COMPARISON OF PRINT, TV, RADIO AND ONLINE ADVERTISING

PRINT ADS VS TV ADS

 Print advertisement: If an ad is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising.

TV advertisement: A commercial ad on television is a span of television programming produced and paid for by an organization, which conveys a message, typically to market a product or service.

Reach

— Viewers can watch network and local television for free.

 — Print ad reaches only those consumers who buy the newspaper or magazine, which often excludes consumers seeking to limit household costs. The total print run of a publication also physically limits the appearances of an advert to the number of newspapers or magazines produced.

Diversity

 — T.V ad allows the business to appeal to a wide cross-section of the population.

— TV watchers include members from every demographic category, due to the widespread use of the technology itself. Print publications tend to attract a following among a specific subset of the population, such as political or sports enthusiasts.

— That specific following can provide benefits of its own, but it also means print advert do not find potential customers outside of the demographic that follows the publication.

 Multisensory

 — T.V engages sight and sound while displaying motion. The connection of information with multiple senses aids in both learning and recall.

 — It capitalizes on the audio/visual learning strategy. Print advertising must restrict itself to static visual input, such as text or a single image, which limits the reinforcement potential.

Speed

 — T.V Commercials deliver advertising messaged quickly. On average, a television commercial spot runs 30 seconds, though 15-second and 60-second ads also receive occasional airing.

— In the space of 30 seconds, an effective television spot delivers a brand image, informational content, emotional content and action content.

 — Most print advert cannot achieve all four of those elements in less space as it requires more text to convey informational and emotional content than with an audio/visual medium.

Appearance

— The advertising message can be completely told (and understood) using the newspaper without the fear of changing the channel every time the advertisement appears.

Recalling

 — Consumers are more likely to tell the advertiser they saw the ad on TV than they are to tell them they saw the ad in the newspaper. This is a strong factor in the power of selling television advertising.

 Effectiveness

 — Print media easily penetrates over 50 percent of the local market. The ad gets to the masses unchanged thus becoming seemingly permanent. Print media ads are not viewed as an interruption as compared to TV ads, but as part of everyday reading.

TV ADV VS RADIO ADV

TV and radio advertising differ in the size and type of audience they serve, and in how the audience behaves when using each medium.

Visual impact

 — One of the more obvious differences is that T.V has a visual component that lacks with radio. The ability to present a dynamic, moving story with visual and auditory appeals makes TV a flexible and powerful creative medium. Radio ad needs strong copy to overcome the lack of visual support. Creative copy and effective dialogue are used in radio ads to try and create a "theater of the mind" effect, where customers can envision what happens in the commercial.

Cost

 — Radio ads are generally cheaper to produce and air than television ads. TV is generally the most expensive traditional medium for advertising when you add the production costs and fees for media time together.

Scheduling

— It is not uncommon to see two TV commercials for the same type of product back to back. That is something you rarely hear on radio. Radio station traffic directors take great care not to schedule competing advertisers in close proximity to each other.

TV ADS VS ONLINE ADS

Cost

— Television advertising can be expensive, while Internet advertising can reach a larger, targeted audience for less. Producing television advertisements is notoriously expensive, with costs for writers and actors. Television air time is pricey compared to Internet advertising costs.

Effectiveness measurement

 — The Internet offers marketers unprecedented ability to measure not only their audience size but to record and analyze micro details about what pages were visited, how long those page stays lasted, and what messages got responses by analyzing visitor clicks. Unlike the web with traditional media, there is relatively little finite measurement of the audience’s interaction with the advertising itself without the aid of mechanisms such as 800 number call-ins or the extrapolation of advertising effectiveness through sales achieved.

Audience

 — The Internet attracts a growing audience vying for the same buying public. More and more, companies are insuring that they have an online presence to garner their share of the marketing pie. When it comes to targeting the audience for more efficient advertising, T.V is generally considered broad while Internet ad can be more specifically targeted. Internet advertising can reach beyond borders and draw audiences from across the globe, reaching the target audience on an international scale.

Age of audience

 — Internet media attracts a younger age audience when compared with mass media’s audience age. Web media is “new technology media,” and more young people are comfortable with the adoption and use of new technologies.

 Message flexibility

— One key difference between web and media advertising is the ability to quickly change the message on the Internet if it is not to be working for some reason. Changing a print message if the vehicle has been printed is impossible. Changing a broadcast message is a bit more easily done. However, changing the message itself can be very costly.

— Both the time and money are minor inconveniences in the world of web advertising when message changes are needed.

 Tracking

Internet advertisers can use software to match advertisements with content read by the target audience. Internet advertising can track the numbers of people viewing their ad and how many visits to the company website result from advertising. Television advertising is difficult, if not impossible, to track.

ADVERTISING AGENCY

 Advertising agency is a firm that creates new promotional ideas, designs print, radio, television, and internet advertisements, books advertisement space and time, plans and conducts advertising campaigns, commissions research and surveys, and provides other such services that help a client in entering and succeeding in a chosen market.

An advertising agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An advertising agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients.

An Advertising Agency or ad agency is a service provider that works for clients to create an effective, goal oriented ad Campaign.

According to American Association of Advertising “An advertising agency is an independent organization of creative people and business people who specialize in developing and preparing market plans, advertisements, and other promotional tools”.

TYPES OF ADVERTISING AGENCY

 • Full service agencies

 • Creative boutiques

 • Media buying services

 • E-commerce agencies

• In-house agencies

Full Service Agencies

• A full service ad agency is one that provides services related to advertising such as copywriting, artwork, production of ads, media planning etc.

• It also provides such services in respect of pricing, distribution, packaging, product design etc

 • These agencies most commonly began life as advertising agencies and over time have grown through acquiring smaller specialist agencies.

 • A typical full service agency will provide a client with the facility to purchase all of their marketing communication requirements from a single source.

• The largest agencies such as J Walter Thomson and Saatchi & Saatchi grew their agencies through the acquisition of small specialist agencies.

 • Smaller agencies also broadened the range of services an offer away from just advertising to provide services such as production, media, sales promotion and direct marketing.

• Full service agencies argue that grouping together all of their clients’ communication needs under the umbrella of one organization leads to synergy gains between the various departments.

• The provision of more integrated marketing communication solutions and single point of contact for the client when working with and monitoring agency performance.

CREATIVE BOUTIQUES

 • Creative boutiques focus only on the delivery of creative solution to clients’ communication problems.

 • Clients will often use creative boutiques along side a full service agency to provide fresh ideas and novel approaches.

 • Boutiques can not compete against full service agencies in providing integrated communication strategies.

• Their work is often short term project based.

 • A key benefit to the client is that they can often get more attention and better access to creative talent than they would at a larger agency.

• A combination of the growth of TV sales houses, the increasing fragmentation, complexity of the media market and to make the ads cost effective led to the development and growth of media independents.

 • Media independents provide specialist media services in the planning , buying and monitoring of clients’ media schedules, particularly in television and radio.

 • Agencies and clients will determine their media requirements and then pass these to media independents that negotiate and purchase advertising time.

• The media independents employ media specialists who have the detailed knowledge of media industry and particular skill in analysis , planning and negotiating.

• Over the past three decades media planning and buying industry has proved itself the most dynamic , progressive and forward thinking of all the communication disciplines.

• It has moved from the backroom of the agency business to the front of the clients’ communication needs.

INTERACTIVE AND ECOMMERCE AGENCIES

• E-commerce agencies handle activities related to using electronic commerce.

• This can range from creating websites, web page design, online promotions and email campaigns to developing banner advertising.

 • These agencies provide specialist knowledge and expertise in the new media that have enabled marketers to explore and exploit new methods of reaching and interacting with their target audience.

IN-HOUSE AGENCIES

• These operate within an organization’s departmental structure.

• They take responsibility for planning, developing and implementing the organizations own marketing communication activities.

• As a client you have a better access and more control over agency personnel and activities if the agency personnel are employed by the organization.

• Agency personnel will also have a good understanding of the products, services and markets in which the organization operates.

 • The agency can also generate its own income from the commission it receives from the media.