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