Advertising includes paid company or product messages delivered to a target audience through mass media. Advertising isn't as interactive as personal selling or direct marketing, but it does allow advertisers a number of communication benefits specifically related to developing a long-term brand image.
A major reason advertisers can effectively communicate to consumers through advertising is message control. When you pay a media provider for the time or space to present your message, you have much greater influence over the placement and content of the ad. Your business can take the time to prepare a company or product-specific message with visual and copy elements that conveys your value proposition, or mix of benefits, to customers.
Media Selection Opportunities
The communication vehicle you choose to communicate with also greatly impacts the effectiveness of your ads. The ideal media mix reaches the broadest market possible, with little to no wasted investment in those outside your potential customer base. If you operate a computer repair business in a local market, for example, you can promote your ad in a local computer and technology magazine. A small business with a broad target market can communicate to a preferred audience by selecting the right television or radio station at the right time of day to reach targeted customers.
Advertising is usually your best communication method for building a long-term brand image. The control factor is important to branding because you want to present a clear, consistent message about your brand, including emphasis on factors like product quality, customer service, low price or durability. In public relations, media companies may present your company or products in different lights. You can budget for advertising over time to deliver the right volume of placements that keeps your brand on the top of people's minds.
Reach and Frequency
Two common objectives of promotional communication are wide reach and frequency. Reach refers to the total number of consumers that experience your ads. Frequency refers to the number of times on average consumers see them. Wide reach and repetition is vital to attracting a sizable customer business, building loyalty, develop a high level of brand awareness and generating revenue. You can reach customers through a single medium like television, or use a mix of media.
Neil Kokemuller has been an active business, finance and education writer and content media website developer since 2007. He has been a college marketing professor since 2004. Kokemuller has additional professional experience in marketing, retail and small business. He holds a Master of Business Administration from Iowa State University.