Advertising brings attention to a product, service, brand, or mission. By using certain marketing strategies and the right advertising medium, businesses can find the perfect way to drive traffic, exposure, and sales. Use this article to help make that decision easier for your business.
Updated November 21, 2022
The average American is exposed to around 250 advertisements a day.
Have you ever thought about what goes into choosing that advertisement?
In order to draw the right attention to their service or product, companies need to think strategically about which advertising medium to choose for their marketing campaigns to meet their target demographics.
An advertising medium is the method in which an advertisement message is delivered to the intended target audience.
This article will dive into how companies can go about selecting the right advertising medium and the different choices businesses of all sizes have when it comes to producing the right message for their business.
Hire an advertising agency to assist your small business with their advertising media campaigns.
How to Select Your Advertising Medium
When it comes to choosing the right advertising medium, companies need to consider the following factors:
- Your target audience
- Your company’s place in the market
- Your competition’s advertising strategies
- Your overall budget
- Your purpose for advertising
Once these factors are decided and researched, companies can go forward to choose which specific advertising medium or form of advertising to use.
Advertising Medium Types
- Digital Advertising
- Print Advertising
- Broadcast Advertising
- Outdoor Advertising
- Direct Mail Advertising
Digital Advertising
Digital advertising is one of the most commonly used methods of advertising today. Digital advertising or a digital marketing campaign can include the following forms:
- Online advertising
- Social media
- Video advertising
- Mobile advertising
- Podcasting
A positive about digital advertising is that it has an extensive reach. Companies can advertise their services and products on Twitter and other social media platforms to followers and subscribers all over the world, or send targeted ads to smartphones.
You can craft your advertisements online to be an interactive element of your overall advertising campaign. For example, you can use polls, videos, and more to grab the attention of your target audience.
Digital advertising is also one of the most effective ways to target specific audience groups.
Print Advertising
Traditional or print advertising is one of the classic advertising medium types.
The common areas available for print advertising are:
- Newspaper advertising
- Print newsletter ads
- Magazines
- Brochures and pamphlets
All of these traditional print advertising mediums can reach a target audience, depending on how the company wants to use that form of print media.
For example, if a customer is looking to buy a certain product or use a specific service in the region, a pamphlet or brochure might be the best marketing tactic.
Print advertisements like brochures also promote your company’s business through word of mouth. People can hear about your company from people that they trust.
One downfall of using print advertising is that it has a limited shelf life. The timeliness of a newspaper is usually within a day, and your messages are more likely to go unnoticed by someone flipping through a magazine.
Overall, print as an advertising medium is a good choice for businesses with a set message in mind.
Broadcast Advertising
When you’re watching your favorite TV show and an advertisement pops up, you’re viewing a broadcast advertisement.
While one of the more expensive advertising options, broadcast advertising is an advertising medium that can target watchers through audio, video, and images.
The two most common types of broadcast advertising are:
- Television advertising
- Radio advertising
Like digital advertising, these allow for high reach and generally leave a lasting impression on viewers.
Each year, everyone talks about the television ads that aired during the Super Bowl.
While your business may not have the budget for an ad during the biggest sports night of the year, you can invest in smaller broadcasting opportunities with local stations.
Additional Reading: 'OTT Advertising: How to Advertise on Streaming Services'
Outdoor Advertising
Everyone has seen a billboard at some point in their lives – outdoor advertising is one of the most efficient ways to advertise a service or brand.
Some common examples of outdoor advertising are:
- Banners and billboards
- Kiosks, bus stops, and telephone booths
- Transport advertising in subways, taxis, and trains
Outdoor advertising can be placed strategically to gain maximum visibility and exposure.
In 2021, mysterious billboards with the number “30” were popping up in New York, Paris, and London. This prompted fans to speculate that pop phenom Adele was releasing her latest album, entitled 30.
It turns out that fans of the singer were right – the singer/songwriter also updated her social media channels with a similar color scheme and her first single was released within a few weeks.
If your company has a message that can visually attract customers, an outdoor advertisement might be a nice advertising medium to explore.
Direct Mail Advertising
Direct mail advertising is one of the more selective advertising mediums. With direct mail advertising, you’re sending a message to a select group of people. Companies usually have a list of target customers in mind with this method.
Some common examples of direct mail advertising are:
- Booklets
- Calendars
- Catalogs
- Circular letters
All of these materials are used to inform customers and consumers about the pros of a certain product or service. These will then generate interest in said product or service.
Companies can send coupons, promotional ads, and more to people already opted in to their company’s mailing lists.
Direct mail advertising also delivers a personalized message to the recipient, making it more inclusive type of advertising media.
Choose the Right Advertising Medium
A successful ad campaign will call the right amount of public attention to your brand, product, or service. Businesses need to consider all of the factors that go into choosing the right advertising medium.
In the end, companies that have the right resources and budget can experiment with different advertising medium types. You never know what will attract a new customer until you try.
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