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.