What Is an Advertising Medium?

Advertising media are the material means and tools for advertising. Including newspapers, magazines, TV, radio, neon lights, shop windows, street signs, calendars, etc. With the development of economic science and technology, advertising media are also constantly innovating and changing. For a considerable period of time, newspapers ranked first among advertising media. Later, the television industry has developed rapidly. In some modern western industrial countries, television advertising has occupied the first place among various advertising media. The use of communication satellites has taken advertising a step further. Television commercials can rent communication satellites to spread the images of the commercials around the world. The choice of advertising media should be based on the advantages and disadvantages of various types of advertisements, combined with the actual situation of the product, and choose one, two or more types of publicity media, so that the advertisements can quickly receive results and be sustained. ^[1]

Advertising medium

Advertising media are the material means and tools for advertising. Including newspapers, magazines, TV, radio, neon lights, shop windows, street signs, calendars, etc. With the development of economic science and technology, advertising media are also constantly innovating and changing. For a considerable period of time, newspapers ranked first among advertising media. Later, the television industry has developed rapidly. In some modern western industrial countries, television advertising has occupied the first place among various advertising media. The use of communication satellites has taken advertising a step further. Television commercials can rent communication satellites to spread the images of the commercials around the world. The choice of advertising media should be based on the advantages and disadvantages of various types of advertisements, combined with the actual situation of the product, and choose one, two or more types of publicity media, so that the advertisements can quickly receive results and be sustained. ^[1]

"Media" is also called "media", which is a typical foreign language, namely English Media. The media is Media free translation, and the media is transliteration of Media. In the application, the two words are basically universal without distinction. It means: "intermediate", "means" or "tools".

The so-called advertising medium means that advertisers can achieve

TV advertisement

authoritative

cover area

Reach

Furry point

Repetition rate

Continuity

Targeted

benefit

1.

1. The combination of media can make up for the shortcomings of single media in the scope of contact. In the field of advertising media, almost no medium can reach 100% of the intended audience for each advertiser.

2. The combination of media can make up for the shortcomings of single media in the frequency of exposure. In terms of media selection, some media can reach the target market with a relatively large contact range, but because the advertising costs are too high, advertisers are often restricted from using them multiple times.

3. The combination of media is helpful for advertising with less input and more output. The advertising expenses of any enterprise are limited to a certain extent. In a certain period, the advertising expenses are a constant. When a company cannot use large advertising costs to invest in advertising media, it will reasonably allocate advertising costs to low-cost newspapers, magazines, direct mail, outdoor and other media, and then supplement it with other promotional activities, often achieving the desired goal. .

1. Analysis of the combination of various media

The combination of newspapers and broadcasts can enable consumers of different educational levels to receive advertising messages;

· TV and radio match, can make consumers in cities and villages receive advertising messages;

Newspapers or TVs are often paired with point-of-sale advertisements, which are often helpful to remind consumers to buy goods that already have perceptual information.

The use of newspapers and televisions can be used to carry out advertising campaigns on televisions after the newspapers have explained the goods in detail, which has the effect of strong sales;

The combination of newspapers and magazines can use newspaper advertisements for strong sales, and use magazine advertisements to stabilize the market, or newspaper advertisements to stabilize the market, and magazine advertisements to expand the market;

· Newspapers or TVs can be combined with direct mail advertisements. Taking direct mail advertisements as a guide, conducting tentative publicity, and then using newspapers or TVs to carry out strong sales advertisements may also achieve significant results;

· The cooperation of direct mail advertisements and point-of-sale advertisements or poster advertisements can play a role in consolidating and developing the market when advertising in a specific area:

· Combination of street advertising with other forms of advertising, etc.

2. Analysis of media timing

After determining which media phases are selected and how to combine them, the subsequent question is how to grasp the timing of the advertisement, that is, when and when to publish the advertisement will have the most obvious effect. After the radio and TV stations have decided, they must choose a certain advertising period, especially the prime time of advertising.

· Seasonal timing

Many products have significant seasonality and must be considered when advertising is added. For example, a large fan advertisement or air conditioner advertisement in the late autumn can only increase the popularity of the product at best.

time management

This mainly refers to the frequency of using the medium within a limited time (small, moderate, large) and the distribution of advertising volume over a longer period of time (continuous, interval), which should be related to the company's overall marketing strategy.

When the product already has a high reputation in the market, you can choose interval advertising. The role of the ad at this time is to "remind."

When opening up the market, we must adopt a high-frequency method to quickly establish the brand image of the product.

From the perspective of the product life cycle, during the introduction period, advertisements should be appropriately concentrated; during the growth period, advertisements can be appropriately reduced to make full use of the existing popularity. During the mature period of fierce competition, the advertising volume should be appropriately rebounded.

It can be seen that when the advertisement is released, the effect is different. In the same amount of time, choosing different amounts of advertising will have different results. For enterprises, the ad that first enters the market can undoubtedly take the advantage of being the first to take the lead, but if the timing can be seized, the latecomers can also preempt and take over. Enterprises can choose different advertising timings according to their specific circumstances.