Advertising  - Advertising is used by an organization to sell a product or to promote their Brand. Advertising is a paid form of communicating a message  which drives the potential customers to decide in favour of a particular product or Brand. i.e. Advertising is used to influence the purchasing  decision and logic of the consumer.

Some of the objectives of advertising are –

1. Advertising to achieve Immediate product sales
2. Advertising for reaching out to the  target customers
3. Advertising for Positioning the company’s brand and/or marketing mix
4. Advertising to Introduce a new product to the market
5. Advertising to give information about the sales channels.
6. Advertising is also done to Maintain the relationship with existing customers and to get repeat orders  etc.

To have an effective advertising campaign the  Organization must think of fulfilling   the  above objectives  or  to  define  the objective and design an advertising campaign to fulfill these.

Various media are used for Advertising, some major ones are-

Television Advertising is done using a television advertisement, also called a Television Commercial. Many organizations pay for production of Television programmes and intersperse the programme with their Television  Advertising. The Television channels make the programmes with timeslots available for the Brands to do their Television advertising. These Television advertising time slots may be from few seconds to one or two minutes.
Television  Advertising   is one of the most favored media and is used to fulfill one or all of the above objectives.

Print Advertising is done by printing the advertisements on the Newspapers or magazines.  The type of readers of the newspaper and the  magazine, decide the type of Brands which will use Print Advertising as their campaign medium.
For Example – a newspaper with high circulation and reaching out to masses is a perfect platform for Print Advertising of the mass consumer goods. Print advertising is again one of the most favored by marketers, as normally the educated people start their day by reading a newspaper or the magazine. The Print advertising revenues generated by the Newspapers and Magazines helps to smoothly run the establishment.

Radio Advertising is done using radio. The Brands purchase the airtime for their Radio Advertising commercial from the radio station and air their advertisement on the radio. The Radio Advertising time slot is decided by the Brand based on the listener Target group of the programme.

Internet Advertising is also called online advertising, web advertising, e – advertising  and uses Internet as the medium. Internet advertising is one of the cheapest form of advertising and can be used to address a wider audience. Internet Advertising is done by using banners, text on the websites and requires in detail planning & strategy depending on the organization goals, business model and involves proper choice of website, internet advertising type and the design of the campaign.  A very important aspect of Internet Advertising is Search Engine Optimization ( SEO ) and Search Engine Marketing ( SEM ). Internet advertising gives lot of quantifiable data to the advertisers to judge the efficacy of the campaign.

Mobile Advertising offers the most personalized advertising to the Brands, as Mobile is the most personalized device for any person. Mobile Advertising is interactive. Mobile Advertising can be implemented in multiple ways like mobile advertising using sms, mobile advertising viral campaigns, mobile advertising using web banner, mobile advertising using wap banner, hosting etc.

Outdoor Advertising also called Out-Of-Home advertising is absolutely opposite to the Internet, Print or Television advertising, in the sense that outdoor advertising is done to reach the consumers when they are not in home i.e. when the consumers are in public places. Some of the media options available for Outdoor advertising are hoardings, pole kiosks, billboards, street furniture etc.

Airport Advertising is a very specialized type of OOH Advertising with the advertising happening in the media available at the airport. Some of the airport media options available for Airport Advertising are advertising on backlit translite, advertising on revolving display, advertising on product display, advertising on pillar wraps, airport advertising on scroller, advertising on billboard, advertising on overhead gantry, advertising on pole kiosk, airport advertising on aerobridges, airport advertising on digital display of Flight Information desk etc.