The media are classified into two categories:
Press, TV, outdoor, posters, cinema and radio. The recognized agencies get ‘commission’ from these media.
Those who do not give commission to the ad agency. The agency adds a percentage as a handling or profit charge or charges a service fee. The examples are: Direct mail, pas, SP, merchandising, exhibitions and sales literature. The following are the various categories of media available to a media buyer or an advertiser:
1. Print Media
d. Weekend Supplement.
a. Consumer Magazines: General interest, special interest magazines like Auto World, Interior India
b. Business Publications: Industrial publications, trade publications, institutional publications, etc.
iii. Direct Advertising: Direct mail.
2. Broadcast Media
i. Radio: Vividh Bharati, FM.
ii. Television: Terrestrial channels like DD and satellite channels like Star, Zee TV.
iii. Narrow-cast Media: Video and Cable TV, Cinema, Ad Films.
3. Outdoor Media
4. Transit Advertising Media
5. Other Media
a. Specialty Media: T-shirts, buttons, caps, stickers, badges etc.
b. Direct Advertising or Direct Marketing (DM).
c. Internet: Media of the new millennium.
Print media can be considered the first revolution. Electronic media like radio and TV are the second revolution. Digital media like Internet are the third and the most spectacular revolution. Digital media draws on the features of both print and electronic media. The entire complexion of mass media has changed due to what is known as interactivity. The individuals in it multiply the segmented target audiences. The whole mass can be considered to be one in a different perspective. The economics and demographics of media traditionally practiced become a matter of the past. Most renowned publishers have put their publication on Internet.
Internet advertising affects not only product marketing, but also its manufacturing and distribution. A product can be ordered on Internet. The data becomes the input to the production system. The goods are sent directly to customers. Software is available to enable a reader to select the editorial matter of the newspaper available on Internet. It gives the freedom of choice to the customer.
In digital media, we may come across ‘pay per view’ phenomenon e.g. DTH: direct-to-home TV. Even in the absence of advertising, digital media may be available at a reasonable cost.