Concepts Print Media in Advertisement Management

Que: What are the types of Newspaper advertisement?
Ans: Types of Newspaper advertisements are:
A) Display advertisements: These advertisements are the simple advertisement among news stories.
B) Classified Display: These advertisements are printed in the particular categories like matrimonial, job vacancy, real estate etc.
C) Preprinted inserts: These are pamphlets, cards etc. inserted in the newspapers formally these are not part of the newspaper.

Que: What are the advantages of Newspaper advertising?
Ans: The Advantages of Newspaper advertising are:
1) Market penetration: The newspaper advertisement allows communication with the local market with specific features like language, sub culture.
2) Geographical selectivity: If the target market is diffused and scattered than selection of market coverage and advertising in particular areas gets easy instead of going for national spots on TV advertisement.
3) Response Timings: The reactions of the target audience are received more in newspaper advertising than other media.
4) Creative flexibility: Newspaper offers countless possibilities for using light, color, and picture to communicate the ad message.
5) Audience interest: Since Newspaper advertisements are made especially for a particular region they interest the audience.

Que: What are the limitations of Newspaper advertising?
Ans: The limitations of Newspaper advertising are as followings:
1) Reproduction constraints: The paper stock, the color printing, process, the turnaround time are limited which creates reproduction problems for newspaper advertisement.
2) Limited targeting capability: Usually one newspaper is not subscribed by the whole nation hence has limited targeting capability.
3) Short life span: Since people read newspaper for very small period the ad message loses its impact soon.
4) Clutter: Especially the classified advertisement gets affected because of clutter.

Que: Discuss the types of magazine advertising.
Ans: The types of magazine advertising based on the broad audiences they serve are:
1) Consumer magazines
These offers information and entertainment for the general public.
2) Business Magazines
A business magazine contains information useful to people industrial buying. It has three categories:
a) Trade Publications for retailers, wholesalers or other distributors.
b) Industrial magazines, which is edited for the manufacturers;
c) Professional Magazine, which is edited for dentist, lawyers ,physicians or other professional
3) Farm Magazines is published for the farmers and for the businesses that make or sell agricultural products.

Que: What are the advantages of magazine advertising?
Ans: The advantages of magazine advertising are:
1) Geographical selectivity: Magazines allow reaching to the confined market areas like a particular regional, state, and city.
2) Audience selectivity: magazines like Famina. Stardust, PC Quest target selective readers.
3) Creative flexibility: Magazine advertising offers countless possibilities for using light, color, and picture to communicate the ad message.

4) Audience interest: Readers are usually content specific this enables the magazine to be effective for advertisement.
4) Short life span: Usually people read magazine for single time only so easily gets off the ad message.


Que: What are the limitations of magazine advertising?
Ans: The limitations of magazine advertising are:
1) Limited Reach and Frequency For example The Reader’s Digest being the largest circulation in U.S. with 17 mn subscriptions cover only fraction of the households there.
The magazines are published weekly, twice a month or monthly so it lacks market coverage and frequency.
2) Long Lead Time: The publication of a magazine is a very long process for which the advertisers have to submit the materials around 100 days in advance and the buzz creation takes so much time, once the deadlines are passed advertisers are locked in and can’t their ads, so it takes very long lead time.
3) Lack of Sound and Motion: despite the creative advantage of color, illustrations and other options magazine advertisements resort to still pictures which lack the effects of motion pictures hence not highly persuading.