Major Types Of Advertising As A Form Of Marketing Communication

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Advertising: Advertising can be defined as a form of marketing communication which is generally one way that is used to promote or sell a product or service. Advertising helps in informing potential customers about products and services and influences their attitudes, beliefs resulting in purchases. Serious or dramatic advertisements are effective in changing consumer’s negative attitudes.

Major types of Advertising Media:
1. Newspapers: Newspaper advertising has been around longer as compared to any other form of advertising. They are a good way to reach a large amount of people, especially those people aged 45 years and above. An average issue of a daily newspaper reaches more audience as compared to average hour of prime time television.

• It offers geographic selection
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• It requires long term advertiser commitments
• Magazines have a slow audience build up
• They have a limited demonstration capabilities.
• Magazines cannot portray urgency
• Magazines have a longer lead time.

Radio is ancient but unique form of advertising. It’s a growing and a pervasive medium. Radio reaches its audience when a person wakes up, goes jogging, or commutes to and fro for jobs and while going to bed.

• It’s less costly
• It immediately reaches its audience
• It can be scheduled even with a short notice
• The target audience doesn’t change with audience
• Its highly portable
• Radio has short term advertiser commitments

• Doesn’t have a visual aspect
• Radio has short advertising life of the message
• High frequency is required to generate comprehension and retention
• Background noise can cause distractions
• It creates commercial clutter.


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