Consumer Advertising
Consumer advertising is messages that companies pay for and send out through the mass media. The goal is to tell or convince people that your brand and products are good. Consumers are a big and common target of ads that are shown on TV, radio, and newspapers. Advertising for consumers is different from advertising for the business market or business-to-business.
Television
The most money is spent on advertising to reach people at home through television. Companies pay TV networks to put 30- to 60-second commercials on during certain times of the day or during shows that their target audience watches. If a business wants to reach as many people as possible, TV ads are usually the best way to do it. Customers will be more likely to buy from you if you use creative messages and show off your products or services. TV ads can be hard to get to consumers because people don’t like them and because they are expensive.
Radio
Radio ads also try to reach people. They are often used by stores in local markets because they are cheap and can reach a specific area. Because radio ads are cheap and can often change people’s minds over time by being played over and over, they are a good way for a small business to advertise. People’s attitudes and lack of interest in radio ads are two things that hurt them. People often drive, and when ads come on, they often change the channel. Radio messages also don’t last long, and it’s hard to make them stand out.
Print
People can be reached through a number of print media, but newspapers and magazines are the most common. People are also sent direct-mail pieces. Business newspapers and magazines for a certain industry are also used to reach businesses. But people buy a lot of daily or weekly newspapers and any of the hundreds of consumer magazines that come out every week.
Print media has a lot of benefits, such as a high level of credibility, geographic targeting in newspapers, visual appeal in magazines, and a high level of audience interest. But you can’t reach niche audiences through newspapers, and magazines are expensive per contact. But if you advertise your small business in the local paper, you can reach a lot of people for a reasonable price.
Support
There are a number of ways to reach consumer audiences. Billboards are put up on highways and in cities to reach people who live nearby or are travelling. Directories are made for people in certain markets. Public transportation ads are put on buses and trains to reach people in cities. People in cities or at outdoor sporting events are often reached by ads that fly through the air.
Digital/Interactive
Since the Internet became more common in homes in the mid-1990s, there have been more digital and interactive ads. Companies use online ads, mobile messaging, and other digital formats to reach tech-savvy and “on the go” customers. Digital ads are appealing because they are cheap, easy to track, and let you choose your audience. Also, companies are trying to reach customers through mobile devices as more and more people use them. Digital advertising is often a good choice for small businesses because it’s cheap and can be used to reach specific groups of people.
Sales Promotion
Traditional consumer ads are meant to build and keep a positive image of the brand over time. Sales promotions, on the other hand, are meant to get people to buy something right away. Discounts, rebates, and coupons are all ways to get people to buy something. This kind of ad is focused on the short term and shows the consumer value by giving a good product at a lower price. When used too much, it can take away from other forms of advertising.