We live in a society in which promotion messages bombard
through many mediums of communication. Television Advertising, Radio
Advertising, Print Advertising and Outdoor Advertising displays surround us
everywhere. Advertising has become a part of our culture as much as it is a
marketing tool for brand owners. Many brand commercials influence our buying
behaviour and also generate a sense of awareness among us. Traditional sources
of brand communication such as television
advertising, radio advertising, print
advertising etc. have been communicating valuable brand messages to us.
With the launch of new-age media, a new paradigm is observed
in advertising field. Apart from television, radio, print or outdoor media
internet and mobile phone devices have also emerged as in-demand means of brand
communication among brand owners. The
internet revolution has brought about drastic and dramatic changes in brand advertising.
The day seems not so far away when
internet advertising will dominate every other medium of advertising. Marketers
nevertheless opine that other advertising mediums will also be relevant as far
as brand owners prefer to have gamut of choices about the media vehicles.
Most of the brand owners prefer to launch their campaigns
through multiple channels of advertising to ensure that the brand message
effectively reaches out to the potential target audience. It is indeed
advantageous for every brand owner to launch his ad campaign through multiple
channels of communication. Also known as media mix in marketing terminology,
launching a promotion campaign through multiple media ensures effective reach
among target groups.
Norms of advertising may
keep changing from time to time. Many tools of advertising may also be
introduced or redefined in the near future. In all these, advertisers have to
be ready with their promotional strategies to position their brands in the
market. A continuous study on the changing trends of brand promotion is also a
must for every brand owner.
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