Advertising is an effective marketing tool used to promote or sell a product or service. It involves directly communicating a persuasive message about your business, product or service to inform or influence the buying behaviour of your audience.

You will need to identify your target market and focus on connecting with those customers. You can then tailor your message to those who have a need for your product or service.

What is the purpose of advertising?

The purpose of advertising is to market and promote a product or service to:

  • create awareness
  • communicate information
  • educate your audience
  • enhance sales
  • create demand.

Benefits of advertising

Advertising plays an important role, not only for the business but also for the customer. Businesses create awareness of their product or service through advertising, and the customer buys the product or service after they become aware of it in the market.

A successful advertising campaign can generate several key benefits for your business, including:

  • an increase in sales
  • enhanced brand recognition
  • increase in customer reach
  • repeat sales
  • gaining a competitive advantage.

Successful advertising can reach a large audience, attracting more sales thereby increasing your revenue.

What to include in your advertisements

For your advertising to be successful you need to set yourself apart from your competitors and grab your audience's attention. When creating your ad make sure you:

  • use a powerful headline
  • tailor your message to suit your target audience
  • talk about the benefits
  • have a call-to-action
  • use exciting images
  • use testimonials if relevant
  • always deliver on what you promise.

Types of advertising

There are many different ways for a business to get a message to the consumer. With a range of media choices, finding the best advertising mix for your business can be challenging.

The advertising channels you choose should depend on the business you run, your budget and the media channels your target audience has access to. If your audience is mainly elderly customers, you should focus your advertising campaign on traditional media such as their local newspaper or radio station. Targeting the younger generation will probably see you engage with new media such as blogs, apps and social media.

Traditional vs new

Traditional media

Traditional media is an established form of mass media and includes pre-digital advertising methods such as television, radio and print (ie. newspapers, magazines and billboards). It relies on messages sent out to the consumer through a one-way communication channel to a mass audience.

Types of traditional advertising are:

  • television advertisements
  • radio advertising
  • print advertising
  • cinema advertising
  • billboards and off-site signs
  • banner ads
  • mail order advertisements
  • cold calling
  • door-to-door sales
  • transit advertising.
In the past, traditional advertising was the only way to spread your message. With the emergence of new media, you can also focus your efforts on your ideal buyer and build a community around your product or service.

New media

New media, also known as digital advertising, is a popular form of online advertising for businesses to promote their products or services. The variety of digital channels allows you to reach your core customers in creative new ways, allowing your customer to interact and engage with you and your brand in a two-way format.

This form of advertising allows you to reach a larger target audience and has the potential to reach customers all over the world. You can also track your customers and analyse their purchasing behaviour while customising your message to their preferences.

Types of new media are:

  • online advertising - retargeting, banner ads, display ads, keywords, native, video
  • online streaming - radio and television
  • social media advertising
  • mobile app advertising
  • email marketing.

While the internet is a powerful medium, you can benefit from using a mix of traditional and new media tactics to reach your target market.

Know your legal obligations

You must understand the regulations and laws relating to advertising before you begin advertising your products and services. When advertising and promoting your business, it’s important to ensure that your information is always accurate and truthful.

Knowing the law will help you to avoid the severe penalties that apply to businesses that mislead customers.

Go to legal obligations of marketing to find out more about your legal obligations when advertising.

Find out more...

  • Learn more about how to use social media for your business.
  • Find out on how to blog for your business.

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