Question
“No single medium of advertising is ideal in all respects”. Discuss.
Answer :
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Skip in 10
There are various medium of advertising. The term medium applied to advertising refers to a channel of communication or a ‘vehicle’ for carrying the advertiser’s message to his target audience. The most brilliant and original advertising ideas will be wasted if they are not presented in the ,. right place, at the right time to the right people at the lowest possible cost. The success of an advertisement depends as much on the medium as on the message.
Advertising media can be categorized into five broad types. However, No single medium of advertising is ideal in all respect. These are given as follows:
1. Print Media
Print medium comprises newspapers and magazines. In both cases the message is conveyed through words in print, sometimes along with pictures or photographs. Words in print can be made as attractive, appealing and informative as possible, so also the accompanying picture.
Newspapers: Published in different languages, newspapers are widely and regularly read by the educated public. Reading newspaper is the daily habit of many people. Many have also become accustomed to advertisements in newspapers and look for them as sources of information. As a medium of advertising, newspapers reach a very large number of people. Newspaper advertising is relatively cheaper than other media like radio and television. Newspapers provide the facility of repeating the message every day, if necessary. Besides, in case of urgency there is scope for inserting an advertisement without much loss of time. It is possible to select a particular newspaper suitable for the audience in view. Since newspapers are read by the general public, they may be used as suitable media for goods of mass consumption. The life of the advertisement in a newspaper is short.
Magazines: Magazines are also called periodicals as they are published at periodical intervals. Different types of magazines are published for different categories of readers. Each magazine has a distinct category of readers. They have longer life than newspapers. On the whole, the cost of advertising in magazines is relatively cheaper compared to other media like radio and TV. However, magazines have certain limitations.
Timing of publication s periodical.
Lack
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