This is a guest post by Katherine Flowers, she does research and analysis for Ad-WrapIt on trends and technology affecting various concepts of business practices in Australia.
Advertising is the promotion of a businesses service, product or event carried out primarily to increase brand awareness, improve sales or raise awareness about certain products and events. Advertising is an essential part of any company or business, and is usually allotted considerable support, resources, strategy and funding. There are many different advertising mediums, all of which serve a variety of different purposes in different locations.
Advertising is mainly centred around achieving the following aims and goals for the majority of businesses:
- Increasing the buzz-value of the brand or the company.
- Increasing the sales of the product/service.
- Introduction of a new product, service or event.
- Creating and maintaining a brand identity or brand image.
- Communicating a change in the existing product line.
The main forms of advertising used to achieve these are print, broadcast and outdoor advertising.
Print Advertising (Magazines, Brochures, Newspapers, Fliers)
Print media advertising has always been one of the most popular advertising options, mainly due to its audience reaching capability and proven history. Newspapers and magazines sell advertising spaces in various parts of the publication to businesses who wish to promote products, events or make announcements. The cost of print media advertising can vary considerably depending on the location of the advertisement in the publication (front page, above or below the fold, full page/half page etc), the quality of the materials that wish to be used (glossy ad or plain paper and colours) and the amount of times the advertisement is to be featured over time.
Broadcast Advertising (Internet, Radio, Television)
Broadcast advertising has risen in popularity with the expansion and improvement of audio/visual technology over the decades. Television and radio advertising has been popular since it was first available, and the internet is now one of the most used forms of advertising. Broadcast advertising can rely on eye catching images, videos and audio to gain attention and popularity, but is often the most expensive form of advertising available.
Outdoor Advertising (Flags, Banners, Building/Fence Wraps, Billboards, Events)
Perhaps one of the most effective and cheapest options, outdoor advertising is a popular and reliable form of advertising. Outdoor advertising has the advantage of being constantly on display, allowing for greater reach to a wider audience who might pass its location everyday. Outdoor advertising can be used in a variety of different ways to raise brand awareness, promote new services and products, or provide information about upcoming or current events. Outdoor advertising utilises creative and eye catching designs of various logos, colours, images and sizes to gain attention.
Outdoor advertising can be tailored to specific purposes, and be used over a wide area to promote a business to a greater audience of potential customers. Particular types of outdoor advertising include event hoarding signage, building wraps, construction signage, fence wraps, vehicle signage, banners and flags. Outdoor advertising is also effectively used to promote events that are up and coming, or provide information and attract attention to specific amenities and services during the event itself.
Advertising in these mediums is a great way to improve and expand your business, and each variety can provide different results to different audiences and locations.