Advertising and Public Relations · TEE · papers
Q5B · Differentiate between print media and electronic media
2023-02-08 · Semester V re-exam
Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7
2023-02-08 · Q5B · Previous-paper question. Differentiate between print media and electronic media. [10 marks]
Answer
Meaning of the two media
Print media presents words and still images on a physical printed surface: newspapers, magazines, brochures and leaflets. In this comparison, electronic media means broadcast radio and television. Radio communicates through sound; television combines sound and moving pictures. An online newspaper belongs to digital distribution even though its publisher also produces a printed edition.
| Basis | Print media | Electronic media: radio / television |
|---|---|---|
| Presentation | Written words, photographs, illustrations and layout; the printed page does not play sound or motion. | Radio uses voice, music and sound effects; television adds moving images and on-screen text. |
| Reading or viewing pace | The reader can pause, reread and examine details while the copy is available. | A linear broadcast proceeds at the scheduled pace. A missed detail may require a later repeat or another information source. |
| Depth and demonstration | Suitable for specifications, price lists, conditions and information the reader needs to compare. | Suitable for a spoken explanation, dramatic presentation or demonstration. A short spot usually cannot carry extensive conditions clearly. |
| Audience selection | Publication, language, region, circulation and subject interest help select the audience. | Station, channel, programme, language, region and time slot help select the audience. Neither medium reaches every member of a population. |
| Access | Requires access to a physical copy and an ability to understand the printed message. The reader needs no powered receiver to read the page. | Requires a compatible receiver and signal. Radio can communicate a spoken message to people who cannot read, provided the language and sound are accessible. |
| Life and repetition | A copy can be kept or shared, although a newspaper or leaflet may also be discarded quickly. | A broadcast spot is time-bound; scheduled repetitions can create further opportunities for exposure. Recording and on-demand services are separate possibilities. |
| Production and cost | Writing, design, printing and distribution or publication space contribute to cost. | Script, performance, sound/video production and airtime contribute to cost. Cost varies with scale; neither medium is always cheaper. |
| Feedback and measurement | Circulation describes copies, not guaranteed readers or attention. Enquiry codes, responses and research can help evaluate effects. | Audience estimates describe potential exposure, not guaranteed attention or sales. Calls, response codes and research can examine effects. |
Conclusion: choose print when retained detail and reader-controlled examination matter; choose an appropriate electronic medium when sound, movement, demonstration or scheduled reach helps. Audience access and the task determine the choice. An integrated campaign can combine them.