Media advertising uses multiple platforms such as TV, radio, newspapers, magazines, websites, and billboards to reach target audiences. Consistency is key to maximize exposure and strengthen brand exposure. Multimedia advertising can enhance messages with computer graphics and effects.
Media advertising is the process by which a business conducts an advertising campaign for its products or services across multiple media. These media may include, but are not limited to, television, radio, newspapers, magazines, Internet sites and mobile digital devices, and outdoor advertising such as billboards. Using all the outlets it has available, a company can effectively reach all of its target audience. Because it can be an expensive process, media advertising must be done with the idea of maintaining a consistent message across all formats to maximize exposure to a company’s brand.
In the modern era, it is nearly impossible for a company to compete on anything but the most modest levels without aggressive advertising techniques. Most people in modern society are saturated with various forms of media, and a company that can capitalize on all of these potential avenues is likely to reach its customers better than one that fails in this quest. Using multimedia advertising, a business can spread its message to virtually any corner of the globe with just a few strokes.
As an example of media advertising, imagine an automaker that is starting a new promotion that offers low sale prices in a given month. The automaker may start with national or local television commercials, depending on the size and breadth of the company, and accentuate those commercials with radio announcements. Newspaper and magazine ads can also promote that particular sale, and the company’s website can also feature the sale information on the main page, with further details included in specific links.
As computer technology is constantly improving, multimedia advertising is often conducted using the most up-to-date computer graphics and effects to enhance the message of the promotion. While corporate websites are central to this process, a business can place digital ads on other sites that its target customers frequent. Computer graphics have also revolutionized the outdoor advertising process, transforming conventional billboards into advertising vehicles with animation, special effects and colorful graphics.
Of course, all the possibilities offered by multimedia advertising can have a negative effect if the campaign is flawed. Consistency is the quality most advertising managers want when running a media campaign. Consistency not only clarifies the message of the particular campaign across all the various media, but also allows a business to strengthen its brand exposure. Branding is one of the crucial elements of modern advertising, as awareness of a company’s brand is often one of the most important factors in consumers’ decision making.
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