3.3 The Media of Advertising
The media of advertising can be divided into two, they are : printed media and broadcast media, further the printed media consist of newspaper, magazines,
direct mail, outdoor advertising. Besides, televisions and radio are included into broadcast media.
1 Broadcast Media a. Television
Television is a device which produces sound and picture so that you can see the picture and sound of the advertisement who is broadcasted to you by the
televison station. Television is a dynamic medium, worldwide, which is now changing
rapidly under the impact of new technology. The physical facilities which this medium provides for carrying the advertising massage to potential costumers are
of prime importance to the advertiser.
b. Radio
Radio is a sound devices which receives the radio wave or signal from the air which is broadcasted by the radio station, and it has its real weaknesses as an
advertising medium. Like television, the message that radio deliver is a perishable one. If the person is not listening to the advertiser’s message at the
time it is broadcast. It is gone forever. The Television and radio stations are on the air, the advertiser’s message can reach if only population listened to his
particular station at the time of the broadcast radio advertising is much less costly than most of the advertising media.
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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inserted, withdrawn, and changed within a few hours be for the newspaper are printed.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
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