What Are the Tools Used for Advertising?

Outdoor advertising is one of many media used in advertising.

What are the tools used for advertising? Traditional and new media are the vehicles that carry advertising messages. With the advent
of the internet, new advertising strategies are possible that traditional media cannot offer.

1. Radio

Radio broadcasting is considered to be a traditional medium. Radio's strength lies in its ability to target audiences
through its programming, which is reflected in its advertising. Radio advertising is effective in that most commercials
are targeted at local audiences, compared to television commercials, which are mostly national. A drawback to radio
advertising is that the effectiveness of a message is solely audio-dependent. This can present challenges in describing
certain products or services being marketed.
2. Television

o Television ads have the highest production costs. Image by Flickr.com, courtesy of Blake Patterson

Television is considered to be a traditional medium but has the ability to adapt to new media. Some television
advertising strengths are its impact in combining sight and sound, its ability to reach local, national and global
audiences, and its more recent adaptation to interactive marketing. Through service technology like On-Demand,
viewers can engage in advertising messages with a remote control. Television advertising weaknesses are high
production costs, programming disruption, and short-lived messages.

3. Newspapers

o Newspapers compete with online news sources for advertising dollars. Image by Flickr.com, courtesy of Kelly B

The newspaper is part of the print media, and is arguably the oldest form of traditional media. Newspaper advertising
has many strengths that are being affected by new, interactive marketing strategies. Newspapers provide a loyal
readership base for advertisers and low advertisement production costs. Newspapers also offer value through short lead
times to insert advertisements and ensure high audience reach. Drawbacks of newspaper advertising include poor print
quality, a decrease in overall readership, and a general sense of advertising clutter.

Newspapers try to stay competitive in the internet age by providing online content for free. Advertising revenue pays
for this service.

4. Magazines
 o Magazines have highly targeted readership rates. Image by Flickr.com, courtesy of Duncan Rawlinson

Another member of the print media is the magazine. The value in advertising in magazines lies in its audience
selectiveness and high quality print. Magazines hold credibility with their audiences, allowing its advertisements to
resonate with readers. Magazine advertising has several weaknesses to consider such as high production cost, limited
frequency, and long lead times.

Like newspapers, many magazines have an online version of their content. Some require paid membership while others
provide free online content.

5. Outdoor, Direct Mail and Telemarketing

o Outdoor advertising comes in many shapes and sizes. The main forms of outdoor advertising are bulletins (14 by 48
feet), 30-sheet posters (12 by 25 feet), 8-sheet panels or junior panels (5 by 11 feet), and spectaculars. Spectaculars are
electronic billboards typically seen in places like Times Square, New York or Hong Kong. Advantages to outdoor
advertising are that they are localized and often memorable. Disadvantages are their low repetition and short time
exposure.

Direct mail and telemarketing are other types of marketing strategies used in advertising. Both can be effective because
they are often personalized and results are easily measured. However, both are also costly and direct mail is perceived
as junk mail, while telemarketing is viewed as the most intrusive of all marketing techniques.

6. Internet

o The internet has changed the face of advertising. Image by Flickr.com, courtesy of Juan Pablo Olmo
 The internet has changed the way advertising occurs. It has affected practically every corner of the advertising
spectrum and has forced traditional media to reinvent itself where it can. The advantages to internet advertising are
many, but the most critical is its extremely low cost compared to other media. The internet offers interactivity, making
it possible to involve a target audience in the advertising message. Such advertising can be very effective as
interactivity is memorable and satisfying to a user. Finally, internet advertising can be easily personalized, something
that traditional media like television and radio is incapable of. Perhaps the largest drawback of internet advertising is its
perception of clutter.

http://www.ehow.com/facts_5641368_tools-used-advertising_.html

What are the defined tools of advertising?

By Expert Author: Manoranjan Nanda

Advertising is considered as a paid form of non personal communication designed to influence a defined target consumer. Advertising
is also considered as a marketing tool which can be mixed along with other promotional tools such as publicity, personal selling, sales
promotion etc. A particular advertisement provides communication to a target audience about a brand or service. In this regard,
advertising plays an important role in brand communication.
The purpose of any advertising campaign is to inform or remind target customers or prospects about the benefits your brand or service
is going to provide. Hence, it can be quoted that persuasion is the prior objective of advertising. In order to persuade the target group,
the communication should be enriched with original and fresh ideas. Besides, the right media vehicle should be used to convey your
communication to the right target audience.
Benefits of Advertising
1. Inform, instructs your target audience about your brand or service
2. Attracts new customers, prospects and leads. Also encourages existing customers to spend more on your brand or service.
3. Builds credibility and maintains the uniqueness of your brand thereby enhancing your reputation
Defined tools of advertising
Advertising communicates to the target audience through various means or tools. To broaden this particular view let us discuss about
few defined tools of advertising below.
Broadcast Advertising- Television, Radio & Internet
Broadcast Advertising is a popular means of advertising that comprises of various branches such as television, radio, internet etc.
Television ads are quite familiar to the target audience ever since they have been introduced. The cost of Television ads depends upon
the time slots, broadcast time (prime or peak time) and popularity of the television channel where the ad is to be broadcasted. Audio-
visual in nature, television ads are preferred by any target audience.
Radio Ads also provide a large impact on the audience. Small-scale advertisers use radio advertising as an ideal tool of promotion.
Nowadays, there are a number of radio channels which make it evident that radio ads are still a favourite for various target groups.
Internet Advertising is one of the latest trends of broadcast advertising. Internet Advertising comprises of banner advertising, viral
marketing, email marketing etc. Various digital agencies take care of internet advertising on behalf of their clients.
Print advertising
Print advertising is one of the most popular means of advertising. Advertising through print medium is common practise for a wide
range of advertisers. Newspapers and magazines sell the ad space according to the area occupied by the particular ad. Examples of
print advertising include newspapers, flyers, magazines, journals, brochures, pamphlets etc.
Outdoor Advertising or OOH Advertising- Digital signages, Kiosks, Billboards, Tradeshows/ Events
Outdoor Advertising is generally attractive in nature. Outdoor Advertising uses several tools and techniques to attract the outdoor
customers. Billboard advertising and kiosk advertising are the two most common forms of outdoor advertising. Also known as OOH
advertising, this type of advertising is the right medium to launch or promote a particular brand or service. Airport Advertising, Metro
Advertising etc also come under outdoor advertising. Examples of outdoor advertising or OOH Advertising include billboards, digital
signages, kiosks, posters etc.
Internet and mobile Advertising
Internet and mobile ads are the latest means of advertising widely used by a wide array of advertisers. Internet Advertising comprises
of banner/text advertising (CPM, PPC, CPL), E-mail marketing, Viral marketing etc. Mobile Advertising comprises of SMS
advertising, WAP/Voice portal/Gaming/Bluetooth, Contest hosting, Subscription based alerts, Downloads- ringtones and wallpapers,
Sponsorship of zones, Brand zone/customer zone etc.

http://www.123articleonline.com/articles/100401/what-are-the-defined-tools-of-
advertising
One of the secrets of a successful brand business is deploying the promotion campaign through the right advertising methods or
techniques. Brand owners are already aware that outdoor advertising is one of the age old yet effective modes of brand promotion. As
the term suggests, any brand promotion activity or practice that is carried outdoor or out of home comes under OOH Advertising.  In
the next few paragraphs, some common types of outdoor advertising widely adopted by brand owners are briefly explained. Take a
look.
Billboard Advertising- A billboard is one of the commonly observed tools of outdoor advertising. Billboards ads are seen on the
streets, roadsides, highways etc. Billboard Ads are of different sizes. Usage of witty lines through billboard ads strikes the attention of
potential customers and encourages them to buy the product or service.

Airport Advertising- Airport Ads as an OOH Advertising mode offer an innovative and flexible range of media opportunities.
Ranging from long-term and short-term indoor and outdoor advertising panels, airport ads exclusively provide the brand message to
customers through interactive media. One major advantage of airport advertising is that each ad display has a long exposure time
assuring visibility of the brand message to customers. Airport ads reach out to the most affluent segment of the population. Also
adaptable to any business or product, airport ads are an affordable way for advertisers to promote their brands or businesses.

Mall Advertising- Mall Ads are emerging as one of the famous modes of brand promotion through OOH media. Reaching out to
customers who visit the malls for shopping, dining or leisurely purposes, mall advertising represents the new age mode of brand
promotion. One of the advantages of mall ads is that these ads easily hit the eyeballs of customers thereby conveying the brand
message. The future of mall advertising seems lucrative with many more shopping malls coming up in the next few years.

Latest Entries »
Three Common Avenues of Outdoor Advertising!
Filed under: Mall Advertising, Outdoor Advertising by oohadvertising — Leave a comment

February 15, 2011

One of the secrets of a successful brand business is deploying the promotion campaign through the right advertising methods or
techniques. Brand owners are already aware that outdoor advertising is one of the age old yet effective modes of brand promotion. As
the term suggests, any brand promotion activity or practice that is carried outdoor or out of home comes under OOH Advertising.  In
the next few paragraphs, some common types of outdoor advertising widely adopted by brand owners are briefly explained. Take a
look.

Billboard Advertising- A billboard is one of the commonly observed tools of outdoor advertising. Billboards ads are seen on the
streets, roadsides, highways etc. Billboard Ads are of different sizes. Usage of witty lines through billboard ads strikes the attention of
potential customers and encourages them to buy the product or service.
Airport Advertising- Airport Ads as an OOH Advertising mode offer an innovative and flexible range of media opportunities.
Ranging from long-term and short-term indoor and outdoor advertising panels, airport ads exclusively provide the brand message to
customers through interactive media. One major advantage of airport advertising is that each ad display has a long exposure time
assuring visibility of the brand message to customers. Airport ads reach out to the most affluent segment of the population. Also
adaptable to any business or product, airport ads are an affordable way for advertisers to promote their brands or businesses.

Mall Advertising- Mall Ads are emerging as one of the famous modes of brand promotion through OOH media. Reaching out to
customers who visit the malls for shopping, dining or leisurely purposes, mall advertising represents the new age mode of brand
promotion. One of the advantages of mall ads is that these ads easily hit the eyeballs of customers thereby conveying the brand
message. The future of mall advertising seems lucrative with many more shopping malls coming up in the next few years.

Tags: Airport Advertising, Delhi Advertising, DLF Mall, Mall Advertising, Mumbai Advertising, OOH, OOH Advertising, Outdoor Advertising

Comment

Digital & Non-Digital Tools of Outdoor Advertising

Filed under: OOH Advertising, Outdoor Advertising by oohadvertising — Leave a comment

February 9, 2011

In modern outdoor advertising, the choice of tools is not limited to a few. Digital and non-digital tools are both available for brand
owners to promote their brands. Today’s blog will provide brief information about the various tools of OOH Advertising currently
used (digital & non-digital).

Digital Tools of Outdoor Advertising

Digital out of home tools of brand Advertising mostly refer to the dynamic media distributed across place-based networks in various
venues that include restaurants, cafes, shopping malls, public spaces, arenas etc. Digital OOH media typically feature independently
addressable billboards, product display boxes, jukeboxes, kiosks, screens, LCDs, backlit translits etc. One advantage of digital out of
home tools is that all these media can be remotely controlled and changes can also be done in any of the ad message or design
displayed through these tools. Interactive, lively and a more interesting medium of brand promotion DOOH (digital out of home) tools
have enhanced the overall promotion practices of brand owners through OOH media.
 Non-Digital Tools of Outdoor Advertising

Non-digital tools of outdoor advertising mostly refer to those types of media distributed across substantial spaces. Three non-digital
tools of outdoor advertising are briefly explained below-

Bulletin Billboards- Usually located in highly visible or heavy traffic areas such as major intersections, crossroads, highway
diversions; bulletin billboards provide high visibility which further leads to significant impact on customers.

Bus Advertising- A subset of transit media, bus advertising or brand information stick to commuting buses firmly establish rich
awareness and also generate quick brand recall with high profile exposure of the brand.

Lamp post banner ads- Lamp post banner ads are one of the conventional modes of OOH Advertising which are still in practice.
Sited everywhere – in the streets and roadsides, lamp post banners allow advertisers to target precise geographical locations and
provide massive appeal to customers of that particular geographical location.

For more Information visit: TDI International India

Advertising

What are the defined tools of advertising?

Advertising is considered as a paid form of non personal communication designed to influence a defined target consumer. Advertising is also
considered as a marketing tool which can be mixed along with other promotional tools such as publicity, personal selling, sales promotion etc. A
particular advertisement provides communication to a target audience about a brand or service. In this regard, advertising plays an important role in
brand communication.

The purpose of any advertising campaign is to inform or remind target customers or prospects about the benefits your brand or service is going to
provide. Hence, it can be quoted that persuasion is the prior objective of advertising. In order to persuade the target group, the communication should
be enriched with original and fresh ideas. Besides, the right media vehicle should be used to convey your communication to the right target audience.

Benefits of Advertising

1. Inform, instructs your target audience about your brand or service

2. Attracts new customers, prospects and leads. Also encourages existing customers to spend more on your brand or service.

3. Builds credibility and maintains the uniqueness of your brand thereby enhancing your reputation

Defined tools of advertising

Advertising communicates to the target audience through various means or tools. To broaden this particular view let us discuss about few defined
tools of advertising below.

Broadcast Advertising- Television, Radio & Internet

Broadcast Advertising is a popular means of advertising that comprises of various branches such as television, radio, internet etc. Television ads are
quite familiar to the target audience ever since they have been introduced. The cost of Television ads depends upon the time slots, broadcast time
(prime or peak time) and popularity of the television channel where the ad is to be broadcasted. Audio-visual in nature, television ads are preferred by
any target audience.

Radio Ads also provide a large impact on the audience. Small-scale advertisers use radio advertising as an ideal tool of promotion. Nowadays, there are
a number of radio channels which make it evident that radio ads are still a favorite for various target groups.

Internet Advertising is one of the latest trends of broadcast advertising. Internet Advertising comprises of banner advertising, viral marketing, email
marketing etc. Various digital agencies take care of internet advertising on behalf of their clients.

Print advertising
Print advertising is one of the most popular means of advertising. Advertising through print medium is common practice for a wide range of
advertisers. Newspapers and magazines sell the ad space according to the area occupied by the particular ad. Examples of print advertising include
newspapers, flyers, magazines, journals, brochures, pamphlets etc.

Outdoor Advertising or OOH Advertising- Digital signages, Kiosks, Billboards, Tradeshows/ Events
Outdoor Advertising is generally attractive in nature. Outdoor Advertising uses several tools and techniques to attract the outdoor customers. Billboard
advertising and kiosk advertising are the two most common forms of outdoor advertising. Also known as OOH advertising, this type of advertising is
the right medium to launch or promote a particular brand or service. Airport Advertising, Metro Advertising etc also come under outdoor advertising.
Examples of outdoor advertising or OOH Advertising include billboards, digital signages, kiosks, posters etc.

Internet and mobile Advertising

Internet and mobile ads are the latest means of advertising widely used by a wide array of advertisers. Internet Advertising comprises of banner/text
advertising (CPM, PPC, CPL), E-mail marketing, Viral marketing etc. Mobile Advertising comprises of SMS advertising, WAP/Voice
portal/Gaming/Bluetooth, Contest hosting, Subscription based alerts, Downloads- ringtones and wallpapers, Sponsorship of zones, Brand
zone/customer zone etc.

Is advertising important?
Advertising is the most imperative tool of any marketing campaign for a product, service, idea or business. Advertising tools differ from one
organization to another organization however, the objective remains the same. The objective of an advertising campaign is to instruct, inform, and
influence a particular target group so that they finally indulge in sales.

Advertising is important, advertising is necessary and advertising is beneficial. A less advertised product is less recognized among the target group. A
product which indulges in a timely advertising campaign has more chances of staying on top of target audience’s mind.

Advertising is also important because one needs to stay ahead in the competition prevailing in the market. Advertising highlights the best features,
benefits about the brand so that the target groups gets interested in it and finally indulge in sales. Whether it is about a new product launch in the
market or promotion of the existing product advertising is equally important to create awareness among the target group. There are wide ranges of
advertising options which include-

 Television advertising (this involves TV commercials)

 Radio advertising (any kind of promotion which is carried out in radio)

 Print Advertising ( any print form of communication which promotes a product, service or idea and which is targeted in nature)

 Outdoor advertising ( any out of home promotional activity which again targets out of home audience, Examples include electronic billboards,
digital signages, posters, kiosks, lamp posts ads etc)

 Internet and Mobile advertising - (new tools of advertising which have so far become the most popular means of advertising)

An advertiser may use a particular advertising medium or embedded mediums of advertising, the objective remains the same i.e. to generate sale of
the product, service or idea. By providing an irresistible advertising campaign, it’s easy to influence the target audiences persuading them to buy the
product or service.

http://www.worldwideadvertisingnetwork.com/advertising.asp

http://ooh2advertising.wordpress.com/

Public Relations Tools - PR

PRINT MEDIA
Most of the efforts chapters make in public relations are through forms of print media, primarily newspapers. These are usually the
most visible outlets on college campuses, especially school newspapers, and in the local community.

PRESS RELEASE

The press release is the most common material provided to media outlets. These documents provide a brief, yet thorough, description
of an upcoming activity, whether it is rush or a service project.

PHOTOGRAPHS

There are usually two types of photographs in publicity portrait shots, where people pose for the camera and smile, and candids, where
the subjects are doing something.

CASES HISTORIES/ STUDIES

Case studies which show a good image of the company are shared with the media/ investors, community etc. Books on Making of
Asoka, Making of Lagaan, Amitabh Bacchan- A book by Jaya Bachchan EDITORIALS No money, high credibility, however no
control over message.
ADVERTORIALS Advertisement + Editorial.

Control over message, pay lesser than an advertisement. It is a strategic tool, but should not be used too often.

INTERVIEWS/FEATURES Meeting journalists.

Here there is lot of room for different interpretations. More often than not, press releases will not be printed verbatim. Even though
your media contact will likely rewrite them, possibly including additional quotes or information they research on their own your press
releases should be written well enough. However, there are also times that a press release will encourage a reporter to do more, such as
conduct a full interview with chapter members or write a feature article on an upcoming project. While doing sponsorships one should
try to brand it with the event simultaneously.

BROCHURE

A booklet published by the organization which contains the organisations background, its ethics, vision, mission, its past, present and
future projects, its USP, etc.Eg: brochure given to new employees to give them a gist of the organisation.

POSTER AND CALENDAR

Any poster or calendar used to achieve a public relations objective.

WRITTEN SPEECH

The typewritten or printed text of a speech given to achieve a public relations objective.

INTERNAL NEWSLETTERS AND PUBLICATIONS

ICICI has their internal Newsletters, in which information about the company, its profits, employees etc. is given.

EVENT AND PRESS SUPPOR

Special events are acts of news development. The ingredients are time, place, people, activities, drama, showmanship; one special
event may have many subsidiary events, such as luncheons, banquets, contests, speeches, and many others as part of the build up.

LETTERS TO THE EDITOR

Submitting these articles does not require a media contact. This also gives an opportunity for any member to submit a letter on their
chapter for printing in a local or campus newspaper.
ANALYSTS BRIEF

One tells about the company, what the company is doing. It is done to influence the stock buyers, analysts, employees and media.

CORPORATE ADVERTISING

If you believe the image of the company is good i.e. that trustworthy, reliable one, then you can use that as a PR tool. E.X.Aditya Birla
Group, Om Kotak Mahindra ad.
CONFERENCES AND SEMINARS

Om Kotak doing many seminars. It contacts associations and tells them to give numbers of their members so that they can talk to
them. The members are contacted through telephones and asked to attend seminar on General Insurance. In the seminar they talk on
General Insurance for 20 minutes and then the next 10 minutes they talk about the company products.Pharma Companies when they
do any research say for example, diabetic research, they would launch the product and before or after the launch they would call
doctors for a conference to discuss about the research

best of luckINTERNET:

This one medium has helped transform the whole business of advertising and public relations. In a way, it gives any organization the
ability to promote themselves without having to rely solely on other media outlets. Websites and e-mail are the two most common
methods to use the Internet for PR purposes.
WEBSITE

A chapter website should not only be designed to serve as a resource for members, but it should also present a positive message to
nonmembers just "browsing through. Brief descriptions of chapter history, past projects and activities, and long-standing relationships
with other organizations may give an outsider a positive impression of the fraternity. Like the newsletter, information for members
shouldn't just inform, it should also encourage involvement and develop enthusiasm.

E-MAIL

Today, this has become the most common method used for communication between fraternity members. It can also be used to
promote a chapter to fellow students and others, but it should be used carefully.

AUDIO AND VISUAL:

This division includes any audio or audio/visual presentation or program which serves a :Public Relations objective. Audio
presentation. Any sound-only program, including telephone hot lines and other recorded messages, radio programs, public service
announcements and audio news releases.Audio/Visual Presentation. Any internal or external audio-visual presentation using still
illustrations, with or without sound, using one or more projectors. Film Or Video. Any film or video which presents information to an
organization's internal audiences.
NEWS AND PUBLICITY:

News is something that interests many people today. From the point of view of THE TIMES OF INDIA, that means the national
readers of THE TIMES OF INDIA and the metropolis readers of THE BOMBAY TIMES, etc. From the point of view of THE
INDIAN EXPRESS, it means all the people interested in hardcore content and no masala.Every medium has a news standard of its
own, and that is the criterion the publicist goes by in attempting to address publicity to the public through that medium;

SPECIAL EVENTS:

Special events are acts or news development. The ingredients are time, place, people, activities, drama, and showmanship. One special
event may have many subsidiary events, such as luncheons, banquets, contests, speeches, and many others, as part of the build-up. The
special event is the coup de maitre of publicity, propaganda, and public relations.

http://drypen.in/public-relations/public-relations-tools-pr.html

Public relations tools

This is a list of Public Relations tools - things actively employed by public relations professionals on behalf of their clients, and tools
clients are encouraged to use to enhance their own visibility.

 News releases (also known as "press releases")

 Newsletters (internal and for various publics)
 Fact sheets
 Backgrounders
 Media kits (also known as "press kits")
 Surveys
 Flyers and Brochures
 Blogs
  Internet Websites
 Letters to the editor
 Guest columns
 Public speaking
 Seminars
 E-mail
 Mailing lists
 Yahoo Groups
 Trade shows
 Publicity stunts
 LDIs

http://pr.wikia.com/wiki/Public_relations_tools

Key Tools for PR Practitioners

 E-mail: press release

 Press briefings/ conferences
 Site, press and VIP visits
 Photography
 Video News Releases (VNRs): digital
 Stunts
 Editorial coverage
 Hospitality events
 Viral campaigns
 Advertorials
 Features
 Webcasting
 Interviews
 Competitions
  Surveys and results of market research
 Case studies
 Corporate literature and publications
 Newsletters and e-zines
 Contract publishing
 Web sites and portals
 Published surveys and reports based on consumer, medical or scientific research

Previous page: What is PR?

Next page: PR Functions

http://www.pr-school-london.com/index.php?page=tools-of-pr