What are the four 4 types of media?

Media can be classified into four types: Print Media (Newspapers, Magazines) Broadcast Media (TV, Radio) Outdoor or Out of Home (OOH) Media. Internet.

bbamantra.com - Types of Media, Print, Broadcast, Outdoor, Internet - BBA|mantra

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Media simply refers to a vehicle or means of message delivery system to carry an ad message to a targeted audience. Media like TV, Radio, Print, Outdoor and Internet are instruments to convey an advertising message to the public. The main task of media planners is to select the most appropriate media channels that can effectively communicate the advertising message to a targeted audience. Hence, it is essential for media planners to:

Keep up with latest media trends

Keep up with New technological developments

Determine long and short term effects of different media

Analyse Strengths and Weaknesses of different media

Factors determining Media selection

Nature of product

Market requirements

Distribution strategy

Nature of message and appeal

Competitors choices

Media availability

Penetration

Size and Nature of business

Types of Media / Media Classification

Media can be classified into four types:

Print Media (Newspapers, Magazines)

Broadcast Media (TV, Radio)

Outdoor or Out of Home (OOH) Media

Internet

Print Media

(i) Newspaper

Newspaper is a major source of information for a large number of readers.

It may be National or local, daily or weekly newspaper.

Newspapers allow presentation of detailed messages which can be read at reader’s conveyance. It allows prompt delivery of detailed coverage of news and other information with interesting features for readers. It is a high involvement media as readers are required to devote some effort in reading the message.

It is available to masses at a very low cost.

Classification of Newspapers

National Newspapers

Daily newspapers (Local/Regional)

Special Audience newspapers

Special Inserts – Tender notices, Public notices, Shifting of office etc.

Free Standing Insert – Pre-printed ad inserted in newspapers folds that fall out when the reader opens it and attract immediate attention

Flexibility

Geographic and language selectivity

Widespread coverage

Offers penetration

Cheap media with high frequency

High repetitive value and quick response

Disadvantages

Poor Presentation and Quality

Short life span

Limited selectivity with regard to lifestyles

Hard to reach illiterate and poor people

(ii) Magazines

A Magazine is a specialized advertising media that serves educational, informational, entertainment and other specialized needs of consumers, businesses, and industries. A Magazine allows presentation of a detailed ad message along with photos, illustrations, colours etc. It is a high involvement media as readers pay a premium price for it and magazines are not dumped after reading.

Magazines can be classified into Local/Regional/National or Weekly/Monthly/Quarterly Magazines.

Types of Magazines

Consumer magazines – Magazines bought by general public for information and entertainment. It can be used to reach a specific target audience. It may be a –

General Interest Magazine

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Glamour Magazine

Film Magazine

Special Interest Magazine

Women Lifestyle Magazine

Business Publications – Business magazines includes publications such as trade journals for businesses, industries or occupations. It may be published weekly monthly or quarterly. Generally, readership includes business managers and executives, businessmen, business students etc. It may be categorized into –

Business Publications

Professional Publications

Trade Journals

Industrial and Institutional Publications

Long Life

Better reproduction

Highly selective, avoids waste of circulation

Can create image, prestige or reputation

Allows services like `split runs’

Can reach specialized groups

Disadvantages

High cost

Limited reach and frequency

Long response time

Low flexibility

May face competition

Broadcast Media

TV is a principal source of information and entertainment for people exposed to mass media. It is believed to be the most authoritative, influential, exciting medium for reaching very large audience.

It combines visual images, sound, motion and colour to achieve viewer’s empathy.

It allows development of creative and imaginative ad messages in a unique way. It is considered intrusive in nature as the audience have no control over the nature and pace of advertisements.

Powerful audio-visual media

Wide coverage with effective cost

Attention – intrusive in nature

High selectivity and flexibility

Disadvantages

High cost

Short lived message

Limited attention by viewers

Zapping – changing channels

Zipping – fast-forwarding commercial to avoid commercials

Intrusive in nature

(ii) Radio

Radio is a premier mass medium for users and advertisers.

It has a wide spread reach.

It delivers the ad message to a large number of people across the length and breadth of a country. Radio time in India is usually sold in slots of 7, 10, 15, 20 or 30 seconds. It is one of the most personal medium and offers selectivity, cost efficiency and flexibility advantages over other media. Efficiency of a radio ad depends upon the precision of script, accompanying sounds and level of distortion According to Rebecca Piirto: “In some ways radio listeners act more like magazine subscribers than television viewers. They tend to listen habitually, at predictable times, to stations with narrowly targeted formats. They are loyal, identifiable and much cheaper to reach than TV audience.”

Wide coverage

Helps to reach lower income people, illiterate people

Mental imagery – encourages audience to use imagination

Offers high selectivity

Cost efficient

Flexible

Disadvantages

Lack of visual elements

Short lived message

Audience fragmentation

Limited research data

Clutter – Too many ad messages

Support Media

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(i) Outdoor advertising

It is usually used as a supportive medium by advertisers.

It includes bill boards, boarding, neon signs posters etc.

It can generate considerable reach and frequency level at low cost.

Useful when introducing a new product.

Helps to remind the customers.

Helps to generate sales at point of purchase/point of sale.

Geographic flexibility

Continuity

Efficient and cheap

Flexible and Creative impact

Disadvantages

Limited message

Wastage in terms of coverage

Limited effectiveness

Message fades due to over exposure over time

Public criticism

Uses billboards, neon signs and electronic messages.

It is targeted at users of various modes of transportation.

Long exposure

Exposure frequency

Geographic selectivity

Low cost

Disadvantages

Waste coverage

Creative limitations

Audience mood

Brief message

Cinema is a popular source of entertainment comprising of audience from all classes and socio-economic groups of society.

Films are watched by a significant number of people everyday.

It involves use of cinema halls and video tapes to deliver the ad message. Similar to TV, it also combines sight, sound, colour and movement to deliver a creative message.

Video rentals include messages by local advertisers.

Large exposure

Audience mood

Selectivity

Recall

Lack of clutter

Disadvantages

Audience irritation

Limited reach

Limited frequency

Internet

Internet is a worldwide medium that provides means of exchanging information through a series of interconnected computers.

It is a rapidly growing medium of advertising.

It is a future medium which offers limitless advertising opportunities.

It involves use of world wide web to showcase a website or e-commerce portal to the world.

It provides a sophisticated graphic user interface to users.

It is accessible to anyone with a computer and broadband connection.

Websites – Online Brochure of product/services, Virtual Office

Sponsorship – Companies sponsor bloggers to write about them.

Classified ads – Similar to newspaper ads

E-mail – Electronic mails carrying ad message

Interactive medium

Global medium

Generates immediate response

Provides high selectivity and flexibility

Gives detailed information (in depth info and reviews)

Reaches B2B users easily

Disadvantages

Lack mass media efficiency

Targeting and research costs are high

Slow downloads

Cost of PC is high

Security is a primary concern

Not persuasive

Also Read: Steps to develop a Media Plan, Media planning & Strategy development Activities

bbamantra.com - Types of Media, Print, Broadcast, Outdoor, Internet - BBA|mantra

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