Page 208 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management Manpreet Kaur, Lovely Professional University

Notes Unit 12: Media Planning and Strategy

CONTENTS
Objectives
Introduction

12.1 Print Media
12.1.1 Newspapers
12.1.2 Magazines

12.2 Out of Home Media
12.3 Summary
12.4 Keywords
12.5 Self Assessment
12.6 Review Questions

12.7 Further Readings

Objectives

After studying this unit, you will be able to:
Get an understanding of print media

Explain the use of out of home media
Introduction

In the last nearly 200 years, newspapers and magazines have remained a very important mass
media for advertising. With the appearance of radio, and subsequently television, there has
been some change in the reading habits of people. TV presented a combination of some very
desirable characteristics, not offered by any other media, and became a primary source of
entertainment, news, and other types of information for a very large number of people. Print
media has successfully met the challenge posed by television because it has certain advantages
not offered by broadcast media. In spite of tremendous popularity of TV as an advertising
medium, newspapers and magazines command a position of significance among advertisers.

Newspapers and magazines are an important part of our everyday life and a major source of
information for a large number of readers. Newspapers and magazines are available to masses
at a fraction of their cost because advertising revenues from large to small advertisers support
them. Without such tremendous advertising support from business firms and others, newspapers
and magazines would not survive.
The role of newspapers and magazines is different in the media plan of the advertiser than
television or radio. They allow the presentation of detailed messages that can be processed at
the readers' own convenient pace. According to Herbert E. Krugman, newspapers and magazines
are high-involvement media, because the reader is generally required to devote some effort in
reading the advertising message to have some impact.

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