Media and non-media communication: what are the differences?

In the advertising world, various formats and media are proposed... But how to find your way? First of all, knowing the stakes of your campaigns is essential: for what purpose do you want to communicate? What are your objectives? Sales objectives? Notoriety objectives? Visibility objectives? We have decided to help you to know all the media and non-media communication supports and what are their differences.

Summary of the article: Media and non-media communication - What are the differences?

1. Media communication channels
2. Non-media communication channels
3. What are the differences between media and non-media communication?

Media communication channels

We define the various media which exist in the advertising world:

• The press: powerful media to reach your targets, the paper press or the digital press are means of communication that allow you to broadcast your ads with precise themes.
• Radio: 2nd media in France, radio has many advantages (can be listened to anywhere and all day... and even in the evening, audible on tablets and smartphones too). A great way to gain notoriety.
• Television: 1st French media, television gathers every day millions of viewers. An indefinite panel of channels that will allow you to broadcast your ads on thematic, regional or national channels.
• The cinema: always known by the general public, the advertisements diffused in the cinemas allow you to gain in notoriety; this media is ideal to make known your company or one of your flagship products.
• Podcasts: this medium, increasingly known by listeners, is booming and offers hours of listening on a wide variety of subjects (politics, education, sexuality, music, cooking...).
• Billboards: outdoor advertising is one of the most widely used means of communication in France. With its different formats and numerous locations, it is omnipresent and allows you to expose your company on a large scale to the French.
• DOOH: Digital outdoor advertising is mainly found in train stations, subways, airports or in shopping malls. With its refined and dynamic visuals, it appeals to the largest number of passers-by.

Communicating through these media will allow your company to be known by a large audience, to build a 360° strategy, to broadcast your ads locally, to target your audience with precise data (age group, gender, socio-professional category...), to increase your visibility/awareness...

An ad on these media, such as the press, can be informative and readers love it!

>>> Some tips to identify your marketing target.

Non media communication channels

The non-media communication represents all the techniques of direct communication with the customer: press relations (PR), point of sale advertising (POS), company events (fairs, exhibitions...), websites, social networks, advertising objects...

All these marketing techniques build customer loyalty, increase your sales and make your brand known at any time. The disadvantage of this commercial strategy is that the promotion is only momentary.

Quelles sont les différences entre la communication média et hors-média ?

The main differences between media and non-media communication are

• Cost: in fact, media ads tend to be more expensive than non-media (billboard networks are often more expensive than a simple POP display, for example).
• Creativity: ads can be accompanied by sound and images in media and not in non-media.
• Geographical area: media advertising campaigns are not delimited by a geographical area whereas non-media communications are.

Despite their differences, it is possible to combine your media and non-media campaigns. If this technique can bring you more visibility then don't hesitate!