How Media Advertising Is Done

Media Advertising refers to the process of placing advertisements in various media

to stimulate the interest of consumers in a new or existing product or service with the ultimate objective of translating this stimulation into sales.

A media advertising company is the conduit through which all activities pertaining to the advertising function are carried out beginning with the ground research, followed by the actual development of the advertisement, placement of the advertisements and then the follow-up to assess their effectiveness.

The various forms of media through which advertising may be done such as print, television, out-of-home, movies, radio and of course the internet, each offer their own set of advantages and disadvantages. Effective media advertising ensures that the advertising strategy of an organization involves the use of each media vehicle in such a way that the target audience for the product or service being advertised is reached with the maximum impact possible. This involves having a thorough knowledge of the media and also the desired customer base and then aligning the advertising, so as to use the media to get into the customers hearts and minds.

Before and after an advertising campaign is released in the media, it is the media advertising company which does all the leg work. In the days of old, such a company only took care of creating and producing advertisements for various media, but today these companies offer the entire gamut of services which constitute advertising. At the first instance, an advertising company carries out the research to understand the complete profile of the customers who are or would be using the organizations products or services, and identifying the best possible means for reaching out to them. The media advertising company then gets working on the creative part of developing effective advertisement messages for the various media forms. Once the advertisement campaign is launched in the media, the advertising company does a follow-up research to understand how effective the advertisements are and how they are being received by the target audience and what has been the impact on the sales of the products and services being advertised. Corrective actions are taken if some major flaws are identified during this post-launch research.

Harnessing the powers of all the media modes to gather maximum mindshare of the customers is what media advertising is all about. It is however important to keep in mind that the there is no one-size-fits-all advertising strategy ; the media advertising company works it out basis the characteristics of the product or service on offer and the people who are going to be actually buying that product or service. All said and done, this is a very demanding and yet a very rewarding field in terms of both creativity and objectivity to be in.

by: Nicoln George

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