The
Media
The media
is a channel which we use to carry the advertising Message from the
transmitter to the Receiver.
The Television,
the Press and the Radio, are good examples of Media. Therefore, when
in advertising people use the term the Media, in a strict sense they
are refering to the group of companies that use a certain technology
like the television.
Television.
Television allows companies to reach a large audience. Advertising
on the television has made people aware of many products and has contributed
to the success of numerous products. Television allows an advertiser
to transmit a message using both image and sound. Nowadays, the presence
of numerous channels with specialized programmes allows advertisers
to reach their target audience. Advertising on local or regional television
channels and on regional programmes in national channels allows you
to advertise in specific areas of the country. The advert or typical
spot on Spanish television is 20 seconds and in the USA it is 30 seconds.
The Press.
In the last couple of years, a lot of specialized magazines have been
created. In Spain there are various magazines targeted at scuba diving
enthusiasts, doll house enthusiasts, etc. Specialized magazines allow
advertisers to get their message to a very defined populational group
like mountain biking enthusiasts. Local newspapers or local editions
of national newspapers allow you to get your message across to consumers
in a specific location. Even the most popular newspapers in the biggest
towns usually have local editions.
Radio
The radio allows the advertiser to emit a quick and flexible message.
The existance of local radio stations allows the advertisers to direct
their message to a specific target audience. In the last few years
many radio stations have become more specialized by only emitting
certain type of music for youths.
Outside
Publicity . An
important part of advertising is advertising using billboards, telephone
boxes and in general posters, signs and areas in streets, motorways
and public spaces.
In the
following example you can see a billboard comissioned by the Agency
Arco & MBR.
Internet.
The Internet has converted into the advertising means which allows
you to measure the exact number of people that receive the message.
The Internet permits the advertiser to direct the advertising message
to a defined group of people. If we have a company that sells pet
food we might be interested in advertising on an animal website.
Other Media.
Besides using the big Advertising Means, organizations use numerous
other ways to reach their consumers. Placing publicity in shopping
centres, shops, handing out leaflets in the streets, shops, etc. In
some countries the advertising of tobacco and alcoholic drinks is
prohibited on the television, however these companies look for other
communication means like the Cinema,, where they know they are allowed
to produce these adverts.
