Which is the best advertising medium?

Television Advertising, Radio Advertising, Outdoor Advertising, Print Advertising and Online Advertising are the common means of promoting a brand or business among target groups. Each medium of advertising has its own advantages and disadvantages. A brand that is advertised through Television advertising  may not create the right impact if advertised through outdoor advertising media or vice versa. The objective of the promotion campaign helps an advertiser choose the right means of advertising the product or service. Radio advertising for example is an ideal means of generating awareness about those service ads that are not tangible in nature while online or  print advertising may be the right means to provide information about a FMCG  product.  Considering all the pros and cons of each advertising media, it is difficult for an advertiser to acclaim the best means of promoting a brand or service. 

Demographic or psychographic surveys also help advertisers while choosing the right means of advertising. For example, when it comes to targeting a local audience for a particular product, an outdoor advertising display or a brochure or pamphlet ad would be the right means to communicate the brand message. Television or internet advertising media would be costly as well as less effective means of reaching out to a local target group. A big billboard display right at the community hall or centre would be more appropriate to communicate the brand message. On the other hand, when it is about promoting a health product that targets to generate health awareness among customers, television or Radio advertising would be more apt as these two are broadcast mediums and appeal to customers with visual or audio impact. And for an urgent or instant launch of a brand or business campaign, internet is the best means for an advertiser as any brand message can be instantly communicated through internet media.

 

To sum up, it depends upon the type of promotion and the objective of why the campaign has to be launched; otherwise every ad medium is ideally suitable for each and every brand or business owner.

How advertising informs, instructs & educates customers?

Advertising is the only source of extracting valuable information about a particular brand, business or service. Without advertising one cannot imagine how to access any kind of information about a product or business. Many forms of advertising such as television advertising, print advertising, radio advertising and outdoor advertising are made available to brand owners to choose from. All these mediums of advertising have their own advantages and disadvantages. Television Advertising and radio advertising are categorized under broadcast medium of advertising. Outdoor advertising (as the name itself suggests) is categorized under any out of home mode of promotion. Print advertising clearly denotes any kind of brand promotion through print media. 

Every medium of advertising ensures that it provides information to customers about the advertised brand or service. For example, information about a festive discount or seasonal offer of brands can be advertised through any medium of advertising. Those who access the brand message can rush to the nearest brand store and avail of the sale or discount.  

At any point of time, an advertising message also instructs customers to make the right choice. Highlighting the attractive features of a brand, stressing on how the product will enhance customers’ lifestyle or solve a problem, the advertiser tries many tips of instructing customers so that they are finally encouraged to purchase it. Educating customers about many facts and features of the brand that were unknown to them is yet another important function of advertising. Customers spend their valuable time going through a brand commercial. Therefore, they deserve to be informed, instructed and educated on various brands and their features and utilities. Advertising is nevertheless a bridge of communication between customers and brand owners. Customers can reach out to their favourite brands through an advertising campaign and vice versa. All in all, advertising is important for every brand, business or service to familiarize itself with target customers.