The
world of Advertising is going through an interesting phase where the
traditional mediums and the modern mediums of Brand Promotion are competing for
the attention of the brands. To the delight of the traditional media, brands
continue to derive benefits from them as much as from the modern media. This
strange phenomenon, where brands are opting for a mix of all the leading media,
underlines a strategy to utilize the benefits of maximum visibility across all
the mediums.
This
is especially true for brands where the target groups are audiences of
traditional media. Before proceeding further, it would be good to differentiate
between the traditional and the modern Advertising Media. Media that uses no or
minimum modern technology, and have been present from the times when web 2.0
was yet to happen, are categorized as traditional media. These include Outdoor Advertising, Print
Advertising, Radio & TV Advertising, etc. The modern media of advertising
include the platforms of Online and Mobile Advertising. It may also include unusual
techniques like Advertising on apparel, via juxtaposition, etc. It has been
observed that as brands look to expand, they also have to expand their range of
Advertising landscapes. Let us, for the sake of simplicity, take a brand with
operations in the USA. The traditional media, as discussed above can be used to
cater to the need of promoting before the local target groups. But if the brand
plans to expand its operations to other countries like India, it will have to
make use of the modern media like Online Marketing.
The brand will use the traditional media in India too, but the modern platforms
are indispensable for announcing changes immediately or to form bases in the
other countries as well.
