Advertising is essential for the promotional mix of communication tools. It is a paid form of communication. The aim of advertising is independent of the transmitting medium. There are many types of advertising, like Brand advertising, Retail/local advertising, Political advertising, Business to business advertising, and Interactive advertising, etc, all types of advertising show the distinct mode of transmission
Traditional Advertising refers to print Advertising, it contains, newspaper, magazine, poster, and television etc. The main spreading platform of traditional Advertising is widespread dissemination, not send information to target segmented market. The information transmission is a single way, not interactive communication; it cannot make sure how many users could be receiving the Advertising information.
The characteristic of newspaper Advertising: Spread faster, information to deliver timely, large information, strong narrative, easy to maintain and people can repeat to read it.
The characteristic of magazine Advertising: clear target audience, it has the layout of flexible, and various color can attract readers
The characteristic of television of Advertising: Intuitive is dedicated, by viewing the environmental impact of massive, is not easy to understand the communication effect and it too expensive.
Advantage: With relatively low cost, long time preservation or spread, can be used repeatedly, spread many times and it has certain to bring stability and its long time audience attention.
Disadvantage: the form of expression has limit, although can through all kinds of deformation and innovation, comprehensive technology, due to the influence of printing cost, long-distance transportation or high capacity information it will increase this effect and by environmentalists advocate arguments boycott, it is serious to the waste of resources and environment pollution.
