Discuss the merits of newspaper advertising.

Explain briefly magazine advertising.

Ans.

Press Advertising

1. Newspaper: The first form of press advertisement is newspaper. The advertisements which are published in newspaper are known as newspaper advertisement. The basic idea of such advertisement is based on the fact that a person is usually interested to read the newspaper. A person buys a newspaper to get current knowledge and knowledge about his surroundings. The marketer gives advertisement about their products and services and touch the buyers when they read the newspaper.

Merits of Newspaper Advertising: These are as under:

1. It has a wide field.

2. Frequency of publication is possible.

3. It is an effective way of advertisement because in this way only trustful advertisements are published.

4. Visual publication is possible.

5. It is flexible mode of advertisement.

6. It is an economical way of advertisement.

Demerits of Newspaper Advertisement: These are as under:

1. Life of newspaper is very short.

2. It is costly mode of advertisement.

3. It is limited for educated group only.

4. Advertisement in newspaper is useful only in F.M.C.G.

2. Magazine: It is an other kind of press advertisement. Magazines may be weekly, fortnightly, monthly, annual etc. It is little bit stable mode of advertisement than newspaper. Newspaper is a one day show but the life of advertisement in magazines is more than newspaper.

Magazines are one of the oldest media of advertising. Magazines are the periodicals published weekly, fort-nightly, monthly, quarterly and annually. These are with the editorial approach. appealing to specific classes of consumers or the readers. The magazines may be classified into two broad categories as special and general. The examples of special magazines are Filmfare, Star and Style, Femina, Business India, Healthcare etc. On the other hand. general type of magazines do not concentrate on a particular subject but cover, in general, all the aspects. The examples of kind are – India. Today, Mirror Business World etc. At present, there are 6.550 weeklies, 450 fortnightlies, 8040 monthlies, 560 quarterlies and 12,230 annuals totaling to a staggering figure of 27,830.

Merits of Magazines Advertising: These are as under:

1. It has wide field.

2. It consists better description than newspaper.

3. Marketers can reach upto upper level of society and dignatories with it.

4. Readers believe on magazines.

5. Advertisement in magazines are more attractive.

Demerits of Magazines Advertisement: These are as under:

1. There is absence of flexibility in magazine advertisement.

2. It is good for high society but it is not fit and very costly for lower society.

3. Advertisement in magazines is time bound and it is an obstacle in marketing.

3. Journals: Journals are generally weekly, fortnightly. These journals are of international, national, state and district level. Marketers use journals according to their products or services.

Merits of Journals: These are as under:

1. Marketers can reach upto upper level of society and dignetories with it.

2. It is economical mode of advertisement.

3. It is durable method..

4. Coloured pictures can be used in such advertisements.

5. Its range is wide.

6. Journals are attractive.

Demerits of Journals: These are as under:

1. Its size is small so the advertisement is also small.

2. Readers of journals are limited.

3. The occurrence of journals advertising is very low.

4. It is a costly method.