ADVERTISING MEDIA

If an advertising message is to reach its audience, some 
type of carrier must be chosen. In the field of 
advertising, these carriers are called MEDIA. The success 
of advertising depends upon both the message and the medium 
selected. The media most commonly used for advertising 
purposes are these;----

1. newspapers.
2. Magazines.
3. Direct mail.
4. Radio.
5. Television.
6. Outdoor advertising.
7. Transportation advertising.
8. Point-of-purchase displays.
9. Speciality.

KINDS OF MEDIA---- some large companies use almost all the 
media listed above. But small companies, for financial 
reasons, many use only one more two. Many factors must be 
evaluated in selecting the proper media. These include the 
cost, extent of coverage, size of the selection from which 
to choose, degree of flexibility, timeliness, and nature of 
coverage.

                                                            
        NEWSPAPERS-----  there are approximately 1,800 
daily newspapers in the United States, with a combined 
circulation of 62 million; and there are about 700 daily 
newspapers with Sunday editions, with a combind circulation 
of over 55 million. There are 8,000 weekly newspapers. In 
terms of spending, the newspapers is the leading medium. It 
accounts for 28.5 percent of the total advertising dollar. 
This vehicle is very effective when a business is seeking 
to cover a single metropolitan area. Copy can be prepared 
and submitted only a few hourse before press time, although 
most newspapers specify that copy be turned in several days 
in advance. However, the short life of each newspaper 
edition and the poor reproductive quality of illustrations 
are two limiting factors. Studies show that the average 
length of time a person reads a newspaper is only twenty 
minutes. The newspaper advertisement is used when the 
attempts to reach the general public, not a select group.

                                                            
        TELEVISION------  television is a mass medium. It 
can be used either on a nationwide or on a regional basis, 
or it can be concentrated on the local market. As with 
radio, television has the advantage of immediate reception, 
providing timeliness to an even greater extent than 
newspapers. A magazine or newspaper may be in print several 
hours or days before it is read by the subscriber, but the 
TV message is received by the listener at once. 
Television's greatest advantage is that it combines sight, 
sound, motion and demonstration. And for many viewers, it 
does all this color-- a combination for advertising. One 
the other hand, its message is short- lived, and production 
cost are high. Expenditures for TV advertising are the 
second largest. Tv claims one-fourth of all advertising 
dollars. 
Ninety- five percent of all American households have 
television sets, and 80 percent of all adults view 
television daily. It is mass medium that appeals to all age 
groups.

Most prime time is given to the national networks. Because 
of its broad coverage at prime time, advertising on the 
national network is expensive. This was thought to be the 
first time that one company had 4 1/2 hours of exclusive 
sponsorship on two networks--- a total of seventy-six 
commercials. 

Complaints about the frequency of TV advertisements are 
causing the network have been unhappy because the increase 
in the number of national network commercials reduces the 
number of advertising minutes they can sell locally.

                                                            
              DIRECT- MAIL ADVERTISING---- direct mail 
advertising ranks third behind newspapers and television in 
the amount of money spent.more than 10,000 companies 
currently use mail-order advertising. Direct mail 
advertising averages over $10 billion. It is estimated that 
85% of third-class mail and between 10 and 15 percent of 
first-class mail are direct mail advertising.

The chief advantage of direct-mail advertising is that the 
advertiser can select precisely the audience to be reached, 
which is not possible with other media.segmentation makes 
it possible to have inquiry lists by product class, dollar 
amount, merchandise class, recentness of purchase, method 
of ordering, or method  of payment. Direct-mail advertising 
is the most flexible, for it may serve a local, regional, 
or national market. Also it offers an opportunity to make 
one's message personal. It provides great flexibility in 
production design and accurate timing in its scheduling. 
Direct-mail advertising does not require the purchase of 
time or space, as the other media do. The cost of direct-
mail advertising is for printing, securing mailing lists, 
and postage.

         					
	MAGAZINES----- in contrast to newspaper ads, 
magazine advertising reaches a more selective group. People 
buy magazines intended for them as members of special 
group, such as teachers, doctors, engineers, farmers-- and, 
yes, even advertising personnel. Magazines are generally 
printed on high- quality paper that enhances creative 
designs and the use of color. Copy must be submitted weeks 
in advance of the publication date. People keep magazines 
much longer than newspapers and thumb through them again 
and again. Magazines provide a wide range of prospects, 
reaching people with many and special interests.

The W.R simmons company reported that 90 percent of the 
nation's adult population are magazine readers. The daniel 
starch research organization reported a study covering 12 
million inquiries. This organization found that 54 percent 
of all inquiries to any single magazine ad are received 
within one week after its publication. Another 25 % are 
received during the second week. By the end of the sixth 
week, 95% of the return is in. 






					RADIO-------radio 
is an advertising medium is considerably different from 
what it was before television. Radio messages are designed 
for special audiences, such as home markers, farmers, and 
youth groups.