Advertising Mediums

Radio

Television

Press (Newspaper & Magazine)

Radio

Radio is far more local, immediate and interactive than other media’s.

Radio offers an opportunity to target a specific segment of people with different shows targeting different groups at different times which enables a wide and specific listener-ship.

Using humor and drama the commercials are very appealing to listeners.

Radio advertising also enables sonic branding, sonic branding is when the music used in a commercial, it enables you to identify a brand.

With radio there is a distinct disadvantage over television.

One can only make a person hear your concept and not see it, so when a lot of information has to be disseminated through an ad, the execution has to be creative to hold on to the listener’s attention.

Television

Advertisements on TV have been used to sell every product imaginable over the years.

The TV commercial is considered the most effective mass-market advertising format as reaches very large audiences.

The majority of television commercials features a song or jingle that listeners soon relate to the product or catch-phrases that generate sustained appeal

TV offers your message sight, sound, motion, color and all the special effects you can afford; it is a powerful medium with sensual impact.

TV ads are intrusive in nature - the viewer does not have to be actively involved to receive your message.

Press

Print as an advertising medium is the most direct mode of communication in the world of advertising.

It can reach such a large audience, and the great number of specialized publications enables businesses to focus in on a target audience with a specific set of characteristics.

Newspaper has something for everybody: sports, comics, crosswords, news, classifieds, etc.; advertisers can reach certain types of people by placing the ad in different sections of the paper.

Advertisers use different attention devices to attract readers -a headline, a graphic or logo layout body copy, the price of goods or services etc.

However, newspaper ads can only use limited special effects, such as font size and color.

RADIO, TELEVISION & PRESS

RADIO: direct and personal radio, only voice promotion

Cheapest form

TV: most intrusive medium – sound, picture and animation

A versatile form but most expensive

PRESS: very effective in teaser campaigns, reminder ads, targeting the mass

No sound, no drama and animation