1. According to the form of expression, it can be divided into: print media, electronic media, etc. Print media includes newspapers, magazines, brochures, calendars, etc. Electronic media include television, radio, electric billboards, telephones, etc.

2. According to function, it can be divided into: visual media, auditory media and audio-visual dual-use media. Visual media include newspapers, magazines, mail, posters, flyers, placards, calendars, outdoor advertising, window displays, physical objects and transportation. Auditory media includes such media forms as radio broadcasts, cable broadcasts, promotional trucks, recordings, and telephone calls. Audiovisual dual-use media mainly includes television, movies, dramas, sketches and other performance forms.

3. According to its communication content, it can be divided into: comprehensive media and single media. Comprehensive media refers to media that can disseminate a variety of advertising information content at the same time, such as newspapers, magazines, radio, television, etc. Single media refers to media that can only disseminate a certain type or aspect of advertising information, such as packaging, windows, neon lights, etc.

4. According to the scope of influence of advertising media, it can be divided into: international advertising media, national advertising media and local advertising media. Worldwide media such as satellite circuit broadcasts, global publications, etc. National media such as national TV stations, national newspapers and periodicals, etc., local media such as provincial and municipal TV stations, newspapers and periodicals, radio stations, TV stations, newspapers, periodicals, magazines, etc. in minority languages ??and languages.

Extended information:

Function

1. Advertising media strategy is one of the key factors for the success of corporate marketing strategies

Advertising media strategy is one of the main strategies of modern advertising. Together with positioning analysis strategy, creative strategy and copywriting strategy, it constitutes the The subject of the activity.

2. The choice of advertising media directly determines whether the advertising goal can be achieved

The goal of corporate advertising is to shape the image of the company and products, and promote and expand product sales. In terms of the selection and combination of advertising media, the size of the page, the length of the period, the number of publications, the timing of media dissemination, etc., all have a certain impact on broadcasting.

Extension of advertising time, including absolute extension and relative extension of advertising time. Generally speaking, long time is more likely to attract attention than short time, but absolutely extending the time, that is, long time and boring content, will reduce attention. Relatively extending the time means that the advertisement reappears repeatedly, and increasing the frequency of the advertisement will also attract attention. However, there are certain limits to repeated advertisements. Repeated advertisements for too long will make the audience feel bored or even have a confrontational mentality. therefore. In the selection of advertising media, the size of the media space and the length of time will directly affect the realization of advertising goals.

3. The advertising medium determines whether the advertisement can be targeted

Any advertisement can only target a certain number or a certain range of the public. The target audience of advertising is the "terminal" for the dissemination of advertising information and the "receiving end" of information. The public or consumers are also called "recipients" and "audiences". Leaving aside the "recipient", there is no communication, and advertising will be ineffective. If the advertising target audience is grasped in the advertising campaign, but the media is not grasped properly, then the entire advertising campaign will be in vain.

4． Broadcast media determines the content and form of advertising

In any advertisement, there is the issue of "what to say". In different media, the "content to say" and the "form to say" have different There is a big difference, which is determined by the characteristics of different advertising media. For certain advertising activities, attention should be paid to analyzing and grasping the value and effectiveness of different media in terms of advertising content, and appropriate media should be used to complete the dissemination of specific advertising information.

5. The advertising medium determines the advertising effect

Any company that advertises hopes to achieve better results with as little advertising cost as possible, or to achieve the best results with the same advertising cost. Due to the absolute proportion of advertising costs, Most of it is used for media. From this perspective, it is not so much the size of the advertising effect as it is the media cost that determines the size of the advertising effect. According to international practice, in a normal economic operating state, the cost of advertising media accounts for more than 80% of corporate advertising costs.

Reference material: Baidu Encyclopedia--Advertising Media