No media factors news papers maga zines direct mail

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No. Media Factors News Papers Maga- zines Direct Mail Radio Cinema Outdoor 5 Flexibility of size, design layout and colour High degree of flexibility Less flexibi- lity Highest degree of flexibility Restricted flexibility, depending on the availabi- lity of time Highest degree of flexibility but at propor- tionately higher costs Good Degree of flexibility but unecono- mical 6 Life Very limited life Longer life com- mensu- rate with fre- quency of issue and use for refe- rence Subse- quently longer life, depending upon the usefulness of the literature Limited Life Very short Lived unless repeated very frequen- tly Longer life 7 Repetitive value Message may be repeated every day and adopted to the day's need Repiti- tive value restric- ted to fre- quency of publi- Cation Repititive value depends on frequency of mailing Quick repeti-tion possible May be repeated in every show but not to the same audience Seen every time prospect passes by it
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S. No. Media Factors News Papers Maga- zines Direct Mail Radio Cinema Outdoor 8 Effective- ness Well planned News Paper Advertise- ment is very effective in locating new customers buying in market and supporting Very Effec- tive in case of tech- nical goods, has also the good will of the publi- cation to support Most effective because of the personal touch, undivided attention, elaborate explana- tions Less effective because of shorter memory and shorter messages Very effective Because audio visual value may be made effective by use of cartoons and elaborate explana- tion High memo- rising value 9 Secrecy No secrecy can be maintai- ned because of universal appeal No secrecy ; com- petitors also read it Privacy and secrecy may easily be maintai- ned No secrecy No secrecy No secrecy 10 Economy Moderate costs per advertise- ment to numbers contacted Higher cost per adverti- sement but less over-all costs Cost depend upon the size of the mailing list Costlier Moderate costs as a whole but higher per contract costs Cheap on the whole but higher per contract costs
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S. No. Media Factors News Papers Maga- zines Direct Mail Radio Cinema Outdoor 11 Suitability Suitable for all types of goods having wide market and needing constant explora- tions Suitable for specific goods accor- ding to the nature of the magazine Very suitable for articles having a well defined limited and enligh- tened market Suitable for articles of daily use in wide demand Most suitable for local consump -tion goods Very suitable to make a brand image Source: Courtesy: Pg.No.84-86, Advertising: Principles and Practice, Chunawalla.Sethia
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Learning Objectives: After reading this chapter you will be able to write Press release handle press questions
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CONTENTS 5.1. HINTS FOR WRITING PRESS RELEASE 5.2. WHILE HANDLING PRESS QUESTIONS 5.3. TEN PRINCIPLES OF TV MEDIA 5.4. COPING WITH BAD PUBLICITY
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5.1. HINTS FOR WRITING PRESS RELEASE = Choose positive rather than passive headline = First paragraph should be sharp and crisp.
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