Businesses, both large and small, advertise as a way of influencing the buying behaviour of customers through their messaging. The goal of advertising is to attract customers by reaching out to them and is made possible via several methods. For any advertising campaign to succeed, the business’s target market (or audience) must be defined, so that the advertiser knows who it wants to reach before it makes a move.

Advertising methods have vastly evolved over the decades, with companies afforded a vast array of options for getting their message to consumers. The internet alone has given rise to a great many of these, with savvy advertisers keen to maximise the technological solutions available to them.

Even with an abundance of options, business owners must strive to ensure every resource spent on advertising is effective. One way to accomplish this is by having an advertising budget. Doing so signals that the business takes this aspect seriously and is willing to assign money to the right channels. This also communicates that advertising is more than just an afterthought for the company, but rather something it sees as crucial to achieving the results it wants.

While a company can go into advertising by itself, many choose to lean on the expertise of creative and advertising agencies. These agencies have the personnel, knowledge and experience to turn a company’s idea into a creative advertising campaign. They also advise on the best medium to use and other parameters that define a campaign’s effectiveness.

Ajab Samrai, a Chief Creative Officer who previously worked at Saatchi & Saatchi London, is a successful creative mind who has worked on advertising campaigns for some of the world’s biggest global brands.

Popular advertising methods include:

Display Advertisements

Display advertisements (ads) include the likes of newspaper and digital ads. Newspapers have been around for a long time, with the various ad types posted in them also present in the digital space. In this regard, a firm or individual will purchase ad space on websites that are popular with their target demographic. The ad space is provided in the form of text ads, floating banners or wallpapers that display the advertiser’s offering in the background.

Digital ads make use of search engine optimisation (SEO) techniques to maximise reach. Advertisements on websites are the primary revenue source for the internet, with a company like Google providing platforms such as AdSense and Adwords to maximise on this. Adwords allows companies to bid for ad placement on the search results page. AdSense allows websites to host advertisements from Google as a way of generating revenue.

The print medium was once a significant driver of advertising sales, but it has taken a backseat to the numerous digital formats now available. However, it still has its place in advertising, as print formats such as magazines, leaflets, handouts, brochures and flyers are still in use.

Social Media Advertising

Social media sites such as Twitter, Pinterest, Instagram, Facebook, LinkedIn and Snapchat, among others, offer advertising programs similar to those from Google. They tend to be relatively inexpensive and allow advertisers to focus on their target audience. These are popular not only for their cost, but also because they’re easily accessible through mobile devices and smartphones whose use is prevalent in modern society. These ads can be customised to fit various mobile devices.

Broadcast Advertising

Broadcasting advertising mediums (TV and radio) have conventionally been the go-to mediums for reaching the mass market. They have been a dominant way of reaching people, but like all other forms of advertising, they also have to contend with technological advancements. More and more people are likely to skip ads during broadcasts, streaming services provide ad-free options to viewers, and podcasts provide listeners with targeted content. However, TV and radio are mainstays in many homes around the world, so advertisers continue to create ads that use these platforms.