PRINT MEDIA ADVERTISING

FEATURES,ADVANTAGES AND DISADVANTAGES

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.

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 advertising due 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.

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

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.

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

 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.

Types of Print media advertising

Newspapers Magazines Posters Brochures periodicals, journals, books, booklets, ads on buses, billboards,newsletters, supplements, packaging.

Features of Print Media Advertising

Permanent and readily available. Cover large area. Contents can be read, re-read and retained. Convenience. Keepsake memorabilia.

 Targetability via speciality sections. Flexible in size and cost. Offer innovation. Circulation. Often used to generate cognitive responses.

Advantages

Disadvantages
Clutter
Cost associated with repeat

Potentially large coverage area

Can target specific audience

Can use color

exposure Lack of movement and sound Not immediate-may be

Flexibility in size and cost

Visibility of product

Couponing opportunity

weekly/monthly Long lead time required for

Large repeat and pass along

readership

purchase

NEWS PAPER
Advantages Potentially large coverage area Low cost relative to other media Immediacy Access to large socio groups Targetability via specialty sections Can use color Disadvantages Inconsistent reproduction Typically 1 day exposure Clutter Lack of movement and sound May be limited to Black and White Readership declining and

Flexibility in size and cost

Visibility of product Couponning

production costs increasing

Short Lead time

Advantage Cost-Effective Credibility controllable

POSTER

Disadvantage

Unreliable Expensive Difficult to reach a national audience Look messy and cluttered

BROCHURES
Advantages Flexible designs Disadvantages Printing expenses Limited space

Advertising benefits
Saves time

Advertising costs