ADVERTISING MEDIA

Management and Marketing Assignment Group # 06

Asra Hameed (12859) Neelam Sharif (12886) Aisha Abdullah (12850) Zabab Khan (131066) Nosheen Hayat (131018) Sabiha Gul (131027) Ammarah Urooj (12852)

Advertising MediaVarious means (advertising vehicles) such as billboards, magazines, newspapers, radio, television, and internet by which promotional messages are communicated to the public using words, speech, and pictures.

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Advertising media refers to the various channels or vehicles through which promotional content is communicated in various forms such as text, speech, images, videos etc.

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Any communication medium which is used as a vehicle for advertisements can be classified as an advertisement medium.

Print Media Print media advertising is a form of advertising that uses physically printed media, such as magazines and newspapers, to reach consumers, business customers and prospects. Advertisers also use digital media, such as banner ads, mobile advertising, and advertising in social media, to reach the same target audiences.

Magazine

A magazine is a periodical publication containing a variety of articles, generally financed by advertising and/or purchase by readers.

Magazines are typically published weekly, biweekly, monthly, bimonthly or quarterly, with a date on the cover that is in advance of the date it is actually published. They are often printed in color on coated paper, and are bound with a soft cover.

Magazines fall into two broad categories: consumer magazines and business magazines. In practice, magazines are a subset of periodicals, distinct from those periodicals produced by scientific, artistic, academic or special interest publishers which are subscription-only, more expensive, narrowly limited in circulation, and often have little or no advertising.

Magazines can be classified as:

General interest magazines (e.g. Frontline, India Today, The Week, The Sunday Times etc.) Special interest magazines (women's, sports, business, scuba diving, etc.)

Newspaper

A newspaper is a publication containing news and information and advertising, usually printed on low-cost paper called newsprint. It may be general or special interest, most often published daily or weekly. The first printed newspaper was published in 1605, and the form has thrived

even in the face of competition from technologies such as radio and television. Recent developments on the Internet are posing major threats to its business model, however. Paid circulation is declining in most countries, and advertising revenue, which makes up the bulk of a newspaper's income, is shifting from print to online; some commentators, nevertheless, point out that historically new media such as radio and television did not entirely supplant existing.

One of the most popular and growing industries is the print media and the reason being the fact that it is one of the easiest ways to reach targeted customers by advertisers and marketers. These advertisers and businessmen make the most of all forms of print media like magazines, newspaper, leaflets etc. If you want to know more about print media, then read this article as we bring to you the advantages and disadvantages of print media here. Read on to find out what are they.

Advantages of print media

Flashy magazines are always popular among consumers and are often read by them for a particular period of time in a month. The monthly magazines are the best way to bring attention to any advertisements.

Print media is an easy medium to spread awareness or advertise to any particular geographical area. Like, a local newspaper is the best way to spread news about any local event of the place.

Some forms of the print media have a huge and trusted followers. This is definitely a great boost to attract readership.

Print media allows you to choose your own space for advertisement, thus, you can manage your budget and expenses while planning for the advertisement.

Disadvantages of print media

If you are targeting the global audience, then this is not the medium you should go for. Instead, the internet has a much wider reach than print media in this.

Placing an advertisement in print media requires a lot of planning and time. In this case, you are faced with flexibility problem, particularly when you work in tight deadlines.

In fact, there is much limitations when it comes to targeting your audience as the particular newspaper may not be available to the audience all the time. On the other hand, a person can get access to the internet from anywhere and everywhere.

Besides, most of the time, your advertisement might get lost among all other ads and editorials. Plus, the lifespan of newspaper and magazines is very short as people have a tendency to throw them or keep them aside after one day of read.

There are both advantages and disadvantages for print media. We have to keep all these in mind and make the right planning to make the optimum use of print media.

BROADCAST MEDIA:Broadcast media is the most expedient means to transmit information immediately to the widest possible audience, although the Internet currently challenges television as the primary source of news. Most people now get their daily news through broadcast, rather than printed media.Broadcasting is the distribution of audio and/or video content or other messages to a dispersed audience via any electronic mass communications medium, but typically one using the electromagnetic spectrum (radio waves), in a one-to-many model.Transmission of radio and television programs from a radio or television station to home receivers by radio waves is referred to as "over the air" (OTA) or terrestrial broadcasting and in most countries requires a broadcasting license. Transmissions using a wire or cable, like cable television (which also retransmits OTA stations with their consent), are also considered broadcasts, but do not necessarily require a license. A broadcaster is a communications professional who works in the radio and television industry as a journalist or an announcer. The title of 'journalist' may further be divided into reporters, correspondents or analysts.

ADVANTAGES:• Wide geographic coverage & broad audience reach (appeals to most demographics)• Perceived accountability with well accepted audience• Relative ease of buying and post-buy maintenance• Proven Success record for promoting mass consumer products (infomercials)

DISADVANTAGES:• Audience share is generally declining due to fragmented audiences• Increasing use of DVR’s diminishing the impact of commercials (people can record their

shows and skip the commercials)• Typically high CPM costs and rising production costs (most expensive)• Many television shows skew older and lower income• increasing ad clutter as commercial pods lengthen (people don’t want to watch

commercials because • They are taking more time away from their shows)

Electronic Media“Electronic communication is the transmission of information using advanced techniques

such as computer moderns, facsimile machines, voice mail, electronic mail, teleconferencing, video cassettes, and private television networks.”

Electronic media is the media that uses electricity or electrochemical energy to access its audiences viewing, unlike static media (Printing) electronic media is broadcasted to the wider community. There are various electronic media from which primary media includes television, radio, the Internet, fax, CD-ROMs, DVDS and online video streaming. It includes any medium that uses the digital or electronic encoding of information. Most new media forms are digital media, but electronic media can be analog electronic data or digital electronic data. The earliest form of electronic media was the telegraph in 1795. The telephone came in 1849, followed by the radio in 1897 and the Internet in 1963. Electronic media examples also include neon, LED, computer monitors, films, RAM, barcodes, audio recordings and video recordings. Electronic media has many uses including journalism, news, marketing, education, engineering, digital art, virtual reality, entertainment, transportation and military purposes.

ADVANTAGES OF ELECTRONIC MEDIAThe following points highlight on the advantages of electronic communication:1. Speedy transmission:  It requires only few seconds to communicate through electronic media because it supports quick transmission.2. Wide coverage: World has become a global village and communication around the globe requires a second only.

3. Low cost: Electronic communication saves time and money. For example Text sms is cheaper than traditional letter.4. Exchange of feedback: Electronic communication allows instant exchange of feedback. So communication becomes perfect using electronic media.

5. Managing global operation: Due to advancement of electronic media, business managers can easily control operation across the globe. Video or teleconferencing e-mail and mobile communication are helping managers in this regard.

DISADVANTAGES OF ELECTRONIC MEDIAElectronic communication is not free from the below limitations:1. Volume of data: The volume of telecommunication information is increasing in such a fast rate that business people are unable to absorb it within relevant time limit.2. Cost of development: Electronic communication requires huge investment for infrastructural development. Frequent change in technology also demands for further investment.3. Legal status: Data or information, if faxed, may be distorted and will cause zero value in the eye of law.4. Undelivered data: Data may not be retrieved due to system error or fault with the technology . Hence required service will be delayed

5. Dependency: Technology is changing everyday and therefore poor countries face problem as they cannot afford new or advanced technology. Therefore poor countries need to be dependent towards developed countries for sharing global network.Some of the examples of electronic media are discussed below:

SMS Internet Cable net

SMS With almost every person in this country carrying a mobile phone today, SMS Marketing has become an increasingly popular mode of marketing tool these days. With a single message being used to reach out to the entire customer base, it is one of the most cost effective and easiest form of communication which is being used increasingly by marketers today.SMS marketing has become a very powerful tool for advertising and marketing your products / services in today’s world.Though SMS Marketing is being used by more and more business houses as a preferred mode of marketing tool, this mode of communication has several advantages as well as disadvantages which I am highlighting below:ADVANTAGES OF SMS

Ease of Reach:SMS Marketing enables you to use a single message to communicate to your entire customer base in one go itself. Thus, instead of contacting each customer personally, you can distribute your advertising message and reach out to several customers with a single click.Personal Communication:SMS has become the most popular mode of communication today with most of us using it to communicate with our friends, family and acquaintances.. Being an extremely personal mode of communication, you can establish a direct contact with your client and build your business relationship further.Cost Effective:SMS Marketing is one of the most cost effective ways to reach out to your customers. With the reducing SMS prices in India and a single message being used to reach out to all customers in one go, it helps you reduce and optimize your marketing budgets to a large extent.Time Saving:Being an instant mode of communication, you can reach out to their customers whenever you want. Moreover, it is also possible to track the delivery of the sent messages immediately, thus reducing the overall campaign time.DISADVANTAGES OF SMSSpam Messages:Bombarding users with repeated advertising messages on their mobile phones can cause more harm than good. Mobile phones are very personal items and some people do not like receiving marketing messages on it. Such frequent spam messages can irritate the users who can develop a negative attitude towards your company and can adversely affect your company’s reputation.Short Character Limit:With messages being limited to 140-160 characters, it becomes difficult to create an effective message within such short character limit. Moreover, additional information in the form of hyperlinks may not always be received properly by the user’s phone.Opt-in Lists:Many a times the users register their mobile numbers with a Do Not Call Registry, which means that they do not want to receive promotional SMS from companies. Since these users have not opted in to receive a promotional message from your company, ethically you cannot send them a promotional SMS. This limits your customer base to some extent. 

INTERNETThe use of the internet to promote goods and services is known as internet marketing or online marketing. This process is also referred to as electronic marketing. Internet marketing uses tons of strategies to make a business visible to the target audience. These strategies include SEO (search engine optimization), blogging, direct marketing, email marketing, content marketing, social media marketing and so on. There are advantages and disadvantages that come with internet marketing.ADVANTAGES OF INTERNET MARKETINGThe advantages that come with making money online or promoting your business on the internet include the following;1. Lower Cost:Compared to traditional or offline marketing, it is far cheaper to promote your business and other money making ventures online. This is especially true about advertising. In fact, some of the techniques for promoting a business or making money online are completely FREE. Unlike traditional ad media such as the TV and newspapers, you will only

spend a split fraction of what it will cost to promote a business traditionally. In addition to being cost-effective, internet marketing is also time-saving as it takes less time to find customers and accomplish transactions.The returns on investment that comes with online marketing exceed that of conventional marketing. When you implement the online promotional techniques correctly, you will get higher and instant returns on the money you spend to place an ad online. And as mentioned earlier, most techniques are completely free and will yield good returns.2. Global Audience:There’s also the advantage of gaining a global audience (unlike a traditional business that is restricted within its boundaries of operation) with your online business. This opens up tons of new opportunities and prepares you to compete on a global scale. So, even if your offline office is closed for business, customers and prospects will still find you through your website and place their orders.3. Reliable Technology:The reliable technology that powers the web, hence your internet-based business is one of the major benefits of hosting your business online. And, the technologies are getting better and more sophisticated by the day. So, with the top-notch technologies online, you don’t have to worry about your emails being delivered (email marketing) to your target audience on a timely manner – delivery is almost instant! On the other hand, the traditional mailing system takes days, or even weeks to deliver mail to their destinations.DISADVANTAGES OF INTERNET MARKETING1. Face-to-Face Contact is Limited:Limited face to face contact is one of the major drawbacks of internet marketing. Businesses that are carried out solely online do not usually get to build strong personal rapport with their customers. As a result, they may eventually lose some of their customers to their traditional competitors who engage strong customer service tactics.2. Marketing Complexity: The virtual nature of internet marketing increases marketing complexity. New entrants tend to be confused on how to choose profitable online marketing techniques. Customers also face complexities in the aspects of shopping online. In fact, the un-informed consumers would rather stick to conventional buying than endure such online purchase complexities.But in all, as you can see the advantages of internet marketing far surpass the disadvantages.The use of the internet to promote goods and services is known as internet marketing or online marketing. This process is also referred to as electronic marketing. Internet marketing uses tons of strategies to make a business visible to the target audience. These strategies include SEO (search engine optimization), blogging, direct marketing, email marketing, content marketing, social media marketing and so on. There are advantages and disadvantages that come with internet marketing.

CABLE NETCable internet or cable internet access is a form of broadband connection that uses cable television network to transmit data. With the use of a cable modem, you can have access to cable

internet. This type of internet is usually low-cost than fiber-optic and faster than DSL. It provides its users with great balance of affordability and speed.ADVANTAGESWorks without a phone line: The greatest advantage of cable internet is that it does not need any telephone line to operate, which means you can stay linked at all times and will take less time to connect.This is beneficial because the user does not have to dial in order to connect to the internet and consequently pay no dial-up fee. Since cable internet does not require its users to have a telephone line to work, access to both internet and phone service is possible. There is no restraint on using the internet. You can connect to the internet even when the telephone line is in use.• Faster connection speed: Many users agree to the fact that the greatest advantage of cable internet is that it offers the fastest and most trouble free connection available. They settle for this because an internet connection using a cable modem usually guarantees a higher level of bandwidth than other broadband, and more bandwidth means faster speed.

• No restriction of location: Another plus point of cable internet is that you are not strictly limited to a specific location as you are with other internet services. You can be at a great distance from the cable company’s service center and still be able to get almost perfect service.

• High speed: The speeds provided by the cable broadband internet are much faster as compared to other types of broadband internet. This means that cable internet is an excellent substitute to other broadband in terms of speed.If there are just a few users connected to your cable modem, you may even be capable of getting faster internet speeds than DSL.• Excellent customer service: This is yet another advantage of a cable connection. Cable companies usually provide very little down time and excellent customer service to its users.If you face any difficulty with your cable internet connection, you can get a solution on a simple phone call. A number of customer service operators working with internet customers are tremendously intelligent and know their business very well. And, since the cable coming into your home is generally hidden underground, there are fewer things that can go off beam. As a result, service disruptions are very infrequent.• Consistency: Reliability has long been problem of other forms of broadband due in part to the aging infrastructure and distance issues. Cable internet provides more reliable connection with fewer lost packets generally according to both independent and industry studies.Moreover, the signals remain consistent and do not drop.DISADVANTAGESSignificant disadvantages of cable internet are as under:• Slow speed during peak hours: The data transfer speed gets slow during the peak hours. This is the reason why internet connection slows down in the morning and evening. The major reason for slow speed is that many internet users consume the same bandwidth at peak timings.

• Slow service when there are many users: When compared to DSL modems, cable modems are not as good for handling great number of users. Hence, if lots of people in your office, home or building are connected to the same cable modem, you could begin to experience very slow service, particularly if any one user needs to use the cable internet for great amount of data transfer, like gaming online or streaming high quality videos.• Limited availability: One of the other major disadvantages of cable internet is that it may or may not be offered in your region. Just because you have cable TV does not essentially mean that cable internet would be available for you. This is generally true in rural or remote locations.Since there are limited choices, a single cable company services a specific area.• Speed limitations: Another significant disadvantage is that cable providers regularly place speed restrictions on residential customers, which results in a lower bandwidth. Consequently, your actual speed may not be as fast as assured. Cable companies do this for many reasons. One possible reason could be that cable internet users’ share their bandwidth with other cable consumers in their vicinity and speeds can vary based on the capacity of individuals sharing the cable bandwidth at the exact same time.

• Substantial connection fees: May perhaps require considerable connection fees, especially if you hire a professional technician to set up the equipment for you.Most of the times cable companies offer discounts on each service for the initial year of service, but your fee may increase radically after the first year.

Outdoor marketing:Outdoor marketing, quite simply, is marketing conducted outdoors. Billboards—whether print or digital—comprise about 65 percent of all outdoor marketing, while signs on buses and public benches are also popular locations. There are almost as many venues for outdoor marketing as there are physical locations, but as the above example illustrates, even the sky isn’t immune from outdoor marketing.As marketing in general becomes more ubiquitous—and thus, more competitive—outdoor marketing is also becoming more innovative, and thus has been a common target for guerrilla-marketing tactics. 

Bill board marketing:Billboard advertising allows you to broadcast your marketing message on a large scale and on a repetitive basis to a large portion of your target audience. Even though we live in a digital age, your potential customers are not always connected.Billboard advertising is a traditional OOH advertising format, but there has been significant growth in digital OOH (digital billboards and place-based networks) in recent years

Despite the practicality and simplicity of billboard marketing compared to various marketing media, it is still the most cost-effective and practical marketing strategy which is being utilized by a lot of business to aid maintain and promote clients attentiveness of their services of products.

Billboard marketing is the usage of signs alongside roadways to promote an extensive range of services, products and causes. Generally, the sign utilized in these kinds of advertising campaigns should be more than a specific size or dimension so as to really refer to as a billboard.As a general rule, the sign should be large adequately for a passenger or driver in a car to be capable to read clearly the letter while steering the car along the road.

The massive number of billboards which people could see along the road attracts a enormous crowd and prove that companies still have a faith on the power of billboards marketing in making the task of attracting people to get their services or purchase their product.

As a result it is very important for promoters to get the perfect media management company in order to give them additional edge of obtaining the most appropriate billboard marketing techniques they can obtain valuable for their money.Types:1. Standard billboardsThese are the most common billboards you see on a daily basis. The ads are often printed on paper, and applied to the billboard by workers. Some billboards are still hand-painted.2. Digital billboardsDigital billboards are becoming increasingly common. They are very convenient for both the supplier and the advertiser because they allow ads to be launched instantly, without the need for workers to take down and paste the new advertisement. Advertisers can also order billboards for specific time slots during the day. Digital billboards also allow video, running text, and animation.3. Tri-boardsThese billboards are becoming less common as large digital displays decrease in price, but they are still being used around the world and have advantages over standard billboards. A tri-board allows for space to be rented out in thirds, and the signs change between those three advertisements throughout the day. This system has potential to generate more revenue for the owner of the billboard.4. WallscapeWallscape billboards are the largest type of billboard that advertisers can buy. They are often used as the signature piece in an outdoor advertising campaign. They come in many different sizes, often over 700 square feet. Some are hand painted, some are printed, and they are very popular because of the lasting impression that make.

Billboards have been used in advertising campaigns since 1867 and they are still a very popular medium for advertisements. With the invention of digital billboards, a whole new era has begun in billboard advertising and the technology is getting better and better every year.

One effective form of traditional advertising that businesses use to build brand image is billboard advertising. Despite the presence of social media and online marketing tools, combining these with other methods to create consumer awareness prove to yield results. However, like any other marketing medium, there are pros and cons to this option.

List of Advantages of Billboard Advertising1. VisibilityAdvertising billboards are placed strategically along major thoroughfares and highways, thus, increasing the possibilities of being seen by a great number of consumers all throughout the day. Given the number of commuters and drivers on the road, this advertising medium is effective in catching the attention of the target audience. Moreover, these people usually take the same routes every day. Having said this, seeing a billboard repeatedly contributes to consumer recall.2. Access to Targeted AudienceSince billboards can be placed in areas chosen by advertisers or companies, it will be easier for these companies to reach a particular or specific consumer group they sell their services and products to. Say, a product is targeted to farmers or people living in the countryside. Billboards can be positioned along the route where prospective consumers drive by or pass by regularly, like in highways.3. Audience ConversionThe strategic location and unique design of billboards are instrumental to making sales and converting an audience into an instant customer. If a person driving by sees the billboard and suddenly realizes the need to buy the advertised product, it will be easier for him or her to drive to the nearest establishment offering that product. Also, it can be increase sales since anyone can just go online after seeing the website on the billboard.Some other advantages are :

Huge and eye-catching Targets a large and diverse market Easily registered information Increased frequency of consumer exposure Effective medium of awareness advertising Targets middle and upper classes Photographic information (strong visual effect) Builds company reputation and product image Quick rise in sales Guaranteed audience Customers find you

List of Disadvantages of Billboard Advertising1. Costs

One of the disadvantages of using billboard advertising is the money a company needs to spend from the time the billboard is set up to the time it is taken down. Apart from signing a contract with the owner of the space, other costs include maintenance and repairs. If there will be natural disasters like hurricanes that will destroy the structure, this will not be inexpensive. And if there will be destruction to property or injury related to a damaged billboard, the owner might have to face legal issues as well as additional expenses.2. Cause of Distraction

Another drawback of this traditional advertising medium is that it can be a cause of road mishaps. Since billboards aim to get the attention of people who are driving or passing by, they are big in size and often have celebrities as endorsers. Consequently, these people have the tendency to get distracted and at times, get into traffic accidents.3. Geared towards Moving TrafficSince the targeted audience is mobile, billboards need to rely on graphics or images instead of texts. There are disadvantages that can be attributed to this. First, potential consumers will not be able to really grasp the message the advertiser is trying to convey, unless they will be caught in traffic. Second, limited texts that can be accommodated can result to limited information. Third, since the targeted audience is mobile, there is limited exposure of the billboard.Before investing in billboard advertising, it is important for business owners to know its advantages and disadvantages so they can decide if this is the right route to take.

Some other Disadvantages are:

High costs for brief exposure Weather conditions Visibility issue Stationary mode of advertising Time insensitive Does not target a specific market Short term advertising tool Limited information

NEON SIGNIn the signage industry, neon signs are electric signs lighted by long luminous gas-discharge tubes that contain rarefied neon or other gases. They are the most common use for neon lighting, which was first demonstrated in a modern form in December 1910 by Georges Claude at the Paris Motor Show. While they are used worldwide, neon signs were extremely popular in the United States from about 1920–1960. The installations in Times Square, many originally designed by Douglas Leigh, were famed, and there were nearly 2000 small shops producing neon signs by 1940. In addition to signage, neon lighting is now used frequently by artists and  architects and (in a modified form) in plasma display panels and televisions. The signage industry has declined in the past several decades, and cities are now concerned with preserving and restoring their antique neon signs.

USES & BENEFITS OF NEON SIGN

Neon signs have been a popular business promotion medium for decades now. They are inexpensive and can be used for various purposes such as for directing a location, as business banners, an event banner, for promoting products etc.

They are made with neon and some type of gas which is combined together with electricity to generate the effect of neon illumination. Neon and gas are basically filled into a tube which can be structured into any shape or design which makes it an easy and attractive means of business endorsement. Following are the advantages of neon signs

High Visibility – Neon signs are great for businesses in general but especially beneficial for small or brand new businesses as they offer high visibility and stands out.

Shapes and Designs – Neon sign is probably the only banner medium that has the potential to be moulded into any shape and design easily. And the best part is that it won’t hurt your budget. Moulding neon signs into business logos is always helpful as it makes it easier for people to remember the company or store.

Perfect for Night Time – Since they offer high visibility, they are also advantageous to small businesses that can be spotted throughout the day and night. It is also helpful for businesses that offer 24/7 food takeouts or other emergency services.

Saves Energy – Neon light is created with a mixture of neon and light wherein it uses electricity to activate light. This process makes neon lights much low on energy and can help save an estimated 50 to 60 percent energy compared to traditional lights.

Wide Operating Range – Neon signs are quite durable and have a wide operating range and also have the ability to run on high voltage without causing any problem.

Long Life – Properly built neon signs have a record of lasting up to ten to twelve years easily whereas traditional light signs may last up to only 6-7 months.

Easy to Setup – Neon signs are easy to setup and with the right promotion strategy in place, they can be used anywhere as they are perfectly safe to be used both inside and in outside environment.  For installation, contact the neon signs Melbourne.

Attracts Customers – This goes without saying but neon signs are being used as a brand awareness medium since the 1950’s. The bright lights and its unique ability to set in any shape makes it difficult not to catch a passer-by’s eye.

DISADVANTAGES OF NEON SIGNNeon signs are a classic, eye catching means of advertising your business or brand to the public. That said, this vintage technology does present a number of challenges. More ornate signage, particularly those with many colors, can be prohibitively expensive. And, if any of the neon breaks or "goes" bad in any way, not only is it costly and difficult to fix, chances are the new neon will not matching the glow & hue of what's still in working order.

MOBILE MEDIA:

Mobile media marketing is a technique of marketing via social media on mobile devices. It is researched that nearly 71% users access social media on mobile devices. Mobile devices are over taking desktops/laptops as they come handy to users; thus, making them a great channel for advertising and so are the social media get influenced by them. Advertisers find mobile devices more convincing ground than web and consider it as the perfect medium for marketing. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas

ADVANTAGES:

Instant results Easy to work with Convenient to use Direct marketing Tracking user response Huge viral potential Mass communication made easy Niche not highly concentrated Micro blogging benefits Mobile payment

DISADVANTAGES:

Platforms too diverse Privacy issues Navigation on a mobile phone