The Inner Workings of Advertising - By: manstone

It is difficult to visualize a world without advertising. How would one get to know about a product or a service if it is not promoted? In fact, it creates suspicion in the public eye if the product is unheard of. Advertising is definitely crucial in determining a product’s success in the market. Here’s where advertising agencies come into the picture. Although the owners have the best knowledge about their product, it is the advertising professionals who know how best to present it to the target audience so that it results into increased business and customer satisfaction.

Advertising primarily can be divided into the following media:
1.Print Advertising – Newspapers, Magazines, Brochures, Fliers, Direct Mail.
2.Broadcast advertising – Television, Radio.
3.Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events.
4.Internet Advertising – Websites, Pop-ups, Banners, Emails, Usage of Video Games
5.Covert Advertising – Brands appearing in Movies, TV shows

Since its inception, advertising has used various media for greater customer visibility and sales. Each medium has its unique appeal and targets the audience in a positive way.

Print: A popular and traditional medium, it reaches a larger audience. There is no limit on the exposure; viewers can go back to it whenever required.

Broadcast: This medium has a lot of scope. It has the advantage of showcasing your idea with the aid of sound, sight and motion gelling in a lot of emotional appeal.

Outdoor: You can hold your audience’s attention with the frequent visits on the same route. It is in your face, so you can’t avoid it.

Internet: Much more targeted, this medium helps you track your customer’s movement along with measurement of the lead conversions.

Covert: Examples include in-film marketing which offer you opportunities to showcase brands subtly without an overt mention in popular media where people are not really expecting to be subjected to all-out advertising. But when they see their favorite stars with a specific brand, they tend to garner a sense of affinity for that particular brand.

Media buying and planning plays an important role in positioning your brand. The right placement at the right time makes a lot of difference. Media agencies are now offering all-round solutions for your advertising needs. Right from media planning and buying to public relations, it’s all under one roof.

Future trends in advertising:
The trends that will be seen in the future are more on the personal note. Media agencies are looking at customised solutions rather than appealing a mass audience. Extreme focus without any intrusion from unrelated brands is going to be the mantra.

About the Author

Media Planner & Advertising Strategist for a leading Media & Advertising Enterprise. To read more on the advertising concepts click here

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