Advertisement classification by medium

In the context of advertising, the medium means the channel used to communicate the advertising messages, for example the broadcast media and the print media. Media selection is matter of matching the advertising medium with the product’s target market.

The media for advertising could be split between:
*Print advertising such as newspaper and magazines
*Broadcast/electronic advertising such as radio, cinema and television
*Outdoor advertising e.g. fixed sites and transit
*internet

The medium is the message. This means that an ad message is interpreted and influenced by the environment in which it is received and communicate an image that is independent of the message content.

Each medium has unique qualities with strengths and weakness. For example, newspaper provided mass audience coverage and reach reader who are in the appropriate mental frame to process messages, But newspaper suffer form high clutter, limited selectivity and declining readership, among other limitations.

An important element in any advertising campaign is the media mix, the combination of media to be used. Media mix decisions are typically based on several factors: cost per contact, reach, frequency, target audience considerations, flexibility of the medium, noise level and the life span of the medium.
Advertisement classification by medium

Advertising using television

Television possesses the unique capability to demonstrate a product in use. No other medium can reach consumers simultaneously through auditory and visual senses.

Viewers can see and hear a duct being used identify with the products suers and imagine using the product. Television proved to be an ideal free enterprise, persuasive information media allowing brand manufacturers to develop an even more intimate relationship with viewers.

Television advertising can be advertising at its very best.With the benefit of sight and sound, colour and music, action and special effects.

Television also has intrusion value unparalleled by other media. That is television advertisements engage one’s senses and attract attention even when one would preffer not to be exposed to an advertisement.

Television gave people free entertainment, news, and sports, in exchange for bringing advertising into their lives,a deal people did not mind.

The advantages of television advertising including:

*Greater impact

*Wide coverage

*Appropriate for illeterates

*Attractive and attentive appeal, also emotional appeal

*Geographical selectivity


What is the limitations using television for advertisement?

*Costly medium

*Limited appeal

*Short of life duration

*Lack of flexibility

*High production cost

*Not suitable of the target audience number is less.
Advertising using television