| Topic : Print media v/s Electronic media |
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Activity:
72 views;
last activity : 07 06 2010 20:18:09 +0000
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Focussed message and longer shelf life
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Specific Target Audience
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Glossy Ads
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Any print media facilitates a longer shelf life for your ad vis-a-vis the electronic media or radio. Also the OTS is higher for a print ad as you can store it and refer to it whenever you want. And the chance of a focussed message is also high because different print media cater to different segments of the TA. Whereas in an electronic media wastage factor is high since an ad for eg targeted at teenagers might be watched by all age groups. |
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Deja Vu!! Print is still. It does not offer the luxury of watching moving images that hit and communicate louder. The shelf life of a print ad in glossies might be less than a week, au contraire electronic media does not need any shelf life at all. The recall in electronic is unusually high as the message is loud and clear and then it has repeats during the non peak and peak times!! The recurrence in one day in electronic media is sufficient for the brand to create an impact, influence the TG and at the same time be a topic of discussions amoungst the TA. Print ads do not call for such actions!!
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In print media, the advantage of catering to specific target audience opens up countless opportunities to enhance sales figures. A fashion magazine would highlight cosmetic products and fashion accessories. At the same time, a sports magazine would display sports related ads to cater to its readers. There is no wastage of resources as ads get to reach the target audience.
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Newspaper or magazine advertising gives great scope to glossy ads. These are usually trend setting and eye catching. The best thing is that every body loves to look again and again at glossy ads. So maximum visibility is again reiterated through magazine advertising.
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Yes Sasi, magazines create a vast pool of loyal readers who feel safe in its very credible environment. The interactive element may be less when you compare it with the aggressive online advertising. But the key factor is credibility that print media continues to reign over. It explains why magazines are known as potential promotional vehicles. It adds improved quality branding that adds great value to your range of products
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