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Types of Advertising Media

There are five main types of advertising mediums: print, broadcast, outdoor, digital, and product/brand integration. Each medium has its own characteristics like reach, cost, and ability to target audiences. A marketer must evaluate each medium's return on investment to choose the most effective options. Print advertising includes newspapers, magazines, brochures, and fliers which have different reach based on their type and audience. Broadcast advertising uses television and radio to convey messages through audiovisual content. Outdoor advertising places fixed advertisements in locations frequented by target audiences. Digital advertising refers to internet and mobile ads that use data to highly target consumers. Product integration weaves brands into entertainment content through storytelling.

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987 views

Types of Advertising Media

There are five main types of advertising mediums: print, broadcast, outdoor, digital, and product/brand integration. Each medium has its own characteristics like reach, cost, and ability to target audiences. A marketer must evaluate each medium's return on investment to choose the most effective options. Print advertising includes newspapers, magazines, brochures, and fliers which have different reach based on their type and audience. Broadcast advertising uses television and radio to convey messages through audiovisual content. Outdoor advertising places fixed advertisements in locations frequented by target audiences. Digital advertising refers to internet and mobile ads that use data to highly target consumers. Product integration weaves brands into entertainment content through storytelling.

Uploaded by

shiva
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Types of Advertising Media


Selection of the perfect advertising media where the advertisements will be presented is really
important for the success of the marketing campaign. There are several advertising mediums which
can be categorized under five heads:

 Print Advertising
 Broadcast Advertising
 Outdoor Advertising
 Digital Advertising
 Product/Brand Integration
Each of the media has its own exclusive characteristic like the reach, shelf space, interest, and niche
targetting, etc. A marketer has to evaluate each and choose the one with the greatest ROI.

Print Advertising
One of the oldest and most popular media of advertising, print media has better reach and can even
be used for copy extensive advertisements.

Print advertising includes –

 Newspaper advertisements – Newspapers have the highest reach among other types of print
advertisements. They are in the regional languages and have a narrower reach as compared to others
because of its economical price.
 Magazine advertisements – Magazines can be used for niche advertisements. They have a higher
conversion rate as the advertisements are targeted to the right audience.
 Brochures – Brochures impart everything a customer should know about the product or a brand. They
are targeted and distributed at a later stage to educate customer more about the brand.
 Fliers – Fliers are handy and have a great local reach. Fliers turn out to be very useful for local
businesses.

Different print mediums have different reach depending on their


type and the target group involved. Fliers can be used for locally
targeted communications whereas niche magazines can be used
for extremely targeted communication at a larger scale.
Newspapers and other non-niche and high reach print mediums
are used for above the line communications.
Broadcast Advertising
Technological advancement has resulted in increased returns from broadcast advertisements.
Broadcast mediums include audio-visual information and entertainment mediums like radio,
television, etc. It’s one of the most effective media for advertising as a story can be better
understood if moving images and audio is used. But this medium is one of the costliest advertising
mediums too.

Broadcast advertisements can be classified into

 Television Advertisements – Television advertisements are usually focused on brand building and
creating brand awareness among prospective customers. These involve a lot of time and monetary
investments and can prove to be one of the most beneficial advertisement investments for a business.
Television advertisements have an edge over print advertisements as the people who can’t read can also
understand the message through audio-visual ads.

Radio advertisements – Radio advertisements have both local and national reach and are
economical in terms of ROI. These can be in the regional language and have a great recall value.

Outdoor Advertising
Perhaps one of the most economical options, outdoor advertising
can prove to be the most effective advertising strategies if used
correctly, creatively, and at the right location. As the name
suggests, Outdoor advertising involves placing fixed (printed or
audiovisual) advertisements in locations most visited by the target
audience.

Outdoor advertising can be classified into –

 Banners & Hoardings


 Flags
 Wraps
 Events and sponsorship
 Automobiles
 Other guerrilla marketing strategies

Digital Advertising
Digital advertising refers to advertisements that are digitally displayed over the internet or other
digital devices. This includes the Internet, media devices like smartphones, tablets, etc. Big Data has
helped digital marketers to carry extremely targeted advertisements and get the most out of their
investments. With the everyday addition of new users and increased technology and R&D in the
digital world, marketers can now not only target customers with their advertisements but also can
engage and interact with them.
Digital advertising include advertisements on –

 Internet
 Mobile phones
 Media devices other than broadcast media. Devices like Kindle, Echo, Google home, etc.

Brand/Product Integration
Brand Integration allows a brand to reach out to the consumers
by integrating the brand within the entertainment media
content which is consumed by the users as entertainment. The
brand or the product is interwoven within the script, showcasing
products, functions and unique features.

In simple words, brand Integration is nothing but a form of


authentic storytelling which is crafted according to the trend and
needs and wants of the consumer and the brand.

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