Newspapers are published daily and are read widely by the literate population. Advertisement via newspaper can be good if the mass coverage is required.
Magazines are published weekly, monthly, quarterly etc. Different types of people read different magazines. For example, Business Today and Outlook are the magazines for businessmen and corporate. So, advertiser can select the target segment and accordingly select the magazine.

Advantages

Quickly grabs the attention.

Mass coverage.

Relatively cheaper than other media.
Repetition is possible.

Disadvantages

Medium is only for literate population.
Useless in case of urgent messages.
Impact may be slow.

Broadcast media: It is the audio, visual display of message. It can be via radio and television. It can be effective.

Radio is heard by a number of people. Even an illiterate person likes to listen radio. It can be used to cover mass segments. Message can be clearly conveyed.
Television uses audio-visual display of message which is very attractive medium as it is very popular amongst all the segments. Advertisers just need to select the channel. For example, Cartoon Network to tap the kids segment and NDTV for corporate segments.

Advantages

Wide coverage
Even illiterate people can understand
Quick repetition is possible
Can quickly grab the attention
Disadvantages
Expensive medium
Conveys a limited message
Short-lived
May not be watched or heard

Direct Media is communicating directly to the prospect and not involving any third party. It can be through direct mails or e-mails.

Direct Mails: Posting letters with personalized message to the target consumers.
E-mails: Sending letters or messages via electronic mails using internet.
Merits

Economical, e-mails are in fact free of cost.
Customized messages can be sent.
It grabs the attention of the prospect.

Limitation
Do not cover mass area.

Time consuming.

Everybody may not use internet, or some technical problem may occur.

5. Outdoor Media: People keep travelling from home to office, to markets, cinema, and distant places etc. outdoor media is used to tap the people when they are travelling. It can use pamphlets, posters, hoardings for signs and electric display, exhibitions, show-case displays.

Pamphlets carrying information about the product are distributed amongst the consumers. Posters are displayed around the towns at public places. Hoardings are large size boards that display the message and are fixed at road sides. Electric displays are very attractive and are easily noticeable.

Merits
Covers a particular area.
Less expensive than other media.
Can be seen repeatedly by the local public.
Disadvantages
May not be able to grab attention
Short-lived
Effectiveness cannot be measured.

Rent of certain media may be high like electric displays.
Hoardings may be against traffic rules.

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