owning a brand requires many
complex strategies to implement. the brand owner has to devise and deploy many
measures through which the brand can be popularized in the market.
advertising is the one and only
means through which a brand owner can create noise about the presence of his
product in the market. advertising
ensures that there isn’t any communication gap between brands and customers and
that they stay connected to each other through a medium. by the mention of
medium, there are various means of advertising that can be deployed by brand
owners to promote their brands in the market. television advertising, radio
advertising, print advertising,
outdoor advertising and online
advertising are a few means of promoting brands or businesses among target
groups. media selection is one of the important strategies of an ad campaign.
the objective of the promotion campaign helps the advertiser decide the right
medium of communication for the brand.
an advertising campaign of a
brand or business talks about an idea that promotes the image of the product or
business. this idea is meant to be unique and has to be presented through an
effective medium so that it is not missed by customers. as mentioned earlier,
it is a must for every advertiser to launch the campaign through a strong means
of communication. the nature of the business or brand features help the
advertiser decides the suitable medium of communication. for example, if it is
a fmcg, television advertising or radio
advertising would be the effective channel of communication. if it is about a
local-centric brand message, print advertising such as brochures, pamphlets,
leaflets or flyers would be the right means of conveying the message among
target groups. one can also take suggestions from media experts on choosing the
most suitable medium of communication for one’s brand or business. a brief
survey is also a must for advertisers to study and find out the current trends
that prevail in the market.
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