Advertising Media,

industry structure and

function
Submitted to : submitted by:
Mrs. Ravinder Kaur Naincy mehrotra
(Astt. Prof.) (Mba/17/708)
 Advertising media
Advertising media refers to the
various media channels through
which advertising is done.
 Advertising media is used for
communicated in various forms such
as text, speech, images, videos using
TV, radio, online, outdoor etc.

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 Types and function of Media
 Newspapers

 Magazines

 Internet web pages

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 Types and function of Media
 Billboards

 Telephone Directories

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 Types and function of Media
 Radio

 Television

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 Types and function of Media
 Direct Mail

 Hand bills

 Display windows

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 Newspapers
Advantages Disadvantages
 Can keep and refer  Print only and no
to later sound
 Newspaper
subscribers is less

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 Magazines
Advantages Disadvantages
 Can keep and refer  Print only and no
to later sound
 Covers wider
subscriber
population than
newspapers

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 Internet Web Pages
Advantages Disadvantages
 Reaches a broad  Many people do
audience not have
computers

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 Billboards
Advantages Disadvantages
 Work 24 hours a  Customers have to
day and 7 days a go where the
week billboards are

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 Telephone Directories
Advantages Disadvantages
 Help reach new  Not very helpful to
people in area long-time residents

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 Radio
Advantages Disadvantages
 Sound and can be  Cannot refer back
heard at home or to information such
in vehicles as telephone
number or location

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 Television
Advantages Disadvantages
 Large audience  Expensive
 Can be seen in  Must record to
motion and heard refer back to
information such
as telephone
number or location

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 Direct Mail
Advantages Disadvantages
 Rather inexpensive  Considered “Junk
for the number of Mail” and often
potential discarded
customers
 Can refer back to it
later

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 Hand Bills (Flyers)
Advantages Disadvantages
 Directed to a  Requires labor to
specific target distribute
group  May cause bad
 Can refer back to it public relations if
later left as trash

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 Display Windows
Advantages Disadvantages
 Remains for long  Customers have to
period of time go to where the
 Low cost window is
 Require labor
 Take up space in
building

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Industry structure of media

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 cont…..

 Advertisers:
A person, organization or company that places
advertisements in order to target customers.

Advertising and promotional agencies:

Advertising Agency is just like a tailor. It creates the ads,
plans how, when and where it should be delivered and
hands it over to the client. Advertising agencies are mostly
not dependent on any organizations.

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 cont…
External facilitators:
Marketing and Advertising Research Firms
• Consultants: Creative, Media, Database
• Production Facilitators
• Software Firms: web tracking, fulfill
Media organizations:
• Broadcast – TV, radio
• Print – Magazines, direct mail, newspapers
• Interactive Media – CD-ROMs, online shopping
• Support Media – Outdoor, directories, Sponsorship

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 cont…
 Target audience:
Household consumers
Businesses
Professionals
Government Organizations

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