04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

1

Comparison of Various Kinds of

MediaPrepared By:

Deboleena Panja

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

2

Flexibility: Can change according to editions Intense coverage Reader Control of Exposure: Can read and

re-read Merchandising service Coordinating with National Advertising Huge population in a given area

News Papers - Advantages

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

3

Short Lifespan Hasty Reading habits Poor reproduction Placement of Ads very important High Clutter With growth in internet, the user base for

newspaper declining

News Papers - Disadvantages

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

4

Selectivity: Focused approach Quality Reproduction Long Life Prestige Associated with some magazines Smaller page ensures even smaller ads to

stand out

Magazines - Advantages

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

5

Lack of flexibility Long lead time

Magazines - Disadvantages

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

6

Great Impact Mass Coverage Repetition Flexibility Prestige Low cost per customer

Television- Advantages

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

7

Temporary nature of Message High Cost High Mortality rate of Commercials Lack of Selectivity

Television- Disadvantages

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

8

Localization Cost Effective Mobility Immediate

Radio- Advantages

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

9

Fragmentation Temporary nature of Message Little Research information Ads are considered distraction in

entertainment

Radio- Disadvantages

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

10

Easy to interact with the customers   Easy to find the right person to talk to Cost-effective  Results are highly measurable Get a lot of information across if the

schedule/questionnaire is properly structured. If outsourced, set-up cost is minimal  Increased efficiency than in-person sales calls. Great tool to improve relationship and maintain

contact with existing customers Easy to expand sales territory

Telephone - Advantage

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

11

People become averse to telemarketing.  Technology to screen out unwanted callers Government is implementing tougher

measures to curb unscrupulous telemarketers 

Lots of businesses use telemarketing.  lesser control in case of outsourcing

Telephone - Disadvantage

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

12

great for building customer relationship offers an incredible reach the opportunity to connect with customers

in an entirely new way its potential for viral marketing Traffic generated can be extremely targeted relatively inexpensive

Internet - Advantage

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

13

Targeting is low because of the diversity and breadth of audiences

low ROI as visitors do not convert Traffic is typically in the learning, more

important to inform than sell not easy to build awareness, create appeal

and generate traffic

Internet - Disdvantage

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

14

Intense coverage Selectivity Speed Flexibility of format Complete information Personalization No restrictions in the length of the message

Direct Mail - Advantage

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

15

Some people them without opening the mail.  Resources need to be allocated in the

maintenance of lists Long lead times are required for creative

printing and mailing  expense of using various professionals -

copywriter, artists, photographers, printers, etc Can be expensive, depending on target market,

quality of list and size of the campaign

Direct Mail - Advantage

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

16

◦ Low cost involved.◦ With good placement and design, billboards and

hoardings can have greater impact.◦ Effective reach in a particular region or area.◦ Greater and clear visibility.◦ Long life span.◦ Easy availability of public space.

OOH Advertising - Advantage

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

17

◦ Flashing banners and pop-ups are not so effective.

◦ OOH advertising demands more creativity.

OOH Advertising - Disadvantage

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

18

◦ The mood of the viewers help them to pay more attention to the advertisements.

◦ An effective medium to reach masses.◦ An effective medium for local players.◦ Low cost involved.◦ The huge screen and audio systems imparts

larger impact on the customers’ minds.

Movie - Advantage

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

19

◦ Exposure only to movie going customers.◦ Exposure per customer is difficult to measure.◦ Film advertisements are easily avoidable by the

audience.

Movie - Disadvantage

04/07/2023INDIAN INSTITUTE OF MANAGEMENT RAIPUR

20

THANK YOU