Marketing through advertisement takes place through various channels. Entities opt for a channel depending on the product, intended message, and brand to be created. Brand advertisement has taken lead in the advertisement choice of a media for effective clients’ persuasion (Madhu et al., 2020). Similarly, consumer purchasing ability is not only influenced by advertisement but also the media selected for an advertisement (Sah & Karki, 2020). Business entities strive to create brands out of their advertisement practices. In doing so, their choices of suitable platforms are influenced by the nature and responsiveness of different media available for use as they try to seal competitive advantages that they may grant their rivals in the same industry or product line.
The message conveyed in a television advertisement about a brand is visual or auditory. The advertising company produces information about a brand in target through visual persuasion where the massage about a product is conveyed via speech and the product is either showcased or not. Similarly, the message can be passed just through a speech without the pictorial presentation of a product and by failing to use audio while showing the brand. In either case, the product message is passed to the targeted audience in a persuasive manner and in attractive and entertaining episodes meant to attract the attention of viewers and listeners towards the organization or product.
Newspaper on the other hand is a physically silent means of passing information about a brand. However, the media deploys attractive artworks such as pictures and writing formats to pass the brand message to consumers about a product. The design of an advertisement through newspapers is well thought out to ensure the message reaches audiences. The adverts are strategically posted on the front or top of the pages and sometimes a whole page assigned to the brand. The message presented is visual through the artwork and readable at the same time. Information is posted about a brand to convince readers and viewers about a product in the market to promote purchasing potentiality.
The brand’s message is not consistent throughout the two media channels used. Every media has its unique way of passing information and they persuade customers differently. The use of TV is different from the newspaper media considering the channel they pass the advertisement message. While TV programs enable a brand message to be passed repeatedly within the same hour and persuade both viewers and listeners from distant including a large group of people at the same time, newspapers can only be accessed individually and have limited options of persuasion because they lack audio presentations in their messaging. Additionally, newspapers cover limited areas.
Furthermore, while televisions can pass message just through entertainment, newspaper lacks that capacity as it is a silent target of audiences. The frequency of transmitting a product’s information also makes the two media pass inconsistent messages about brands. The use of newspapers is restricted to the periods of publishment that are either daily or weekly while TVs can be accessed daily. The brand message can be conveyed daily and after every hour according to the demand of the firm conducting the advert. Similarly, TVs can pass messages through entertainment while the newspapers only write or post pictures making them be inconsistent media of passing brand information to the targeted audiences.
I learned something new about the brand from the advertisement channels used. The different channels used gave two new pieces of information about the brand. The first is that the brand is still new and is looking for a market through the two media whose consumers are different and use the two channels. New brands would want to use various channels to reach consumers easily. The existence of several television stations and the ability to access tv streaming easily makes the company choose the channel for its brand. Additionally, since there are many newspaper producers and they are published periodically and consumed by many people, the entity identified the channel as an important alternative channel for its new brand.
The other new thing I learned about the brand from the channel used is the type of consumers it targets. The brand caters to the interest of every class in society. Its consumption is not determined by social class and that is why the firm chose the newspaper that is consumed by those in the formal sector and television that is owned across all social classes in the community. Since the type of audience determines ad advertisement media used, I realized that the entity was targeting every consumer through their marketing approach that was also frequent. The television enabled the firm to market its new brand through constant audio-visual persuasion while the newspapers targeted most formal employees.
The new information I learned from the channels and brand intention makes me believe that the brand is a consumer product that is non-discriminative in its demand and pursuit for customers. The advertising entity has plans to roll every member of the community into its marketing network to ensure maximum sales. Their intention is genuine while the brand is out to gain market fame to be an ideal consumer product without social partiality. Also, the brand looks adaptive to the marketing conditions considering marketing trends embraced by the firm. These conditions change my initial perception about the product where I thought it would be used by a few members of society as a first-time product in the market.
Additionally, the brand’s intention and media choice change my perception from viewing it as a product that is a supplement or luxurious commodity to the main consumer product. The media choice and targeted audience indicate that the brand is out to look for consumers who will be usual buyers. Moreover, the media indicates that the consumers of the brand are not only first-class who prefer ostentatious products but it is a product for all consumers irrespective of their classes. Consequently, the media used by the company vindicates them from my earlier belief that their product will be used when one chooses to but it is a basic product among many others from different suppliers to support daily consumption.
I can improve the brand messaging by increasing advertisement frequency that would ensure the brand information is attained by many people within a short time. The use of television should be intensified through mechanisms such as late advertisement in the evening when the majority of consumers targeted are settled at home and reduced during daytime. Newspaper adverts on the other side should be featured on the first pages to attract the attention of passersby who might not have the capacity to acquire copies but can obtain the crucial information about the brand just by a stealthy look or pass. These strategies would ensure the product is marketed faster and the brand message of persuasion passed effectively within a suitable duration.
The other improvement I can make on-brand messaging is by making the messages short, brief, and accurate as opposed to long adverts that take more than two minutes to stream on live television programs and those that require more than two minutes to read in newspapers. Persuasion messages require brief and clear information that shortly taps the attention of viewers and readers. Illustratively, long messages are boring and they make most potential buyers stop following an advert and they fail to get the basics of a product. As a result, the brand loses clients for failure to design a message effectively. To ensure the brand meets its messaging objectives I will induce the changes for better marketing purposes.
To improve the brand further, I would change the artistic descriptions meant to persuade clients to be more convincing through the use of more attractive designs and entertaining pictures that instantly catch the attention of viewers and readers at first sight. The introductory parts of advertisement sessions play the greatest roles in ensuring a promotion would be followed by a client or not. Making a succinct introduction through eye-catching actions and pictures ensures the advert attracts followers who may interpret the given information for the benefit of an advertising entity and urn out as potential buyers. The change will ensure that the messaging is clear to the point that is required about products by consumers and would lead to higher responses.
In summary, marketing through advertisement requires important plans that would influence key decisions throughout the process. The demand for changing the media on course all depends on the objectives and goals that are all listed in an organizational plan for product marketing. Similarly, developing a brand is a long process that demands commitment from an advertising entity, and the firm was given the advertisement task to ensure massing does not interfere with the process. Consistencies of information passed is vital to avoid creating confusion among consumers while satisfaction of the plans of an entity is important in meeting goals for advertisement.
Madhu, M., Kumar, A., Sanjay, A., Sharma, A., & Ranjan, A. (2020). Marketing via Advertisement. IJRAR-International Journal of Research and Analytical Reviews (IJRAR), E-ISSN, 2348-1269.
Sah, G. K., & Karki, S. (2020). The Impact of Media Advertisement on Consumers Purchasing Behaviour. Patan Pragya, 7(1), 268-278.