Why Brand Owners Adopt Multiple Advertising Media?

By Author: Sanjay Sharma
Total Articles: 120
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Some brand owners launch their ad campaigns through a single channel or media, while some prefer to launch their campaigns through multiple mediums of advertising. Though budget is a constraint to launch any promotion campaign of a brand, it is beneficial for any brand owner to adopt and implement promotion campaigns through multiple channels of advertising. In this article, let us have a brief idea why maximum numbers of brand owners adopt multiple advertising media in order to promote their brands amongst the target groups.
For better positioning of brands

In order to generate more awareness amongst customers

To make the brand message easily accessible

Multiple channels of advertising

Television Advertising-Brand commercials through television media provides rich impact on target groups. Television Advertising is also known as an infotainment media – a rich source of entertainment as well as information about various brands. For years, television commercials have been educating/entertaining Indian ...
... audiences with various brand commercials. Providing audio-visual impact on onlookers, television media is one of the top-three mediums of brand advertising as per marketing experts
Radio Advertising-Radio Advertising is considered one of the cost effective modes of brand promotion for various brand owners. Radio ads provide a mass appeal to target audiences because of its easy affordability. Infact, radio is an easily affordable channel for any class of customers. Hence, brand message through this channel reaches out effectively and with the targeted impact.
Print Advertising-Print ads are one of the oldest modes of brand advertising. Various brand owners launch their promotion campaigns through print media such as newspaper ads, pamphlets, brochures, leaflets, fliers etc.
Outdoor Advertising-Outdoor Advertising is another avenue of brand promotion for which out of home media vehicles such as billboards, kiosks, posters etc are implemented. Despite one of the oldest modes of advertising, OOH media is still one of the top-modes of brand promotion.
Any message that is designed to promote or drive sales for a product, service or idea comes under advertising. We come across many products ads in our day to day lives. For example, print ads are found in newspapers, magazines, pamphlets, brochures etc, radio ads are audible through radio media, while broadcast ads are visible & audible through television and internet media. Modern advertisers also use mobile media to promote their brands amongst target groups. Categorized under new-age media, mobile ads are one of the most personalized modes of brand advertising. Outdoor ads are again one of the popular means of brand advertising. Outdoor advertising practices have been effectively carried on for decades.
Through all the channels of advertising, the brand owner targets to deliver a particular brand message to potential customers. This message is important to create an image of the product and also to influence the buying habit of customers. Hence, advertisers should ensure that they are communicating an interesting brand message through an interactive advertising channel to grasp customers’ attention quickly and effectively.
A creative team plays a key role while framing a brand message for an ad campaign. From conceptualization to the final delivery of the brand message, a creative team is the backbone of any advertising campaign. Creativity is one trait which is common amongst all the advertising professionals. Be it an idea, a tagline, a design or a theme, creative professionals play a major role while framing the message of any brand that targets sales. Most of the best remembered product ads share affinity with creativity and innovation. An out-of-the-box approach and a unique theme –these are two assets of any ad campaign. In the absence of creativity and originality, advertising is a mere tool of marketing. Otherwise, it is the most interesting, intriguing and exciting tool of brand marketing.