Advertising is a full-fledged marketing tool used by brand and business owners to connect with their potential target groups. An advertising campaign of a brand reaches out to customers through various mediums. An effective advertising network is set with a conglomeration of various mediums of communication. Television Advertising, print advertising, radio advertising, outdoor advertising etc. are therefore conglomerated to form an advertising network of a brand or business. Some advertisers prefer to launch their promotion campaign through a single channel while some prefer multiple means of communication. Television advertising, print advertising, radio advertising, outdoor advertising and online advertising are some common forms of brand promotion used by advertisers and brand owners.
It is an open choice for the brand owner to opt for any medium of communication to convey his brand message among customers. Moreover, the promotion plan of the brand should be considered before deciding on the media vehicle to launch the ad campaign. An advertising campaign is launched only after studying on why the brand owner wants to promote his brand. Budget is another concern for advertisers while launching the promotion campaign. Advertising is in fact a sort of investment for brand owners to generate revenue. The investment should therefore be done wisely and only after thoroughly studying the trends of promotion followed by others. A study on the advertising techniques of competitor brands is also a must for every advertiser to come up with better promotion plans for the brand. The only concern is that an advertiser should maintain the ethics of advertising while conveying his brand message i.e. not to defame or use abusive image or language about competitor brands while launching an ad campaign of his brand. Healthy competition should be encouraged among competitor brands. One can also learn new and never tried before ideas from the advertising techniques and tactics of competitor brands.
