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Advertising typically refers to the traditional “pay for play” method of marketing by, for example, paying a publisher, broadcaster, website or celebrity to promote a product by running ads in a magazine, a television channel, online, or through endorsements. According to the Advertising Association of the UK, “Advertising is any communication, usually paid-for, specifically intended to inform and/or influence one or more people.”
Because the possibilities is today’s marketing world have become much more complex in regard to marketing strategy, paid advertising has become more of a choice, as have the channels through which you may choose to advertise. Paid advertising is now one of an larger array of tools marketers can use to promote a product or service. If you choose to incorporate paid advertising in your marketing strategy, the channels you can use to promote a product have greatly expanded in the last 20 years due to digital technology.
When buying advertising space, your choice of advertising platforms depends largely upon who your target audience and customer base is. As a marketer, you may choose to use a variety of channels, or focus on certain specific venues that are particularly relevant to a product’s customer base. Many marketers like to use both online and offline media in their campaigns. Online advertising can incorporate analytics and data in order to understand your target audience, as well as to measure the results of your promotions.
Digital or online advertising includes such channels as social media, podcasts, blogs, search engine marketing, or website advertising. Old fashioned print and direct mail advertising still has a significant impact, assuming your service or product is not strictly for an online audience. Offline advertising channels include television, movies, billboards, radio, telemarketing and newspapers.
Marketers have become very creative in the attempt to find alternatives to paid advertisements, as in an online world, potential customers are no longer a passive audience but have the power to click advertisements away. However, paid advertising is still an essential component in most marketing campaigns.