Advertising is the action of calling public attention to something through paid announcements by an identified sponsor. The choice of advertising medium depends on two aspects –
- The product/service to be advertised.
- The Target Group.
These two aspects helps marketers decide between ATL, BTL, & TTL advertising strategies.
Types of Advertising Mediums
Print Advertising (Magazines, Brochures, Newspapers, Fliers)
One of the oldest and most popular medium of advertising, print media has better reach and can even be used for copy extensive advertisements.
Different print mediums have different reach depending on their type and the target group involved. Fliers can be used for locally targeted communications whereas niche magazines can be used for extremely targeted communication at larger scale. Newspapers and other non niche print mediums are used for above the line communications.
Broadcast Advertising (Radio, Television)
The rise in technological advancement has resulted in increased returns from broadcast advertisements. Broadcast mediums include audio-visual information/entertainment mediums like radio, Television, etc. It’s one of the most effective medium as a story can be better understood if moving images and audio is used but this medium is one of the costliest advertising mediums.
Television advertising are usually focused on brand building and creating brand awareness among the the prospective customers.
Radio has both local and national reach and is economical in terms of ROI.
Outdoor Advertising (Flags, Banners, Wraps, Billboards, Events)
Perhaps one of the most economical options, outdoor advertising can prove to be the most effective advertising strategies if used correctly, creatively, and at the right location. Outdoor advertising, as the name suggests is, usually done on public places, are constantly on display, and have a greater (and more targeted reach) depending on the locations.
Digital Advertising (Internet, Mobile Phones, Media Devices other than broadcast media)
Digital advertising refers to marketing media that is digitally displayed. This include the Internet, smart phones and other media devices, and even on automobiles and billboards. Big Data has helped digital marketers to carry extremely targeted advertisements and get most out of their investments. With the everyday addition of new users and increased technology and R&D in the digital world, marketers can now not only target customers with their advertisements but also can engage and interact with them.
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