UNIT -9
ADVERTISING MEDIA
9.2 MEANING AND IMPORTANCE OF MEDIA :-
→ Medium is the vehicle of advertising message to teh target customers
• Importance of Media :-
→ The growth of large sacle industries and develop ment of modern methods of communication have added to th importance of advertising thourgh different media of mass appeal.
→ The meida not only facilitate communication of the sponsored message but also enable repetiation of the message as oftern as necessary.
→ Use of particular medium also makes it possible to convery information in as much detail as required.
→ Media advertising provides useful support to personal selling.
9.4 REQUISITES OF AN IDEAL MEDIUM :-
→ Characteristics of ideal medium are :-
(1) Reach
(2) Message
(3) Economy
(4) Flexible
(5) Scope of repetiation
(6) Effective
9.6 CHOICE OF MEDIA :-
→ The folllwoing factors influence the choice of media :-
(1) Characteristics of the media.
(2) Nature of the product to be advertised
(3) Type of audience
(4) Coverage
(5) Cost
9.7 ROLE OF ADVERTISING AGENCIES :-
→ Advertising agencies perform the useful fucntions of providing expert services as media specialists to the large advertisers on payment of a fee or commission.
→ They handle all aspcets of advertising including media selection on behalf of their clients.
