Media Advertising: Determining your Chosen Medium
by Samantha Robin BloggerAdvertising
goes a long way to build a brand and make effective sales for a company.
Advertising is the promotion of a company’s products and services in order to
make customers aware of the products. Advertising has become an inseparable
part of the corporate world and companies allocate significant funds to their
advertising budget. With the emergence of new technologies, media plays an
important role in advertising. The combination of new technologies and
globalization has advanced the growth of media advertising. Advertising has become an
important factor in our present day society and economy to increase the sales
of a company.
It is
possible to place advertisements in any kind of media; printed, electronic, or
web. Advertisements have the power to influence a potential customer’s
thoughts, opinions, preferences, and attitudes. As such, companies are willing
to dole out large amounts in order to promote their products and building up
their brand. Every company defines their own goals and objectives for
advertising their products, solutions, and services and create their messaging
accordingly.
Media
advertisements can be used, transmitted and shared across different mediums
like televisions, internet, magazines and newspapers. Internet has become an
integral part of our lives now. The days of print and television media being
the only available platforms of advertising are long gone. Traditional media
has now been modified to encompass the digital media including mobile and
internet in order to be able to target larger audiences and advertise more
purposefully. Companies usually have a media strategy in place in order to
determine which type of advertising best suits the promotion of their products.
Broadcast Advertising
Radio and television ads are considered tools for mass marketing. They
are generally prepared by advertising agencies that understand the need of the
client and make commercials keeping the customer in mind. Broadcast advertising
has always been an essential part of marketing. The broadcast media reaches a
much wider audience as opposed to the print media. Advertising over television
and radio and enables a company to reach not only national but also global
audiences. The broadcast medium is considered to be a very effective medium of
advertising and its sole purpose is to persuade a potential customer about the
benefits of a product.
A commercial on the radio must be aired a number of times before it
starts to register on the minds of the people listening to it. Thus, the
frequency of the aired ad is very important. One must also keep in mind the
target audience in relation to the advertisement. An ad on the broadcast medium
can be aired only after doing a proper research on what kind of audiences
listen to which channels and at what times. The ad for a particular product has
to be aired accordingly for it to be successful. The cost of the advertisements
on any channel depends upon the duration of the commercial and the specific
time of the day at which it is aired.
Television advertising is generally opted by corporate houses. It
synchronizes a strong audio and video to create an impact. But it is also
important for a television advertisement that the audio and video are impactful
on their own, individually, such that even if a person only hears the ad and is
unable to see it, it can strike up a memory in his mind.
Digital
Advertising and its Advantages
Over the years, digital advertising has raised the bar in advertising. A
vast majority of the population is on the internet a considerable amount of
time each day. Thus, advertising on this platform allows a company to reach the
right people with the right message at the right time. Even though it has been
possible to reach large majorities through radio, newspapers and television,
internet allows the added advantage of being able to use internet-based tools
to research, manage, track and analyse the online advertising campaign and also
improve upon it. Digital marketing can seamlessly integrate the target
customer’s user experience on a particular website and guide them back to a
particular company’s site in a non-invasive way. This helps to maximize conversion
rates. Digital marketing enables a company to track a customer’s moves with
respect to the company’s advertisement. Having the right advertising strategies
in place will help companies to cut costs while increasing profits. With
digital marketing, companies can see the results of their efforts, in real
time.
Digital or media platforms collect data which can be used effectively to
run a specific and targeted media advertising campaign. Different campaigns can
be run for different target audiences. It is also easy to scale up or scale
down depending on the response received over the course of the campaign.
Online advertising can help a business take off real fast. As ads start
to be shown on a platform, a target customer can come across it a number of
times. This sparks their interest and bookings and sales can start coming
within minutes, depending on the type of business.
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Created on Feb 28th 2020 05:07. Viewed 455 times.