Traditional Print Advertising
With time, the whole process of advertising has undergone massive change. Advertising has developed into a complex form of communication. Nowadays, a business organisation can convey or communicate their message to its target customers or consumers by more than a thousand ways.
In the 20th century of the digital age, the availability and advancement of internet facilities have helped in the improvement of the advertising process. In the recent time, a business organisation has the options like the branded viral videos, banners, advertorials, banners, branded chat rooms and sponsored websites to promote their business message with the help of advertising to increase its customer or consumer base and thereby increase its brand value and brand recall value.
Some of the methods of the advertisement communication method used most commonly by a business organisation may include the online advertisement method, which can also be termed as the digital advertisement, cell phone or mobile advertisement. Under the traditional form of print advertisement, a business organisation can imply periodic advertising, distribution of leaflets, brochures, flyers, point of sale advertisement and the handouts (Bruce et al., p: 202-218)
Besides, there are options for direct mail advertising. In recent time, business organisations also do Guerrilla Advertising, which can also be termed as ambient media. Other than the above mentioned advertisement method, there are outdoor advertising, the public service advertising and product placement advertising.
The advertisement that is present on the internet can be termed as online adverting or digital advertising. The advertisements that one sees on a website or a web page can be termed as the major source to earn revenue or money from the internet.
Another category of advertising online is the native advertising, which can be termed as a type of online variation of the traditional print advertisements and the different sponsored content. The business organisations use to place their digital advertisements on the popular websites, and social media that would help them to grab more eyeball thereby increase the brand recall value in the mind of its target customers (Jian, Lee Zhao, and Yazdanifard, p: 66- 70)
Google Ad word helps the business organisation to place their advertisement at a higher position in the Google search engine. The process can be termed as the search engine optimisation (SEO) (Smedescu and Alexandru, p: 50-60)
By using some common terms or keywords that are related to their business, a business organisation would be able to place their product or business at the top of the search list on Google.
Online and Digital Advertising
This method of promotion or advertising can be termed as the cost per click method. Through this method, the business organisation could reach to a larger group of audience and gain more traffic on the website.
With the help of Google ad sense, a business company could put up various advertisements on its web site from Google and hence earn revenue from the website.
A business organisation to promote its various services and products can create their business page on the LinkedIn website. They could post content and video about their various offerings.
With the help of the web page on LinkedIn, the business organisation could reach to a larger group of audience. They could reach the millions user of LinkedIn. A LinkedIn page would act as an extension of the website of the company. Besides, with the help of the various links that are present in the content of the LinkedIn page, the business company could draw traffic on the official website.
In addition to all the advertising as mentioned earlier method, a business organisation could also promote all their products and services through the various social media web sites like Facebook and Twitter.
In the digital age of the 21st century, social media has a much higher reach and accessibility among its target audience. The business organisation could do collaborations with the various social media influences or celebrities to reach to a larger group of viewers. The company could also do partnerships with other influential websites like the buzz feed or Reddit to reach to more number of potential customers.
One of the driving force in the digital era is the mobile devices, which may include various electronic devices such as the cell phones, I pads, kindles in addition to the various other portable electronic devices, which have an internet facility.
In recent times, the major trend in mobile advertisements involves the use of different social media platforms or applications like Instagram, Twitter, Snapchat, and LinkedIn. An advertisement on mobile is similar to the various online advertisements that are gaining much importance in the current scenario. A mobile advertisement helps in reaching to newer customers or consumers.
Print advertising is a traditional form of advertising that is present from earlier times. Although in recent times, due to the introduction of the internet and the various digital and social media platform or applications like Facebook, Twitter, Instagram, Snapchat and WhatsApp, the advertisements in the print media like the newspapers, magazines, billboards, hooding, leaflets and pamphlets.
Mobile Advertising
However, print advertisements hold much significant, especially in rural areas where there are no electrical or internet facilities. Print advertisement is also very useful or helpful for all the senior citizens in the society or community who are more comfortable to view advertisements in the traditional form of media than the social or new media.
A periodical advertisement refers to the frequent printing of advertisements at a regular interval. Since times in memorial, big business organisations had tried to purchase the back cover of a newspaper or the central spreads of a big magazine. Those spaces have maximum views from the readers.
These print advertisements are present within the pages of the newspapers and magazines. These small little print advertisements tend to have more information than the big print advertisements.
With the help of Direct Email Advertising, the business organisations directly send emails to all their print advertisements to their customers. Through the direct emails, the business organisations share information about their new products or service with the potential or target customers.
Guerrilla Advertising has become very relevant over the past few years. Guerrilla Advertising, in a broader sense, refers to all the unconventional and unusual form of advertising. Guerrilla advertising involves the use of customer interaction and participation. Location in addition to the timings is very important for the Guerrilla Advertising. (Ahmad et al., p: 70-88)
Creative ideas and innovations are the driving force for the advertising, as mentioned above. Positive word of mouth in social media is very important for Guerrilla Advertising.
Broadcast advertising refers to all the various advertisements on broadcast media like the radio and television. Broadcast advertising helps to reach a larger group of audience.
Outdoor advertising can also be termed as the out of home (OOH) advertising. In a broader sense, outdoor advertising refers to all the different types of advertising that are targeted to the customers when they are away from home. Say, for example, the billboards, hooding, fly posters, bus shelter posters, and even those big digital billboards.
Public service advertising refers to all the different advertisements that are majorly created to inform and educate the viewers rather than selling the product or services. Public service advertising mainly includes advertising related to a social cause.
Talking specifically about the latest tricks and trends that are adopted by the business organisations in their advertisings, in recent times the advertisements are becoming more personalised and dynamic.
Since in modern times, the customers open to a wide range of advertisements options across various platforms, gaining the trust and loyalty of the customer for a particular brand or product is a difficult task. As a result, in recent time the business organisations are trying to create content for their advertisements that are unique and engaging for its target audiences (Nosrati et al., p: 56-63)
Through the advertisements, the companies try to gain the attention of potential customers. With the help of behaviour profiling technology, the advertise across various new or social platforms tries to personalised the advertising content for its audience based on the browsing history, location, time of day and demographic profile (Ashley, Christy, and Tuten, p:15-27)
In addition to the above trend, advertisement channels in recent times have become more automated and integrated. As a result, the different advertisements pop up whenever anyone checks his or her emails, watch videos on social media or while playing online games with the help of “Real-time audience optimisation” — hence identifying the customer`s choices and behaviour on the internet.
References
Ahmad, Nawaz, Rizwan Ahmed, Muhammad Jahangir, Gulam Moghani, Hira Shamim, and Rimsha Baig “Impacts of Guerrilla advertising on consumer buying behavior.” Information and Knowledge Management. Vol. 4. No. 8. (2014), p: 70 -88
Ashley, Christy, and Tracy Tuten. “Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.” Psychology & Marketing 32.1 (2015), p: 15-27.
Bruce, Norris I., B. P. S. Murthi, and Ram C. Rao. “A dynamic model for digital advertising: The effects of creative format, message content, and targeting on engagement.” Journal of marketing research 54.2 (2017), p: 202-218.
Jian, Lee Zhao, and Rashad Yazdanifard. “Which Modern Trend Advertising Methods Are More Effective in Reaching Certain Outcome?: A Review on Internet Ads, Mobile App Ads, Video Ads, Stealth Ads and Outdoor Digital Ads.” International Journal of Management (2015), p: 66- 70.
Nosrati, Masoud, Ronak Karimi, Mehdi Mohammadi, and Kamran Malekian “Internet marketing or modern advertising! How? Why.” International Journal of Economy, Management and Social Sciences 2.3 (2013), p: 56-63.
Smedescu, Dan Alexandru. “Social Media Marketing Tools.” Romanian Journal of Marketing 4 (2013), p: 50-60
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