论广告传媒的重要性以及如何合理选择

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The Advertising Media means a media where the advertisement can be published to the public. It’s also a methods that can be released the goods or service information. The traditional “ four big advertising media ” is the TV， radio， newspapers， magazines. In the advertising industry， the TV and Radio are called the Radio media， the Newspapers and Magazines are called the Print Media.

The classification of the advertising media

In our daily life， we can hear and see the ads through Radio and TV， and read the all kinds of ads through Internet， newspaper and magazine. These media such as Radio， TV just takes the Advertising media’s role， which transmits the ad’s information to public. Each kinds of Medium not only has the advantages， but also has the limitation. As a matter of fact， the precondition of the reasonable choice for advertising media is to understand the character of each medium. Firstly， we need to classify the advertising media.

According to the function， it can be divided to visual media， auditory media and audio-visual dual media. To stimulate the visual or auditory organ can meet the goal of the information transmission. According to the property， it can be newspaper media， magazine media， radio media， TV media， outdoor media， books media， and traffic media， store media， also includes some sub-media， such as package media， video media and postal media. They are the parts of the advertising media. To fully understand the advertising media is easy for us to make a reasonable choice.

The role and importance of advertising media

Media is the final connecting channel between the advertising and consumers， while advertising can produce the effects through the contacting between consumers and media. As an important part of advertising， media can not only accurately and timely pass the advertising information， but present the features and attraction to the certain consumers. It can satisfy the specific requirements of advertising information by the flexible adaptability serving the propagation of advertising. Moreover， it can meet the utmost needs of consumers， and provide the helpful information for them.

With the applications of science and technology in various fields， advertising media has played a more and more important role as a carrier and a tool as well in information dissemination. It refers to any kinds of physical tools. Without media， information is impossible to be presented， nor to be spread. Media has been involved in every aspect of our daily life.

The important thing is the choice of advertising media directly determined whether advertising goal can be realized. The goal of advertisement is to build the images for company and commodity， and to expand the sales volume. Advertisement is impacted by the selection and combination of advertising media， the layout， the length， the frequency and timing.

Advertising media also decided whether the advertisement with a purpose. The target of an advertisement only can be a certain number or a certain range among the public. The objective of an advertising is the end of information spread line， which means the receiver of information spread line. And that the public is also known as the "audience". Even though the objective of an advertising was aimed in an advertising campaign， the media was improper， then the whole advertisement would be all one's previous efforts wasted.

Finally， advertising media is the one deciding the effect of an advertisement. Any company want the best effect with a less expenses. Most expense of the advertisement will be used for the media， so to say， the cost of the advertisement can decide the effect of the advertisement.

How to select advertising media reasonably

Actually， each media has its own merit and drawback. When we choose the media， it is importent consider various factors according to market target.

If enterprise want to increase market share and expand sales， the media would be best to choose newspaper and magazine ，which is the best effect， followed by TV and radio. And companies to expand their goals advertising sales can prompt consumers to shorten the purchase decision process， as soon as possible to make a buying decision. In order to achieve this goal， television， radio， POP， newspapers， magazines etc are the ideal choice .

If enterprise want to set up the business enterprise or product image， the enterprise should make consumers warm to itself and enhance the public and reputation of the enterprise or the product. In order to achieve these goals， the choice in the media， newspapers， outdoor traffic and players and media is relatively appropriate media choice， at the same time advertising on TV or magazines can also produce the good effect.

Consider about the target market which includes consumers’ own factors such as age， sex， occupation， education level， income or other factors to make the media choices， Enterprise should firstly put ads on the most likely consumer groups who will buy the enterprise products probably. If the product sales could not reach the goal of top issue， then adjust the goal to another group until finding one most suitable media to the consumption group.

The reasonable selection of advertising media also should be combined with the marketing environment. First of all， social ideology will affect the media choice. Some countries are limited by social ideology， resulting in laying particular stress on the media. For example， Norway， Sweden， Denmark， advertising is not allowed in the television and radio. Some countries forbid broadcasting cigarette， wine advertising on TV and radio. In Islam area， the limitation level to TV， movie is stricter； these countries turn to choose other advertising media. Visible ideology influence one country's media choice directly.

Secondly， as same as population density， education level， living standards， the dissemination of population density and the advertising media and the propagation velocity also affect the choice of media. In the areas with low population density， media communication speed and range requirements are a little higher. In terms of education， illiteracy rate will directly restrict the range of distribution and quantity of the print media； in the area with high illiteracy rate， it is appropriate to convince consumers in two types of media： television and radio. The reason is television and radio could express information through the visual image and language in order to pass product information to consumers. The standard of living is proportional to communication level. In the high standard living area， newspapers， magazines， radio， television penetration rates are higher.

In short， it’s important for advertiser to choose the advertising media. To achieve the expectant result， it should be considering each factor to select the appropriate and efficient media to transmit the effective advertising information.