outdoor
advertising is a potent tool of marketing and a component of overall promotion activities.
The marketing operation of any business is guided by its market plan which has
the best possible mix of four variables, namely, the nature of the product, the
price if the product, the channels of distribution which take the product to
the consumer and the promotional activities. With the help of marketing
research, the advertiser is the knowledge and data about the consumer, the
product, and the market. These data are about the consumers, who they are, what
are their needs, what is their buying behavior, what are the product qualities
desired by them, who are the competitors and the extent of competition, and a
great deal more information. These are useful in planning advertising programmers,
and in selecting the type of media to be employed. In advertising terms, medium
is a channel of communication, some examples of advertising media are
newspapers, magazines, TV, radio, and internet. A medium is a vehicle through
which an ad is carried to the consumer. It is the mediator between the creator
of the ad at one end and the consumer at the other.
Media too
have a market their own and work hard to sell their media related services.
Newspapers try to increase their circulation while electronic media try to get
more viewership and listenership. Once a medium has been established with a
significant audience, it is in a stronger position to attract advertisers to
their medium. Advertisers are constantly on the lookout for such audiences to
put across their promotional messages. Types of media Effective advertising
refers to informing the public about the right product at the right time
through the right medium. Conveying the right message at the wrong time or
through the wrong medium would be a waste of resources. Therefore, the right
media selection is the crux of the success of the entire ad campaign. However,
the right message, time and place are also equally important. Media selection
decision refers to only the selection of a specific medium of advertising, such
as newspaper, or magazine or radio or TV, or outdoor advertising. On the other
hand media planning is a general term encompassing decisions involving the time
and place of advertising in addition to the selection of the medium. A media
plan outlines how advertising time and space in various Media Print Newspapers Magazines Direct Mail Electronic TV Radio
CinemaOutdoorBillboards/BannersDigitalHoardingsTransitadvertisingOther media
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