Advertising Media – Importance and Types

What is Advertising Media?

Advertising media generally refers to the overall delivery mechanism for delivering messages and information about products and services to users in any form. Advertising Media includes all forms of print, online, and TV advertising.

This includes newspapers, magazines, local radio, and television. Since there are so many different media types out there, it can be quite confusing to figure out which kind of advertisement is right for you. Advertising media helps companies keep their customers and audience loyal by giving them products they want to see advertised.

Importance of Advertising media

In today’s world, advertising media has become a necessity for companies to reach their target market. It is the most efficient way to tell your story and reach out to potential customers. Advertising media is used to reach as many people as possible. There are many advertising options to choose from, so your business can reach customers in a very personalized manner.

When determining your advertising media, you need to consider your target audiences, budgets, and branding objectives. Advertising strategies used today are as diverse as the businesses they serve. A good ad campaign targets people’s senses, draws them in with interesting content, and delivers a call to action. It also creates a buzz about a product or service before it is even launched into the market.

Advertising media selection

  • Due to the amount of resources a company can put into its advertising plan must have a clear plan for selecting advertising media. This plan must include-
  • The media selection process requires a company to analyze its objectives and who it’s trying to reach.
  • The most effective media will be determined based on the demographics of your target audience.
  • When choosing the type of advertising medium to reach your target audience, consider your budget, the nature of your product, and the needs of your potential customers.
  • This iterative system is used to choose the advertising media to maximize the company’s return on investment.

Types of advertising media

Media planners must first decide on their campaign’s objective and strategy before deciding which type of advertisements to place. This, in turn, requires understanding the characteristics and limitations of each possible medium.

Video Advertising: Television & YouTube

The earliest form of advertising on television started during a Brooklyn Dodgers versus Philadelphia Phillies game, starting with about 4,000 televisions in New York. Television advertising has several benefits to marketing companies, the most important one being that it helps advertisers create awareness for their product or brand. With connected TV advertising, marketers can also use data from digital TV viewing to gain inside knowledge about their target audience, including what content the viewers are watching, what types of products or brands they are interested in, etc.

While traditional TV has been the go-to ad for years, online videos and YouTube ads can be as powerful as TV commercials.

Pros of Video: Online & Television Advertising

Television advertising provides a unique experience because of its visual and auditory nature. This combination makes it a blend of the personal with the impersonal. When you play a commercial on television, you’re taking advantage of multi-sensory media.

Online advertising is a great way to connect with a large audience for a meager cost. One of the most effective online ads is a commercial on YouTube or other online video channels. This allows you to implement different strategies, such as adding call-to-actions within the video for viewers to take certain actions once the ad has finished.

Hosting commercials on YouTube can be very effective. On average, viewers are logged in when they watch videos, which means the demographic data combined with the content viewed can provide information relevant to the target audience.

Cons of  Video: Online & Television Advertising

The cost of advertising on television can be high. Advertisers have to predict which shows will get the best ratings, and they have to pay for time slots in advance. However, some companies do not spend enough on television ads because they are afraid of the high costs.

It’s an excellent opportunity to build brand awareness and create a buzz in the market. However, with more eyes on the advertising, a less-than-stellar execution can hurt a company’s reputation. Online and television ads attract a wider audience than print, so poor advertising can damage your bottom line. A strong ad will bring customers back.

As for the drawbacks, some viewers tune into television to escape and skip ads on purpose, and not everyone watching TV will be part of our target audience.

Always think about the target audience before purchasing your advertising slot. A prime time slot may get more viewers; however, it could be too costly and inconvenient for your business. Actively select live television over pre-recorded material where possible.

Audio Channels: Radio & Podcasts

Radio technology has been around since the 19th century, but it wasn’t until the 20th century when radio broadcasts became commercialized. Record companies sponsored music in exchange for mention of which record company provided the record. Commercialization of Radios began a year after the first U.S. station went on air. The first company to advertise by radio was a record company providing free records to broadcasting stations in exchange for mentioning their name and product.

Thanks to the accessibility of the internet, traditional radio has seen an increase in listenership. As well as creating revenue for advertisers, it also aids advertisers in their goal to enhance the brand image.

Pros of Radio & Podcast Advertising

You know radio. After all, it’s been the leading platform for the best in music and entertainment for over a century. As a trusted source of information, radio reaches many people of different ages and backgrounds across the country. Radio offers many great benefits to advertisers, especially those whose time and budget are limited. Radio ads are affordable and allow brands to target specific populations.

The power of audio is undeniable. It taps into the minds of listeners deeply. Radio works great in conjunction with television ads to strengthen a brand’s image in a listener’s mind. It’s not uncommon for listeners to feel like they know and trust the personality on the other end of the radio, making it more conversational and effective than glossy images and text. Most radio stations provide you with hosts that can have a conversation with the audience about the product.

Podcast advertising has become a big player in the advertising world. It is a newer form of audio medium that is no longer an option but a necessity. Increased sales and consumer engagement have pushed this new technology to the forefront of today’s ever-changing media.

Podcasts and radio make up a big part of the advertising world, and there’s a lot of potential for your business. With podcasts, you can reach near the level of familiarity you expect out of your local radio station. However, with podcasts, you can tell stories in your own words, increasing your odds of convincing listeners that what you’re selling is worth trying.

Cons of Radio & Podcast Advertising

A major issue of radio advertising is that listeners are mostly preoccupied with their daily tasks when listening to the radio. While this may seem like an advantage since listeners’ attention can be gained in a more casual, subtle way with audio alone, it’s a problem. It’s challenging to command a listener’s attention. Since there is no visual channel for illustration, it makes it harder to display the product in a manner that will minimize confusion.

Since this form of advertising is audio-only, combining this form of advertising with another medium that will engage the listener with visuals may be helpful. A good client example includes using audio spots placed during or after television commercials. The spots provide audio reinforcement for the viewer. But since listeners can change channels, radio is considered more flexible when scheduling than television when it comes to when they appear during the ad spot.

The main disadvantage of podcasts for advertising is that you can’t stop people from fast-forwarding through your ads. For better results, make sure to book an advertisement in the middle of the podcast rather than at the beginning.

Radio spots are not that memorable, so you need to run them multiple times. Podcasts are essentially the same thing since they are mostly targeted at the same group of people. Media planners must remember this when making their decisions about advertisement.


Advertising to the highest-quality audience comes in various forms, but print media are always among them. According to 2014 numbers by the United States Census Bureau, the U.S. adult population was 248,762,000 people. Of that number, 161,210,000 adults read a newspaper in a given month. This means that 68% of the total adult population has access to weekly print media advertisements to this high-quality audience.

Whether a local or a national newspaper, newspapers are known for their accurate reporting and excellent content, the newspaper industry makes up around $15.9 billion of advertising spend and is still seen as trustworthy by all demographics. By partnering with a newspaper to reach your target audience, you’re sure to achieve a high-impact campaign.

Pros of Newspaper Advertising

If you’re looking for a cost-effective, targeted advertising option that speaks to your audience, then a newspaper is a great way to go. Using demographic information or behavioral data from other online and offline marketing forms, you can reach the right audience with the right message. In addition, newspapers have a high reach compared to some other mediums because the paper itself reaches a community. And if you choose to advertise in print or on the website, there can be additional reach through mobile services.

Studies have shown the effectiveness of newspaper ads when used with other channels. For example, a marketing campaign was 5.7 times more effective when it included newspaper ads versus just other advertising channels. Similarly, retail campaigns realized an 80 percent higher profit margin when they included newspaper ads versus just other ad channels

Cons of Newspaper Advertising

The growing trend of online reading has led to a decline in the usage of newspapers. The decreasing number of copy subscriptions and publishers advertising in newspapers shows that people are moving towards online.

The short lifespan is a problem for products that need long-term exposure, such as clothing and automobiles. Additionally, newspapers tend to have an editorial policy against intrusive ads, which can hinder branding efforts. Lastly, newspaper advertising is challenging to track and measure compared to digital media such as social media.

Magazines (Print & Digital)

Magazines have a storied history in the United States. Since the first magazine was published around 1665, they have expressed philosophy, culture, and entertainment. Magazines were originally only available to the upper class, so publishers began selling ad space to offset the expensive printing costs and expand their reach. By the 20th century, magazines became known for having distinct audiences and high ad spending. In 2019, magazines reached over 102 million people each month and garnered over $15 billion.

Magazines provide a unique form of entertainment that can enhance your passion for creativity as you read about the lives of famous celebrities. While there are many types of magazines from which to choose, from ancient history to modern art, you’re guaranteed to find a magazine that interests you.

Pros of Print & Digital Magazine Advertising

Magazines provide an excellent print option for marketers looking to reach high-income, high-education consumers. Consumers who regularly read magazines are aware of the advertisements that surround them. By taking advantage of these market segments’ familiarity with advertising, you can better your odds of success.

Magazine audiences are often more sophisticated, informed, and vested in the content than other audiences (particularly digital audiences). There is also the another benefit of brand recognition; many magazine titles have well-known brands associated with them.

Print and digital magazines still have their place in advertising. According to a study by Temple University, readers indeed prefer printed magazines to digital magazines. The same goes for consumers, with 70 percent preferring printed forms of magazines over digital ones. Magazine circulation is rising, too.

One of the greatest benefits of magazine advertising is its long shelf life. Readers take magazines home to be read at their convenience, buying your ads more time to accumulate views over time than other print media.

Magazines offer various full-color and full-page advertising options, allowing designers to incorporate vibrant color schemes and detailed images. With their attention-grabbing designs, magazines can help you stand out from the crowd.

Magazines are a great way to reach the target audience. Using print or digital magazines can help you build your database for email marketing, promote your products or businesses, and connect with your customers.

Cons of Print & Digital Magazine Advertising

Advertising in magazines can be expensive and time-consuming because you must have your ad ready long before the magazine has a publication date. Designs contain only black and white images, making it difficult to target specific geographic areas.

Magazines are often local or national, making it hard to target specific regions. This can make timely advertisements difficult.

Additionally, magazines cannot be rescaled or resold. If an advertisement isn’t popular or is poorly perceived by the audience it is intended to reach, damage to the brand cannot be minimized.

If a publication is not digitally savvy, there’s always a fear that they will renege on you – whether through a bad website, an inaccessible contact line, or a separate social media account. The problem is that many small publishers don’t have the time and human resources to update their online presence properly.

Social Media

Social media is the most powerful of the digital advertising channels. It has more users, offers stronger targeting opportunities, and has better conversion rates than search or direct response. The social media channel offers advertisers a way to build buzz, launch new products, including consumers in the product design process, and make an emotional connection with its users.

Pros of Social Media Advertising

Social media advertisement is a creative way to reach a large, diverse audience. It can help businesses to convert new followers and also create long-lasting brand loyalty. Social media ads are very cheap compared with print and broadcast ads. Social media advertisers can target potential customers by focusing on their job title, interests, marital status, recent locations, and more.

Unlike other media options, online advertising is effortless to track. While an advertisement is being served, the marketer can run tests to see which messages are more successful. Running A/B or multivariate tests allows the marketer to conclude the effectiveness of their promotional messages instantly.

Cons of Social Media Advertising

There are many social media sites, each with its specific guidelines and methods of advertising. Despite these guidelines, too much marketing can irritate consumers, who may feel that the company is pandering to them.

Since social media is a powerful channel, it attracts a large amount of competition. Brands have to work hard to stand out with compelling content. It’s necessary to post consistently to keep a profile up-to-date since an inactive social media profile can create mistrust among potential customers.

The rise of social media advertising has dramatically changed how companies market their products. Social media has increased the number of platforms available for companies to advertise on, so it’s important to be knowledgeable and up-to-date on which platform works best for your company and audience.

Key Considerations When Selecting Advertising Media

After reviewing all media types, it is often hard to decide which is right for your business. Though each form of media has its distinct benefits and drawbacks, you may need to try out the different ones to see what works best for your organization.

1. Overall Strategy

What’s your advertising strategy? Before writing a draft of the media plan and making media choices, you should identify your overall campaign goals. You can map out your strategy by considering what you want to achieve with this campaign. Do you want to increase brand awareness or drive sales? Which channels do you think will be most effective in reaching your target customers?

2. Budget Constraints

Media Planners need to understand their client’s budget limitations before allocating any funds for advertising. It is better to start with a modest budget than to set unrealistic expectations. Being realistic in the beginning will allow for expansion when the time is right.

3. Rating Information

Before booking a TV or radio advertisement, determine the show’s ratings, which indicate its popularity with viewers in a specific demographic by measuring its reach and frequency. Then consider what other programs viewers of that show are likely to watch, matching the demographics of their target audience. This will make it easier to measure the success of your campaign.

5. Messaging Frequency

The frequency of the message is fundamental; we need to make sure we repeat our message repeatedly so that the target market internalizes the marketing message. We need to consider the campaign’s overall budget and how best it can be allocated across different channels/ media tools to reach the audience effectively.

Efficacy of Previous Media Purchases

When it comes to developing a media plan, understanding what has and has not worked in the past is important. This is especially true if you already have a working marketing attribution model. If your existing model is outdated, you will want to take this opportunity to refine or replace it.

Unified marketing measurement and attribution solution is the most effective and efficient way to measure and attribute consumer touchpoints.

Measuring the impact of advertising media

Given the different target audiences and needs depending on the media being used, some parameters can be measured to understand how successful a piece of advertising media was. They include

  • A phone number and an email address can be included in printed and broadcast ads, enabling customers to contact the company. The number of people who have tried to contact can be used as an indication of how effective the ad has been.
  • For a banner ad shown on different websites, the number of clicks by customers to access the product website is used to measure the advertisement’s success. When the website does not have information about the product, additional contact information can be placed on the banner and recorded to measure its effectiveness in increasing traffic to its website.
  • You can use feedback devices like coupons or toll-free numbers to measure the impact of advertising.