Explain newspapers as a media for advertising.

Newspapers are one of the most popular and widely used media of advertising. They have wide circulation and reach a large audience daily.

Advantages of Newspaper Advertising:

1. Wide Circulation — Newspapers have wide circulation, providing extensive coverage of the message.
2. Low Cost per Reader — Due to wide coverage, the cost per reader is low, making it economical.
3. Continuity — The advertising message can be repeated daily, ensuring continuity.
4. Flexibility — The message can be modified frequently as needed by the advertiser.
5. Regional Focus — Regional newspapers can be used to focus on selected geographical areas.

Disadvantages of Newspaper Advertising:

1. Short Life — Newspaper advertisements have a very short life, usually one day.
2. Cursory Attention — Most people do not pay much attention to advertisements while reading newspapers.
3. Limited Use of Colour — There is limited scope for the use of art and colour, especially in black-and-white print.
4. Illiterate People Excluded — Illiterate people cannot be reached through newspapers.