How does a brand owner announce the presence of his product
in the market? Through advertising right? It provides a hint how advertising
occupies a vital position in an organization’s product mix. Advertising is the
only means to communicate the brand message among potential target customers. To
advertiser a brand or business means to inform or announce the presence of the
brand or service and to provide valuable detail that would interest the
customers. The flow of communication from the seller to buyer is transmitted
through an advertising campaign. Television Advertising, Radio
Advertising, Print Advertising, Outdoor Advertising and Online
Advertising are the adopted means of communicating a brand or business message
among customers.
Advertising is not
just about informing customers about the launch or presence of a brand in the
market. An ad campaign goes further to influence and to persuade customers to
take a desired action to buy the product then or in the near future. Customers
cannot avail of any brand message without an advertising campaign. The mediums
of advertising also play an important role. A strong means of advertising
provides a rich impact among target groups. So, every advertiser should conduct
a thorough survey on the various mediums of advertising before launching the
campaign. Television advertising, Radio Advertising, Print
Advertising and Outdoor Advertising are traditional means of promotion.
Mobile advertising and online advertising are two latest means of promotion among
advertisers.
Today the consumer market has become highly competitive. The
launches of new brands almost every day and the burgeoning market are two main
factors that have encouraged advertisers to try different means and tactics of
promotion. Advertisers however need to stay updated on the current marketing
trends so that their brands can actively take part in the ongoing competition.
It’s survival of the fittest even in the advertising world. Innovative means
and measures are also welcomed to promote a brand among target groups.