Advertising is the action of drawing the public’s attention to something through advertisements paid for by an identified sponsor. The choice of advertising medium depends on two aspects –
- the product/service to advertise.
- the target group.
These two aspects help marketers decide between atl, btl and & advertising strategies ttl.
types of advertising media
Selecting the perfect advertising mediums where the ads will be presented is really important for the success of the marketing campaign. There are several advertising media that can be classified under five headings:
- print advertising
- broadcast advertising
- outdoor advertising
- digital advertising
- product/brand integration
Each of the media has its own unique characteristics, such as reach, shelf space, market interest and niche, etc. A marketer should evaluate each one and choose the one with the greatest return on investment.
print advertising
one of the oldest and most popular advertising mediums, print media has a better reach and can even be used to copy long advertisements.
print advertising includes –
- newspaper ads: Newspapers have the largest reach among other types of print ads. they are in regional languages and have a more limited reach compared to others due to their cheap price.
- magazine ads: magazines can be used for niche ads. they have a higher conversion rate as the ads are targeted to the right audience.
- Brochures – Brochures convey everything a customer needs to know about the product or brand. they are targeted and distributed at a later stage to further educate the customer about the brand.
- Flyers – Flyers are useful and have a large local reach. flyers are very useful for local businesses.
Different print media have a different reach depending on their type and the target group involved. flyers can be used for locally targeted communications, while niche magazines can be used for extremely targeted communications on a larger scale. newspapers and other high-reach, non-niche print media are used for above-the-line communications.
broadcast advertising
Technological advancement has resulted in higher earnings from streaming ads. Transmission media include audiovisual information and entertainment media such as radio, television, etc. it is one of the most effective mediums for advertising, as a story can be better understood if moving images and audio are used. but this medium is also one of the most expensive advertising mediums.
broadcast ads can be categorized into
- TV Ads – TV ads are typically focused on brand building and building brand awareness among potential customers. These involve a large amount of time and monetary investment and can be one of the most profitable advertising investments for a company. TV ads have an advantage over print ads in that people who can’t read can also understand the message through audiovisual ads.
- Radio Ads: Radio ads have both a local and national reach and are inexpensive in terms of return on investment. these can be in the regional language and have great recall value.
outdoor advertising
Perhaps one of the cheapest options, outdoor advertising can be the most effective advertising strategy if used correctly, creatively and in the right place. As its name suggests, outdoor advertising consists of placing fixed advertisements (printed or audiovisual) in the places most visited by the target audience.
outdoor advertising can be classified into –
- banners & billboards
- flags
- signage
- events and sponsorships
- cars
- other guerrilla marketing strategies
digital advertising
Digital advertising refers to advertisements that are displayed digitally via the internet or other digital devices. this includes the internet, media devices such as smartphones, tablets, etc. Big data has helped digital marketers make extremely targeted ads and get the most out of their investments. With the addition of new users daily and the rise of technology and R&D in the digital world, marketers can now not only target customers with their ads, but also engage and engage with them. /p>
digital advertising includes ads in –
- internet
- mobile phones
- multimedia devices other than broadcast media. devices like kindle, echo, google home, etc.
brand/product integration
Brand integration enables a brand to reach consumers by embedding the brand within the entertainment media content that users consume for entertainment. the brand or product is woven into the script, showcasing unique products, functions, and features.
In simple words, brand integration is nothing more than a form of authentic storytelling that is crafted according to the trend, needs and desires of the consumer and the brand.
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