Advertising activities have been continuously carried on for all these years. The mushrooming number of brands in the market, the growing numbers of customers, the never-ending technological innovations- all these are the primary factors because of which advertising activities are continuously increased in all these years. There are various tools and techniques of brand advertising. In this article, let us take a look at the age-old tools and techniques of brand advertising which are still in trend in today’s time. Television Advertising- Commonly known as TV commercials or ad films, brand advertising through television media is one of the age-old means of promotion which have been adopted by maximum numbers of brand owners and advertisers. From the perspective of Indian society, television ads were and are almost synonymous to the concept and understanding of brand advertising. Television as an audio-visual media enhances audiences’ experience about the advertised brand by appealing to their visual as well as audio senses. Brand jingles are simultaneously introduced through the various TV commercials. Different jingles for different brands, each of them providing a unique appeal to customers, television ads no sooner became one of the interesting as well as entertaining means of brand advertising for advertisers as well as for customers. Radio Advertising- Though radio ads provide only audio appeal, this advertising medium is effective and offers maximum coverage. Comparing to television media, radio is a budget friendly medium of brand promotion and can target a large audience at the same time. One added benefit of radio advertising is its portable feature. Print Advertising- Any form of brand promotion which is in print version comes under print advertising. Print ads are amongst the oldest modes of advertising widely used by advertisers and brand owners. Newspaper ads, posters, leaflets, pamphlets, flyers, magazine ads etc are some forms of print advertising. Print advertising is also a good source of extracting detailed information about brands as anyone can go through the brand communication again and again. The readable feature of print ads is also a plus benefit .Unlike television or radio ads, print ads provide a flexible option to customers to access the brand information according to their convenience of time and situation. For example customers who failed to go through the brand message in a newspaper earlier can go through the product literature anytime they wish to. Outdoor Advertising- Also known as OOH (out of home) advertising, outdoor ads are one of the oldestmodes of promoting a brand. Brands get more noticed through outdoor media as OOH ads provide a larger than life impact on customers. However, for service ads, OOH media is not proved to be an effective media.
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