Typesofmedia 110808082840 Phpapp01

TYPES OF
MEDIA
Objectives
1.
Classifies contents of
different media types
2. Defines media convergence
through current examples
3. Discusses to class on how a
particular individual/ or society
is portrayed in public using
different type of media.
Types of Media
A. MASS MEDIA
Broadcast
(Television and Radio)

Print
Media
(Books, Newsletter,
Magazines, Journals,
Digital Publishing)
Broadcast
New
Media
Media (Internet)
Print Media
* Among the oldest and most effective types of
media.
*The oldest media forms are newspapers,
magazines, journals, newsletters, and other
printed material.
*These publications are collectively known as
theprint media.Although print media
readership has declined in the last few decades,
many still read a newspaper every day or a
newsmagazine on a regular basis.
*The influence of print media is therefore
significant. Regular readers of print media tend
to be more likely to be politically active.
Print Media
The
print media is responsible for more

reporting than other news sources.
Many
news reports on television, for example,

are merely follow-up stories about news that
first appeared in newspapers.
The
top Philippine newspapers, such as

thePDI,PhilStar,and theManila Bulletin,often
set the agenda for many other media sources.
Newspapers and Magazines
Local or National and International

(Daily or Weekly)
Newspapers and Magazines

The
main difference between a newspaper

and a magazine is that newspapers are
written for a general audience, while
magazines are for specific types of
audiences.
Newspapers
are generally published daily,

while magazines are usually published
weekly or monthly
Tabloid
anewspaperwithpages
about30cm(12inches)by
40cm(16inches),usually
characterizedbyan
emphasisonphotographs
andaconciseandoften
sensationalstyle
anewspaperwith compact
page size smaller than
broadsheet, although there
is no standard for the
precise dimensions of
thetabloid
newspaperformat
Pros
Cons
Loyal (but shrinking)

readership
Newspaper valid only

for a day
Opportunity for
discounted ad rates
Print runs are shrinking
Targets a geographical
area
No flexible with tight

deadlines
Magazines read for a

month / shared with
others
Message can be lost

(most papers are > 60%
advertising)
Magazines have niche

audiences.
Inserts and leaflets

attract attention
Print Media (Books /

Publications)
Direct-Mail Advertising
Sent by businesses directly through the mail
Sent
to a home or business
Electronic mail
Includes newsletters, catalogs, coupons,

samplers, price lists, circulars, invitations,
postage-paid reply cards, and letters.
Mailing lists are assembled from current

customer records or they may be purchased.
Direct-Mail Advertising
Advantages
Can be highly selective
Controlled timing
Can be used to actually make the sale
Disadvantages
Low response level
People think of it as junk mail
Cost is high
Directory Advertising
An alphabetical listing of households and businesses.
The best known are telephone directories.
Directory Advertising
Advantages
Relatively inexpensive
Can be used with all demographic groups
Are found in most of the households
Usually kept for at least a year
Disadvantage
Only printed once a year
Some service business are used
infrequently; therefore, directory
advertising must be combined with another
type.
Outdoor Advertising
Standardized signs are available to local,

regional, or national advertisers.
Purchased from outdoor advertising
companies in standard sizes
Are placed in highly traveled roads, and
freeways where there is high visibility.
Posters pre-printed sheets put up like
wallpaper on outdoor billboards.
Painted bulletins painted billboards that are
changed about every six months to a year.
Spectaculars use lights or moving parts and
are in high traffic areas.
A billboard gets right to the

point
Which type of outdoor

advertising is this?
Outdoor Advertising
Advantages
Highly visible and relatively
inexpensive
24-hour a day message and located
to reach specific target markets
Disadvantages
Becoming more restricted
increasingly regulated
Limited viewing time
Transit Advertising
Uses public transportation facilities
Commuter trains, taxis and buses, station posters near

or in subways and in railroad, bus, and airline terminals
Transit Advertising
Advantages
Reaches a wide captive audience
Economical
Defined market
Disadvantages
Not available in smaller towns and cities
Subject to defacement
Broadcast Media
Includes
radio and
television
The
average person
will spend nearly ten
years watching TV
and almost six years
listening to the radio
over a 70 year
lifetime.
Television Advertising
Communicates with sound, action, and color.
Prime time is between 8 and 11 p.m.
Is appealing to large companies with widespread

distribution.
Television Advertising
Advantages
Can be directed to an audience with a
specific interest
Message can be adapted to take advantages
of holidays and special events
Disadvantages
Highest production cost of any media type
High dollar cost for the time used
Actual audience size is not assured people
leave the room or channel surf effect of
TIVO
Radio Advertising
Radio
Radio
reaches 90 % of people ,which makes

it very effective
Best times are drive times morning and
late afternoon/early evening
Radio Advertising
Advantages
Can select an audience, such as teens by choosing the

right station
More flexible than print messages can be easily changed
Its a mobile medium can be taken just about anywhere
Disadvantages
Short life span when broadcast, it is over
Lack of visual involvement
Online Advertising
Placing advertising
messages on the
Internet
Banner ads
created with rich
media technology
that uses the
strategy of popping
up and interrupting
the readers search
Specialty Media
Relatively inexpensive, useful items with an advertisers

name printed on them
Given away with no obligation attached
Calendars, magnets, pens, pencils, memo pads, and key

chains
Other Advertising Media
Businesses are constantly creating innovative means of

transmitting their messages
Sports arena billboards, ads in movie theaters, hot air

balloons and blimps, skywriting, etc.
Media Planning and Selection
The process of selecting the advertising media and

deciding the time or space in which the ads should
appear to accomplish a marketing objective

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TYPES OF

(Television and Radio)

print media is responsible for more

news reports on television, for example,

top Philippine newspapers, such as

Newspapers and Magazines

Local or National and International

Newspapers and Magazines

main difference between a newspaper

are generally published daily,

Loyal (but shrinking)

Newspaper valid only

Print runs are shrinking

No flexible with tight

Magazines read for a

Message can be lost

Magazines have niche

Inserts and leaflets

Print Media (Books /

Sent by businesses directly through the mail

Includes newsletters, catalogs, coupons,

Mailing lists are assembled from current

Can be highly selective

Can be used to actually make the sale

Low response level

People think of it as junk mail

An alphabetical listing of households and businesses.

The best known are telephone directories.

Standardized signs are available to local,

A billboard gets right to the

Which type of outdoor

Uses public transportation facilities

Commuter trains, taxis and buses, station posters near

Reaches a wide captive audience

Not available in smaller towns and cities

Communicates with sound, action, and color.

Prime time is between 8 and 11 p.m.

Is appealing to large companies with widespread

reaches 90 % of people ,which makes

Can select an audience, such as teens by choosing the

More flexible than print messages can be easily changed

Its a mobile medium can be taken just about anywhere

Short life span when broadcast, it is over

Lack of visual involvement

Relatively inexpensive, useful items with an advertisers

Given away with no obligation attached

Calendars, magnets, pens, pencils, memo pads, and key

Other Advertising Media

Businesses are constantly creating innovative means of

Sports arena billboards, ads in movie theaters, hot air

Media Planning and Selection

The process of selecting the advertising media and

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