On Advertising Mediums & Their Utilities

Advertising is a means of educating or informing buyers or customers about a particular brand, service or idea that would be useful to them. An advertising campaign is a must for every company or organization that wants to improve its revenue or sales. Brand or business owners have a plethora of choices when it comes to the medium of communication. Television Advertising, Radio Advertising, Print Advertising, Outdoor Advertising etc. are a few means of advertising through which the brand or business message is conveyed among target groups.

Television Advertising and Radio Advertising are categorized under broadcast means of promotion. Television Advertising provides audio and visual effect and thus creates a rich impact among target groups. Radio advertising provides audio effect and is an affordable means of communication for many brand or business owners. Print Advertising is one of the conventional tools of promotion. The earliest practice of advertising infact started through print ads. Brochures, pamphlets, leaflets, fliers, classifieds etc. are some of the print advertising formats adopted by brand and business owners. Print Advertising creates a lasting impression among target groups. It is also one such medium that can be relied on by customers or marketers in the future.

Outdoor Advertising is another traditional means of promoting brands and businesses. Outdoor advertising practices are very much in demand among modern advertisers. The avenues of this medium of advertising keep on growing day by day. Airport Advertising, Mall Advertising, Metro Advertising, Transit Media Advertising etc. are some of the growing avenues of promotion through out of home media. Outdoor Advertising provides an ubiquitous presence of a business or brand and thus it proves to be an effective channel to communicate with target customers. Billboards, Posters, Wall paintings, Kiosks Ads, Hoardings, Translites, LED & LCD etc. are some of the common tools of outdoor advertising.

Advertising- A Bridge between Brands and Consumers

To advertise means to inform, instruct or educate a particular target group or groups about a particular brand, service or business and the value added services and facilities offered by the brand or service.

Advertising is challenging especially when numerous number of brands exist in the market and competition is quite cut-throat. The main objective of advertising as believed by many is to sell. Advertising as a marketing tool helps business as well as the economy to prosper besides making the consumers aware of the various choices of brands or services available for them.

Advertising keeps the audience informed about the presence of a brand or product in the market. Advertising plays a significant role in bridging the gap between brands and customers. An advertising campaign should create a positive impression of the brand in the mind of the target customers. An ad campaign should also able to create a need to try the brand along with a commitment to continue using it. Irrespective of the target audience, an advertising campaign should most importantly provide the desired communication of the brand and its arresting features.

Advertising is significant

Advertising is the only marketing tool that helps to keep the target groups and potential buyers informed about whatever new products or services are available in the market. Advertising also helps to create buzz about brands or services which are already used by various consumers. Without advertising, brands would never be able to create consciousness about their existence in the target market. Hence, the bottom line is that advertising is significant for brands to get their badge of recognition in the market place.

Avenues of advertising

Various avenues of advertising are available for brand owners and advertisers. Depending upon the campaign’s requirement, an advertiser has plethora of choice of advertising means to set out the promotional campaign in the market. A sneak preview of the various avenues of advertising are discussed as hereunder-

Television Ads- One of the most popular means of endorsing brands and services, television ads provide brand information in an entertaining way.

Radio Ads- One of the oldest means of advertising, radio advertising is by far the most effective tool of brand promotion. With numerous number of FM channels being launched, radio ads have become a hit for various brands and services.

Outdoor Ads- Outdoor advertising is the oldest means of brand promotion. However, this means of advertising is still effective at present. Various advertisers still indulge in outdoor ad campaigns to create a buzz about their product or to launch new products in the target market.

Print ads- Print ads provide another effective means of advertising to reach the target group. Prints ads such as flyers, mailers, pamphlets, brochures etc provide detailed brand information to the target audience.