Advertising media has become common need of every business organization today, and without advertising media, nobody can think about to survive in the market. There is no doubt about it that “Advertising” is a great force of promotions now regarded as an effective and profitable investment.
A firm which has to spend money, takes a proper care in planning expenditure on advertising. It can be define as “A medium which are most effective for inducing the people to purchase its good or services is known as advertising media”. A firm therefore, before selecting an advertising media takes into consideration:-
- The cost of advertisement.
- The extent of circulation.
- The time of advertisement.
- The quality of media.
- Degree of flexibility in changing advertisement according to the changed circumstances
- The effectiveness of the media.
- Editorial policy of the media.
- Relationship media to market etc.
Generally, the medium which is selected contains some of each of the above qualities. The advertiser therefore chooses the advertising media, which is most suited to his business requirements.
Types of Advertising Media
There following are the main types of advertising media, which are used common now days in the business world.
- News Papers
The newspaper are the principal mean of advertising medium as it is read by a large number of people. The advertisement may be classified or unclassified. News Paper Advertising is the commonly used types of advertising media.
Magazines are another important medium for advertisement. The advertisement in a magazine has a much larger life than the other advertisement media as they remain with the reader for the longer period of time. The magazine may be consumer magazines, business magazines, farmers’ magazines etc.
- Radio and Television
Radio and television has become the most important advertising media. Radio conveys message to the listening audience. Television has the advantage that it combines sight, sound, motion and demonstration.
- Film Advertising
Film advertising is also known as cinema advertising and work just like television advertising. With both visual and audible messages, they are much more effective than just audible messages like that of radio or telephonic. It is limited to local population only, where the cinema is located but it is of repetitive value and that’s what makes it able to tackle the problem mentioned above.
The costs involved here provide the same challenges as that of television advertising. Filmmaking costs and usage of distributional media and costs involved in them are something that makes them limited to just bigger companies. Unlike other media, film advertising consumes a whole lot of time and still, the effectiveness of the method cannot be confirmed.
- Internet Advertising
With the tremendous growth in the market in recent times, most of the advertisers think it is far more beneficial than other advertising media because of its extensive reach. Since there are more than millions and billions of internet user online and the number is growing immensely and that’s something which is causing brands to spend more and more of their budget by every passing year.
As an unbeatable advertising media, the internet provides the advertisers with a large number of advertising options like emails, banners, posters, blogs, magazines, forums, e-newspapers, websites and much more. Moreover, targeting a particular group of people is a lot easier when one chooses to go forward with the internet as its advertising base. Furthermore, tracking the subscriber response is just like a child’s play in the realm of online advertising.
- Direct mail Service
Direct mailing carries messages to the prospective buyers at home addresses thorough letters, postcards, pamphlets, booklets, folders, catalogues etc it is thus a media used for selective customers.
- Outdoor Advertising
Outdoor advertising gives a geographical coverage. It consists of a wide variety of bill boards, painted signs, electrically illuminated displays, to attract the attention of pedestrians and motorists.
- Transportation Advertising
This advertising media is used by the display of posters, sign boards etc at the stations, trains, buses and taxes etc.
- Point at purchase Advertising
Point at Purchase advertising as the name suggest is made inside the departmental stores. The customers attracted by the advertisement are also induced to purchase the products.
- Product Sampling
In order to promote sales, a small sample of product is distributed free either by house to house delivery or through mail. This also has become one sort of advertising media today.
If a buyer purchases a specific good, he is given premium as a gift. The premium leads the buyer into thinking that he or she is receiving something for nothing.
The advertising agency varies in size. It may consist of one man who drafts an advertising copy and also recommends the advertising media. Large advertising agencies, employ specialists who are responsible for the operating of various agency functions. This can be illustrated with the help of following organizational chart for an advertising agency.
Functions of Advertising Agency
As the advertising is now being carried on scientific lines, the functions of advertising agencies have considerably increased. The advertising agency is a firm which specializes in creating advertising and also making research work in the market. Following are the main functions of Advertising Agency.:-
- Determination of Market
The advertising agency makes a study of demand of the client’s products in the market. It takes into consideration the class of buyers, the time of purchase made in bulk or in small quantities.
- Analysis of Potential Market
The advertising agency carefully analysis the present position of the clients product and the prospectus of its growth is the future. Market research is thus an important part of the whole procedure of advertisement.
- Distribution Factors
The advertising agency has also need to guide the client in the selection of the channel distribution for the sale of the product. For instance, it may recommend an opening of a factory’s, sale branch or appointment of agents or wholesale distributor for the marketing of product.
- Media of Advertisement
It has also to determine the advertising media, which is most suited for the promotion of sale and also costs less per unit to the client.
- Formulation of Plan
The advertising agency also formulates plans on scientific lines, and presents it to the client for his guidance and implementation.
- Execution of the Plan
The advertising agency provides all possible help in the development and execution of plan.
- Preparing the Advertising Copy
The advertising agency prepares the advertising copy, taking into consideration the human desire, the tone of advertising etc. It selects the best medium of advertisement for the firm’s product. It is called keying in business terminology.
- Close Cooperation
The agency keeps a close touch with client and constantly examines the results from the advertising campaign. It is called a follow up system.
- Agency Commission
The advertising agency receives a commission for the services it renders in promoting the sales of his client by preparing an effective advertisement, buying space and conducting the advertising result.