National Advertising
When you hear the term “national advertising,” it means that it doesn’t just happen in one part of the country. Most of the time, the marketer of a branded product or service that is sold through different outlets in the distribution channel, no matter where they are, is the one who does this kind of advertising. It seems that “national advertising” means a large-scale marketing effort. In reality, this does not always mean that the product is sold everywhere in the country.
The goal of national advertising is to tell people about a company or brand or remind them of it. The ad may want to tell people about the brand’s features, benefits, uses, or advantages, as well as build or strengthen its image so that people will be more likely to buy it. This kind of advertising is done by the company that makes the product, not by a store, whose goals are very different.
National advertising often tries to create an image for the product and reach a specific audience. For instance, the ad for the Mercedes-E class is aimed at a certain part of the Indian market. When a new manufacturer comes on the business scene with less money, less production capacity, less distribution know-how, etc., he usually doesn’t decide to sell his products all over the country. Instead, he tries to sell his goods in a small number of markets. As things get better, he slowly expands into the other markets. Even well-known companies sometimes only release new products in certain markets.
National advertisers know that there are times when it’s better to use regional or local media instead of mass media. As more national advertisers are able to find and reach narrowly defined market segments, more regional or local advertising would show up. For example, they might choose regional or local newspapers, TV stations, radio stations, or outdoor media because the language in each area is different.
The advertiser would still be considered a national advertiser, since the ads are meant to get people to buy the advertised product from any store that sells it. In the short term, though, national advertising will keep introducing new brands and putting the spotlight on brand loyalty for well-known ones. In effect, national advertising says, “Buy our brand.”
National Advertising
- Advertising done by a company on a nationwide basis or in most regions of the country and targeted to the ultimate consumer market is known as national advertising.
- The companies that sponsor these ads are generally referred to as national advertisers.
- Most of the advertisements for well-known brands that we see on TV or in other major media are examples of national advertising.
- It informs or reminds consumers of the brand and its features, benefits, advantages and uses or reinforces its images.
- However, in Indian context due to cultural and linguistic variation, different versions of advertisements are released by the advertisers.
- Example of National Advertiser are: Hyundai, Nestle, HUL etc.
