TV, radio, theatres and other electronic media are widely used these days for commodity brands promotion. Each has its merits and demerits and companies need to be very prudent while deciding on electronic media advertising strategy.

Television

Television is an expensive proposition for electronic media advertising but has reach to almost every household. However, the space has become very cluttered due to too many brands running their advertisements on TV. On TV, there are two types of advertisements. First type is 15-30 seconds advertisement which is played between programs. In second type, during the program itself, an L-band or top/ bottom band advertisement is displayed. A third type also exists. There are dedicated TV channels, running advertisement for a product continuously for 15 minutes or even longer.

Cinema Theatres

Advantage of movie theatre advertisement is that there is a captive audience there who cannot ignore the communication. However, not everyone is a movie buff and do not go to watch movies to theatres very frequently. It is a cheaper medium and spot durations are generally longer than TV ads, though the cost of production is the same as TV ad.

Radio

Listening to radio is no more prevalant in the urban households and is on a decline in rural areas also. However, during travel, in shopping malls, in small mom-and-pop shops, in eating joints, and other public places, radios are still used.

Digital OOH

Digital Out-of-Home advertisement can be seen in malls, airports, railway stations, bus stands and now-a-days even in the lift lobbies of residential complexes. People read the advertisements while waiting for something. It can be a static image or a video. The content can be periodically changed remotely to keep freshness in the communication if the medium is on a network.