Here is an essay on the ‘Mediums of Advertisement’ for class 11 and 12. Find paragraphs, long and short essays on the ‘Mediums of Advertisement’ for school and college students.

Mediums of Advertisement

Essay Contents:

  1. Essay on Press
  2. Essay on Posters
  3. Essay on Direct Mail
  4. Essay on Window Display
  5. Essay on Films
  6. Essay on Theatrical Programme or Cinema Slides
  7. Essay on Radio
  8. Essay on Televisions
  9. Essay on Exhibition
  10. Essay on Sky-Writing

Essay # 1. Press:

Press advertising consists of newspapers, periodicals and magazines.


Newspapers are the most common medium of advertisement.

They have certain advantages.

They are:

(a) Because of their wide circulation, the advertising message can be carried to a large number of people at less cost.


(b) Through newspapers, advertisement can be made at the right time and at the right place.

(c) Advertising message can be changed daily to suit the needs of advertisers.

They have certain disadvantages.

They are:


(a) They have short life. So they may not draw the attention of the readers.

(b) They have greater percentage of wastage in advertisement.

Periodicals and magazines have following merits:

(a) They have a longer life than the newspapers.


(b) As they are generally printed on good quality paper. They provide an opportunity for colour advertising.

(c) They offer scope for detailed description of goods.

(d) Special magazines reduce the chances of wastage in advertisement.

They have certain demerits which are as follows:


(a) Their circulation is limited.

(b) They are costly.

(c) As the advertising message has to be sent before the publication of magazines, current advertising message cannot be inserted in them.

Essay # 2. Posters:

Posters include advertising message printed on paper, cardboard, cloth, wood or metal and displayed in prominent localities such as roadsides, railway stations etc. Posters must be sufficiently large in size. They must contain each headings in bold types. They must be impressive. The advertising message must be short.


Posters have following advantages:

(a) They are suitable for artistic and colour advertisements.

(b) As they are in the form of pictorial representations they are useful in impressing illiterate people.

They suffer from following drawbacks:


a) They appeal only to those people who visit the prominent localities where they are displayed.

b) Advertising message is very brief.

c) They cannot be changed frequently.

d) As they are displayed outside, they are liable to be damaged or destroyed.

Essay # 3. Direct Mail:

Direct mail advertising means sending circular letters and catalogues by post to the persons, where whose names appear in the mailing list prepared by the advertiser.

Direct mail advertising has following advantages:


(a) It introduces personal element in advertisement.

(b) It provides scope for detailed information.

(c) It reduces the chances of wastage.

It is not free from defects. The chief drawback of this medium is that it does not possess mass appeal, as it is sent only to the customers whose names appear in the mailing list.

Essay # 4. Window Display:

Window display means displaying the articles in an attractive manner behind the glass windows of the shop.

This method has certain merits.


They are:

(a) It is convenient.

(b) It is not costly.

(c) It provides scope for artistic display.

(d) It provides scope for frequent changing of articles.

The main drawback of this method is that it appeals only to those who visit the shop.

Essay # 5. Films:


Films have become one of the popular methods of advertisement. A short film on the merits of the product is shown in cinema houses either before the regular film or during the interval.

The chief merits of this method of advertisement are:

(a) Films appear both the eyes and to the ears. So they are effective.

(b) They appeal to a larger number of people.

The main demerits of this medium are:

(a) Films are expensive.


(b) They are not flexible. Frequent changes of films is not possible.

Essay # 6. Theatrical Programme or Cinema Slides:

Slides containing the advertising message are shown in cinema houses either before the regular film or during the interval.

The main advantage of cinema slides is that they appeal to many people and impress them.

The chief disadvantage of this medium is that the advertising message is very brief.

Essay # 7. Radio:

Conveying the advertising message through the radio has become quite popular in advanced countries like the USA, UK etc.

The principal merits of radio advertising are:


(a) It appeals to a large number of people.

(b) It is highly effective as it combines information and entertainment.

The chief demerits of radio advertising are:

(a) It is expensive.

(b) The advertisement matter is brief.

(c) It can be adopted only in advanced countries.

Essay # 8. Televisions:

Television is the latest addition to the media of advertising. It is very popular in countries like the USA, UK etc.

The main advantage of advertisement through television is that it is more effective than radio advertising as it appeals both to the eyes and to the ears.

The main drawbacks of this medium are:

(a) It is costly.

(b) It appeals only to those who possess television sets.

(c) It can be adopted only in well developed countries.

Essay # 9. Exhibition:

Exhibitions offer scope for periodical advertisements.

The chief merits of this method of advertisement are:

(a) Exhibitions appeal to a large number of people.

(b) They enable the advertiser to have direct contact with the public.

The main drawback of this method is that it is costly.

Essay # 10. Sky-Writing:

Sky-writing is an arrangement under which coloured smoke emanating from an aeroplane writes the advertising message across the sky-Sky- writing attracts a large number of people. But it is also costly.

It is not only advertising which is important but of equal importance is the channel through which it should be advertised. We have discussed above various channels but in today’s competitive market, efforts are made to derive maximum returns from minimum resources’ utilization. So now comes into stage, the factors which affect the use of any source, media or channel of advertising.

i. Nature of Product:

In order to advertise consumer goods, newspapers, magazines, radio, television and outdoor displays are helpful and for industrial or capital goods, specialised journals of trade groups, etc. are more helpful.

ii. Nature of Market:

This means the size, hobbies, interests, literacy rate, sex, geographical region, purchasing power etc. of the consumers. In order to advertise local goods’, newspapers and outdoor advertising is good but to advertise for a good at national scale TV etc. are ideal. Similarly for illiterate customers, newspapers are wasteful ads but radio can surely be helpful.

iii. Permanence:

The duration for which the impression of the product is to be created on customers is an important consideration. In this context, newspapers, journals, magazines have longer life than TV and radios.

iv. Cost of Media:

Different medias are compared with each other in respect of the utility and prices. Then depending upon the budget of organization, right and ideal channel is chosen.

v. Flexibility:

This refers to the speed and the ease with which an advertisement can be changed, and deleted. For example, an advertisement to appear in next day’s newspaper can be withdrawn a day earlier and can be changed even minutes before its printing. But in case of TV or radio, everything is so rigid that it leaves no scope for any type of change.

vi. Editorial Environment:

This refers to nature of information or entertainment material that surrounds the advertisement. For example if you want to sell some herbal or other beauty cosmetics, some women magazine as, Women’s Era or even health magazine as Health are ideal . If you want to advertise for some industrial products, Economic Times, Business Week, Business Today, etc. have relatively more worth.