ELECTRONIC MEDIA

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ELECTRONIC MEDIA:

ELECTRONIC MEDIA ADVERTISING

Meaning:

The media which uses electronic energy to transmit information to the end user is called electronic media. It appears as TV, radio, internet, computer etc. Electronic Media Advertising plays significant role in the marketing campaign. Also it is more effective than others. Meaning

Radio Advertising:

In radio there are short breaks during transmission of any programme which is filled by advertisements of products and services. Commercial radio stations make most of their revenue selling “airtime” to advertisers. Of total media expenditures, radio accounts for 6.9 %. Radio advertisements or “spots” are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing their spot or mentioning them on air. Radio Advertising

Advantages :

It is more effective as people hear it on a regular basis. It is also useful to illiterates, who can not read and write. There are places where newspapers reading may not possible, but you can hear radio. Advantages

Limitation:

A regular listener may remember what he has heard. But, occasional listeners tend to forget what they have heard in Radio. The message that any advertisement wants to communicate may not be proper as there is no chance to hear it again immediately. There may be some other disturbances that distort communication . In comparison to Television, Radio is less effective as it lacks visual impact. Limitation

Television :

With rapid growth of information technology and electronic media, television has topped the list among the media of advertising. TV has the most effective impact as it appeals to both eye and the ear. Products can be shown, their uses can be demonstrated and their utilities can be told over television. Just like radio, advertisements are shown in TV during short breaks and there are also sponsored programmes by advertisers. Television

Advantages:

It is most effective as it has an audio-visual impact. TV advertising has a lasting impact. With varieties of channels and programmes advertisers have a lot of choice to select the channel and time to advertise. With regional channels coming up any person even illiterates can watch the advertisements and understood it by seeing and hearing. Advantages

Limitations:

TV advertisements are usually expensive to prepare as well as to telecast With almost every manufacturer trying to communicate their message through TV advertising the impact among the viewers is also reducing. Now-a-days people are switching on channels whenever there is a commercial break. Limitations

Internet:

Internet

Internet:

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers . Online ads are delivered by an ad server . Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Internet

Advantages :

( i) Information from all over the world is made available at the doorsteps. (ii) User can see the advertisement at their own time and as per their requirement. Advantages

Limitations:

It is not accessible without a computer. It is not very suitable for general public. It is not suitable for illiterates and those having no knowledge about the operation of Internet. L imitations

Covert advertising:

Covert advertising , also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. Covert advertising

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