ADVERTISING MEDIA (MEDIUM
Is the means through which an advertising message is conveyed to the public
The following are types of advertising media
1. Press advertising
Press advertising is a medium of advertising by using newspaper , magazine and magazine and trade journal e.g. daily news, the guardian, majira and other magazines.
This is the most popular and the most important form of advertisement in Africa and Tanzania at large.
Advantages of press advertising
i. Cover the selected are extensively.
ii. They are good for local advertising.
iii. Are flexible and timely.
iv. It gives advertiser an intense coverage of local markets because many people reads news papers.
v. Circulating cost are low.
vi. A large amount of information can be given.
Disadvantages of press advertising
– The life of newspapers advertising is very short.
– No entry one who reads newspaper is interested in the product advertising.
– Net goods for those who don’t know to read.
– Language used may be a problem to others.
2. Television advertising
A television is device which transmit facts visually and in words. The facts consist of the particular product in question as its benefit, how to use it physical and chemical contents etc
The particular are transmitted to different area in form of pictures, dialogue, speech, etc and received at honest of view.
Advantages of television advertising media
Combination of sound, vision , colour and movement facilitates effective communication.
Large segment of the market can be reached.
Repetition of advertising message is possible.
It is best for advertising consumer goods.
v.Product can be demonstrated as well as explained.
It is possible in terms of geographical market covered and the time of message presentation.
Disadvantages of television advertising media
Its expensive.
The message is not permanently recorded.
Advertising must create their audience.
3. Radio advertising
In this method the message in the advertisement is transmitted by means by means of radio. The advertisement can be broadcast from all station to be heard by all listeners in different areas. Radio advertisement normally accompanied with light music to ensure the regular response from the listeners.
Advantages of radio
Local market may be easily reached.
Cost are relatively low.
Repetition are facilitated.
It can use every language to convey message.
It is very effective during day light hours.
It can reach every class of people.
Disadvantages
Radio makes only an audio impression.
The life of a given radio message is short.
Audience alteration often is at a low level.
4. Cinema
The cinema is used to transmit visual and sound, message about product before the start of a show at the interval and the end of the show this is done both at cinema theatres and at mobile cinema shows which are common in rural areas.
5. Posters
These are usually stuck on the walls of the shopping areas bus stands , near cinema halls and other places with highly population only product of low prices and interested to low income people can be advertised through this medium.
6. Neon sign
These are electrical signs with are ordinarily placed on building to advertise products. The sign is usually very attractive , as they can be enhanced using colour. The main advantages of neon sign is that they are very appealing due to their attractiveness, especially at night.
7. Window display
This method is use at the point where sales are made goods are nicely displayed so that the consumer can make choice easily . Neatly arranged goods create a powerful image in the mind of consumer.
8. Exhibition and trade fair
Exhibition of agriculture show and other trade fair are very effective of spreading information to the consumer of available product during trade fair of manufacturers from different countries all over the world come to display their goods.
9. Outdoor advertising
This involves the exhibition of advertisement at street corner , railway , station , bus stop, with the moving vehicles.
It is intended to attract the attention of pass by.
10. Direct mail
This is the method of communication directly with consumer and retailers by sending circular, pamphlets , catalogues etc by post. this is the most important when the product is being introduced for the first time.
FACTOR TO CONSIDER WHEN SELECTING ADVERTISING MEDIA
Its important that before process of advertising takes place right medium should be chosen because the misdirect advertisement can not serve the purpose of the factor that determine or influence the choice for advertising media are as follows
i. The age group to which the medium appeal.
Some media appeal to the young , other to the middle aged and some to the old people. Selection of the medium will depend up on the group of the people you want the message to reach.
ii. Geographical coverage.
The choice of the medium will also depend upon the area the advertisement is going to cover e.g. newspaper, radio, TV have a country wide appeal while posters, neon sign and cinema. Have a local appeal. Thus if you want to introduce the product to the whole country then radio , newspaper are the right media. And product aimed at local market can be advertised through posters neon sign or cinema and product aimed at international market can be advertised through international magazine , exhibition and trade fairs.
iii. The cost of medium.
The choice will depend on the cost of the medium of advertisement, some media are expensive while some are not. Advertisement through TV is more expensive than through radio in most cases expensive commodities can be advertised through more expensive medium.
iv. The number of people reached by the medium.
Newspaper reach more people than magazine also radio reach more people than television , cinema etc.
v. The social class/ status.
Consideration should be taken as to what class of people is the message going to be relayed e.g. newspaper and posters appeal to ordinary people while TV appeal to better off people
vi. The economic group to which the medium appeal.
Some product are interested to some kind of people only example machinery have no interest to ordinary people such product can be advertised through journal e.g. medical journal for medical appliances , engineering ,journal for engineering etc.