Traditional media and types of traditional media
Before Marketing came along, businesses only used old-fashioned ways to advertise. But now, as the 4.0 era gets bigger, advertising on digital media has grown a lot, giving companies a lot of great marketing benefits. Traditional and digital media are often seen as rivals, but they can actually work together to help a company reach and engage more people. In the article below, we’ll look more closely at traditional media and the different kinds of traditional media.
What is the traditional media definition?
Traditional media consists of all mediums that existed before the internet, including newspapers, magazines, television, radio, and billboards.
Prior to digital media, firms allocated the majority of their marketing spending to conventional media to raise brand awareness among existing customers and acquire new ones.
Today, although digital media has become prominent, there are still certain brands that utilize traditional media for their marketing and advertising efforts since their target consumers frequently connect with these forms.
Types of traditional media and examples
Newspapers and magazines
It was one of the first types of traditional media in the world. In the past, when online media did not exist, people obtained their news from newspapers and periodicals.
There are still a significant number of older followers who prefer to read the news in newspapers and magazines, despite the fact that many people now choose to read newspapers online. Advertising in these magazines can aid in establishing a brand’s credibility and trustworthiness, as readers of these media typically view them as very reliable.
Advertisements in print media may have a shorter exposure period, but readers are typically more engaged with this medium. When deciding whether to advertise in print, it might be good to request readership and circulation data to establish whether the publication’s audience matches your company’s target demographic.
Examples of traditional media are newspapers and magazines. Gucci’s magazine still has a certain number of buyers. Through magazine appearances, the brand continues to be able to reach more new customers.
Television
After newspapers and periodicals, television is the most effective traditional medium that huge corporations seek to utilize. The majority of people still watch television at home, where they are more likely to search for a brand or product if they are influenced by an advertisement.
Companies with lesser advertising budgets may choose to try advertising on a specialist channel, such as a cookery or sports network, which is more likely to add value and more pertinent to their intended audience firms. And companies with big budgets can spend money to appear on popular channels or programs with more viewers.
Traditional media examples on Television such as GEICO and Amazon. These two major brands have spent more than 1 billion USD to appear on TV channels in the United States.
Radio
If your business offers counseling services or sells certain products, you can use the radio to reach more potential customers without losing too much. Radio is one of the most cost-effective traditional forms of communication.
People who listen to the radio can choose to listen to their favorite stations at different times of the day, like when they are driving, at work, or just relaxing at home. Advertising on the radio can make people more aware of a brand. But these kinds of ads have to be short and creative so that people remember the message even after they turn off the radio. The cost of making a radio ad is also lower than the cost of advertising in print or on TV.
For example about advertising in radio: T-Mobile US spent about $88 million on radio advertising in 2021, making it the biggest advertiser on US radio.
Billboards
Billboards can also be a powerful way to advertise, especially for businesses that want to show off their services or products in a certain area.
Where a billboard is placed has a lot to do with how well it works. With creative billboard advertising in a good spot, you can get the return on investment you want. Because so many people will drive by billboards, they can also help spread the word about a company’s brand.
An example of traditional media is Ponds’s billboard. Do you have a lot of pimples? Use ponds to get rid of them. The corner of the ad’s canvas hides a person’s face on the billboard. A very clever way to mix pictures and words.
Even though we have a lot of digital sources at our fingertips, traditional media sources are still useful. One reason is that these news sources have been around longer and have built a reputation for being accurate and fair. Also, it goes into more detail about stories than what we can find online.