Effective Brand Advertising

Most marketing and PR gurus will tell you that brand recognition is key to increasing sales and dominating the market. By clearly stating a brand’s advantages to other brands, and forming a concise image or concept of what the brand offers through advertising, companies can dramatically bolster sales.

Impact: Because the internet is able to display all the older forms of advertising, including radio, TV and print, advertising on the internet is potentially a very worthwhile investment. However, effective ad placement is something of a science.

Audience: Ads are generally linked by keywords, making advertising very specific to interested parties. 

Price: From a few cents per click to monthly banner advertising rates, internet advertising is available at every price level.

Impact: In the last decade, the impact of print advertising has started to dwindle as people spend more time on the internet. However, a well designed ad in a suitable magazine can still have an impressive impact. 

Audience: The suitability of a magazine depends on the demographics of its readers, and the targeted audience of a brand. It would be foolish to run an ad for a company that sells beef in a magazine catering to Vegans, for example.

Price: Rates vary depending on the circulation and prestige of the magazine or newspaper.

Impact: Because television combines sound with visuals, it is an amazingly effective way to establish a brand in the mind of viewers. Television ads can also be quickly converted into internet videos, making advertising dollars in this category a wise investment.

Audience: Additionally, television reaches an incredibly wide audience, effective for large-scale advertising brand management and promotion campaigns.

Price: Because of its wide reach, TV tends to be far more expensive than other forms of advertising.

Impact: Radio advertising can be very effective, especially for dedicated listeners of a particular station or network. However, the brand does not have the advantage of being able to present a visual component.

Audience: The listener-ship of radio stations is distributed between a core audience and those who are simply flipping through the dial. Although the core audience demographics of any radio station used to be based on region, the internet has enabled listeners from different geographical regions to tune in to stations online. This change now makes the ‘cultural’ identity of the station more important than its regional basis.

Price: Radio advertising, especially on public radio stations, can be very cost effective, although national networks can charge significantly more.