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PRINT MEDIA ADVERTISING

FEATURES,ADVANTAGES AND

DISADVANTAGES

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Introduction of advertising Advertising is used for communicating business information to the present

and prospective customers.

It usually provides information about the advertising firm, its product

qualities, place of availability of its products, etc.

In the modern age of large scale production, producers cannot think of

pushing sale of their products without advertising them.

Advertisement supplements personal selling to a great extent.

In the modern world advertising plays a key role becasue of tough

competition in the market and fast changes in Technology.

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Introduction of

Print media is one of the oldest and basic forms of mass

communication. It includes newspapers, weeklies, magazines,

monthlies and other forms of printed journals.

Even though it is one of the oldest forms of information

distribution, it remains as the most popular forms of advertisingdue to its ability to reach a wide audience.

Print media has the advantage of making a longer impact on the

minds of the reader, with more in-depth reporting and analysis.

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Evolution of

The history of print media and written communication follows the

advancement of civilization.

In early 19th century, the industrial revolution brought major innovations in

print media technology.

Rotary steam presses soon came along and replaced hand-operated

machines, doing the same job in a small fraction of the time.

The digital era in typesetting started in early 1970s, with PostScript gradually

emerging as the standard for digital typesetting

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Present scenario: During the 1990s, the printing industry experienced tremendous

change with the development of digital technology. Thus printing became more cost-efficient and alterations were more

easily executed.

Now they have turned to online options to accomplish advertising and

marketing objectives.

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Importance of

It helps us to know the world well

It helps daily circulation of the news and extends the news to

each and every part of the country

They represent the basic from of publication and also displays

the news as a part of advertising content

They can estimate and bring the real facts

Print media is the more reliable source for us

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It helps to update by providing latest news about various topics

such as politics, economics, sports, Agriculture, Forest, Fishers,

stock market and weather update etc

To increase awareness in all people about human affairs.

Helpful to increase the method of education and also sharpen

the intellect and outlook of the student who regularly read the

daily newspaper.

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Types of Print media advertising

Newspapers

Magazines

Posters

Brochures

periodicals, journals, books, booklets, ads onbuses, billboards,newsletters, supplements,

packaging.

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Features of Print Media Advertising

Permanent and readily available. Cover large area.

Contents can be read, re-read and retained.

Convenience.

Keepsake memorabilia.

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Targetability via speciality

sections.

Flexible in size and cost.

Offer innovation.

Circulation.

Often used to generate

cognitive responses.

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Advantages

Potentially large coverage area

Can target specific audience

Can use color

Flexibility in size and cost

Visibility of product

Couponing opportunity

Large repeat and pass along

readership

Disadvantages

Clutter

Cost associated with repeat

exposure

Lack of movement and sound

Not immediate-may be

weekly/monthly

Long lead time required for

purchase

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NEWS PAPERAdvantages

Potentially large coverage area

Low cost relative to other media

Immediacy

Access to large socio groups

Targetability via specialty sections

Can use color

Flexibility in size and cost

Visibility of product

Couponning

Short Lead time

Disadvantages

Inconsistent reproduction

Typically 1 day exposure

Clutter

Lack of movement and sound

May be limited to Black and White

Readership declining and

production costs increasing

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POSTERAdvantage

Cost-Effective

Credibility

controllable

Disadvantage

Unreliable

Expensive

Difficult to reach a national

audience

Look messy and cluttered

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BROCHURES

Advantages

Flexible designs

Advertising benefits

Saves time

Disadvantages

Printing expenses

Limited space

Advertising costs