Introduction of

Advertising Media
Communication, Marketing, Advertising

A tells something to B > Communication

A sells something to B > Marketing
A tells something to buy something to B > Advertising
 • Advertising is a marketing strategy that
brings messages about products and

What is
services to broad audiences through media.
• An industry/Company is used to call the
attention of the public to something,
Advertising ? typically a product or service.
• such as TV and radio, newspapers and
magazines, online social platforms like
Facebook, Twitter, LinkedIn, YouTube, and
billboards.
• The ability to tell about something. In Its simplest form then, advertising can be defined
as “the ability to tell well in order to sell, whether a product, or a service or an idea.”
• However ,it is easier to describe than define advertising. Advertising means a process by
which the message is given by an advertise through such media as
newspapers,magazines,films,cinema slides,radio,hoardings,posters, direct
mail,literature,brochures,catalougues ,shop-signs , exhibitions.
• The word Advertising is derived from the Latin word ‘Adverto’ Which means ‘to turn
towards’
The history of advertising

The Papyrus was used to

make sales messages, wall
posters, or lost and found
advertising in Ancient Egypt,
Ancient Greece, and Ancient
Rome.
What is Media ?

• The term “media” is the plural form of the word ‘medium’ which means ‘through which
a thing is done’.
• Advertising medium is the means used by businessmen to communicate information
about their products/services to the customers.
What does advertising media mean?

Advertising media can be defined as the delivery of commercial, information, and other messages that
can be classified as advertising. This can be done through a variety of mediums such as print, television,
outdoor signage, or online advertisement.

What is the role of advertising media?

Advertising Media is a part of the marketing strategy to promote and market a product, service, or
brand. The objective of this role is to reach out to potential buyers, get them interested in the company
and convey the messages needed for them to buy products or services.
The goal of advertising media is to inform and influence the target audience through any means and
mediums. The main purpose of advertising media is to increase awareness and understanding among
the target audience about a specific product or service in order to attract customers.
Basic Functions Of Advertising:

1. Builds awareness of products and brands

2. Creates a brand image

3. Provides product and brand information

4. Persuades people

5. Provides incentives to take action

6. Provides brand reminders

7. Reinforces past purchases and brand experiences

Objective Of Advertising

• The basic objective of advertising media is to place the sales message before the
prospective buyers.
• There are a number of methods of communicating information and each method has its
special features.
• For example, in newspaper and magazines, advertisements appears in print, while on
the radio, the message is orally conveyed. On the television, there is oral as well as visual
presentation of the message.
Advertising Medias

Advertising media refers to the channels where businesses can promote

their products, services or brand.

• Folk Media
• Traditional Media/ Convectional Media
• New Media/ Digital Media
Folk Media

• Any form of mass communication available before the advent of digital Media

• Campaigns for election in bullock carts and auto rickshaws with big loud speakers

• Folk plays like ‘Ramleela’, stage shows or Tamaasha, Nautanki, Dance & Dramas, Haat, Mela, Bazar

• ‘Nagada’ system to spread the message from one village to another village, Lok Geet in weddings,
festivals, rituals, celebration at the end of the harvest seasons like Baisakhi

• Wall Painting, Rangolis, Stories by Grandparents, Rajdoot

• Different signs and symbols were used to deliver messages on Rock Carvings/Paintings (Petroglyphs)

• Smoke signals were used to send messages. They were mostly used in China.

• People used to attach small letters to pigeon necks as a carrier , hoping they would fly to the receiver.
Motto
• A way to transfer culture, tradition, language, ethic, morality understanding one
generation to another generation.
• These medias are local, they have common backgrounds (area, language, culture)
• There viewers are regional, participatory form is limited
• Difficult to assemble variety of culture at one place
• Folk Media is seasonal/ occasional
• Mentality of Folk Media is enjoyment more than spreading news
• Communicator and receivers are from same locality.
Traditional/Convectional Media

• Traditional media consists of all forms of communication used before the internet age.
• Traditional media refers to advertising channels that have been used for decades.
• Traditional media refers to print media and broadcast media. Print media includes newspapers,
magazines, and books, while broadcast media includes television and radio.
Print Media – Characteristic

• Print advertising used to be the primary advertising method for small businesses before the
advent of digital advertising.
• Print media are lightweight, portable, disposable publications printed on paper and circulated
as physical copies in forms we call books, newspapers, magazines.
• Print advertising includes newspaper ads, magazine ads and ads in brochures and flyers.
• They hold informative and entertaining content that are of general or special interest.
• for some local businesses or businesses that target older, less digitally engaged audiences,
print advertising can still be a good choice for your ad spend.
• Advertisers can choose from a wide range of different types of newspapers, including local,
regional or national titles published in daily, evening, weekly or Sunday editions. Newspapers
target different readerships with a mix of content, often including sports, entertainment,
business, fashion and politics in addition to local, national or world news. Advertisers can buy
different sizes of advertising space, from small classified ads with text only, to display ads
featuring text, photographs, illustrations and graphics in sizes up to a full page or even a
double-page spread.
Newspapers and Weeklies

1. An important medium of Advertising where majority of the population is literate.

2. India is the second largest publisher of daily newspaper in the world.
3. Advertisers can choose from a wide range of different types of newspapers, including local, regional or
national titles published in daily, evening, weekly or Sunday editions.
4. Newspapers target different readerships with a mix of content, often including sports, entertainment,
business, fashion and politics in addition to local, national or world news.
5. Advertisers can buy different sizes of advertising space, from small classified ads with text only, to
display ads featuring text, photographs, illustrations and graphics in sizes up to a full page or even a
double-page spread.
Magazines
1.Magazines are a combination of newspapers and books.
2.Magazines cover a wide range of interests including sport, hobbies, fashion, health, current
affairs and local topics. Many business and trade magazines provide coverage of specific
industries, such as finance or electronics. Others cover cross-industry topics, such as
communications or human resources, while still others focus on job-specific areas, such as
publications for executives, marketing professionals or engineers.
3.Publishing frequency is typically weekly, monthly or quarterly. As with newspapers,
advertisers can take advertising spaces from classified ads to full page ads in black and white
or color.
Billboards and Posters

1. Advertising on billboards and posters gives advertisers the opportunity to reach consumers on the
move. Putting posters in retail malls, for example, helps advertisers reach consumers close to the point
of purchase.
2. Posters or billboards in train stations, airports or busy town centers have the potential to reach large
groups of consumers.
3. Advertisers can change the messages on billboards and posters at a frequency of their choice.
4. This includes digital signage, transit ads (i.e. bus shelters, train ads, subway stop ads, etc.), street
furniture ads and ads in sports venues.
5. Out-of-home advertising can be quite expensive.
• Books – focused on a particular topic or subject, giving the reader a chance to spread their knowledge
about their favorite topic.
• Banners – used to advertise a company’s services and products, hung on easily-noticed sights to attract
people’s attention.
• Billboards – huge advertisements created with the help of computers. Their goal is to attract people
passing by.
• Brochures – a type of booklet that includes everything about one company – its products, services, terms
and conditions, contact details, address, etc. These online brochures are either distributed with the
newspapers or hand over to people.
• Flyers – used mostly by small companies due to the low cost of advertising. They contain the basic
information about a company, their name, logo, service or product, and contact information, and they are
distributed in public areas.
Direct Mail: Letters and Postcards

1. Advertisers use direct mail to reach smaller target audiences or selected prospects.
2. Direct mail often take the form of a letter, brochure or flyer sent via the postal service.
3. Advertisers can compile their own list of prospects and customers for the mailing, or rent a mailing
list from a specialist firm.
New Media/ Digital Media

New media, also called digital media, consists of

methods that are mostly online or involve the
Internet in some sense. It usually involves digital
channels that gained popularity in the last decade or
so.
From a website or email to mobile phones and
streaming apps, any internet-related form of
communication can be considered new media.
Charecteristic

• Digital media facilitates social interaction and empowers people.

• Digital media connects people in ways never before possible, enabling users to maintain friendships
across time and distance.
• Two important characteristics of digital media are flexibility and low cost. Flexibility means that digital
media are more easily copied, shared, and edited than analog (traditional) media.
• Successful digital platforms are:
1. Social media platforms like Facebook, Twitter, Instagram, and LinkedIn.
2. Knowledge platforms like StackOverflow, Quora, and Yahoo! Answers.
3. Media sharing platforms like YouTube, Spotify, and Vimeo.
4. Service-oriented platforms like Uber, Airbnb, and GrubHub
• Websites
When the internet came about, businesses one after the other started going online to
communicate directly with potential consumers. Business owners no longer needed Yellow Pages
or ad placements to get exposure. They could communicate direct to consumer. And people could
post comments and ask questions directly on the site!
• Blogs
Blogs came thick and fast after Websites. Blogs are personal websites where people can write
about their lives and thoughts on various topics. Now, anyone can create a global audience for their
writing. Many blogs such as “mommy blogs” and “travel blogs” went viral over the years, getting
huge numbers of followers
• Email
What did we do before email! Walk to the post office, drop the letter in the box, and waitweeks for
a reply? Email digitized information sharing in the late 1990s, allowing written communication
between people and businesses to happen faster than ever before.
Social Media Platforms

Social media include platforms like Facebook, Instagram, Twitter and (do you remember it?) MySpace.
Thanks to social media we can share our lives and thoughts with our friends and family, while also
keeping in touch with people from our past.
• Owned media is content you create and control, like your Facebook page or your website
• Earned media is content others create about you, like reviews or Instagram posts.
• Paid media is content you pay to place in front of an audience as an ad or sponsorship

Broadcast Media
• Broadcast advertising includes mass-market media like TV and Radio.
• Broadcast advertising, especially TV ads, can be cost prohibitive for small businesses, if you have
local TV and radio stations near you, the cost might be more affordable and the audience could be
highly relevant to your local business.
• Professional TV ads can be quite expensive to produce.
• The cost of broadcast ads depends on a number of factors, including the length of the ads (longer TV
and radio ads will cost more to air), the frequency they play and the time of day they’re aired.
 Advantages and Disadvantages of Media Types

Media Type Advantages Disadvantages

Print Credibility, demographic selectability High cost, long lead time

Broadcast Mass-market scope, low cost per exposure Low attention and engagement

Low cost, high engagement potential, Audience may avoid viewing the ad, low
Digital Media
demographic selectability impact

Low demographic selectability, targets mass

Outdoor Repeat exposure, low competition, flexibility
market

Audience can avoid/become overwhelmed if

Direct Mail Flexibility, personalisation
frequency is high
Advertising media types: creative execution
Finally, let's observe how we can classify advertising messages through how their advertising appeal is
communicated. We discuss advertisement appeal in more detail in the following section, so bear with us.

The different types of creative execution includes:

•Demonstration: The advertisement highlights the product's benefits as it is being used.

•Comparison: Directly or indirectly comparing the product's benefits to those of competitors.
•Straight-sell: Directly showcasing information about the product.
•Testimonial: The advertisement relies on an individual explaining the product's benefits - derived from personal
use.
•'Slice of life': The advertisement focuses on a familiar daily situation or problem people face and provides a solution
to this problem.
•Celebrity endorsement: The advertisement portrays a well-known celebrity using the product.
•Scientific: The advertisement uses scientific studies or presents medical advice to portray the product's benefits.
According to David Ogilvy, “If you are tiring to persuade
people to do something, or buy something, it means to me
you should use their language, the language in which they
think “.
 Theory of Communication Design I : Tutorial 2

Q.1 Fill in the blanks : Q.2 Match the following :

1. Mediums used for advertising are___,__,___,___,___. 1. Advertising a form of Communication

( print, television, outdoor signage, and online, criers,) 2. Broadcast an audio & video content

2. Advertising media can be defined as the delivery 3. Interactive Media user’s input

of_____. (commercial information, products, parcels) 4. Advertising appeal an important element to attract

3. Advertising ______is a part of the marketing strategy to 5. Media Planning finding the right platform

promote and market a product, service, or brand.

( Art, Design, Media) Q.3 Write in detail :

4. The goal of advertising media is to inform and influence 1. What is advertising Media ?

the _______. ( buyer, people, target audience) 2. Explain the types of Media.

5. Advertising is the _____ communication of a product. 3. What is the role of Advertising Media in Society?

( free, willful, paid) 4. Explain the advantages and disadvantages of different

advertising media types.