What Are The Defined Tools Of Advertising?

By Author: Manoranjan Nanda
Total Articles: 120
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Advertising is considered as a paid form of non personal communication designed to influence a defined target consumer. Advertising is also considered as a marketing tool which can be mixed along with other promotional tools such as publicity, personal selling, sales promotion etc. A particular advertisement provides communication to a target audience about a brand or service. In this regard, advertising plays an important role in brand communication.
The purpose of any advertising campaign is to inform or remind target customers or prospects about the benefits your brand or service is going to provide. Hence, it can be quoted that persuasion is the prior objective of advertising. In order to persuade the target group, the communication should be enriched with original and fresh ideas. Besides, the right media vehicle should be used to convey your communication to the right target audience.
Benefits of Advertising
1. Inform, instructs your target audience about ...
... your brand or service
2. Attracts new customers, prospects and leads. Also encourages existing customers to spend more on your brand or service.
3. Builds credibility and maintains the uniqueness of your brand thereby enhancing your reputation
Defined tools of advertising
Advertising communicates to the target audience through various means or tools. To broaden this particular view let us discuss about few defined tools of advertising below.
Broadcast Advertising- Television, Radio & Internet
Broadcast Advertising is a popular means of advertising that comprises of various branches such as television, radio, internet etc. Television ads are quite familiar to the target audience ever since they have been introduced. The cost of Television ads depends upon the time slots, broadcast time (prime or peak time) and popularity of the television channel where the ad is to be broadcasted. Audio-visual in nature, television ads are preferred by any target audience.
Radio Ads also provide a large impact on the audience. Small-scale advertisers use radio advertising as an ideal tool of promotion. Nowadays, there are a number of radio channels which make it evident that radio ads are still a favourite for various target groups.
Internet Advertising is one of the latest trends of broadcast advertising. Internet Advertising comprises of banner advertising, viral marketing, email marketing etc. Various digital agencies take care of internet advertising on behalf of their clients.
Print advertising
Print advertising is one of the most popular means of advertising. Advertising through print medium is common practise for a wide range of advertisers. Newspapers and magazines sell the ad space according to the area occupied by the particular ad. Examples of print advertising include newspapers, flyers, magazines, journals, brochures, pamphlets etc.
Outdoor Advertising or OOH Advertising- Digital signages, Kiosks, Billboards, Tradeshows/ Events
Outdoor Advertising is generally attractive in nature. Outdoor Advertising uses several tools and techniques to attract the outdoor customers. Billboard advertising and kiosk advertising are the two most common forms of outdoor advertising. Also known as OOH advertising, this type of advertising is the right medium to launch or promote a particular brand or service. Airport Advertising, Metro Advertising etc also come under outdoor advertising. Examples of outdoor advertising or OOH Advertising include billboards, digital signages, kiosks, posters etc.
Internet and mobile Advertising
Internet and mobile ads are the latest means of advertising widely used by a wide array of advertisers. Internet Advertising comprises of banner/text advertising (CPM, PPC, CPL), E-mail marketing, Viral marketing etc. Mobile Advertising comprises of SMS advertising, WAP/Voice portal/Gaming/Bluetooth, Contest hosting, Subscription based alerts, Downloads- ringtones and wallpapers, Sponsorship of zones, Brand zone/customer zone etc.