Q5- Define advertising. State the media of advertising.
Advertising is a paid form of non-personnel presentation of goods and services to a group of persons by an identical sponsor. By advertising the goods and services are introduced to general public, customer, and consumers. Through it a message is given about the rand, price, quality, variety, and features of a product. Customers become well aware of competitive brands and able to choose the best one among the variety available.
MEDIA OF ADVERTISING
Advertising media are the forms and means of communication bye which advertised message reaches the audience. These media can be divided into two classes:
- Print Media
- Electronic Media
a) Audio media
b) Video media
Printed media includes newspaper, magazines and journals, pamphlets, billboards, skywriting, etc. Their details are as follows.
Newspaper are issued daily or weekly and provide latest news and information to the general public. They are good and effective means of making the goods and services known to the prospective consumers. Depending on the size of the readership of the newspaper the message will spread to that extent.
Magazines And Journals:
Their impact is limited to only some cities. Rural areas cannot be reached because of low literacy rate over there. Immediate advertising in magazine is not possible because its frequency is monthly or even greater period.
Bill Boards/ Hoarding:
They are installed along important and busy roads. They are used to attract the attention of the automobile travelers and passengers, and pedestrian. Neon signs can also be used on the billboards to make the message illuminate at nights.
Pamphlets/ Hand Bills:
It is a cheap means of advertising. It has limited effect and restricted to limited geographical areas because of its limited geographical distribution. Through this medium only low priced goods and services are advertised.
Airplanes are used to write the message by their smokes high on the air/atmosphere. Before restoring to this method a previous announcement to this effect is necessary. This method is costly and short-lived.
Electronic media are of following types:
Radio is an audio medium. It is also known as radio commercial. Ads can be broadcast nationwide, province wide or city wide. Advertisement can be announced at once or can be changed or stopped at a short notice. To advertise by radio requires purchase of time, while by the newspaper or magazines requires purchase of space. Radio commercial has different rates for different timings. Prime time advertising is the costliest.
Video media are of following types:
Television advertising is a visual medium. It is very effective but costly. It brings quick results. TV advertising can not only be viewed but also heard. It doesn’t require education or literacy. It has different rates for different timings.
It is a type of video media. Goods and services are advertised on the slide during the playing of the film. It offers limited geographical result and is very short-lived. Its main advantage is its low cost.
It is the most modern communication technique of advertising and works through the personal computer. It can send information across any part of the world in seconds at a very nominal cost. Companies can advertise their products through it.