This also provides sight and hearing facilities like television. This is also known as cinema advertising.
The duration of the advertisement is very limited.ĭespite of the above mentioned drawbacks, this method of advertising is gaining rapid coverage and immense popularity among the masses. Back reference to the advertisement cannot be made after its presentation. It is a very costly medium which can be employed by big concerns only it has a shorter life span and limited coverage. On account of pictorial presentation, it is more effective and impressive and leaves ever lasting impression on the mind of the viewer. It is more effective as compared to radio as it has the advantages of sound and sight. This is the latest and the fast developing medium of advertising and is getting increased popularity these days. There is lesser flexibility and lack of personal touch. This is useful for those who possess radio sets. The message may not be listened properly by the listener. Radio advertising suffers from shorter life, limited memory and short messages. The coverage of this medium is wider extending to a large number of listeners. It is a very effective medium for popularising on mass scale various consumer articles. The most important advantage derived from radio advertising is that it covers every type of listener whether illiterate or educated. The advertising messages can be in different regional languages. Radio advertising can be explained as “word of mouth advertising on a wholesale scale”. The advertisements are broadcasted from different stations of All India Radio.
Radio advertising is very popular these days. In the introduction of a new product, magazines are not much suitable on account of lesser continuity. Their circulations are small and are suitable for educated readers only. There is lesser repetitive value and no secrecy can be maintained.Ĭost of advertising is higher as compared to newspapers. Last minute changes cannot be introduced in the advertisement as they are sent to the press many days before the publication. Magazines have lesser flexibility as compared to newspapers. The magazines have longer life and are very suitable for advertising specific goods. There are also special magazines for men, women and children. There are exclusive magazines relating to industry, trade, finance and economics etc.
There are magazines or journals meant for general public and special class of people. The newspapers may be local, provincial or national. Newspapers have widest circulation and read by many people. There are daily, bi-weekly and weekly newspapers. It may be referred to as ‘a store house of information’. Newspapers contain valuable information with regard to different current events. These are the important forms of press advertising, newspapers are the most effective and powerful medium of advertising. This is also not suitable for every type of product. There are practical difficulties in preparing and maintaining up-to-date mailing list. This method can be effectively undertaken in case the manufacturers are selling directly to the consumers.ĭirect mail advertising suffers from certain drawbacks also. The letters and circulars contain personal appeals which are greatly helpful in arousing their interest in the products. Detailed information with regard to the product can be sent to the buyers. This method is very effective as it establishes direct contact with the consumer and also maintains secrecy in advertising. Booklets and catalogues contain information regarding detailed description and prices of different varieties of products. The letter should be attractive, interesting and convincing. The main aim of these letters is to create the reader’s interest in the product. It contains detailed information with regard to the product.