Role Of Media In Advertising

In advertising the term media refers to communication vehicles such as newspapers, magazines, radio, television, billboards, direct mail, and the Internet. Advertisers use media to convey commercial messages to their target audiences, and the media depend to different degrees on advertising revenues to cover the cost of their operations. While the media are valued for their informational and entertainment functions, they also provide an important business function as a vehicle for advertising.

Marketing Communication

One of the basic concepts of marketing is the marketing mix, which is said to be the set of controllable variables and their levels which marketer uses to influence the target market (Kotler, 1997). The tools used in order to reach and control the target market, are collectively known as the elements of the marketing mix, or the four Ps, including product, price, place, and promotion. (Zeithamal, Bitner, 1996) Promotion, also referred to as marketing communication, is the way of communicating the information of product, price, and place to the consumers (Wells, Burnett & Moriarty, 2000).

Future of Advertising

Advertising is still all about the ‘ifs and buts of a product’, presented in a glowing rainbow like picture trying to attract consumers….but what is the future of advertising in coming years ?

Lets go way back when the idea of advertising a product was regarded as some kind of a big deal. Then the advertisements were very limited, and it took lots and lots of efforts to make a single advertisement. And the customers then, had no option other than watching those advertisements. Now, time has changed. Since last 20 years or lets just consider last 10 years, there has been a dramatic change in the world of advertisement. And this will not have a stopage in coming years.

Contemporary Issues

Offer, presentation, campaign, advertisement, sales promotion, public relations, etc. are the trends of advertisement and marketing communications. There is nothing wrong in these types of communication unless they do not portray a wrong image, convey unethical message or harm the reputation of an individual/firm.

Marketing vs. Advertising

Many people confuse the terms marketing and advertisement. They think, both are the same and used interchangeably. But there are distinctive differences between the two. This chapter describes the difference between marketing and advertisement.

However, to understand the differences between them, let us discuss it one-by-one −

What is an Advertisement?

Advertisement is a technique to create awareness about a particular product/service to the existing and new customers. One advertisement promotes only one product/service. Every ad has to be unique and creative. For example, advertisement of a soap must be different from the advertisement of a cold drink.

An ad uses the following mediums −

●      Print Media − For example, newspaper, magazine, etc.

●      Electronic/broadcasting Media − For example, radio, tv, internet, etc.

●      Outdoor Media − For example, hording, flyers, billboard, etc.

What is Marketing?

On the other hand, marketing is a comprehensive term that involves many other activities including advertisement. Some of the important activities of marketing are −

●      Planning

●      Developing Strategy

●      Research

●      Public Relations

●      Advertisement

●      Budgeting

●      Customer service

●      Feedback and Analysis

The following image summarizes the comparison between Marketing, Advertising, Public Relations, and Branding −

Check Your Progress

●      What do you understand by marketing?

●      What do you understand by advertising?

●      How is marketing different from advertising?

●      Make a list giving examples of advertisement and marketing that you observed in your city.

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Brand Management

While shopping or planning to shop, many of us are stuck with a particular brand. For example, I wear only Woodland shoes, I buy only Blackberry trousers, I like only Apple laptop, etc.

So, what is this likeness and rigidness? Why are we so particular with a certain brand? This chapter tells what a brand is and what its importance is.

Corporate Communications

“Communication leads to community, that is, to understanding, intimacy, and mutual valuing.”

− Rollo May

What is Corporate Communications?

Corporate Communications is a technique that involves all communication activities generated by a company to achieve the planned objective.

Corporate Communications is an important activity because it creates strong and appealing ideas, views, and position on which a company can rely. Ultimately, it helps to grow your business.

How Does Corporate Communications Work?

Corporate Communications works through −

●      Organization − Need to harmonize the internal and external activities of the company.

●      Management − Need to manage the company’s communications with its own employees and audience/customers.

●      Marketing Communications − Development and application of strategic marketing communications.

Types of Corporate Communications

Normally, Corporate Communications is categorized as −

●      Internal − It includes employees, Stakeholders, etc.

●      External − It includes agencies, channel partners, media, government, educational institutions, general public, etc.

Tools of Corporate Communications

Following are the tools of Corporate Communications −

●      Company Logo

●      Company Design (including fonts and typefaces)

●      Company stationary (e.g. letter heads, visiting cards, greetings, etc.)

●      Internet Branding

●      Code of Conduct (including HR conduct)

●      Customer relations

●      Rewards, appraisals, and recognitions

●      Advertisement, campaign, direct marketing, etc.

●      Site signage

●      Personal and commercial vehicle branding

Responsibilities of Corporate Communications

Corporate communications has the following significant responsibilities −

●      Management of corporate communications

●      Practical corporate communications planning

●      Dealing with internal and external audiences

●      Dealing with the media

●      Persuasion and dissemination of corporate information

●      Brand management

●      Monitoring and regulation of market and audience responses

●      Crisis management

●      Giving advice to employees and executives

●      Dispute resolution

●      Coordination with the stakeholders and other overseas customers/clients

Marketing Communications vs. Corporate Communications

The following table illustrates the differences between Marketing Communications and Corporate Communications −

Marketing Communications             

Corporate Communications

It has customers

It has multiple stakeholders

It is defined by a set of channels

It is defined by the multiple channels

It emphasizes on a product or service

It emphasizes on the whole organization

More creativity

Less creativity

Communication is controlled

Variety of communications

It is required to be consistent with the product/service attribute

It is required to be consistent with corporate identity

Check Your Progress

●      What are the works of corporate communications?

●      What do you understand by corporate communications?

●      Define various responsibilities of corporate communications.

●      What are the differences between marketing communication and corporate communications?

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Market Communications Research

In today’s world, if a company focuses on delivering good products/services at competitive prices, it does not necessarily guarantee success. Modern marketing system has various distinct components that need to be taken care of. And, it is possible only by thorough “Research”.

Interactive Marketing

Technological revolution has brought about dramatic changes in terms of volume, frequency, and effectiveness of marketing communications. The increasing trend of internet technologies has given way to interactive marketing. The internet hosts human dialogue, in a way that influences thousands of audiences at the same time.

Integrated Marketing Communications

Many of the companies in 1980s rather than relying only on advertisement adopted an integrated strategy. They combined various promotional tools and marketing activities to communicate with their target audience. Their integrated strategy worked as they expected. Later on, it became the trend.

Strategy & Planning

Strategy & Planning

“Strategy without tactics is the slowest route to victory Tactics without strategy is the noise before defeat.”

− Sun Tzu

What is a Strategy?

Defining marketing communication strategy is not an easy task because it depends upon different distinct variables. It is planning and integration of all communication tools for a single purpose. In 1997, Smith et al defined marketing communications strategy as −

Marketing Communications - Introduction

Suppose you manufacture a product to sell, then how would you reach out to your potential customers?

Until people come to know about your product, you cannot sell it. So, to popularize your product, you need to communicate with people. Today, there are various techniques of communication that helps market a product, improving the product reach and optimizing business performance.

Advertising - Code of Ethics

We hear such news all the time. Often, in order to increase sales and achieve success in a short period of time, some businesses/individuals make false promises, use unethical words, or claim to be better than their competitors. All these actions are illegal.

Therefore, it is necessary to promote reasonable and fair competition and protect the rights, dignity and integrity of everyone, to avoid conflicts or mismatches. To make this happen, advertising rules are enacted.

advertising agency

A tailor's job is to design a piece of cloth according to your preferences; Similarly, an advertising agency designs your ideas into a complete audio or/and video ad as per your requirements.

Similarly, an advertiser gives an idea to an advertising agency and in return the advertising agency returns an attractive ad.

Advertising - Code of Ethics

We hear such news all the time. Often, in order to increase sales and achieve success in a short period of time, some businesses/individuals make false promises, use unethical words, or claim to be better than their competitors. All these actions are illegal.

Therefore, it is necessary to promote reasonable and fair competition and protect the rights, dignity and integrity of everyone, to avoid conflicts or mismatches. To make this happen, advertising rules are enacted.

Advertising media

When planning to advertise your business/product/idea, you need to decide which medium will be most suitable to run your ad. You can choose multiple mediums from the list below –

print media

It is one of the oldest, but still popular means of advertising. These include, newspapers, brochures, magazines and flyers. It is a low-budget medium of advertising, but rates vary greatly depending on -

Advertisement Copy writing

What does come in your mind? Remember, where did you hear these captions?

The first one is “Airtel,” Second belongs to “Ford”.           

Some punchlines are eye-catching and grab attention at the very first time. Why?

It is because of the fascinating words that are used and arranged in a creative way. This chapter discusses the techniques of creative copywriting without creating an issue of copyright.

How to Brand Your New Business on the Internet

Are you contemplating or in the process of starting a new business? Do you plan to use the internet to market and advertise your new company? If so, there are a few things that you need to take into consideration and steps you must take to ensure you give your business the best opportunity to get professionally branded and found online.

Why Local Search Marketing?

Every business person knows the importance of marketing in general, but why is local marketing so important? If you have a locally owned business, it is imperative that you reach out to your local clientele by meeting their specific needs. Virginia marketing will look different than Oregon marketing because while these two states are in the same country, there are many cultural differences that come into play.

Press Release Marketing - A Must For Your Business

Press release marketing is one of the time-tested ways of increasing the visibility of your business. Hence this aspect of marketing deserves special attention. This is a way of announcing to the world any news worthy event involving your organization. These include any interesting news like addition to the existing services, announcement of any workshop or seminar, new partnerships, sponsorships and so on. However it has also emerged as the way of directly speaking to clients or potential clients. Therefore formulating a suitable press release has become an important part of the marketing strategy.

The Telemarketing Services Basics

Telemarketing is still a hotly contested marketing strategy in the country today. Although many businesses find it very useful in generating sales and reaching out to potential customers, people still find it to be a quite an "unglamorous" job, at worst a complete irritation. But what exactly is telemarketing?

Inexpensive Promotional Item Is A Good Alternative For Brand Promotion

Promoting your company will certainly take a large toll on your budget. If you really desire to attain the best and fast results, the greatest technique to brand building is to utilized mass media. We all know that mass media can assure any corporation fast and more efficient outcomes. It can deliver any company the sales that they want in no time. Undeniably, mass media in form of a TV commercial has a broader scope and it is part of everybody's entertainment needs. It is actually part of our pop culture and our social being.

Outdoor Signage Can Get You Noticed in Your Local Market

It's hard to get your business noticed these days, especially if you're trying to get a new product or service off the ground. With the competition among various small businesses in your local market, it is important that you take time to plan and design the right outdoor signage to attract potential clients.

Cheap Brochure Printing: Pave the Way for Fruitful Promotion

Brochure printing is considered as one of the cheap and affordable way of advertising a product or service. If you think advertising through this is ideal way to promote your company or its products/services then what you are waiting for--just go for cheap brochure printing. There are many printing service providers out there, approach one of them. And, if you are looking for cheap this type of printing services then there are several online printing companies available that are offering printing services at affordable prices.

Knowing What Your Customer Wants

Offer those people who sign up to your website something for free so that they feel they somehow benefit from doing so.

Next step is to get to know better what people want. Inquire them about their preferences so you will be able to make advertising more efficient.

Your Brand Is You

Now you are ready to launch your business on the internet. You want to be creditable, you want others to see you as a treasure with endless value. Everyone that receives your newsletter, sales letter or reads your blog is there for value. Your reputation it is your brand and it is fragile.