4 quick access to the mass population 1 availability

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4. Quick access to the mass population. 1. Availability and use of Television. 2. Cost factor 3. Production factors Motion picture (Cinema AD) Literate & Non- Literate Semi-urban & Rural 1. Demonstration is possible. 2. Visuals have better impact. 3. Cost per reach may be less. 4. Repetition is possible. 1. Production factor 2. Concept to action duration. Newspaper (Regional / Regional language) Educa- ted Urban & Rural 1. Where one way communication is sufficient). 2. Reference is possible. 3. Easy to catch the attention of the reader. 4. Reputation of the newspaper is useful in disseminating information. 1. The cost per reach depends on circulation figure among the target group.
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MEDIA TARGET GROUP GEOGRAPHIC AREA USEFULNESS REMARKS Newspaper (English) Educated Urban & Semi- urban 1. The reputation of the newspaper may attach weightage to the content. 2. Used as a reference. 1. The cost per reach depends on circulation figure among the target group. Journals / Magazines Educated Urban & Rural 1. If content matches with a profile of the Journal's target group then it may be effective. 2. Repetitive exposure is possible. 1. May not be possible for urgent information dissemination. 2. As the journals normally prepared long before the issue. Hoardings Literate & also Non- Literate Urban & Rural, transit etc. 1. Useful for short information. 2. Catching attention is possible. 3. Relatively inexpensive. 1. Availability of space Puppet show People with no formal education Semi-urban & Rural 1. Possibility of concept telling through stories. 2. Cheaper than drama 3. People will identify themselves with the character. 1. Concept of action duration Posters Educated Semi-Urban & Rural 1. Less expensive. 2. Easy to adopt 1. Display near the target group is vital.
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A Comparative Evaluation of the Media of Advertising S. No. Media Factors News Papers Maga- zines Direct Mail Radio Cinema Outdoor 1 Circulation Widest Circula- tion Limited circu- lation Restricted to the number of mailings contacted Good Circula- tion Restric- ted to local popula- tion Limited to local circula- tion 2 Degree of Selectivity Generally universal In appeal. It permits Restricted Regional and linguistic Selectivity Greater degree of selecti- vity Higher degree of selectivity Restricted regional and linguistic selectivity Restric- ted local selecti- vity Local Selecti- vity 3 Audience Generally very large, but limited to those who can read and subscribe Limited in scope Limited to a live mailing list which should constantly be reviewed Limited to those who possess radio and who tune into the program- me Limited to cinema going popula- tion Limited to local people 4 Timeliness Message may be varied at short notice. Current events may be capatilised Lack of timeli- ness; absence of news value Highest degree of timeliness; selection of the right time and right message possible Restricted timeliness, depending upon program- me planning Timeli- ness but at a higher cost Unecono- mic time- liness
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