Advertising
Promote Your Brand Via Outdoor Advertising!
April 27, 2012 | 
Author
Advertising is adopted by every brand or business owner to promote his brand or business in the market place. There are various means of advertising your brand amongst which outdoor advertising is one. Outdoor advertising as the phrase itself suggests is any promotion activity of a brand which is carried out of home by using outdoor tools. Outdoor advertising which is also known as out of home or OOH advertising is different form home based advertising. In outdoor advertising, brand promotion is carried on with a wider approach or technique to reach out to the targeted customers. What differentiates outdoor advertising from home based ads is that outdoor ads provide persuasive viewership to its audiences because these ads cannot be switched off like home based ads such as television or radio commercials.
There are different means, arts and tools of communication. Advertising is one such art of communication that bridges the gap between the product and the consumer.
Advertising promotes a particular product, idea or service to its target audience. There are different types or means of advertising. Advertisers deploy the right means of advertising as per their requirement.
Involving in an outdoor advertising campaign means a smart move in your business strategy. For every brand owner, outdoor advertising is a recommended tool to bring a strapping boost in his business. Some types of outdoor advertising are airport advertising, mall advertising, metro advertising etc. Airport ads as a means of outdoor advertising are exclusive and premium. Airport Advertisers target only high profiled passengers who are on transit mode. Besides, airport advertising also provides an attractive offering for corporate and tourism related industry. Mall advertising as the name itself suggests is confined to the various shopping malls located in and around the Indian cities and towns. Mall Ads as a tool of outdoor advertising are currently becoming a popular tool of brand promotion. With the induction of metro railways especially in the capital city, metro advertising has evolved as a latest option for brand promotion. Various brand owners deploy their brand promotion campaign via metro ads as a tool of outdoor advertising. Few media vehicles used in outdoor advertising include billboards, digital signages, kiosks, posters etc.
Advertising your brand via outdoor means can provide a desirable growth for your brand in the market. You can entrench your former advertising tools with outdoor ads to create more sales for your product.
Advertising- A Brand’s Communication Tool
Advertising is a paid form of brand, service or business promotion and requires a proper and planned budget. Creative control is one distinguishing feature of advertising. Every advertisement requires creative control. Advertising is customer centric in nature. Customers play an important role in any major or minor ad campaign because they are the one who are going to decide the fate of the ad campaign.
Some benefits of advertising include
- Popularizing your brand, idea or service to the target group
- Informing target audience about your brand or service’s presence in the market
- Encouraging healthy competition in the market
- Providing social benefits for the brand
- Increasing the sales of the particular industry
Advertising provides a major contribution to brand competition in the market. Advertising not only provides information about a product or service but also promotes innovation. Besides advertising also facilitates consumer satisfaction. The hidden fact is that no brand can progress without advertising. Big and small companies, individuals of all walks of life, major and minor events, concepts etc lay their base on advertising to get recognised in the market. Government and NGOs even use advertising to raise awareness of diseases such as AIDS, Dengue, Swine Flu etc and also for fighting terrorism.
The objective of an advertising campaign varies from one company to another. Some companies indulge in advertising to promote their product or service or to create buzz about their product while some companies indulge in advertising activities to launch new product in the market.
One checkpoint of advertising is to recognize the target market. Yes, this is a crucial strategy for any successful advertising and sales campaign. Once the advertiser recognizes his target group, the ad campaign can be deployed through different channels such as websites, newspapers, television, radio, magazines etc. Directing your advertisement in such reachable channels make the customers think that they are being addressed to. This creates a first hand experience about the brand and moulds their mindset.
Various forms of advertising are again based upon different themes. Among the various themes of advertising, motivational advertising is one of the effective themes of promoting a brand. The big motivators for consumers are fear, guilt, greed, ego etc. Fear is the most potent theme for motivational advertising. Fear can become a primary factor for indulging a potential target group in product selling. It will not be surprising to know that a wide range of advertisers indulge in fear themed ads simply because audiences really buy a product out of such fear themed ads.
Advertising as tool of brand communication will carry forth its own legacy in different mediums and with various available resources. It is up to the advertisers to decide and deploy which channel, tool and technique of a particular advertising campaign will suit best for which product.
Outdoor Advertising- As a Brand Promotion Tool
Advertising through outdoor tools is an oldie ‘modus operandi’ but this type of brand promotion still provides efficiency. When it comes to adopting outdoor advertising tools, advertisers will find them a little different from home based advertising campaigns and tools. Outdoor Ads provide a flashier look to audiences as compared to home-based ads. However, the most striking part of outdoor ads is that they seem more real and tangible than other type of ads.
The advantages of advertising through outdoor tools are discussed below.
Availability
Outdoor ads are available for target customers round the clock, week, month or even for a year. Outdoor ads are not temporary or periodic; they are available for customers for a consistent period of time. And they are always in sight for the audience during day or night, rain or sunshine. Comparing to radio, television and print ads outdoor ads are not momentary and intermittent.
Effective investment
Out of home advertising tools are effective investments for advertisers and media owners. Outdoor ads reach the potential customers and clients in a cost efficient way. Out of home advertising tools can also be combined with other advertising tools with which they can provide a richer brand positioning in the target market.
Outdoor advertising is a good investment for advertisers. Advertising in outdoor media provides a richer impact upon your target group about your brand, service or business. Outdoor ads also provide a good focus to target groups which is why they render the most effective results as compared to other tools of advertising.
Flexibility
Outdoor ads can be placed anywhere only if the location is suitable to reach the target customer. This flexible nature of outdoor advertising provides audiences an engaging brand experience to the target group.
24 Hours a Day
Advertising anything outdoors means 24-hours exposure to the public view. Outdoor advertising signs are not temporary or periodic, but rather consistent and non-stop. It’s always in sight for the public night or day, rain or shine. Radio, television, and print ads and most other media are all momentary and sporadic.
Attention Span
Majority of customers will naturally focus on an outdoor advertisement as compared to the same ad displayed on TV, radio or newspaper. While waiting for buses or while stuck in traffic, individuals often look for something to occupy and pass their time. The outdoor ads provide an eye catching fixate for these customers on the move.
State of The Art technology
Outdoor Advertising or OOH advertising uses the latest technology available in such a manner that it creates an incredibly eye-catching look to the audience. OOH ads such as billboards provide interactivity to onlookers indulging them in an engaging brand experience. Outdoor ads have its advantages over other forms of media marketing since these types of ads provide a top-notch look with its usage of state-of-the-art technology.
Airport Advertising- An efficient Outdoor Advertising means
Airport Advertising is one of the most efficient outdoor advertising tools. Airport Advertising provides an appealing look to the target group with its glitzy style and appearance. Airport Ads come under OOH advertising. Outdoor Airport Ads are premium which is why they create pleasing vibes to onlookers.
Outdoor Advertising India tools like airport advertising, mall advertising etc have gained much popularity over the years. Various media owners and advertisers have switched to Outdoor Advertising methods since they provide a richer and effective brand value.
Plethora of Advertising Mediums For Advertisers!
Advertisers have various advertising mediums to promote their brand business. Advertising brands through relevant medium or mediums has been continually going on for years. It is just that modern advertising mediums are technologically enriched and enhanced in nature. In this article, some brief ideas about a plethora of advertising mediums for advertisers are provided.
Television Advertising
For years, television ads have been entertaining Indian masses with every new commercial of brands. Indian Television commercials share a nostalgic fraternity with brand advertising in India ever since it came into existence. Educating, informing and entertaining Indian masses for all these years, television commercials are the most favourite means of advertising. Though outdoor advertising practices were already carried before television advertising, most of the Indian masses consider television ads as synonymous to brand advertising then and even now. The audio-visual advantages of television advertising make it the favourite means for the masses.
Radio Advertising differs from television ads in terms of the visual effects. In radio ads, one cannot see any visual. However, through sound effects, radio ads are informative to a great extent. The musical jingles of radio ads easily provide brand recall value to customers. Be it a long tiring drive or simply a leisurely time at home, radio ads for sure refresh us awhile.
Print Advertising
Print Advertising is considered the most dependable mode of brand promotion because what is once printed can always be relied upon as a source of information or reference. Imagine, one has to find the address of a particular brand store and the individual doesn’t have any facility of surfing internet to extract the address. A print ad of the brand in question which provides the address of the store can prove to be the exact solution of such problem.
Outdoor Advertising
Any promotion activity which is carried out of home or office comes under outdoor advertising. Also referred as OOH Advertising, promoting brands through outdoor media has become a common advertising practice for a wide range of brand owners and advertisers. Outdoor ads felt its presence in India even before other means of advertising were introduced. For all these years, the popularity of outdoor ads has increased inspite of the relentless competition prevailing in the market place. Airport Advertising, Metro advertising, Mall Advertising etc are the common practices of OOH brand promotion in India. Considered as a premium means of brand promotion, the importance of outdoor advertising will never be lessened in India.
Internet & Mobile Advertising
The hunts for personalized devices of brand promotion ended up no sooner than marketers discover internet and mobile devices as ideal means of brand promotion. Today, internet and mobile advertising offers exclusive and customised brand promotion solutions to a wide range of advertisers. Ensuring assured reach and impact on the target groups, internet and mobile advertising truly rock the Advertising planet at present.
Popular Options of Advertising For Brand Owners/Advertisers!
Advertising provides a range of options for brand owners and advertisers to promote their brand or service in the market place. Following are some common options of advertising widely used by advertisers.
Television Advertising- Television ads are also known as TV commercials, ad- films, adverts etc. These ads come in between various programs which are broadcast via a particular channel or channels. Television advertising is one of the common mediums used for brand promotion. One advantage of television advertising over other means of advertising is its audio-visual facilities. Most of the TV commercials about brands are interesting and entertaining in nature with all the catchy slogans and musical jingles. This interesting as well as entertaining nature makes television ads one of the most popular means of brand promotion.
Radio Advertising- Radio commercials with its musical jingles provide good brand recall value. Radio advertising is considered one of the most effective tools for brand promotion. This is because; radio ads reach out to a large number of target audiences at an affordable cost. Radio advertising also provides good reach ability since radios offer portable features. If utilized effectively, radio ads have the potential to promote brands/service at every nook and corner of the country.
Print Advertising- Print ads come in the form of newspaper classifieds, magazine ads, fliers, leaflets, pamphlets etc. Print Advertising is one of the oldest modus operandi for brand advertising. The advantage of print advertising over other forms of advertising is that print ads provide more reliability without any condition of time or factor. Customers may not have time to watch a television ad or listen to a radio commercial. However, print ads offer customers a flexible choice to have a look at a particular advertisement as per their time convenience.
Outdoor Advertising- Also known as OOH or out of home advertising, outdoor ads like print ads are one of the oldest means used for brand promotion. Outdoor advertising has stood the test of time thereby cementing its own foot print as an ideal channel for brand advertising. The essence of outdoor advertising is still alive and many brand owners prefer to promote their brand/service via outdoor channels of advertising.
Airport Advertising is one of the latest practices adopted by outdoor advertisers. Airport Advertising has the capability to drive more sales for a product/service. One of the distinguishing points about Airport ads is that these ads are posh in terms of its look and style. It is needless to mention that airport ads are displayed with a touch of technological sophistication. Airport advertising deploys brand promotion campaign through state-of-the-art mediums/ tools in order to create a rich brand experience to the target customers.
Internet Advertising- Commonly known as the modern tool for modern advertising, internet ads are in vogue in advertising world at present. Some marketers even opine that the future of advertising belongs to internet and mobile ads. The best part of internet advertising is that it is the most affordable means to promote a brand or service. Also personalized in nature, internet advertising connects brands with customers in a friendly and interactive manner.
Posted in Advertising | 
Tags: Advertising, Brand, Options, Owners/Advertisers, Popular | 
No Comments »
Key Requirements of a Successful Advertising Campaign
Advertising is a valuable tool for brand promotion. An Ad campaign comprises a series of advertising messages that share or inform a single idea and theme which make up an integrated marketing communication for the brand. Ad campaigns appear in various media across a detailed time frame. Deciding the theme is the most critical part while devising an ad campaign. The theme of an advertising campaign sets the tone for the particular advertisements and other forms of marketing communications. So, the most important part of the over all promotional activity is the theme of the campaign.
Let us discuss about the theme of advertising in detail. The theme of an ad campaign is the essential, persistent idea or message that connects individual ads to produce a cumulative effect far greater than the total effect of the individual, disconnected ads. Campaign themes are usually developed with the objective of circulating over an extensive period. However, many of the advertising campaign themes are short lived because of various factors such as unsuccessful market conditions, cut-throat competition in the market place etc. A good theme is the key player in an advertising campaign for a brand, service or business. If your ad campaign has a good theme to share, then your brand or service has possibilities of staying on top of customer’s mind for a longer period of time.
Besides the theme, communication design is also a concern to make your campaign a hit in the market. Communication design is primarily concerned with how media achieves intermission communication with the target people or customers. These media intermission include human interaction, print or digital pieces of work. An immaculate brand communication is one of the smart ways to influence the target group so as to create an impression about the concerned brand or service or idea.
The next important aspect about an ad campaign is its appeal. Appeal plays another significant role while successfully deploying out an ad campaign in the market. With a demographical study of consumer’s behaviour, it has been learnt that persuading the target customers to indulge in sale of a particular product primarily requires something which should be able to excite the interest of the target group. Advertising for this particular purpose uses appeal as a way of persuading the target group to buy certain products. The various appeals of advertising are designed in such a way to create a positive image of the individuals who use certain products. Various advertising agencies use different types of advertising appeals though the objective remains the same i.e. to influence the purchasing decision of the buyers or customers. The two most important types of advertising appeals include rational and emotional appeal. Rational appeal caters to the buying habit of customers who purchase a brand according to the benefits or the kind of solution that the brand provides. Emotional appeal ads speak in the primal tongue. It communicates through design and colour. Motion and stagecraft. Music and tonality etc.
For an over all sum up, the secrets of a successful advertising campaign lies in a good theme, communication and the kind of appeal that the particular ad provides upon the audience.
How to Gain Benefit From Cost Effective Mediums of Advertising?
Advertising is an attempt to persuade your target group to buy your product, idea or service. Advertising as an attempt involves a meticulous plan, strategy, budget and a dedicated team to turn into action. The agency which deals with advertising and related activities is called Ad agency. The role of an ad agency is to carry out a successful ad campaign for its clients. However, as mentioned above the ad agency has to devise, develop and implement a right strategy to successfully carry out the advertising campaign.
Let us study in detail about the various cost effective mediums of advertising which are beneficial for the advertisers.
Television Advertising is the most powerful form of advertising. As a combination of audio and video advertising messages, Television Advertising informs, entertains and educates target audiences. Watching TV is the most common leisure activity for a majority section of the population. Television commercials are not just refreshing but also entertaining which is why television is coined as the ‘king’ of advertising media as it provides a richer impact upon the people. Television ads are also audio-visual in nature and audiences find it a great source of entertainment to occupy themselves during leisure hours.
Print Advertising is one of the cost effective means of advertising till date. Advertising through print medium has been carried on since time immemorial and Print Advertising is still one of the most popular means of advertising. The best part of print advertising is that you can rely upon this source anytime you require. Also, print ads are available for future source. Examples of print ads include classified ads in newspapers and magazines, pamphlets, brochures, leaflets etc.
Radio Advertising is the best advertising option for low budget advertisers. Radio advertising with all its musical jingles, catch lines attracts a wide range of target customers. Efficient and entertaining in nature, radio ads are preferred by a major section of the population till date. In modern day advertising, radio ads are much in fashion especially with the mushrooming number of broadcast channels via radio.
Outdoor Advertising includes any out of home advertising which targets people on the move. Airport Advertising is one of the tools of outdoor advertising. Airport Advertising provides a richer and effective impact upon the target group because of its larger than life outlook and premium attributes.
Internet Advertising is one of the latest tools of advertising your product, idea or service in a more targeted manner with a massive reach. Internet Advertising is budget friendly in nature and any small advertiser can take help of this type of advertising to promote his business or brand. Examples of internet advertising include email marketing, virals, EDMs, banner ads, pop-ups etc. Through all these means you can communicate with your target group with a measurable reach.
Advertising scenarios keep changing from time to time; however, most of the tools of advertising remain unchanged till date. Though revamped and renovated, traditional means of advertising collaborated with a right technology offers a great solutions for brand communication. The future generation is bound to see further changes about the trends of advertising.
Posted in Advertising | Tags: Advertising, Benefit, Cost, Effective, from, Gain, Mediums | No Comments »
A General Understanding of What Advertising Is!
Any communication which main purpose is to inform prospective customers about products and services is termed as advertising. is paid and identifiable in nature. An advertising agency or ad agency is the party involved in deploying out the ad campaign. Any ad agency involves creating, planning and handling ad campaign for its clients.
What is the role of advertising?
It is already mentioned above that the role of advertising is to notify, instruct, and persuade a particular target group about a product, service or idea. Advertisers use multiples means of advertising televison advertising, radio advertising, print advertising, ooh advertising, Mobile and internet advertising etc to convey their brand message. A particular advertising campaign varies from another campaign in terms of theme and objective.
What makes a particular ad campaign different and unique?
There are various factors which are required to specialise your campaign such as the right media vehicle (to transmit the message), right means of (whether outdoor, print or broadcast), innovation (which requires a dedicated team to work out) etc. These factors when knitted together result to provide a different and unique ad campaign.
Which are the most popular means of advertising at present and why?
Of all the means of advertising, Outdoor advertising or OOH Advertising is the most popular. Airport advertising, metro advertising, mall advertising etc come under outdoor advertising. Outdoor ads target people who are out of home or on the go. OOH advertising because of its colourful looks, attractive visual displays and larger than life attribute stays back upon audience’s mind for a longer period of time. Besides, outdoor ads are available for its target group almost round the year.
Why people advertise at airports?
Airport Advertising is talk of the advertising town at present. Airport Advertising because of its larger than life impact create a unique impression upon audiences. Airport ads are premium, colourful, spacious, interactive and entertaining in nature.
An airport is the right place to provide a great impact upon the target group as it provides time and place for advertising. Millions of travellers at the airports have spending power and also hold decision making positions. Thus, this group of people can be targeted.
Airport ads offer more effectiveness as compared to other outdoor ads. People tend to spend a great deal of time at the airports while waiting for their flights. During this time airport ads provide a good source to occupy themselves with something. If the ads are striking enough, they remain back in audience’s mind even during their flight. Also because of its premium look, airport ads create pleasant vibes for its target group and provide a good impression about the particular product or service which is advertised.
To sum up, airport advertising is engaging and entertaining for its target group. It not only provides its target customers knowledge about the product or service but also provides them a good source of entertainment to indulge themselves until they board their flight.
What Are The Advantages of The Various Forms of Advertising?
Advertising is the most important tool of marketing. The main function of advertising is to instruct, inform, educate a particular target group about a product, idea or service and call for action. Action in advertising means sales. The objective of a particular ad campaign is successful when its results to sales. There are various forms of advertising and advertisers use different modes and tools of advertising to promote their brands or services.
Various forms of Advertising
Take a sneak preview about the various forms of advertising along with their nature and advantages.
Television Advertising
Nature of Television Advertising: Television Advertising is entertaining in nature as it provides both audio-visual facilities. Television Advertising provides effective reach to the target audience along with good coverage. A television ad generally lasts between 40 and 60 seconds.
Advantages of Television Advertising
Mass coverage
Effective reach and coverage
Preferred channel by the mass
Radio Advertising
Nature of Radio Advertising: Radio Ads usually last between 30 and 60 seconds. Radio Advertising has widespread reach because of its portable nature. Audiences love listening to radio ads along with their musical jingles.
Advantages of Radio Advertising
Entertaining in nature
Mass coverage
Efficiently delivers the message to the right target group
Portable and can fit anywhere
Cheap and affordable
Provides call for action facilities for advertisers
Print Advertising
Nature of Print Advertising: Any type of publicity which is carried on through print medium comes under Print Advertising. Examples of Print Advertising include magazines, newspapers, journals, flyers etc.
Advantages of Print Advertising
Focussed target
Repetition (one can go through a particular print ad again and again)
Good for future reference
Message can be effectively transmitted
Airport Advertising
Nature of Airport Advertising: Airport Advertising is one of the forms of outdoor advertising or OOH Advertising. Airport Advertising is carried through various advertising tools such as kiosks, digital signage, billboards, hoardings etc
Advantages of Airport Advertising
Effective reach
Attention grabbing
High-glamour look
Outdoor Advertising/ OOH Advertising
Nature of Outdoor Advertising/ OOH Advertising: Outdoor Advertising or OOH Advertising involves any kind of promotion carried out of home. Examples of Outdoor Advertising or OOH Advertising include billboards, hoardings, kiosks, digital signage, lampposts etc.
Advantages of Outdoor Advertising
Wide reach and exposure
Attractive and eye-catchy
Effectively reaches the target audience
Not limited to a particular region
Mobile and Internet Advertising
Nature of Mobile and Internet Advertising: Mobile and Internet Advertising has become one of the latest trends of promotion Mobile and Internet Advertising both are customer centric. Forms of Mobile Advertising include SMS- Push, Pull, Shortcut, Keywords, WAP/Voice Portal/ Bluetooth/ Gaming, Contest Hosting; Subscription based alerts, Download-Ringtones, Wallpapers, Sponsorship of zones, Brand Zone/ Customer Care Zone etc. Some forms of Internet Advertising include banner/ text advertising (CPM, PPC, CPL), E-mail marketing, Viral marketing etc
Advantages of Mobile and Internet Advertising
Renders effective reach and immediacy
Interactive in nature
Not time consuming and delivers the message within a short period of time
A personalized mode of promotion
What is Expected For a Better Advertising?
A creative idea with feasibility and right execution at right time is what takes a advertising to cherish life long despite being a low cost to value.
Simplicity with brilliant young minds shapes the advertising industry.
It’s not surprising that great ideas comes from everywhere so we should keep our mind open, look around as it should also exhibit an appropriate degree of resemblance to what service or product we are advertising.
Mobile advertising exercises some limit as some potential customers may opt for no ads or call service. Blending to the customers needs to satisfying experience and enthusiasms a client to opt for the service or product showcased.
Mobile advertising has seemed to pick up the market mood despite of constraints like socio-economic, demography it has positioned itself as a really cool long time pure genius where everyone previously could not even think of shadowing other media.
Radio advertising once an independent now works synergistically with other Medias like Television advertising and mobile advertising.
It’s more of an emotional blend to study of how you match up with customers view point thinking style, behaviors and response.
As radio advertising does not require verbal responses its more same like television advertising which these days has opted for short messaging service holding quizzes, promotions etc. Companies are measuring emotional responses with advanced physiological methods.
It helps in designing strategies that would work better for the millions of dollars spent. Getting Insight of how to get engaged with customers in the changing world is a great challenge as sometimes the ‘buzz’ surrounding the media may dilute their decisions who are mostly misguided by lack of awareness and appropriate research.
In print advertising headlines grabs the readers to hold them read further mostly with nine words or less and you won’t believe that headlines is read more than four times by a reader than the text or the body. It’s of course different from business to business prospective so for print advertising which promises to reach the target audience always looks for that out of box words yet simple and straight.
As the air traffic increases, businesses are reallocating their significant advertising revenue in airport advertising budget exploring new terminals utilizing modern technologies to optimize airport advertising effectively.
Internet advertising is unique, liable as it catches only 1% of the audience yet a compelling and challenging task which still has a ray of hope opening all doors to this special still in infant stage we have seen it grow over the years , internet advertising
Is still immature.
As we thrive to success, we all are here to stay, live and grow together for a great future.
Reference Website: www.worldwideadvertisingnetwork.com