ABSTRACT
This chapter will help the participants in understanding the importance of traditional media and the roles that each medium plays in the overall IMC program of the firm. The chapter’s goal is to look at traditional advertising mediums like radio, television, newspapers, and magazines and to evaluate the benefits and drawbacks of television, radio, newspapers, and magazines as advertising mediums. The use of television and radio by advertisers as part of their media plans, the purchasing of television and radio time, audience measurement, and evaluation for each medium, and rate setting are all discussed. The audience measurement for magazines and newspapers, their pricing policies, and the acquisition of advertising space in each are all taken into consideration. A consideration of upcoming developments that will affect each medium’s function and the characteristics of magazines and newspapers as advertising media round off the overview of each medium.
