Marketing Communications

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Marketing Communications
Advertising Media

Major advertising media can be classified as follows:

1. PRINT MEDIA: newspaper and magazine


2. ELECTRONIC MEDIA: internet and World Wide Web.


3. BROADCAST MEDIA: television and radio


4. OUTDOOR: billboards, painted signs, electric displays, mobile billboards, signs and
   spectaculars.


5. DIRECT MAIL: direct mail advertising


6. TRANSIT: car card advertising, outdoor displays located on buses (e.g. BRT), within
   vehicles, airports’ interior and exterior, subways and train stations.


7. BELOW THE LINE MEDIA: directories, specialty advertising, cinema, skywriting, balloon
   advertising, stadium advertising, T-shirts and vests, rural advertising, exhibition and trade
   fairs, premium trading deals, point of purchase display, packaging and personified town
   cry out. (Stanley, 1977; Kleppner, 1983 and Belch and Belch, 2004)

PRINT MEDIA

NEwSPAPER: newspapers are basically a local medium and specific newspapers are closely identified
with the communities in which they are published. Local retailers use their local newspapers more
frequently because local residents use the newspaper as a shopping guide. Newspapers can establish
a unique way of life to consumers, as daily readership of newspapers tend to get people addicted to a
peculiar reading habit which extends through the day and week on a regular basis, thus providing a
medium factor that can increase the exposure level of advertisements.

National advertisers use newspapers primarily for spot coverage of top markets, National coverage can
be secured by the use of multiple newspapers.

ADVANTAGES OF NEwSPAPERS TO ADVERTISERS

1. Newspaper penetrates their respective markets and highly concentrated markets.


2. Newspapers have a good reach of people of every age and income levels both in cities
   and suburbs.


3. They carry current news items, their advertisement have a sense of urgency, provide a perfect
   environment for immediate advertisement to express their news value as readers expect to
   see items of real news interest.


4. Closing dates for advertisements in newspapers are the shortest in print media thus
   advertisement can be inserted or changed practically soonest.


5. Newspaper advertising is particularly merchandisable to wholesalers and retailers.
   Wholesalers and retailers usually appreciate the listing of authorized dealers at the end of
   a newspaper.