Explain the term advertisement and its connection with media
Answers
Advertising falls into two distinct categories: paid and earned. Paid advertising is simply advertisements that a business pays for. This includes ads on television and radio and in magazines and newspapers, but as the Internet overtakes traditional media outlets, it also includes pay-per-click ads, search engine optimization and featured ads on websites such as Facebook, YouTube and online newspapers and magazines. Earned advertising is a more organic form that involves word of mouth, consumer reviews and free spots with media outlets, such as spot on a local TV news program or being mentioned in a newspaper article.
Positive Effects of Paid Advertising
Paid advertising allows small businesses to reach a large audience in a short amount of time. By including branding in advertisements, the business is able to include a phrase or image that will stick with consumers and help them remember the company. Many media outlets conduct their own research related to demographics and help businesses place their advertisements where they will reach consumers most likely to be interested in the product. For example, ads for a small makeup company will not be run in a business magazine or during a news program.
Negative Effects of Paid Advertising
Paid advertising is often expensive and can be a strain on the budget of a small business, especially if it is not effective in attracting consumers. An effective paid advertisement must also be memorable to consumers, so an ad without a catchy phrase or image that sticks with consumers could be a waste of advertising funds, as could an ad that elicits negative feelings or attitudes from consumers.
Positive Effects of Earned Advertising
The best benefit of earned advertising is that it is free. Consumers spread the name of the business by word of mouth, through social media and by writing reviews or blogging about business. Some small businesses spend money to increase the amount of earned advertising through free samples, special promotions and unusual promotion ideas that consumers are likely to spread and might attract media attention. Earned advertising also usually is guaranteed to attract an audience who will be interested in the business. Family members and friends share the business information with those they know will appreciate it the most.
Negative Effects of Earned Advertising
Businesses are often unable to control what is said about them through earned advertising. Negative reviews from a consumer, in a television report or newspaper column can hurt business instead of help it. The audience reached through earned advertising is often much smaller than with paid advertising. Even with a Facebook page, it takes time to build followers.
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References (2)
Commercial Alert: Report: Men Respond Differently Than Women to "Paid" vs. "Earned" Media
Professional Advertising: Using Advertising Media More Effectively
About the Author
Stacy Zeiger began writing in 2000 for "Suburban News Publication" in Ohio and has expanded to teaching writing as an eighth grade English teacher. Zeiger completed creative writing course work at Miami University and holds a B.A. in English and a M.Ed. in secondary education from Ohio State.
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