ADVERTISING MEDIA

Each type of medium has its own character and each specific medium, in turn, differs from the next. Each media decision must be made in light of the particular requirements of particular situation.

Ad Media

Above-the-line

Above-the-line media are those paid commission to the advertising agency.

1.      The Print

2.      Radio

3.      TV

4.      Alternative TV

a.      Cable

b.      Digital

c.      Satellite

d.      Video cassette

e.      Video games

f.        Home computers

5.      Cinema

6.      Outdoors

7.      Transportation

Below-the-line

Below-the-line media usually paid no commission to the ad agency.

1. Sales literatures

a.      Leaflets

b.      Folders

c.      Brochures and booklets

d.      Catalogues

e.      Postcards

f.        Diaries

2.                              Point of sales display

3.                              Aerial ad

4.                              Calendars

5.                              CDs, CD Rom

6.                              Ad bags/Carrier bags

7.                              Body media/Cap, T-shirt

8.                              Flags

9.                              Cards

10.                         Paper clips

11.                          Book ad

12.                         Badges

13. Stickers

Different types of print media

1. National
2. Regional
3. Local
4. Free
5. Special interest magazine
6. Consumer interest magazine
7. Trade journal
8. Technical journal

9.      Professional journal

10. Directories and yellow pages.      

Advantages of Print media

1. Cheapest means of reaching large numbers of unidentified prospective buyers
2. Can be inserted quickly- less time for designing than radio, TV or printing posters
3. Response can be achieved by means of coupons or giving of fax or telephone or e-mail
4. Can be targeted to certain people
5. Capacity to accept a large number of ads compared with limited time on TV or radio
6. Can be re-read and retain.

Disadvantages

1. Short life
2. Poorly printed
3. Passive medium
4. Static medium- no sound or movement.

Advantages of Radio

1. Cheapness- It costs little to own and run aradio set by battery. It is also cheaper to produce a radio commercial than a TV commercial.
2. Penetration- Radio can reach large audiences over great distances and is a means of reaching people who may have access to no other media. It also may works for multi-language and multi- ethnic society.
3. Transmission times- Radio programs are usually broadcast for many hours of the day, often round the clock.
4. Human voice and music- The use of sound, sound effects, whether vocal or musical, makes it a live medium compared with passive and static media.
5. Does not require sole attention- Unlike reading a newspaper or watching TV, radio does not demand the listeners' sole attention. He or she can do other things at the same time from working to driving car.
6. Companionship- Radio is often listened to as a form of companionship.

Who are the consumers?

1. Age
2. Income
3. Sex
4. Education
5. Race and nationality
6. Religion
7. Location
8. The family life cycle
9. Social class.