Role of Media in advertising (1)

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Role of Media in Advertising
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Advertising at a glance

• The world of advertising is vast and omnipresent.
  
• From the newspaper you read in the morning to the
  television channels you watch to the social media
  you browse throughout the day, you are bound to
  notice the presence of advertising.
• So what exactly is advertising? What makes it an
  omnipresent phenomenon and nearly indispensible,
  particularly in with the level of competitiveness
  progressing day by day?

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• Advertising is defined as "the activity or
  profession of producing advertisements for
  commercial products or services".
• To put it simply, advertising is a way of
  presenting products and services to the public in
  such a way that not only attracts their
  attention, but maintains it and may encourage
  them to try or continue buying that product or
  service.
• Good advertisements inform the public about the
  product, its benefits, and its value and instil a
  sense of trust among the consumers about the
  company and its offerings.

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Objectives of Advertising

• Advertising has 3 main objectives
• To Create Awareness
• Ads are a way to make the public aware of a brand
  and its products or services and increase the
  presence of the brand in the target market.
• To Encourage
• Another prominent objective of advertising is to
  persuade the target customers to place their
  faith in the brand and its products or services.
• To Improve Recall
• It is not enough to just raise awareness about a
  product or service to the public it is
  imperative that the customers are able to
  remember and recall the brand and its benefits
  when it comes to making a purchase decision and
  this is what advertising strives to achieve.
  Advertising helps a brand to retain a place in
  the minds of the consumers and give them an edge
  over the competition.

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• Apart from these 3 primary objectives, there are
  several secondary objectives of advertising
  including
• Brand building
• Improving sales
• Creating customer demand
• Customer engagement and more

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Media and its role

• Imagine the process of advertising as a car
  journey. In order to carry out the journey,
  certain elements are necessary a starting point,
  a vehicle, a path and a destination.
• In this scenario, you, the company and your
  product/service, are the starting point. The path
  you will be taking is the entire advertising
  process, the actual journey that is going to lead
  you to your destination - your customer. What
  remains is the vehicle that is going to carry you
  on your journey to the ultimate goal, and this is
  where the role of media lies in advertising.

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• In other words, advertising media are the various
  channels which are going to help your product or
  service reach the attention of your customers.
• Advertising media gives a company the power to
  build a strong brand, create awareness and
  enthusiasm about the products or services being
  offered and presents the benefits the customers
  can avail by placing their trust in the product
  or service.

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Types of advertising media

• There are numerous types of media a company can
  use in their advertising efforts, based on their
  objectives, the reach, their target market and
  much more.

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• Types of media used in advertising include
• Television - Using the television platform to
  reach the public.
• Radio - The use of radio spots to increase
  awareness of the product or service.
• Outdoor - The use of outdoor media like
  hoardings, sign boards, flexes, etc.
• Print - Advertisements through printed media like
  newspapers, magazines, brochures, leaflets, etc.
• Mobile - Advertisements designed to be viewed on
  mobiles and other portable devices.
• Online - Promotion through a digital platform
  using social media, browsing platforms, blogs,
  online paid advertisements and more.

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• To better understand how the use of media in
  advertising is important, let us consider the
  example of an advertising campaign carried out
  for real estate company Amit Enterprises Housing
  Limited, to increase awareness about their
  residential projects in Undri and Ambegaon.

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About Amit Enterprises Campaign

• Amit Enterprises Housing Limited carried out a
  campaign titled "Bache Hue 10 Lakh Ka Kya
  Karoge?" to promote their residential projects in
  Undri and Ambegaon, Pune.
• The objective of the campaign was to inform
  customers about the reduction in prices of homes
  thus enabling customers to benefit from savings
  of 10 Lakhs on their new homes.

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• The campaign was aimed towards generating more
  interest about the projects in the minds of the
  target audience and thereby increasing the number
  of leads generated for home booking.
• To run this campaign successfully, Amit
  Enterprises used a number of different media, so
  as to get maximum possible exposure and to reach
  as many of their target customers as possible.

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Outdoor Media

• Outdoor media, i.e. hoardings, banners,
  signboards, kiosks, etc are a common method of
  advertising.
• This type of advertising media works well to
  target the population of certain geographical
  areas. Most often, an outdoor sign is the first
  thing a potential customer sees.
• Outdoor signs must be attractive, eye catching
  and be easily readable as these sings are usually
  read during commute, so they must not be too text
  heavy.

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• Amit Enterprises has made use of various outdoor
  media, most notably hoardings and banners to run
  their campaign of "Bache Hue 10 Lakh Ka Kya
  Karoge?
• Through the use of hoardings, they targeted
  specific areas in Pune where they can easily
  reach potential customers and subsequently
  generate interest and awareness of the campaign
  among the general public.

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Advantages Disadvantages

• Advantages

• Disadvantages

• Good for mass attraction. The number of people
  reached is higher.
• More cost effective than print media.
• Scope for creativity, as hoardings have to be
  eye-catching and concise in order to draw maximum
  attention.
• They have a relatively longer life. Hoardings can
  be used to display the same message for long
  periods of time which in turn improves recall
  value.

• Can be overlooked as people may disregard them
  during their commute.
• They are stationary and thus are limited to a
  certain place. Since they cannot be circulated,
  in order to transmit the message to other areas,
  the number of media has to be increased.
• The effectiveness of the campaign cannot be
  directly measured as there is no accurate measure
  of how many people have seen the advertisement.

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Print Media

• Another effective and popular media in
  advertising is print media. Print media or press
  media includes advertising through the means of
  newspapers, magazines, journals, etc. Print media
  has been widely used for commercial advertising.
• Print media has a good reach and since newspapers
  are a common find in almost every household,
  advertising through print media is one of the
  most lucrative ways to make your product/ service
  known to the target audience.
• Print media has more scope to provide detailed
  information about the products and services and
  also has the added advantage of reaching more
  people thanks to vernacular local publications in
  addition to English newspapers.

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• Amit Enterprises made good use of newspaper
  advertising by releasing ads in popular news
  publications like Times of India and Maharashtra
  Times to promote their campaign in multiple
  languages.
• Through the use of print media, Amit Enterprises
  was able to reach a wider audience and raise
  awareness regarding their campaign.

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Advantages Disadvantages

• Advantages

• Disadvantages

• Easy medium to spread awareness to a larger
  number of people at a time.
• Immediate or quick conveyance of message.
• The response to the advertisement can be measured
  immediately.
• It is a very flexible advertising media due to
  the varying timings, languages, regions etc.

• Ads may be overlooked or ignored.
• This type of media is not suitable for
  interactive live demonstrations or fine quality
  images.
• There is a risk of the advertisement getting lost
  or overshadowed by other advertisements in the
  publication.

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Direct or mail advertising

• According to Wikipedia, direct marketing is a
  form of advertising where organizations
  communicate directly to customers through a
  variety of media including cell phone text
  messaging, email, websites, online
  adverts, database marketing, fliers, catalogue
  distribution, promotional letters, and more.
• This type of advertisement is most often sent
  personally either through the medium of post and
  courier services. In the current scenario, fax,
  e-mail, and cell phone SMS, WhatsApp messages,
  etc are also popular methods to directly reach
  the target customers.

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• Amit Enterprises has used direct advertising
  mediums like mailers, whatsapp mailers and
  leaflets to promote the "Bache Hue 10 Lakh Ka Kya
  Karoge?" campaign.
• This medium has given them a more direct reach to
  their target customers and has also given them
  the opportunity to give more detailed information
  ot the customers regarding the campaign, their
  projects and the benefits.

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Advantages Disadvantages

• Advantages

• Disadvantages

• Direct and personalized reach to the target
  audience.
• More flexibility to adapt to the preferences of
  different types of customers.
• This media can provide detailed information of
  the campaign and explain the benefits in depth.

• Costlier than other means of advertising as the
  message is personally targeted.
• The reach is limited as it is not possible to
  personally contact masses at a time.
• People have a tendency to dislike direct
  advertising methods and may disregard or ignore
  such messages.

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Audio Visual Media

• Media that makes use of visuals, sound effects,
  vocals, etc are known as audio-visual media.
• These types of advertisements are typically
  seen/heard and are carried by media vehicles such
  as radio, television, short films, etc.

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• In addition to the other means of advertising,
  Amit Enterprises also had a radio campaign on
  popular radio channels of Pune, where they
  promoted their campaign by broadcasting the
  testimonials of their buyers who had gained
  benefits from their campaign and offer.

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Advantages Disadvantages

• Advantages

• Disadvantages

• Cost effective and has a wide reach among the
  population.
• Due to its frequency, the recall value of the
  message can be significantly increased as the
  customers are exposed to the ads at regular
  intervals.
• It is also a useful medium to reach people who
  are unable to read.

• The message is broadcasted in a short period of
  time, and since it is not in writing the message
  may be forgotten.
• Mostly, advertisements appear in between
  interesting programmes, either on radio or on TV.
  In this case, people may disregard the
  advertisements in their anticipation for the
  programme they are looking forward to and may not
  absorb the message that the advertisement wants
  to convey. 

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Other types of media

• In addition to the media mentioned above,
  advertising uses a number of media vehicles to
  carry messages across to the target audience.
• Internet and online advertising is rapidly
  gaining traction thanks to the increasing use of
  digital platforms.
• Advertising through online channels like social
  media, paid advertisement campaigns, email
  marketing, etc is becoming more and more popular
  as people spend majority of their time online.

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• There are many other supplementary means of
  advertising including
• Window displays
• Trade shows
• Special displays and shows
• Showrooms
• Posters and wall paintings
• Vehicle advertising
• Specialty advertising (giveaways, merchandising,
  etc)

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• Advertising media are vast and plenty. So it's
  natural for the question to arise
• "Which media is best suited for my product or
  service?"

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The answer is

• There is no one sure fire media to successfully
  advertise your product or service. The trick is
  to find the vehicle which will most effectively
  convey your message to your customers in a
  cost-efficient manner.
• In order to do this it is vital to explore and
  experiment with different advertising media and
  select the ones that completely in sync with your
  product or service and will present it to the
  public in the most effective way possible.
• As David Ogilvy says, "Never stop testing and
  your advertising will never stop improving".

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