Paper No 15 Mass Communication and Media Studies

Assignment of media

Types of media with its advantages and disadvantages

Name: Jayati Thakar

Paper no: 15- The Mass Communication and Media Studies

Roll. No. 30

Assignment Topic: Types of Media With Its Advantages and Disadvantages

Submitted to: S. B. Gardi Department of English, M. K. Bhavnagar University.

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Introduction:-

        Media is the one of the major devices of communication in 21’st century the era of digitalization. Media is major source of connectivity and communication with others. Nowadays media comes in many different forms like Print (books, newspapers and magazines), television, movies, and video games, music, cell phones, various kind of software and the Internet. Media plays its vital role in every field like Educational, industrial, business, entertainment, etc…

          It is useful for erect awareness of any subject or issue related to our surrounding. It also promotes the products to potential customers.

The various media that are commonly used are being explained here:

Newspapers

Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses.

Advantages of Newspaper Advertising

·         Allows you to reach a huge number of people in a given geographic area

·         You have the flexibility in deciding the ad size and placement within the newspaper

·         Your ad can be as large as necessary to communicate as much of a story as you care to tell

·         Exposure to your ad is not limited; readers can go back to your message again and again if so desired.

·         Free help in creating and producing ad copy is usually available

·         Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your customers’ hands in one to two days.

Disadvantages of Newspaper Advertising

·         Ad space can be expensive

·         Your ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of your competitors

·         Poor photo reproduction limits creativity

·         Newspapers are a price-oriented medium; most ads are for sales

·         Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded.

·         You may be paying to send your message to a lot of people who will probably never be in the market to buy from you.

·         Newspapers are a highly visible medium, so your competitors can quickly react to your prices

·         With the increasing popularity of the Internet, newspapers face declining readership and market penetration. A growing number of readers now skip the print version of the newspaper (and hence the print ads) and instead read the online version of the publication.

Magazines

Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows you to reach highly targeted audiences.

Advantages of Magazine Advertising

·         Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience or whose editorial content specializes in topics of interest to your audience.

·         High reader involvement means that more attention will be paid to your advertisement

·         Better quality paper permits better color reproduction and full-color ads

·         The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out

Disadvantages of Magazine Advertising

·         Long lead times mean that you have to make plans weeks or months in advance

·         The slower lead time heightens the risk of your ad getting overtaken by events

·         There is limited flexibility in terms of ad placement and format.

·         Space and ad layout costs are higher

Yellow Pages

There are several forms of Yellow Pages that you can use to promote and advertise your business. The Web versions of Yellow Pages (and its many competitors online) have been growing by leaps and bounds in recent years, with many foregoing the traditional Yellow Pages supplied by phone companies. But you can also check out specialized directories targeted to specific markets (e.g. Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases; Audiotex or talking yellow pages; Internet directories containing national, local and regional listings; and other services classified as Yellow Pages.

Advantages of Yellow Page Advertising

·         Wide availability, as mostly everyone have Yellow Pages

·         Non-intrusive

·         Action-oriented, as the audience is actually looking for the ads

·         Ads are reasonably inexpensive

·         Responses are easily tracked and measured

·         Frequency

Disadvantages of Yellow Page Advertising

·         The Internet has led to the decline in the usage of the Yellow Pages, as users find the Web to be an easier, faster and more comprehensive

·         Pages can look cluttered, and your ad can easily get lost in the clutter

·         Your ad is placed together with all your competitors

·         Limited creativity in the ads, given the need to follow a pre-determined format

·         Ads slow to reflect market changes

Radio

Advantages of Radio Advertising

·         Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car.

·         The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer.

·         Gives your business personality through the creation of campaigns using sounds and voices

·         Free creative help is often available

·         Rates can generally be negotiated

·         During the past ten years, radio rates have seen less inflation than those for other media

Disadvantages of Radio Advertising

·       Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience

·         Listeners cannot go back to your ads to go over important points

·         Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple exposure to break through the listener’s “tune-out” factor and ensure message retention

·         Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention

Television

Advantages of Television Advertising

·         Television permits you to reach large numbers of people on a national or regional level in a short period of time

·         Independent stations and cable offer new opportunities to pinpoint local audiences

·         Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion

Disadvantages of Television Advertising

·         Message is temporary, and may require multiple exposure for the ad to rise above the clutter

·         Ads on network affiliates are concentrated in local news broadcasts and station breaks

·         Preferred ad times are often sold out far in advance

·         Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate

·         Relatively expensive in terms of creative, production and airtime costs

Telemarketing

Telephone sales, or telemarketing, are an effective system for introducing a company to a prospect and setting up appointments.

Advantages of Telemarketing

·         Provides a venue where you can easily interact with the prospect, answering any questions or concerns they may have about your product or service.

·         It’s easy to prospect and find the right person to talk to.

·         It’s cost-effective compared to direct sales.

·         Results are highly measurable.

·         You can get a lot of information across if your script is properly structured.

·         If outsourcing, set-up cost is minimal

·         Increased efficiency since you can reach many more prospects by phone than you can with in-person sales calls.

·         Great tool to improve relationship and maintain contact with existing customers, as well as to introduce new products to them

·         Makes it easy to expand sales territory as the phone allows you to call local, national and even global prospects.

Disadvantages of Telemarketing

·         An increasing number of people have become averse to telemarketing.

·         More people are using technology to screen out unwanted callers, particularly telemarketers

·         Government is implementing tougher measures to curb unscrupulous telemarketers

·         Lots of businesses use telemarketing.

·         If hiring an outside firm to do telemarketing, there is lesser control in the process given that the people doing the calls are not your employees

·         May need to hire a professional to prepare a well-crafted and effective script

·         It can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm

·         It is most appropriate for high-ticket retail items or professional services.

Specialty Advertising

This kind of advertising entails the use of imprinted, useful, or decorative products called advertising specialties, such as key chains, computer mouse, mugs, etc. These articles are distributed for free; recipients need not purchase or make a contribution to receive these items.

Advantages of Specialty Advertising

·         Flexibility of use

·         High selectivity factor as these items can be distributed only to the target market.

·         If done well, target audience may decide to keep the items, hence promoting long retention and constant exposure

·         Availability of wide range of inexpensive items that can be purchased at a low price.

·         They can create instant awareness.

·         They can generate goodwill in receiver

·         The items can be used to supplement other promotional efforts and media (e.g. distributed during trade shows).

Disadvantages of Speciality Advertising

·         Targeting your market is difficult.

·         This can be an inappropriate medium for some businesses.

·         It is difficult to find items that are appropriate for certain businesses

·         Longer lead time in developing the message and promotional product

·         Possibility of saturation in some items and audiences

·         Wrong choice of product or poor creative may cheapen the image of advertiser

    

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WORK SITED:-    https://www.powerhomebiz.com/marketing-         tips/advertising/advantages-and-disadvantages-advertising-mediums.htm