Types of Advertising Media: Meaning, Advertising Media Channels, Importance
Don’t know which advertising media to use to promote your brand or company? Read this article to learn about the different types of advertising media and their benefits to make an informed decision.
Advertising Media
Advertising Media acts as a bridge between a company and its customers. Companies need to promote and sell their products or services in the market, for which they need different channels or media to share details about their product or services with people. From the newspapers we read in the morning, the hoardings we pass on the way to college or school, the radio jingles playing in the car while driving to the office, to the Instagram ad on our mobile phones; everything is included in advertising media.
Companies use different advertising media channels, such as broadcast, print, online, specialty, etc., to advertise. These channels help them increase brand awareness, build customer loyalty, and increase sales. Also, since no single medium fits every product or audience, each company uses different types of advertising media relevant to them to promote and sell their product or service.
Read this article to know about advertising media types and how they help companies run a successful business.
What is Advertising Media?
Advertising Media are the channels through which companies or organizations convey their message to the target audience or customers about their products or services. In simple terms, just like we use roads to reach our destination, companies use advertising media to reach their customers. To do so, they use different platforms such as print, TV, online, outdoor, radio, etc.
For Instance, if you see a TV commercial, see an Instagram ad while scrolling through your feed, notice a big hoarding on the highway, hear a radio jingle, or find a flyer at your doorstep or in the newspaper, these are the different advertising media types.
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Importance of Advertising Media
Advertising Media is important for a business because it plays a crucial role in its marketing. A good advertising media strategy helps a company spread awareness, attract attention, and convince people to buy or avail its products or services. To get maximum results, a company, in general, uses a combination of two or more advertising media channels. The combination is made on the basis of the target audience and current requirements.
For example, an FMCG retailer may distribute pamphlets and put up posters. On the other hand, a tech brand may run ads on social media, and a movie producer may advertise their film in cinemas or through TV reality shows.
This shows that advertising media helps a business or a brand in:
- Creating Awareness
- Influencing Customers’ Buying Decisions
- Reaching Target Audience
- Building Brand Image
- Providing Wide Reach
- Standing Out Against Competitive Brands
Types of Advertising Media
Advertising Media can be divided into five main categories: Print, Broadcast, Outdoor, Online, and Direct. Each of these advertising media types is further classified into different media forms. Read out the space below to know about the types of advertising media channels, along with their advantages and disadvantages.
1. Print Media
One of the oldest forms of advertising media is Print Media. Companies usually use print media to provide information about their products or services, promote seasonal offers, or target a specific demographic.
It includes any printed material used by a company to convey its message through advertisements to the public. It is effective in delivering detailed information, building brand awareness, and local targeting. Businesses, including real estate companies, retail businesses, FMCG brands, local service providers, and educational institutions, use print media.
Types of Print Media
Below are some of the major types of print media:
- Newspapers
- Magazines
- Brochures & Pamphlets
- Posters & Flyers
- Newsletters
2. Broadcast Media
Advertising through broadcast media channels involves using audio-visual channels to reach a large audience simultaneously. Television and Radio are two primary media of advertising a brand through broadcast media. These channels can help companies convey a message using audio, visual, or both.
Firms across the automobile, entertainment, service sector, electronics, and FMCG sectors use this advertising medium to create mass awareness, brand promotion, and product launch. Through audio and video, companies can emotionally engage with the audience and capture their attention towards their brand. Most importantly, broadcast media reach the urban and rural consumers alike.
Types of Broadcast Media
Below are the different broadcast media types used for advertising a brand:
- Television Advertising
- Satellite & Cable TV
- Radio Advertising
- Webcasting/ Online Broadcasts
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3. Outdoor Media
Outdoor Media is a type of advertising media that uses media like hoardings, posters, billboards, etc., to reach consumers. The basic motive behind using these sources is to engage with consumers when they are outside of their homes. Advertisements through outdoor media channels are designed to capture customer attention in public places.
These mediums help companies like retail brands, real estate developers, e-commerce platforms, entertainment companies, service providers, and FMCG companies to create a strong visual presence in high-traffic areas.
Types of Outdoor Media
Outdoor media includes the following:
- Posters & Banners
- Billboards & Hoardings
- Transit Advertising
- Street Furniture
- Digital Outdoor Media
4. Online/Digital Media
Companies advertise their products or services through online or digital media by using internet-based platforms such as social media, websites, mobile apps, etc., to reach their consumers. Digital media helps companies or marketers reach a wider audience, making it one of the most used advertising media channels.
Additionally, keeping in mind the need of the hour of this digitalized world with more people using social media platforms, internet-based advertising can provide measurable results, precise targeting, cost-effectiveness, and interactive engagement with the audience.
Companies across different sectors like IT, fashion, e-commerce, startups, and FMCG rely heavily on digital platforms for quick and better results.
Types of Online Media
Different digital media are used by companies to promote their brand. Some of these online media types are as follows:
- Social Media Advertising
- Search Engine Advertising
- Video & Streaming Ads
- Email Marketing
- Display & Banner Ads
- Mobile App Advertising
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5. Direct Mail Advertising
Direct Mail Advertising is an advertising media type used by companies to send promotional messages directly to the targeted audience or group of people. The common examples of direct mail advertising include brochures, letters, catalogs, emails, etc. They provide special offers, personalized information, and detailed product descriptions to customers. This helps companies build customer relationships and drive sales.
Companies such as insurance companies, banks, retail stores, educational institutes, subscription services, and e-commerce platforms use direct mail advertising. They do so using physical media or digital mail.
Types of Direct Mail Advertising
The following advertising media channels can be used for direct mail advertising:
- Postcards
- Letters
- Emails/ Electronic Direct Mail
- Coupons & Vouchers
- Brochures & Catalogs
- Newsletters
6. Cinema/Theatre Media
Cinema or Theatre Media is a type of advertising media in which the advertisement is displayed before movies or shows in theatres and cinemas. With the help of cinema or theatre media, companies can create a high-impact visual impression and promote products, services, movies, or events.
For example, video commercials of universities, slide ads, banners inside the cinema halls, etc. Usually, companies or firms, such as entertainment brands, electronic brands, universities or colleges, FMCG companies, and event organizers, use cinema media to reach the audience and capture their attention. Additionally, even the government uses this media form to promote its party or campaign.
Types of Cinema/ Theatre Advertising
The different types of cinema advertising include the following:
- Pre-Movie Video Ads
- Slide Ads
- Posters & Standees
- Interactive/ Experiential Displays
- Screen Branding
7. Specialty Media
Specialty media includes promotional materials distributed among the customers or the general public. Companies print their name or logo on these promotional items to provide information about the brand to more and more people. Simply put, specialty media channels act as reminders of a brand.
For example, calendars, T-shirts, bags, mugs, a diary, a pen, keychains, membership cards, and corporate gifts. One of the major advantages of using specialty media is an increase in word-of-mouth.
Companies like FMCG brands, educational institutions, corporate organizations, tech companies, and event organizers use this form of media for brand reinforcement, promotional campaigns, and event giveaways.
Types of Specialty Media
The following are some of the most commonly used specialty media channels:
- Corporate Gifts
- Calendars & Diaries
- Branded Merchandise
- Event Giveaways
- Promotional Items
- Utility Items
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