MEDIA CLASSES/VEHICLES

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MEDIA CLASSES/VEHICLES


PRINT MEDIA

Advertising in the print media is the oldest and largest in terms of advertising billing. More than 50% of the space is devoted to the print ads.
The print media has two sources of income:

 Circulation and subscription and

 Advertising revenue.

Newspapers

There are several types of newspapers:

- Daily

- Weekly

- Special interest

- Evening, etc.

Newspapers can also be classified as regional, local, national, etc.

Each newspaper has its target audience. For example ECONOMIC TIMES targets businessmen and the student community, INDIAN EXPRESS
targets people who want quality news, MID-DAY targets people with funky attitude, etc.The marketers need to identify various target audiences and then use it as a medium of communication.

Magazines

Most magazines are weekly or fortnightly or monthly. They are in many ways different from newspapers. The major difference being the class of people catered to. While newspapers cater to the mass, magazines have a niche audience. For example TOINS is circulated to 10 lakh people daily, while a magazine like BUSINESS WORLD has an audience that has interest in knowing about the current business happenings. A newspaper is read daily or on the day it appears while the magazine is read over a long period of time.

ELECTRONIC MEDIA

Television:

Television was introduced in India on September 15, 1959. Previously only Delhi had TV transmission center but later the centers spread across India.

Now a days more and more companies prefer to advertise on television because it creates a visual appeal and also television enables demonstrative effect.

It is because of television that the MNCs have been successful. After LPG the reach of television has increased tremendously. It has changed the way the rural people perceive things.

The rural people have also started using the new tech products and this has really led to the growth in the GDP.

Radio

Till recently, the importance of radio was not realized in a country like India. In fact Radio as a medium has far greater importance than TV. It is the “real” mass medium.

Radio is very easy to use and does not require technical abilities. It is the least cost form of communication. Radio was the medium that helped in spreading the messages of various freedom fighters during independence. 90% of the rural India has access to Radio.
 
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