The various materials or publications which are printed on paper and are distributed are termed as ‘print media’. For example, vendors either distribute newspapers to the customers or the customers purchase the newspapers from the vendors in its physical format. There are no special requirements of any latest technology or excess funds in the case of print media. However, due to the gaining popularity Of mobile technology and internet which facilitates easy access to any news or information demanded from anywhere, the role of print media might get decreased in the days to come.
Different types of print media are as follows:
- Newspaper: A typical example of local advertising mode can be seen in the form of newspapers. They are usually distributed in almost each house of a certain locality and thus can be considered to be having the local coverage. There is daily publication of newspapers. The circulation of a newspaper and its selection of news, features and editorials catering to the requirements and needs of the target readers, determine its popularity. Some popular newspapers in India are The Hindustan Times, The Times of India and The Economic Times; while some regional newspapers are Pioneer, Nav Bharat Times, The Hindu, Amar Ujala, etc. However, an ample amount of local newspapers can also be found in India. For example, some widely read newspapers in metros are The Illustrated Weekly Of India, Link, Blitz, etc.
- Magazines: People having some amount of interest in households, sports, movies, industry, politics, etc., subscribe to specialised publications called magazines. For example, the latest news of film industry is provided by Filmfare which is a good mode Of advertisement for outfits, cosmetic products, and jewellery. In the same way, the news related to industry and business can be gained from Business World, Business Today, etc.
- Broadcasting Media: Broadcasting media (mainly TV and radio) are mostly considered to be associated with advertising. The individuals who lack any other source of information or are not able to read and assess the current happenings in the world rely on such media. Different types of broadcasting media are as follows:
- Television: The most powerful, influential and thrilling among all forms Of media is the television. The ability of televisions to bring sound, motion, images and colour together, is said to make them the ideal medium of advertisement. Thus, the advertisers can increase their chances of creating most attractive and creative advertisement messages by making use of such features of televisions, as against other media. Though, having such great benefits, there are still a number of limitations associated with the TV which prevent its use in some special situations.
- Radio: Radio is a form of media which attracts the ears and brain of the listeners. It is one of the oldest medium of advertising. Different AM and FM stations are broadcasted daily. People are fond of Radio City, Radio Mirchi, Vividh Bharti and other stations. Local advertisers regularly use the radio for communicating new products, services, events, etc.
- Internet Advertising Media: It refers to the marketing of products or services with the help of internet. When some kind of promotional activity in the form of delivering marketing messages intended to attract the attention Of new customers are conducted by using the internet or World Wide Web, it is termed as online/internet advertising, web marketing, Online marketing or “-Marketing. A lot of benefits are presented to the marketer by the internet, one of which is the lowered costs of information and media distribution to reach to the customers worldwide. The different online media are as follows:
- Banner Ads: These are called banner ads as the major portion of the screen of the computer or laptop is covered with the ad. These may be placed at the top or bottom of the screen. These may have different sizes as per the content of the ads.
- Tickers: It looks like a dialogue box which moves across the screen. It resembles to an alert or error message.
- Interstitial Ads: Some ads appear on the screen while the desired page is opening. These ads utilise the time lapse between the clicking and loading of a page. Once the person clicks on such ads the page automatically shifts to the advertiser’s page.
- Pop-Up Ads: Such ads appear on the screen as soon as the person opens a particular site. Before accessing the site, the person is offered with such ads which contain organisational messages. Now-a-days, other organisations may have the authority to post ads on different web pages.
- Video Ads: Now-a-days many online advertisers use video advertising, in which different video clips are made available on the screen at left, centre or right side of the screen. YouTube also displays some ads before playing the actual video.
