.

Oldest means of advertising.
Increase in women workforce, increase in number of vehicles
on the road etc has led to more outdoor advertising.

Advantages:
Innovative.
Flexibility.
Provides reminder value.
Benefit of repeated exposures without additional
expenditures.

Possible in different sizes.

Disadvantages:
Ads could be spoilt due to weather conditions.
Difficult to measure response.

Support Media

Also called alternative media, non-traditional media & nonmeasured media.

Used to reach those people in the TG whom the primary
media may not have effectively reached.
May not be used as support media always; can also be
primary or sole medium used.

In-Store Media
-

In-store ads, aisle displays, store leaflets, in-store tv are some

of the in-store media used.
Very effective as it might make consumers purchase a
product.

1/3rd of the shoppers are influenced by in-store ads, a recent

study revealed.
Increase in organised retail has increased opportunities for instore media.

Transit advertising
-

Targeted at millions of people who are exposed to commercial

transport facilities like buses, trains, taxis, airplanes, subways
etc.
Ad moves with the vehicle and facilitates continuous
advertising.
Constitutes nearly 40% of total ad expenditure.

Promotional products advertising

-

A medium of advertising, sales promotion and motivational

communication employing imprinted, useful or decorative
products called advertising specialities, a subset of
promotional products.
These articles are always distributed free of cost.
There are more than 15,000 advtsg speciality items like
ballpoint pens, coffee mugs, calendars, t-shirts, etc.
Used for many promotional purposes like thanking a customer
for patronage, introducing new products, reinforcing the name
of an existing company, product or service.

Yellow pages advertising

-

Referred to as directional medium because do not create

awareness or demand for products or services, rather they
point them in the direction where their purchases can be
made.
Now added to regular telephone directories published by
BSNL.
Extends reach of other IMC media.
Used by national advertisers.

Product placement in movies & TV

-

Last few yrs have seen enormous growth in branded

entertainment.
Branded entertainment blends marketing & entertainment.
Goal is to use entertainment media to gain consumers
attention and exposure to products.
One of the methods used is product placements.
Since the placement is embedded in the script of the
program/movie, it cannot be avoided hence increasing
exposure.

In-flight advertising
-

Increase in number of flying passengers has made this

medium very attractive.
Made of in-flight magazines, in-flight videos, in-flight
catalogues & in-flight radio.
In-flight mags are free mags published by airlines.
In-flight videos include commercials of products.
In-flight radio: XM satellite radio is available on some airlines.
In-flight catalogues are provided for customers to shop for any
products if required.

Miscellaneous other media

Videogame ads
Bathroom ads
Parking lot ads
Place-based media: Idea of bringing the advtsg
medium to the consumers wherever they are.