Advertising

Advertising is paid communication through media to reach a target audience. The business buys space or time, such as a poster site or an online video slot, so it decides the message, but it cannot fully control who sees the advert.

Advertising can do four jobs: raise awareness so that people know a product exists, give information such as features or opening times, persuade customers that it is worth buying, and remind existing customers to buy again. For example, a new indoor climbing centre could advertise on a local radio station to tell families it has opened, describe its beginner sessions and encourage listeners to book a first visit.

Benefits and drawbacks

Its big strength is reach: one campaign can put a message in front of a wide audience quickly. However, advertising can be expensive, and a medium can reach many people who are not in the target segment, so money is wasted on people who would never buy. It is also only one promotional method, not the whole of promotion.

Choosing a suitable medium

Advertising is more appropriate when the chosen medium is used by the target segment and the message fits the brand. A brand selling phone cases to teenagers gets more value from a gaming video channel than from a retirement magazine, because the audience matches. The medium must match the audience's habits and the brand's identity, so the right advert reaches the right people with a message they understand.