Advertising is a brand promotion measure used by companies, brand owners and organizations to promote their businesses. Advertising is a common tool of promotion. However, it is not restricted to limited realms such as television, billboard, radio etc. There are multiple avenues of advertising. The advertiser can launch a promotion campaign as per the promotional strategy through an effective media or tool. Advertising is a pervasive marketing activity in today’s society. The following paragraphs will throw some light upon how advertising is persistent in contemporary society. Advertising reflects the cultural norms of a society It is true that advertising reflects the cultural norms of a society. What is in trend in the society is reflected through the ad campaign that targets the particular location or area. For example, advertising trends in India as compared to Western countries are quite different. An ad campaign should appeal to the lifestyle, habit or mentality of the public to whom the campaign is targeted. To cite an example, Pepsi is a preferred cold drink brand in India as compared to Coca Cola. Indians have a good appetite for sweets. Pepsi is sweeter in taste than Coca Cola. So, it is obvious why Indians mostly prefer Pepsi and not Coca Cola. Advertising caters to the age- old belief of customers Though the mediums and techniques of brand advertising have been revamped and improved, most of the brand advertising campaigns still cater to the age-old belief of customers. Telling the brand story through an innovative media by adopting a brand new technique yet providing the same impact, this is exactly how advertising appeals to the attention of customers in contemporary society. Be it any kind of brand, advertising was, is and will forever remain a mandatory as well as essential tool of promotion. The tools and techniques may undergo change. However, the appeal will remain the same. Advertising is no more a feature of marketing to promote the image of an organization or company. The success of brands, services and even entrepreneurs depend on advertising practices adopted by the particular organizations. In order to generate awareness about the presence of a brand, service or organization, advertising is not only a must but also a mandatory tool for every brand or service owner. In the following paragraphs, let us find out some common modes of advertising widely used by brand owners and organizations. Television Advertising- Brand promotion through television media is one of the age old tools used by advertisers and brand owners. Television media is an audio visual media that provides exclusive impact on target customers in an interactive manner. Informative, educative and entertaining all at the same time, television media provides rich impact on target customers thereby enhancing the interaction between brands and its target customers. For Indian audiences, television commercials are source of entertainment as well as information about various brands that exist in the market place. Print Advertising- Print ads are one of the common modes of brand promotion. The history of print advertising traces back decades ago. Some marketers opine that print ads are one of the oldest modes of brand promotion adopted by business owners ever since the concept of advertising took birth. Any form of brand information available through print media such as newspapers, magazines, pamphlets, leaflets, brochures etc come under print advertising. The launch of new age media hasn’t provided any harsh impact on print media. Hence, this advertising tool still works as one of the effective modes of brand promotion. Outdoor Advertising- Any brand promotion campaign launched through outdoor media such as billboards, street furniture, posters, kiosks etc come under outdoor advertising. Despite an old mode of brand promotion, outdoor advertising practices are still adopted by wide range of advertisers and brand owners. Though advertising is an expensive marketing tool, brand owners adopt various advertising tools to promote their brands amongst customers. The success story of a brand (as per marketing experts) is directly or indirectly related to the advertising activities of the product. However, it is also a much observed fact that not all advertising campaigns become a hit. Television Advertising, Print Advertising, Outdoor Advertising, Internet Advertising etc are some common practices of brand promotion.
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