Advertising is an advertising communication which employs an explicitly sponsored, non-reciprocal message to advertise or sell a certain product, service or notion. Sponsors of advertising usually are companies wishing to market their goods or services to the general public. In some cases, advertisers only pay for their message to reach the intended recipients. Advertising as an advertising medium has been used for centuries and is currently being utilized in such diverse methods as billboards, radio and television, newspapers and even in certain museums. It also can take the form of online advertising, using email, instant messaging, websites, and interactive games.
The most common form of advertising is through the purchase of a tangible good, the production of which can be used to communicate with a particular audience. However, this can be supplemented by other means, such as the production of a movie or television show. In fact, most people do not think of advertising as a form of brand building when they hear the term. Brand building, on the other hand, is a more specific term that refers to the way in which a company creates a positive image in order to gain a specific audience or demographic. In order to build a brand, advertisers often must develop promotions that will appeal to the audience, as well as provide consumers with information about the company. Advertisers typically work with the creative staff of a brand development firm, which provides the resources necessary to create the right promotions, as well as help with audience response and retention.
With social media on the rise as a result of the increased prevalence of smart phones and mobile devices, advertising can take place online through sites like YouTube and Facebook. Through these websites, advertisers can post video clips, commercial clips or audio files that they have developed themselves, and which can be easily shared with others on the site. Video ads are becoming increasingly popular as a form of internet marketing communication and are currently second only to text ads in terms of daily hits. This form of online advertising is also proving very lucrative for brands looking to market to younger generations, as the videos are easy to identify and consume in a short amount of time.
Another popular method of internet marketing that many advertisers are using today is pay per click, or PPC advertising. Unlike traditional forms of media advertising where a brand may choose to advertise on a specific channel, pay per click allows marketers to advertise their products and services around millions of unique channels. With this kind of advertising, marketers control exactly where their advertisements will appear and how much they will cost per impression. In short, PPC is an ideal solution for brand managers who are trying to reach target audiences while keeping expenses at a minimum.
Brand managers should not overlook the medium of television advertisements, either. While television advertisements do not allow advertisers to directly contact their target audiences, television advertisements are still highly effective at providing a direct connection between a brand and its customers. Through advertisements, marketers can ensure that their messages are reaching the audience who is most likely to understand and benefit from their products. One example of successful television advertisements is Super Bowl commercials, which often receive millions of views. Due to the large number of viewers watching these commercials, a successful advertisement is often rewarded with significant exposure. However, because television advertisements are meant to be entertaining, many advertisements fail to maintain their effectiveness when their intended target audiences become bored or annoyed by the advertisements.
The world of online marketing and advertising is constantly evolving. While traditional methods of advertising remain popular, new and innovative advertising formats are constantly appearing throughout the web. Whether a brand is looking to take advantage of one of the newest forms of advertising or simply wants to create brand building imagery that will last for years to come, a digital agency can help a brand achieve its advertising goals through a number of innovative methods.