Different Media of Advertising
Newspapers
A newspaper is a written publication containing news, information and advertising, usually printed on low-cost paper called newsprint. General-interest newspapers often feature articles on political events, crime, business, art/entertainment, society and sports. Most traditional papers also feature an editorial page containing columns which express the personal opinions of writers. Supplementary sections may contain advertising, comics, coupons, and other printed media. Newspapers are most often published on a daily or weekly basis, and they usually focus on one particular geographic area where most of their readers live.Newspapers are used for advertising about the business mostly by the businesses.These advertisement can be done for small as well as for big business too.It is a traditional method of advertising.

Advantages
  • Allows to reach a huge number of people in a given geographic area.
  • Flexibility in deciding the ad size and placement within the newspaper.
  • Ad can be as large as necessary to communicate as much of a story.
  • Exposure to the ad is not limited; readers can go back to the  message again and again if so desired.
  • Free help in creating and producing ad copy is usually available.
  • Quick turn-around helps ad reflect the changing market conditions.Decided ad can be in customers hand in one or two days.
Disadvantages
  • Ad space can be expensive.
  • Poor photo reproduction limits creativity.
  • Newspapers are a price-oriented medium and most ads are for sales.
  • Newspapers are a highly visible medium, so competitors can quickly react to prices.
  • Expect  ad to have a short shelf life, as newspapers are usually read once and then discarded.
  • With the increasing popularity of the Internet, newspapers face declining readership and market penetration. A growing number of readers now skip the print version of the newspaper and instead read the online version of the publication.
  • Ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of  other competitors.
Magazines
Magazines, periodicals or serials are publications, generally published on a regular schedule which  contains a variety of articles which are financed by advertising, by a purchase price, or both.Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. Through magazines  highly targeted audience can be reached.There can be various types of magazine such as academic journals,art magazines,bussiness magazine,computer magazines,health and fitness magazine,women magazine,etc.

Advantages
  • Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience or whose editorial content specializes in topics of interest to your audience.
  • High reader involvement means that more attention will be paid to the  advertisement.
  • Better quality paper permits better color reproduction and full-color ads.
  • The smaller page permits even small ads to stand out.
Disadvantages
  • Plans for advertising in magazine have to be made weeks or months in advance
  • The slower lead-time heightens the risk of your ad getting overtaken by events.
  • There is limited flexibility in terms of ad placement and format.
  • Space and ad layout costs are higher.
Yellow Pages
Yellow Pages can be used  to promote and advertise the business. Aside from the traditional Yellow Pages supplied by phone companies, now specialized directories targeted to specific markets can be checked: interactive or consumer search databases; Audio tex or talking yellow pages, Internet directories containing national, local and regional listings; and other services classified as Yellow Pages.

Advantages
  • Non-intrusive.
  • Frequency.
  • Wide availability, as mostly everyone uses the Yellow Pages.
  • Action-oriented, as the audience is actually looking for the ads.
  • Ads are reasonably inexpensive.
  • Responses are easily tracked and measured.
Disadvantages
  • Pages can look cluttered, and the ad can easily get lost in the clutter.
  • Ad is placed together with all your competitors.
  • Limited creativity in the ads, given the need to follow a pre-determined format.
  • Ads slow to reflect market changes.
Radio
As compare to other media of advertisement radio rates have less inflation in last 10 years.

Advantages
  • Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car.
  • The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer.
  • Gives your business personality through the creation of campaigns using sounds and voices.
  • Free creative help is often available.
  • Rates can generally be negotiated.
Disadvantages
  • Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience.
  • Listeners cannot go back to your ads to go over important points.
  • Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple exposure to break through the listener's "tune-out" factor and ensure message retention.
  • Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention.
Television
Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion.

Advantages
  • Television permits to reach large numbers of people on a national or regional level in a short period of time.
  • Independent stations and cable offer new opportunities to pinpoint local audiences.
Disadvantages
 Message is temporary, and may require multiple exposure for the ad to rise above the clutter.
  • Ads on network affiliates are concentrated in local news broadcasts and station breaks.
  • Preferred ad times are often sold out far in advance.
  • Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate.
  • Relatively expensive in terms of creative, production and airtime costs.
Direct Mail
Direct mail, often called direct marketing or direct response marketing, is a marketing technique in which the seller sends marketing messages directly to the buyer. Direct mail includes catalogues or other product literature with ordering opportunities like sales letters and sales letters with brochures.

Advantages
  • Your advertising message is targeted to those most likely to buy your product or service.
  • Marketing message can be personalized, thus helping increase positive response.
  • Your message can be as long as is necessary to fully tell your story.
  • Effectiveness of response to the campaign can be easily measured.
  • You have total control over the presentation of your advertising message.
  • Your ad campaign is hidden from your competitors until it's too late for them to react.
Disadvantages
  • Some people do not like receiving offers in their mail, and throw them immediately without even opening the mail.
  • Resources need to be allocated in the maintenance of lists, as the success of this kind of promotional campaign depends on the quality of your mailing list.
  • Long lead times are required for creative printing and mailing.
  • Producing direct mail materials entail the expense of using various professionals - copywriter, artists, photographers, printers, etc.
  • Can be expensive, depending on your target market, quality of your list and size of the campaign.
Telemarketing
Telemarketing is the process of marketing goods, advertising services or customer service over the telephone. Call center telemarketing is classified into two categories; inbound and outbound telemarketing. Inbound telemarketing is any incoming sales or service from viewers and listeners who want to order the advertised product or ask for more information. Some inbound applications are order taking, customer service, help desk and many more. An outbound telemarketing on the other hand, is the practice of making phone calls to prospects or existing customers done by a marketing person. Some outbound telemarketing applications include phone sales, appointment setting, lead generation and many more.

 Advantages
  • Provides a venue where you can easily interact with the prospect, answering any questions or concerns they may have about your product or service.
  • It's easy to prospect and find the right person to talk to.
  • It's cost-effective compared to direct sales.
  • Results are highly measurable.
  • You can get a lot of information across if your script is properly structured.
  • If outsourcing, set-up cost is minimal.
  • Increased efficiency since you can reach many more prospects by phone than you can with in-person sales calls.
  • Great tool to improve relationship and maintain contact with existing customers, as well as to introduce new products to them.
  • Makes it easy to expand sales territory as the phone allows you to call local, national and even global prospects.
  • Telemarketing is available 24/7 at 365 days a year.
  • Telemarketing allows to adjust and make any changes with the strategy anytime necessary to increase results. An example of this is that  according to requirement  sales script can be changed or edited.Even calling hours can be also changed. This can be done as long as you gain results with it which results into another breakthrough, flexibility.
Disadvantages
An increasing number of people have become averse to telemarketing.
  • More people are using technology to screen out unwanted callers, particularly telemarketers.
  • Government is implementing tougher measures to curb unscrupulous telemarketers.
  • Lots of businesses use telemarketing.
  • If hiring an outside firm to do telemarketing, there is lesser control in the process given that the people doing the calls are not your employees.
  • May need to hire a professional to prepare a well-crafted and effective script.
  • It can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm.
  • It is most appropriate for high-ticket retail items or professional services.
Specialty Advertising
This kind of advertising entails the use of imprinted, useful, or decorative products called advertising specialties, such as key chains, computer mouse, mugs, etc. These articles are distributed for free; recipients need not purchase or make a contribution to receive these items.

Advantages
  • Flexibility of use.
  • High selectivity factor as these items can be distributed only to the target market.
  • If done well, target audience may decide to keep the items, hence promoting long retention and constant exposure.
  • Availability of wide range of inexpensive items that can be purchased at a low price.
  • They can create instant awareness.
  • They can generate goodwill in receiver.
  • The items can be used to supplement other promotional efforts and media (e.g. distributed during trade shows).
Disadvantages
  • Targeting your market is difficult.
  • This can be an inappropriate medium for some businesses.
  • It is difficult to find items that are appropriate for certain businesses.
  • Longer lead time in developing the message and promotional product.
  • Possibility of saturation in some items and audiences.
  • Wrong choice of product or poor creative may cheapen the image of advertiser.