S.y.b.com semester - iv (cbcs) advertising – ii important Question

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 S.Y.B.Com SEMESTER - IV (CBCS)

ADVERTISING – II

 

S.y.b.com semester - iv (cbcs) advertising – ii important Question

Q.1) Explain the advantages and limitations of Print media.

OR

Define/explain the following terms Print Media

ANS:

Meaning

In print advertisements, the promotion of goods is done through print form i.e. on paper. It includes advertisements published in newspaper, magazines, journals, books etc. Among all print media newspaper is most popular one followed by magazine advertisement. The advertiser prefers print advertisement as it reaches majority of the houses.

     A)    Newspaper Advertising

Newspaper gives a complete package to a reader, which gives them a combination of news, views, opinion, comments etc. They are also available in various languages which makes them more popular especially among urban areas.

·        Advantages of Newspaper Advertising

1) Economical: The rate of newspaper advertisement is cheaper as compared to broadcasting media. The rate of newspaper advertisement will vary depending upon following factors:

Popularity of the newspaper

·        Size of the advertisement

·        Which section of the newspaper advertisement appears.

·        Creativity of colours used.

2) Mobile in nature: Newspaper can be easily carried from one place to another. Therefore, the advertisement published in newspaper can have wider scope. For instance, the advertisement placed in newspaper can be read by many. Thus, by purchasing one newspaper all family members and even neighbors or guest can also read.

3) Effectiveness of advertisements: The effectiveness of advertisement can be checked by conducting pre and post sale analysis. For instance, the sales prior to the advertisement must be recorded and same can be Media in Advertising compared with the sales after giving the advertisement in the newspaper. If the results are not as per expectations, corrective steps can be taken.

4) Longer life: As compared to other media newspaper advertisement has longer life.i.e. for 24 hours. This will help advertiser to reach out at larger scale readers at a same time. Hence, reader can read newspaper at any point of time.

5) Detailed information: A detailed advertisement can be given in newspaper. The features, price, terms and conditions etc can be written in detail. The advertiser can also give details about other products offered by company.

6) Wide coverage: Newspaper capture certain geographical areas i.e. it reaches from local to regional and then to national level. Thus, having wider coverage at different age groups, income levels and rural as well as urban areas.

7) Flexibility: The editorial team accepts changes to be made in newspaper advertisement even one-day prior. Therefore, it gives the advantage of flexibility to advertiser, where a last minute changes are accepted.

8) Reference value: Newspaper advertisement provides reference value to the readers. Readers can cut it and keep it for reference in future. The same cutting can be shared with relatives, friends etc.

9) Reliability: The advertisement placed in newspapers is highly reliable as it is monitored by ABC (Audit Bureau Circulation). It generates confidence in the minds of advertiser and customers rely on the ad given.

10) Status: Every newspaper, holds a particular status in the market, hence, depending upon the popularity of the newspaper, ad can be placed. It will help advertiser to get good response from the readers.

·        Limitations / Disadvantages of Newspaper Advertising

1) No demonstration of the product: It is not possible to display the demonstration or the usage of the product in the newspaper ad. Whereas, certain products need to have a demonstration. Therefore, newspaper advertising is not suitable for all the products.

2) Reducing interest: Nowadays, the demand for newspaper is declining because of instant news, messages which are sent through social media and other applications. Since the demand is reducing the promotion of goods will not be reaching at mass level.

3) High competition: The competition among media is high and newspaper advertisement faces lot of difficulty to cope up with the competition. The broadcasting media attracts huge audience as they have audio and video effects.

4) Quick reading: The main objective of newspaper is to spread current news, stories etc to readers. Reading advertisement is a secondary part of newspaper. Thus, people may miss out on advertisement while reading news.

5) Clutter: The number of advertisements in the newspaper is increasing and therefore advertisers are facing the problem of clutter. It involves when there are too many advertisement readers do not read but neglect it.

6) Limited coverage: Although, newspaper has wide coverage, it cannot be read by all masses. Especially, newspaper advertisement is not suitable for illiterates as they cannot read and understand. Thus, it reduces its scope.

7) No much scope for creativity: The usage of audio and video cannot be done hence there is no much scope for creativity. However, colourful pictures and photos of celebrities can be used to attract the audience.

8) Not suitable for all products: The newspaper advertising is suitable for those products which are to be explained in detail. Therefore, newspaper advertisement is not suitable for all products.

9) Average print quality: Advertiser will not have choice to decide the quality of paper. Most of the newspaper advertisement suffers due to poor quality of paper. It makes ad very routine and not attractive.

B) Magazine Advertising

Magazine advertising has long been considered one of the best ways to use print media to promote a business, a product, or even just an exciting opportunity. Magazine, both trade and business journals, are a major medium for business to business marketing. Magazines and Journals may be weekly fortnightly, monthly or quarterly publications. Special magazines for women and children are also published. Special issues are made during festivals. Magazines like India Today, Business India, Business World, etc., are some of the popular magazines in India.

·        Advantages of Magazine Advertising

1) Suitable for specific demographic audience: Magazine reaches out to a customer within targeted demographics, and thus the marketing efforts will have exposure to many potential prospects. Especially it is suitable for office goers.

2) Long life span: A magazine is more than a simple news source or bit of entertainment. It’s a periodical piece of literature that many Media in Advertising subscribers save to review more than once. This gives the advertisement potential for repetitive exposures.

3) Mobility: People read magazines at doctor’s offices while they are waiting. Friends give magazines to each other to read. Magazines may be read at coffee shops, bookstores, or even at the beach. Some customers read magazines while waiting in a checkout line at the grocery store.

4) Status: Magazine titles are well respected in their field, so an advertisement in these will increase the prestige of product/service. Eg: the advertisement of cosmetics can be given in women era magazine which has high demand among females.

5) Visual quality: The visual quality of magazines tends to be excellent because they are printed on high quality paper that provides superior photo reproduction in both black and white and colour as fashion advertisers in particular.

6) Creativity: Ads in magazines look better and so is the product, because of better quality paper, colours, fonts, sizes, inserts, etc. This medium can be used more thoroughly to distribute attached promotions, coupons, samples etc. For example, a cologne advertisement in magazines usually attached to a sample paper with its smell.

7) Audience receptivity: Magazines have a high level of audience receptivity. The editorial environment of a magazine lends authority and credibility to the advertising. Many magazines claim that advertising in their publication gives a product prestige.

8) Sales promotion: Advertisers can distribute various sales promotion devices such as coupons, free samples and information cards through magazines. The readers can take the benefit of it by redeeming it in nearby store.

·        Limitations / Disadvantages of Magazine Advertising

1) Limited flexibility: Ads must be submitted well in advance of the publication date. In some instances, advertisers must have full advertisements ready at the printer more than two months before the cover date of monthly publications.

2) No demonstration: Certain product requires product demonstration which is not possible with magazine advertisement. No matter the ad can be made creative and attractive but demonstration of the product has a different impact on consumers and encourages them to purchase it.

3) High cost: For a general audience magazine such as India today, advertising rates are quite high and magazines of this type do not compare favorably with other media such as network TV in terms of the cost to reach a broad mass audience.

4) Clutter: Each magazine advertiser hopes readers will notice its professionally prepared ad, will stay on the page long enough to absorb the message and gain a favorable impression that results in a purchase decision. A reader flipping through multiple ads while searching for a feature story might pay little attention to each ad's content or might decide not to read any ads at all.

5) Not suitable for small traders: Smaller advertisers don’t get the best positioning in the magazines and are usually crowded together in the back. Space and ad layout costs are higher. The slower lead time increases the risk of ad getting overtaken by events. There is a limited flexibility in terms of ad placement and format.

6) Limited reach: Magazines don't have the same reach as television or radio. Readers are typically narrow segments of people interested in the given topic of the magazine. This means that magazines aren't the best option if you want to reach a sizable, broad, general audience of customers.

7) Long processing times: Magazines are normally published weekly or monthly. Because of the significant amount of content, pictures and ads included in a typical issue, it takes weeks to lay out one issue.

Publishers usually require that advertiser fixes the ad in four to six weeks ahead of when they want to run. Discounts for earlier submissions are common.



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