Introduction
Advertising media have been changing greatly as online media have taken place in many major companies’ campaign. None can deny power of TV advertising as it is very effective in consumer goods sales. Today tough marketplace exists for various products and advertising is indispensable
Advertising media are many like print broadcast TV online outdoor and the like and are changing Mass media reach many people in democracies like India and America, advertising is crucial in passing all information including new one. Today newspapers survive because of advertising in meeting costs of production employee salaries and the like. The Hindu India’s leading newspaper used to carry as much as 70% of advertisements and only 30% of news during 1980s and 90s This has changed or not none knows but advertisements are essential to run newspaper or magazines.
In America online magazines have come and fees were levied for it but due to protest these were withdrawn. New York Times on Sundays Used to carry 500 pages and lot of advertisements are found. Now a days in the Hindu lot of real estate and property advertisements come about. Advertising media have changed since Indira Gandhi times and media have become dynamic under PM Modis regime.
New media have gained predominance over the years and online advertising has assumed importance TV medium despite onslaught of online medium survives in a big way and dominates all. TV advertising Is big in USA as Pepsi Coke Sears Wal Mart and others advertise billions of dollars on it. In India car manufacturers TV Fridge producers advertise hugely on TV Kalyan Jewelers feature Actor Prabhu Trisha in GRT jewelers and Nayanthara is also found in many advertisements
Vjay was featured in Coke Ajit in Sunrise and Cricket star Dravid also in many advertisements also Virat Kohli is featured widely in TV commercials.
Advertising media vehicles are decided by media planners who see media budget target audiences and the like and match profile with. Reach and frequency are counted in many ad agencies media planner’s media buyers and scheduling persons exist. They interact with Account executives who speak to client for details of advertising campaign plan and decide media vehicles and individual media outlets.
Outdoor media have emerged big and in Chennai LR Swami used to dominate in it once. Outdoor digital media have also come about in a big way In Railway stations billboards and hoardings and electronic displays and cable TV are found.
Mail order medium has also come about and Readers Digest the magazine used to dominate once. People get so much of junk mail in the US and they don’t see it much. In India also it is getting to be like it.
Magazines are popular media and to advertise in India Today or Outlook it costs much. Vernacular magazines as Kumudam in Tamil dominates Tamil Nadu and the reach is wide. Frontline English magazine from the Hindu group command national audience and is well respected
Advertising Media will play big role in advertising and government companies and organizations also advertise. Vibhu Nayar once project director of IAMWARM project asked TNAU to advertise and it did once. Government banks advertise for mutual funds credit cards and banking schemes and the like.
Educational institutions advertise to enroll students and some others also advertise. It is important to choose right advertising media for reaching the maximum target audience in minimum amount and it is the major goal of advertisers. Advertising media will play leading role in ad campaigns in coming days.
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