Selection of the perfect advertising media where the advertisements will be presented is

really important for the success of the marketing campaign. Each of the media has its
own exclusive characteristic like the reach, shelf space, interest, and targeting, etc. There
are various mediums of advertising to promote any goods or commodities some of them
are appended below:-
a. Press Advertising or Print Media
b. Outdoor advertising
c. Film advertising
d. Radio advertising
e. Television advertising
f. Direct mail advertising
g. Internet advertising
It is pertinent mention here that above quoted medium have its own advantages
and limitations. It totally depend upon target market set, cost effectiveness and long-
lasting.
Press advertising, i.e., advertising through newspapers, magazines, journals, etc.
It is commonly used by modem businessmen. It may be noted that advertising is an
important source of finance for the press or print media. Because of advertisements, the
subscribers get newspapers and periodicals at subsidized rates Newspapers reach
almost every place and are read by all kinds of people. An advertiser has to take into
consideration the strength of circulation, the class of readers it serves, the geographical
region over which it is popular and the cost of space. A newspaper has large circulation
and a single advertisement in a newspaper can reach a large number of people
continuously as publish daily. But its disadvantage is short lived, to draw the reader’s
attention only casually and only limited people i.e educated people may get benefit from
it. owever magazine are more costly as compared to the newspaper so financial
constraints may be hurdle in purchasing. The circulation of magazines is generally smaller
as compared to the newspapers.
Outdoor advertising has gained wide popularity these days. Its purpose is to attract
the attention of the people at busy roads and markets. It includes the use of poster
displays, bill board displays and electric displays.
 Posters are fixed on walls of buildings, bridges, and other public places. It is also
quite common to write slogans and other message about the products in bold letters on
the walls to attract the attention of the people even from a long distance. That is why, it is
also known as ‘Mural Advertising’. Mural advertising is frequently used to advertise fans,
fertilizers, tonics, beauty aids and other consumer items.
Painted or bill board displays involve the advertisements directly painted on the
boards meant for this purpose. They are quite big in size and are fixed at outstanding
locations like busy markets and crossings. They are also erected on tops of bridges and
important buildings.
Electrical display involves the use of electric lights or neon tubes to attract the
attention of people, particularly during night. Generally, a short message is illuminated in
tubes of different colours so that it is conspicuous and attractive. Electrical-displays are
fixed at heavy traffic centres.
It has become a fashion these days to use modes of public transport for
advertising. The space outside and inside the buses, railway carriages and other vans
may be hired by the businessmen to spread their messages. Vehicles give mobility to the
message.
Outdoor advertising is highly flexible and is a low cost medium. It is very useful for
advertising consumer products because posters, etc. can be displayed at various
crowded centres. Outdoor advertisement attracts attention quickly and requires very less
time and effort on the part of the readers. A complete picture of the product can be shown
through outdoor displays.
Outdoor advertising is criticized on the following grounds:
(i) It can’t carry long messages as posters; hoardings, etc. are read by the people at a
glance.
(ii) It has a low retention value because people don’t devote special time to read the
message.
(iii) It distracts the attention of the passers-by and may even cause accidents on busy
roads.
Films are an important medium of advertisement. A business concern may get a
short motion picture prepared, and distribute it to different cinema houses for displaying
it before the commencement of the regular shows or during the period of intermission.
Such films are accompanied by running commentary to explain the features, uses and
superiority of the product. But film advertisement can be adopted only by the well-
established firms. Since it involves high cost, small business firms can get cinema slides
prepared for display in the cinema halls. The merits of film advertisement: very effective
since it combines spoken words and visual presentation of pictures, It helps in selective
advertisement. A trader can advertise his products in the areas from where he wants to
attract the customers. The limitations of film advertising are: usually ignored by people,
who are busy in talking, only a few people are present in the hall before the start of the
feature film and during the interval.
Radio advertisements have gained greater popularity these days. These are
broadcast from the transmitting stations of the commercial service of Radio and picked
up by the receiving sets owned by the public. Radio advertisements are normally
broadcast along-with popular programmes of music. Even the sponsored programmes of
music, interviews and plays can also be broadcast over the radio. Its merits are: carry an
effective appeal and cover numerous listeners of different tastes, reach the illiterate
people who cannot read the newspapers and magazines, provides selectivity to some
extent because advertisements can be included in different programmes meant for
different types of people, very much suitable for the promotion of mass scale consumer
goods. Demerits are: Detailed message can’t be transmitted over the radio. People may
not remember the message, being non-visual usual impact of illustrating the product is
not possible, sometimes, the message is not understood properly by the listeners and
many people switch off their radio or transistor sets when it is the time for commercials or
advertisements.
Television is the fast growing medium of advertisement because of huge
expansion of electronic media and cable network. It makes its appeal through both the
eye and the ear. Products can be demonstrated as well as explained as in film
advertisement. Advertising may take the form of short commercials and sponsored
programmes. Advantages are: very effective since it combines spoken words and visual
presentation of the product, helps in selective advertisement i.e a trader can advertise his
products in those areas from where he wants to attract the customers, message is
conveyed to the prospective customers at their homes even the illiterate people, wide
range reach through satellites and so can be used for the promotion of consumer goods.
But its drawbacks are: costly medium of advertisement, small firms can’t afford it, can
cover only those who possess television sets, can be adopted only in the countries having
transmission facilities, many people switch off their T.V. sets or don’t watch the T.V. when
advertisements are being telecast.
Direct mail (in the form of circular letters, leaflet folders, calendars, booklets and
catalogues) is probably the most selective of all the advertising media. It is used to send
the message directly to the selected people. For this purpose, the advertiser has to
maintain a list which can be expanded or contracted by adding or removing names from
the list. But a severe limitation is posed by the difficulty of getting and maintaining a good
mailing list. Booklets and catalogues contain the information about the products
advertised. Information about the terms of sale and prices of different varieties of the
product is given to the prospective customers through catalogues. Its merits are: Mail
advertising has a personal appeal since it is addressed to a particular person, maintains
secrecy in advertising. The competitors do not get the information about the advertised
material, gives flexibility in advertising, the message can be changed whenever the need
arises. The mailing list can also be revised whenever the need arises, gives an
opportunity to the advertiser to provide detailed and illustrated information about the
product to the prospects, the most selective medium of advertisement. The advertiser
saves money also by directing his advertisement to the selected people. Demerits of
direct mail advertising are: coverage is limited, impossible to get the names and
addresses of all the prospects whom the advertisement material should be sent by mail,
effectiveness is doubtful as it does not create a mass appeal.
Internet Advertising is the most recent advertising medium. It is an interactive medium
and can deliver message” more effectively. The advantages of internet advertising are:
not very expensive, Dramatization of message is possible, an interactive media where
two-way communication is possible. The drawbacks of internet advertising are: limited
access, being a new medium, the users are very few in number.
In view of above mentioned situation, advertisers may find low priced bill boards. Other
possible effects on BTL can be as following:-
 a. Hoarding Pricings are dropping and may go further down if situation remains
unchanged
b. People from outdoor may move to other advertising fields
c. It may take at least one year for outdoor business to recover from recent
recession
d. Cash inflow crisis is acting like poison for the outdoor industry
Let’s hope that the new financial year will bring good news for the businessmen and our
economy.

In the above picture is bill board of Pak Telecom Mobile Limited (PTML) and its
surrounding as firm is a wholly owned subsidiary of Pakistan Telecommunication
Company Limited (PTCL) that started its operations in January 2001 under the brand
name 'Ufone'. As a result of PTCL's privatization, Ufone became a part of the Emirates
Telecommunication Corporation Group (Etisalat) in 2006.

Since its inception, Ufone has focused on the people of Pakistan, empowering
them with the most relevant communication modes and services that enable them to do
a lot more than just talk, at a price that suits them the most. Along with the claim of lowest
call rates, clear sound and best network, Ufone offers its customers simplified tariffs with
no hidden charges. This customer focus and best offering has allowed Ufone to build a
subscriber base of over 22 million in less than a decade. Ufone has network coverage in
9,000+ locations and across all major highways of Pakistan. Ufone currently caters for
International Roaming to more than 288 live operators in more than 160 countries. Ufone
has also become a focused and intensive leader in VAS, constantly introducing innovative
services, which have been the first of their kind in the Pakistani cellular industry. As the
world of telecommunications advances, Ufone promises its customers to stay ahead,
developing and evolving, to go beyond their expectations, because at Ufone, it's all about
U.
People spending more time in transit and less time in the home. As such, our
mobile society makes outdoor advertising an important and effective means of getting
messages in front of people's eyes. Billboards can be an effective way to generate name
or product recognition with traveling consumers
The picture depicts the effective communication be obtained only though Ufone and hits
the large target of people but it is not necessarily every passerby will become the potential
customers of Ufone as some of the people are engage in their own activities and may not
pay required attention resultantly sufficient number of customers will not become potential
customers of Ufone. It will remain effective such period of time till mounts there.