Introduction of Print Mediaaaaaaaaa
Transcript of Introduction of Print Mediaaaaaaaaa
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PRINT MEDIA ADVERTISING
FEATURES,ADVANTAGES AND
DISADVANTAGES
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Introduction of advertising Advertising is used for communicating business information to the present
and prospective customers.
It usually provides information about the advertising firm, its product
qualities, place of availability of its products, etc.
In the modern age of large scale production, producers cannot think of
pushing sale of their products without advertising them.
Advertisement supplements personal selling to a great extent.
In the modern world advertising plays a key role becasue of tough
competition in the market and fast changes in Technology.
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Introduction of
Print media is one of the oldest and basic forms of mass
communication. It includes newspapers, weeklies, magazines,
monthlies and other forms of printed journals.
Even though it is one of the oldest forms of information
distribution, it remains as the most popular forms of advertisingdue to its ability to reach a wide audience.
Print media has the advantage of making a longer impact on the
minds of the reader, with more in-depth reporting and analysis.
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Evolution of
The history of print media and written communication follows the
advancement of civilization.
In early 19th century, the industrial revolution brought major innovations in
print media technology.
Rotary steam presses soon came along and replaced hand-operated
machines, doing the same job in a small fraction of the time.
The digital era in typesetting started in early 1970s, with PostScript gradually
emerging as the standard for digital typesetting
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Present scenario: During the 1990s, the printing industry experienced tremendous
change with the development of digital technology. Thus printing became more cost-efficient and alterations were more
easily executed.
Now they have turned to online options to accomplish advertising and
marketing objectives.
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Importance of
It helps us to know the world well
It helps daily circulation of the news and extends the news to
each and every part of the country
They represent the basic from of publication and also displays
the news as a part of advertising content
They can estimate and bring the real facts
Print media is the more reliable source for us
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It helps to update by providing latest news about various topics
such as politics, economics, sports, Agriculture, Forest, Fishers,
stock market and weather update etc
To increase awareness in all people about human affairs.
Helpful to increase the method of education and also sharpen
the intellect and outlook of the student who regularly read the
daily newspaper.
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Types of Print media advertising
Newspapers
Magazines
Posters
Brochures
periodicals, journals, books, booklets, ads onbuses, billboards,newsletters, supplements,
packaging.
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Features of Print Media Advertising
Permanent and readily available. Cover large area.
Contents can be read, re-read and retained.
Convenience.
Keepsake memorabilia.
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Targetability via speciality
sections.
Flexible in size and cost.
Offer innovation.
Circulation.
Often used to generate
cognitive responses.
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Advantages
Potentially large coverage area
Can target specific audience
Can use color
Flexibility in size and cost
Visibility of product
Couponing opportunity
Large repeat and pass along
readership
Disadvantages
Clutter
Cost associated with repeat
exposure
Lack of movement and sound
Not immediate-may be
weekly/monthly
Long lead time required for
purchase
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NEWS PAPERAdvantages
Potentially large coverage area
Low cost relative to other media
Immediacy
Access to large socio groups
Targetability via specialty sections
Can use color
Flexibility in size and cost
Visibility of product
Couponning
Short Lead time
Disadvantages
Inconsistent reproduction
Typically 1 day exposure
Clutter
Lack of movement and sound
May be limited to Black and White
Readership declining and
production costs increasing
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POSTERAdvantage
Cost-Effective
Credibility
controllable
Disadvantage
Unreliable
Expensive
Difficult to reach a national
audience
Look messy and cluttered
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BROCHURES
Advantages
Flexible designs
Advertising benefits
Saves time
Disadvantages
Printing expenses
Limited space
Advertising costs