The Use of Media Advertising Within Strategic Marketing
Sometimes, the terms ‘advertising’ and ‘marketing’ are used interchangeably, when in fact, they are not the same concept. Marketing is a much broader concept, and one method of marketing is advertising. Using various forms of media to advertise your business can prove to be a very effective means of reaching your target market, in the attempt to convert them from potential customers into buying customers. It is worth noting what role media plays in advertising.
Media advertising generally refers to mass media—television, radio, newspaper, magazines, billboards, yellow pages, etc. It would be inaccurate to say that any one form of media is always more effective than other forms. Rather, it is the combination of several different forms of media, used in different times in different ways for different reasons, that will prove to be effective. There are four primary roles you should anticipate that media will serve for your business.
First, the use of media should assist you in building market equity for your business. This simply refers to the awareness your customers and potential customers have about your business in relationship to other businesses in the industry. If you sell potato chips, is your business the main one that people think of when they think of potato chips?
Second, media advertising should position you favorably in the market. Do your customers consider your potato chips to be the best tasting? Or, perhaps they find them to be the best priced?
Third, the use of media should invoke a sense of urgency. Do you customers feel a need to purchase your product now? The advertising you use should leave your customers feeling uneasy about waiting to buy from you.
Fourth, media advertising should educate your customers on the benefits of your product. Do your customers know why it is advantageous for them if they purchase your potato chips?
Every dollar you spend to not only advertise your product, but to market it, as well, should be productive and somehow contribute to your profits. It is not enough to spend money on marketing just to get your brand in front of people, or to improve your image. This is wasted money; your results should be measurable and tangible. The funds you budget for marketing are far too valuable to spend them on general, non-quantifiable marketing efforts. Make your marketing dollars work for you.