2 Print Media a. Newspaper
The position of the Newspaper as an advertising medium seems secure. Newspaper is the most favorite of printed media. Besides, people can get it
easily. The price is also not expensive It accounts for nearly one third of all advertising expenditures.
Newspaper has great flexibility for an advertiser. The advertiser can reach his audience daily, everyday, twice a week, or as often as they like. It is
possible to concentrate the sales efforts during the most profitable season, and then to thin out their efforts during the slack periods. Copy can also be
inserted, withdrawn, and changed within a few hours be for the newspaper are printed.
b. Direct Mail
Direct mail advertising is one of the oldest methods of reaching consumer. It consists of the printed matter that is sent directly by advertiser to
the prospect. This material is usually sent by mail but it may be distributed by door to door or personal delivery. The portion of direct advertising is sent through
the mail as it is called direct mail advertising. Direct mail of advertising is supplementary to other forms of advertising and
selling. Direct mail is usually a part of the general merchandising plan made by the advertiser.
Direct advertising takes many forms, such as letters, postcards, announcements, catalogs, folders, envelope and package enclosures, novelties and
goodwill reminders, cards or blotters.
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c. Transit Advertising
Transit advertising is the term used for all types of advertising which is found in trains, subways, streetcars, buses, taxicabs and other such public transportation
vehicles.
d. Outdoor Advertising
Outdoor advertising can be classified as the most expensive media. Many companies really realize that outdoor advertising is one of the best choices of
promoting their products. Outdoor advertising always work just like the maker planning.
Out door advertising has two major types, they are: posters and painted bulletins. Outdoor advertising is generally considered as the dominant out of home
medium.
e. Magazine Advertising
Advertising magazine is a printed media contains the advertisement about various products which will sell to the consumer by the advertiser. it offers some
special service to advertiser. This magazine also has specialists in merchandising the certain fields of retailing, such as food, drug, appliance, or department stores.
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a. The Classification of Magazine
The most important classification of magazine includes general consumer magazine, women’s magazine, business and news magazine, and farm magazine.
1 General consumer magazine
This magazines are edited to attract to the general consumer, rather than to a certain community. Generally, they tend to be read by higher income
consumers, who buy them either for entertainment or information The editorial content of these magazine consist of fiction, articles, pictures, and special
features that are selected to appeal to the general reader to read it, for example Times Magazine, etc.
2 Women’s magazine
Women’s magazine gives information about women’s fashion, woman’s service, romance, society, dressmaking and needlework classier. The women’s service
magazine is an important source of fiction and information about family and personal problems as well as fashion news, editorial feature information about the family,
home, and house keeping. For example Cosmopolitan, Good House Keeping, Women’s Day, etc.
3 Business and News Magazine
This magazine contains information about business and recent news happening and it is usually has a small circulation, and their advertising rates per page are lower.
For example: Newsweek, Business week, etc.
4 Farm Magazine
These magazines are edited for the farm market or specific segments of that market. For example: Farm Journal Progressive Farmer, Successful Farming. Etc.
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b. The Function of Magazine Advertising
