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This paper analyzes the advantages and disadvantages of newspapers, television, radio, magazines, outdoor, point-of-sale and internet to see if it can help you.

First of all, newspapers

Among the four traditional media, newspapers are undoubtedly the most popular and influential. Newspaper advertisements are almost born with the publication of newspapers. With the development of the times, there are more and more varieties, richer contents, more flexible layout, more and more exquisite printing, more and more diversified contents and forms of newspaper advertisements, and the distance between newspapers and readers is getting closer and closer. Newspapers have become the main media for people to understand current events and receive information. The main features of newspapers are:

1, with fast propagation speed and timely information transmission.

For most comprehensive daily or evening newspapers, the publishing cycle is short and the information is transmitted in time. Some newspapers even publish several pages a day, such as morning, noon and evening, so as to report the news faster. Some time-sensitive product advertisements, such as new products and newsworthy products, can use newspapers to spread information to consumers in time.

This is informative and explanatory.

As a medium of comprehensive content, newspapers mainly use words and symbols, supplemented by pictures, and have a large capacity to transmit information. Because it is mainly written in words, it is very descriptive and can be described in detail. For some products with high attention, the descriptive nature of the newspaper can inform consumers of the characteristics of the products in detail.

3, easy to save and repeat

Due to the special materials and specifications of newspapers, compared with other media such as TV and radio, newspapers are better preserved, easy to fold and put, and very convenient to carry. Some people have also developed the habit of newspaper clipping while reading newspapers, collecting and cutting information according to their own needs. This invisibly strengthens the preservation of newspaper information and the rate of repeated reading.

4. Reading Initiative

Newspapers present a lot of information to readers at the same time, which increases readers' cognitive initiative. Readers can freely choose which parts to read or give up; Where to read first, then where to read; Read it once or read it many times; Use browsing, quick reading or detailed reading. Readers can also decide their own cognitive level, such as having only a little impression, or remembering and remembering information; Remember something, or remember everything. In addition, readers can also record what they need when necessary.

5. Authority

Accurate and reliable news is an important condition for newspapers to gain credibility. Most newspapers have a long history, sponsored by party and government organs, and are famous for their influence and prestige among the masses. Therefore, advertisements published in newspapers often give consumers a sense of trust.

6. High cognitive participation

Most newspaper advertisements are mainly written symbols. To understand the content of advertisements, readers need to concentrate on reading and eliminate other interferences. Generally speaking, unless the advertising information is closely related to readers, readers will not spend a lot of energy reading advertisements subjectively. The reader's inertia often reduces the possibility of reading the content of advertising copy in detail. In other words, the advertising reading level of newspaper readers is generally low. However, when readers are willing to read, their understanding of advertising content will be more comprehensive and thorough.

7. The degree of attention is not high

In a newspaper, there are many columns and advertisements that compete to attract readers' attention. In this way, it is easy to attract people's attention only when your advertisement is particularly eye-catching. Otherwise, readers may turn a blind eye.

8, printing is difficult to be perfect, and the form of expression is single.

In recent years, with the support of high technology, the printing technology of newspapers has been continuously broken through and improved. But so far, newspapers are still the media with the lowest printing cost. Affected by materials and technology, the printing quality of newspapers is not as good as that of professional magazines, direct mail advertisements, posters and other media. Newspapers still need to use words as the main communication element, and the form of expression is obviously much more monotonous than stereoscopic TV and other colorful print media.

Two, two magazines.

A magazine is also a kind of printed print advertising media. Although it obviously lacks timeliness and limited coverage compared with newspaper advertisements, it is deeply loved by specific audiences because of its exquisite printing and dazzling visual effects. Because there are many kinds of magazines, both elegant and popular, and the magazines with short publishing cycle have the most kinds and great influence, they have become one of the four major media of modern advertising. Due to the development of printing technology and the progress of human thinking, the simple graphic design mode in the past has been constantly broken, and new design forms have emerged, which all reflect the broad prospects of magazine advertising. The main features of this magazine are:

1, reader class and target are clear.

Magazine readers are not as extensive as newspapers, but they are more classified and professional, so it is very convenient and more targeted to choose specific categories of advertisements. The quality of readers of similar magazines is basically the same, so it is much easier to do advertising copy. Conversely, every magazine has its basic readership, and you can choose different magazines for different consumers. Therefore, in order to make better use of magazine media, it should be based on the goal of advertising. It is necessary to classify the available magazines.

Generally speaking, readers of magazines have a certain level of education and a good understanding ability. Anyone who subscribes to a magazine has a certain understanding and interest in the nature and content of the magazine, and professionals are also easy to accept what is published in professional magazines, which is conducive to the role of advertising. People who subscribe to magazines have a high standard of living and the ability to appreciate advertising content, so magazine media is also an effective media when new products open to the market.

2. The magazine is beautifully printed, with high reading rate and long storage period.

Magazine media use better paper, especially advertising paper, which is much more exquisite than newspapers in advertising printing, especially color advertisements, which are bright and exquisite, easy to attract attention, can vividly reproduce the image of goods and stimulate readers' desire to buy. Magazine advertisements are mostly full-page or half-page, with large layout, rich content, profound expression and illustrations, which are easy to fully express the information that advertisers want to provide.

The life span of magazine media is much longer than that of radio and television. Radio and TV programs die as soon as they are broadcast, while magazines are read for a long time and are often preserved and read repeatedly. Therefore, magazine advertisements can repeatedly contact readers and have enough time to carefully study the contents of advertisements and deepen people's impressions.

3. The layout of magazine media is flexible and colorful.

Layout can be divided into front cover, back cover, second cover, third cover, title page, inner page and insert. The color can be black and white or color. The page size is different from full page, half page and 1/3, 2/3, 1/4 and 1/6 pages.

Magazines, like newspapers, belong to print media. This determines that they have some similar psychological characteristics, including reading initiative, high cognitive participation, preservation and credibility. But magazines and newspapers are also very different. In content, magazines don't focus on news reports like newspapers, but meet the needs of readers of various professions and popular science knowledge. As far as printing quality is concerned, magazines are generally superior to newspapers. So magazines have some psychological characteristics different from newspapers.

4. The readers are highly targeted.

The contents of magazines are tendentious and professional, and different magazines can generally have different and relatively stable readers in a wide area. For example, the readers of photography magazines are mainly the photography industry and amateur photographers, so advertisements about photographic equipment are published in photography magazines, and the advertising goal is to get close to the readers of magazines and effectively win these readers to become customers who buy goods.

5. Knowledge

The contents of many magazines are mainly professional knowledge and popular science knowledge, which can easily make readers have intellectual expectations for magazine reading. Like newspaper news, the knowledge of magazines has become the psychological feature of magazine advertisements.

Step 6 Repeatability

The magazine is rich in content and has many long articles. Readers should not only read carefully, but also read it several times often, and even save it for later reading. Readers' repeated browsing increases the chances of contacting magazine advertisements, which is conducive to leaving a deep impression on the advertisements in their memories.

7, beautiful, eye-catching.

Magazines have good paper quality, and can print beautiful color pictures to reproduce the original appearance of goods more truly. At the same time, magazine advertisements are mostly commercial advertisements, and the amount of advertisements published is not much. Generally concentrated in a few pages, neatly arranged and beautiful. Therefore, magazine advertisements have strong artistic appeal, attract people's attention and give people beautiful enjoyment.

8. Poor timeliness

Magazine is a periodical publication with a long circulation cycle, including weekly, semi-monthly, monthly, quarterly, semi-annual and even annual publications, which affects the spread speed of advertisements. Time-sensitive advertisements, such as opening advertisements, entertainment advertisements and promotional advertisements. Generally, it is not suitable for magazine media, otherwise it is easy to miss the opportunity and get no advertising effect.

Third, broadcasting.

Due to the development of science and technology, new media appear constantly, and broadcast media are facing more and more challenges and impacts. However, broadcasting still has its advantages. Only by fully understanding these characteristics can we foster strengths and avoid weaknesses and further tap the potential of this media. The main features of radio advertisements are:

1, immediacy of communication mode

Instantaneity means that radio advertisements spread the fastest. Broadcasting can make advertising content spread to target consumers quickly within the reach of information. No matter where you are, as long as you turn on the radio, the advertising target can be received immediately. If it is necessary to release some advertising information urgently due to the temporary adjustment of advertising strategy and tactics, such as the release of demand and supply information with strong timeliness requirements such as trade fairs, order fairs and discount promotions. Radio advertisements can be broadcast in a few hours and sometimes live. The immediate advantage of radio advertising is irreplaceable by other media.

2. The extensiveness of communication scope.

Because radio waves are used to transmit advertising information, radio waves can be free from space restrictions, and the transmission technology of broadcasting is much simpler than that of television, so the coverage of broadcasting is particularly wide and it can reach every corner of the world. The wide coverage of radio enables people to hear it in cities and rural areas, on land and in the air. Broadcasting is not limited by weather, traffic and natural disasters, and is especially suitable for some areas with complex natural conditions.

3. The randomness of listening methods

Listening to the radio is the most convenient, free and casual. Because it is not limited by time and place, no matter day or night, no matter where you are or what you are doing, you can receive and listen to the broadcast content as long as you turn on the radio. With the progress of science and technology, radios are becoming smaller and more portable, and some are only the size of matchboxes. In particular, the emergence of the "Walkman", a listening tool favored by young people, can be said that the broadcast media can be carried around by the audience to a certain extent.

4. Diversity of audience levels

Print media has higher requirements for the audience's cultural level and education level. Therefore, broadcasting can make people with low education or even illiteracy hear the contents of advertisements, so the audience levels of broadcasting media are more diverse. Especially in China, cultural and educational undertakings are still underdeveloped, and there are still many illiterate and semi-illiterate people, who are consumer groups that any advertiser can't ignore. In order to give full play to the function of informing and persuading them, radio is a very suitable advertising medium.

5. Low production cost and broadcast cost.

Radio advertising is one of the most economical advertising media because of its large amount of information and low charging standard per unit time. At the same time, the production process of radio advertisements is relatively simple and the production cost is not high.

6. Flexibility of broadcasting

Because radio advertising is the shortest production cycle in the media, advertisers should adjust their tactical actions according to the actions of competitors and respond quickly. Radio advertising is the most convenient and quick tool. In addition to the complexity of production, the time and layout of newspapers and TV advertisements are generally tight and need to be booked in advance. However, radio advertisements are relatively easy and flexible in arranging broadcasting and adjusting time periods.

7. Incitement to stimulate emotions

Broadcasting spreads through sound and attracts people's hearing. It can give the audience unlimited imagination, which is the charm of broadcasting. The characteristic of radio advertisements is to help listeners to associate by stimulating people's auditory senses, because the sound of radio is real and concrete, which is particularly easy to touch people's heartstrings and incite people's emotions, and advertisements often unconsciously complete their functions of communication and persuasion in this situation.

However, radio advertisements also have some shortcomings, such as fleeting and single mode of communication.

Fourth, television.

The main features of television are:

1, intuitive

Television is the spread of audio-visual integration. People can see and hear all kinds of creatures with their own eyes, which is the result of the integrated communication of TV audio-visual Simply relying on vision or hearing, or simply adding vision and hearing instead of organically combining them, will not make the audience feel so real and convincing. This intuition of TV advertising is still unmatched by any other media. It has surpassed the barriers of reading and writing and become the most popular media. It does not need to have strict requirements on the cultural knowledge level of the audience. Even if you can't read or understand the language, you can basically understand or understand the content conveyed in the advertisement.

2. Strong impact and appeal.

Television is the only perceptual media that can be dynamically demonstrated, so the impact and appeal of TV advertisements are particularly strong. Because TV media reproduces information by faithfully recording, that is, it directly stimulates people's senses and psychology with acousto-optic signals, so as to gain the recognition of the audience's perceptual experience and make the audience feel particularly real, so TV advertisements have a particularly strong impact and appeal on the audience, which is difficult for any other media advertisements to achieve.

3. Affected by the viewing environment, it is difficult to grasp the communication effect.

Television can't be carried around like printed matter. It needs a suitable viewing environment. Without this environment, it will fundamentally block the spread of TV media. In this environment, the number of viewers, the distance from the TV screen, the viewing angle, the volume of TV, the quality of equipment and even the signal receiving function of TV antenna directly affect the viewing effect of TV advertisements.

4, instant communication, passive acceptance

The length of TV advertisements in all countries in the world is almost the same, with 5 seconds, 10 second, 15 second, 20 second, 30 second, 45 second, 60 second, 90 second, 120 second as the basic unit. There are few advertisements over 3 or 4 minutes, and the most common TV advertisement is/kloc. In other words, a TV advertisement can only complete the task of conveying information in a very short moment, which is an extremely harsh prerequisite. Moreover, the audience accepts TV advertisements in a completely passive state, which is also the characteristic that TV is different from other advertising media.

5. Expensive

Expensive. First, the production cost of TV advertising itself is high and the cycle is long; Second, it means high broadcast cost. As far as the production cost is concerned, film and television itself is famous for its long production cycle, complex technological process and many uncontrollable factors (such as region, seasonal weather and actors), while advertisements on TV are much more demanding than ordinary films and television. The ratio of commercial films is usually 100: 1. It can be seen that advertisements on TV will be several times more than ordinary movies and TV series, and the composition, performance, dubbing, editing and synthesis of commercial films all need a lot of money.

As far as advertising fees are concerned, the charging standards of TV stations are also very high. China Central Television (CCTV) charges 45,000 yuan for a 30-second advertisement in Special Zone A. However, the prime-time broadcast cost abroad is much higher than this. In the United States, TV commercials cost $65,438+00 ~ $65,438+05,000 every 30 seconds. If it is more expensive to insert advertisements in special programs, some of them are as high as several hundred thousand yuan.

6. There is a high rate of attention.

In developed countries and regions, television has become popular, and watching TV programs has become an important part of people's cultural life. Paying attention to the use of various expressions in TV advertisements will make the advertising content interesting, enhance the audience's interest in watching advertisements, and the ratings of advertisements are also relatively high. You can watch and listen to TV commercials. When people don't pay attention to advertisements, their ears still hear the contents of advertisements. Advertisements occupy the whole TV screen and help people concentrate. Therefore, TV advertisements are easy to attract attention and have a strong advertising contact effect.

7. It is conducive to deepening the impression.

Television advertisement is a kind of advertisement with both audio-visual and continuous activities, which can vividly and prominently display the personality of the advertised goods from all aspects. For example, the appearance, internal structure, usage and effect of advertising products can be displayed on TV, and if the audience visits them in person, they will leave a clear and profound impression. Through repeated broadcasting, TV advertisements constantly deepen the impression and consolidate the memory.

8, stimulate emotions, increase the confidence and determination to buy.

Because the image of TV advertisements is vivid, just like a door-to-door salesman, the products are displayed in front of every family member, which makes people hear and see, and it is easy to have a good impression on the advertised products, thus generating interest and desire to buy. At the same time, when enjoying TV advertisements, the audience will compare and comment on the advertised products intentionally or unintentionally, and unify their purchasing concepts by attracting attention and stimulating interest, which is conducive to enhancing their purchasing confidence and making purchasing decisions. Especially for consumer goods with strong selectivity, popular daily necessities and goods newly put on the market, it is easy to attract the audience's attention and stimulate their interest and desire to buy goods by using TV advertisements.

9, not conducive to in-depth understanding of advertising information.

The production of TV advertisements is very expensive, especially in prime time. The length of TV advertisements is mostly between 5 and 45 seconds. In a very short time, all kinds of pictures should be played continuously and flashed quickly, which makes people unable to explain too much and will affect the in-depth understanding of the advertised goods. Therefore, TV advertisements should not broadcast products that need detailed understanding, such as production equipment. When some high-end durable consumer goods broadcast advertisements on TV, they should also use other supplementary advertising forms for detailed introduction.

10, easy to produce resistance.

Because of the remarkable effect of TV advertisements, more and more customers use TV advertisements, and TV programs are often interrupted by TV advertisements, which is easy to cause audience dissatisfaction.

Verb (abbreviation of verb) outdoor advertising media

Any substance that can attract many consumers and achieve the purpose of selling goods through advertising in the open air or public places can be called outdoor advertising media. Outdoor advertising can be divided into two categories: print advertising, poster advertising, wall advertising, posters, banners and so on. Three-dimensional advertising is divided into neon lights, advertising columns, advertising towers and light boxes. In outdoor advertising, street signs and posters are the two most important forms, which have great influence. Exquisite outdoor advertising belts have become a symbol of a region. The main features of outdoor advertising are:

1, which is highly selective to regions and consumers. On the one hand, outdoor advertising can choose advertising forms according to the characteristics of the region, such as choosing different advertising forms in commercial streets, squares, parks and vehicles, and outdoor advertising can also be set according to the psychological characteristics and customs of consumers in a certain region; On the other hand, outdoor advertising can provide repeated publicity for regular consumers who often move in this area, leaving a deep impression on them.

2. Outdoor advertising can make good use of the blank psychology that consumers often have in public places when walking and sightseeing. At this time, some beautifully designed advertisements and colorful neon lights can often leave a very deep impression on people, arouse great concern and make them more receptive to advertisements.

3. Outdoor advertising has a certain compulsive attraction. Even consumers who are in a hurry may leave a certain impression because of a casual glance at the advertisement, and leave a deep impression on some goods through repeated times.

4. There are various forms of outdoor advertisements, especially the development of high-altitude balloon advertisements and light box advertisements, which make outdoor advertisements have their own characteristics, and these outdoor advertisements also have the function of beautifying the city. These advertisements are integrated with the city appearance, which often makes consumers accept advertisements very naturally.

5, outdoor advertising content is simple, which can avoid the interference of other content and competitive advertising. And the cost of outdoor advertising is low.

However, outdoor advertising media also has its shortcomings, mainly in:

1, with small coverage. Because most of the locations are fixed, the coverage will not be large and the publicity area will be small, so we should pay special attention to the location selection when setting up outdoor advertisements. For example, billboards are generally set in places with high population density and strong mobility. There are many floating people in airports, railway stations and ship docks, so national advertisements can be made.

2. The effect is difficult to evaluate. Because the object of outdoor advertising is people who are active outdoors, these people are mobile, so its acceptance rate is difficult to estimate. Moreover, people are always exposed to it in activities, so the staring time is very short, even only a fraction of a second. Sometimes people may be exposed to many outdoor advertisements at the same time. In order to achieve the advertising effect, it is very important to let people's vision stay for a while.

Sixth, sell some advertisements.

Point-of-sale advertising is also called popular advertising. POP is the abbreviation of English Point of Purchase, which appeared in the United States in the 1930s. Nowadays, POP advertising appears in a new form, and is highly valued and widely used.

Today's popular advertisements include window display, counter display, shelf display and stall display. , as well as on-site advertisements at the sales place and posters and posters in front of related places. With the emergence of unmanned sales, especially the emergence and popularization of supermarkets, the function of point-of-sale advertising is gradually expanding. Point-of-sale advertisements also include all kinds of advertising wrapping paper, brochures, neon lights, brochures, gifts, lottery tickets and so on. But the most important form of point-of-sale advertising is to show advertisements to the media through the goods themselves.

Point-of-sale advertisements are divided into two categories: out-of-store and in-store according to the occasion. POP advertisements outside the store are advertisements that make consumers know the location of the store and attract consumers to enter the store, such as signboards and windows. In-store POP advertisement is the advertisement closest to consumers, which consists of counter display, shelf display, ground display, wall advertisement, ceiling decoration, commodity packaging and dynamic decoration.

In fact, point-of-sale advertising is an extension of other advertising media, which can induce potential purchasing psychology and existing advertising intention very strongly. Some people in the United States have investigated and studied that only 28% of the total sales are made by buyers who decide what to buy before going out, while 72% of buyers turn their potential consciousness into buying behavior at the sales site. It can be seen that the role of on-site advertising in sales is enormous. The specific functions are as follows:

1. Point-of-sale advertising can deepen customers' understanding of goods and help them understand the nature, use, price and use of goods more quickly. It can induce customers' potential desires and form impulsive purchases, unlike other media, which have to leave a deep impression and memory to produce purchasing behavior. For this reason, this kind of advertisement should consider how to attract the attention of the advertisement in the form of expression.

2. Selling advertisements can enhance the decorative effect of the sales site, beautify the shopping environment, create an atmosphere, enhance interest and induce consumers, so they are silent salesmen.

3. The expressive force and authenticity of point-of-sale advertisements are unmatched by other media. Generally, this kind of advertisement pays more attention to the display of physical objects, which can supplement the shortcomings of the four major media and make abstract and impressionable goods become living physical objects.

4. It can be used for a long time to sell an advertising design once, which can save publicity expenses.

Seven. network

From 1994 to 10.04, the famous American Hotwired pioneered online advertising. Since then, online advertising has swept across Europe and America, becoming the most popular advertising form in Europe and America, and rapidly expanding to other countries and regions in the world. The National Science Foundation predicts that the number of Internet users will reach 550 million in 2000, and the Internet will become the fifth largest media after newspapers, magazines, radio and television. With the increase of network users and the rapid development of e-commerce, online advertising will also move forward at a high speed. The main features of this network are:

1, a few media

As a media, the Internet has some very special attributes, that is, it is not a mass media, but a minority media. There are 38,776 websites, with an average of 258 people assigned to one website. There are 50 million users and 2 million websites in the United States, with an average of 25 people per website. As a minority media, advertising needs to study the psychological needs of the target audience in depth, so as to be targeted and achieve the expected advertising goals.

2. Interaction

The interactivity of online advertising determines that online banner advertising is different from TV advertising. Television advertisements can be watched by force. The program of this day is very interesting. You have to watch it in the middle of the program, so that the audience can see it. However, when Internet users visit a website, they have a purpose. If they want to read it, I may have to check the information of a stock, or other things that flash on it, and often don't read it. Therefore, it is necessary to deeply study the psychology of consumers and fully attract the unintentional attention of netizens.

3. Super information capacity

Generally speaking, there will be dozens or even hundreds of pages under a website. Web page information is in the form of nonlinear text, which links different web pages to each other and combines them into an organic whole. More importantly, the information loaded by online advertisements can be selected by the advertising audience. Consumers are active and informative, which requires us to understand the needs of consumers and classify information according to different types of consumers, so that advertisers can click deeply, get more advertising information and improve the efficiency of advertising.

Step 4 pay

For online advertising as an interactive advertisement, it is very necessary to attract people to your site, because the audience of online advertising pays their own money to watch your advertisement online. Only if your advertisement has sufficient attraction and affinity and can arouse his great interest can he participate.

5. The degree of attracting intentional attention

Internet advertising is an involuntary communication, unlike TV, radio, newspapers and outdoor advertising. It tries its best to attract people's vision and hearing, and stuff relevant information into the audience's brain to impress people's unintentional attention. As a kind of communication activity, online advertising undoubtedly attracts people's unintentional attention and attention and clicks in the ocean of information, but its unique interaction mainly attracts people's intentional attention and strives to mobilize people's consciousness and initiative. In short, in the general media, people look for advertisements, and in the online media, people look for advertisements. Therefore, the degree of attracting consumers' intentional attention is an important index to evaluate the psychological effect of online advertising.

6, stimulate interest, meet the needs of the degree.

Internet is a focus media, which provides two-way communication and can customize information according to users' personal situation and needs. People are a kind of self-service information consumption behavior on the Internet, and the choice and use of information is completely determined according to the personal interests and needs of users. Only online advertising information that interests consumers and meets their actual or potential needs can attract consumers to gradually understand and accept advertising information. Therefore, whether it can arouse consumers' interest and meet their needs is an important factor related to the success or failure of the network.

7, easy to identify, easy to identify

The most fundamental feature of online advertising is interactivity, and the focus of interactive advertising should be the transmission of interactive information. The huge information capacity is a remarkable feature of online advertising compared with traditional media advertising. Generally speaking, there will be dozens or even hundreds of pages under a website. In the face of massive information, how to make consumers recognize and understand this information and extract the information they need is also an indispensable index to evaluate an online advertisement.

8. Relevance and affinity of information

The one-to-one mode of online interactive advertising requires personalized information dissemination, so that everyone who comes into contact with advertising feels that advertising products are specially prepared for themselves, so that advertising information can come to everyone's side, be close to everyone's heart, think what they think and love what they love. Therefore, whether advertising information has pertinence, individuality and affinity should be an important index in the evaluation system of psychological effect of online advertising.

9. Degree of online purchase.

Internet advertising is a communication activity aimed at widely persuading the target market. Compared with other mass communication methods, online advertising has a clearer advertising goal. In addition, network technology can help advertisers select users, track users, master various user information, and then put them in a targeted manner, so it is expected to become the most targeted promotion behavior. Network, an all-weather and global market communication medium, can not only build brand awareness, but also attract people to look at a product carefully, promote purchase and provide after-sales service and support. Therefore, whether online advertising can cause people's direct online purchase behavior is also an important index to evaluate online advertising.