Pamphlets, brochures, posters, billboards, leaflets; we often find these promotional print materials stuck on our car’s windscreen wipers or at our doorstep. What does the content on those pieces of paper imply? What messages do they convey and to whom? Why are they placed at such locations?
Such print documents are nothing but advertisements that are designed to build brand awareness and for marketing purpose. They showcase to people the many products and services available in the market. Companies use public spaces to put up or distribute their advertising materials, so it catches the eye of a larger audience. The aim is to influence people’s mind and convince them to purchase a product or service.
But how do companies decide where to place their advertisements?
Strategists analyse a space to locate spots most visible to the eye. Further, keeping in mind the target audience, whether they are kids, mothers, job-seekers, etc., locations like grocery stores, industrial areas, cafes, are chosen to advertise. The process also involves choosing the best suitable medium of communication, e.g. via radio, television, internet, billboards, etc.
How does a company make their advertisement stand out?
Advertisements are costly, and companies or individuals make sure even a penny invested in advertising counts. For this, strategies like visual appeal through colours, faces of famous personalities and influencers, highlighting the company’s values, using catchy quotes or imagery, etc. are implemented. Online advertisement marketing employs pop-ups, paid reviews, click baits, selling ads through famous blogs, and the like.
Advertisement as an industry is growing because of increasing competition between various brands who are to cater the same population. Many institutions are teaching advertisement as a branch of study. In the end, it all boils down to who can make the most of the available resources and acquire a larger share of the consumer market.
Disclaimer: Prepared by Leigh Barker Tangible Assets, Accountant, Portfolio Finance, Gordon, West Pennant Hills and MWC Group. Note that all content of this blog is general in nature and is not financial or investment advice thus anyone intending to apply the information to practical circumstances should seek professional advice to independently verify their interpretation and the information’s applicability to their particular circumstance.