TRADITIONAL ADVERTISING

Traditional Advertising



Traditional Advertising

Introduction

As far as digital advertising is concerned, there are a number of drawbacks which necessitate the companies to rely on traditional advertising. Some of the disadvantages are so strong that they cannot be ignored and need to be rectified. Few of those drawbacks are related to privacy issues, malware, and ethical issues (Milne 2000, Pp. 1). Furthermore, research has found that the viewer of a webpage or a social media site, rarely click on an ad or look at the contents of an advertisement banner. Spam email add to the disadvantages because potential customers do not feel like wasting their time on spam. Therefore, due to the high number of disadvantages of digital advertising, traditional advertising is still alive and running. Even, though, the importance of digital advertising cannot be ignored, and with the advancement in communication methods, digital advertising has been widely adopted. However, there are small and medium sized companies which still rely on traditional advertisements due to low cost, convenience, and limited users of digital forum.

Discussion

There are a number of advantages of traditional media, particularly with regard to advertising. Some of the traditional media and their advantages are listed below:

Advertising in newspapers

Newspapers can be an ideal tool for an advertising firm that wants to have a wide range of clients. Newspapers can refer clients to information such as price discounts, feature product sold, etc. Local, daily and weekly newspapers are extremely popular among small and medium-sized enterprises due to its reach to a large number of customers. Furthermore, it incurs relatively small cost of newspaper space, offers opportunities to place an ad immediately after it is filed and if necessary, its contents can be quickly changed. The newspaper issued can be directed towards ethnic minorities, members of different parties and movements, business people, etc., or the so-called national newspapers enable advertisers to convey their message to the selected audience on any basis.

Recently, a number of periodicals have risen sharply. There are newspapers for computer geeks, businessmen, traders, orchid lovers, and residents of a specific region, city or area.

The advantages of advertising in newspapers are listed below:

In certain areas, there are a number of competing local newspapers, from which the selection can be made.

Local newspapers, usually have considerable circulation, i.e. they reach more consumers than any other local media. According to experts, a typical-valued newspaper, which occupies a monopoly position in a city, reaches 65% of the adult population of a city;

The reader of advertisements in the newspaper spends more time to reflect on the content of advertisement, than in the case of advertising on radio or television;

In the newspaper, advertisers can publish their advertisements without bringing harm to the main content. Furthermore, published ads can have a map or plan showing how to get to the firm, shop address, website details and conditions of sale;

Newspapers are extremely flexible in working. A published ad will make its way into a customer's home after 1-3 days of its ...