How advertising is an obligatory tool of marketing?

Advertising provides multiple benefits for advertisers and brand owners. The advertiser has complete control over the brand message that is to be conveyed through the advertising campaign. The advert and the brand message are also meant to be designed by the advertiser as per the specifications of the brand owners. A brand advertisement can focus the message to a huge number of target customers in a single hit and also at a relatively affordable budget. Advertising forms one of the relative elements of the marketing communication mix for various brands. Advertising is indirectly related to sales. The whole ad campaign is infact launched to enhance sales of the product. All in all, an advertiser has the opportunity to communicate with the potential customers through multiple mediums of advertising.

Following is a list of some advertising channels extensively adopted by brand owners and advertisers-

- Television

- Radio

- Print media

- Outdoor Ad Display

- Cinema

- New Media (Mobile phones and Internet)

Advertising is a mandatory tool of brand marketing widely adopted by brand owners and advertisers to gain recognition of their brand’s presence in the market. Every single brand owner advertises his brand through a reachable advertising channel or through multiple mediums of advertising. Advertising has so far covered many milestones as an important tool of marketing. Brand advertisers and marketers have defined two categories of advertising- above the line and below the line. These two categories reflect the historical development of advertising agencies in due course of time and how they charge for their services to the various brand owners. The medium of advertising plays a major role while communicating the brand message to the target groups. Hence, every advertiser should ensure that he is adopting an effective channel of advertising. However, it is necessary to conduct a brief survey about customers’ behaviour in order to select the most reachable and effective channel of brand communication.