New Media and Advertising-
Advertising is a kind of marketing communication which
persuades the audience to buy a product or an idea. Traditional means of advertising include
television commercials, print ads, outdoor ads etc. However the traditional means
of advertising have now been replaced by new media advertisements. Today most
of the advertising is done through new media like internet online ads, web ads,
pop up ads, interactive ads etc. Advertising through new media is in demand
today. It is cheaper as compared to traditional means of advertising and also
reaches a larger audience in a short duration of time.
New media today is growing at a massive rate. The most
popular way of advertising today through new media is through cell phones. Cell
phones or mobile phones are being preffered for advertising today as it is with
the person almost all the time and thus in many ways is the most effective way
of persuading a potential consumer.
Another way of advertising through new media is testimonial
advertising which happens on social networking sites like twitter. In this type
of advertising a person who has a large number of followers is paid by an
advertising agency to give a testimony of their product or keep sharing posts
about it which gets advertised to his/her followers. This is a very subtle but
intelligent advertising using new media.
There are many such innovative strategies that the
advertising agencies are coming up with to advertise their product in the most
effective possible way.
Advertisers today are making use of the technology of new
media in a very intelligent way to advertise their product or brand in a global
way. Today majority of the urban people in India have a cell phone or are
regular internet users. So, advertising using new media turns out to be very
effective for this kind of target audience.
However for the rural audience of India, new media is not
very effective for advertising. Rural areas where technology of new media
hasn’t reached yet, new media cannot be used to advertise products or brands.
For this kind of target audience, traditional means of advertising, that is, print
advertising or television commercials or outdoor advertising still continues to
be the better choice as compared to advertising through new media.
New media advertising thus can be said to be limited to the
urban area’s target audiences. It is indeed a challenge before new media and
advertising agencies to come up with a solution so that they can advertise
products or goods to the rural audience using new media.
New media promotes
cultural exchange and facilitates to connect with people all over the world. New
media has indeed opened up many opportunities in the worlds of Public
Relations, Journalism and Advertising as well. It has made it easy for the world
to communicate, interact, share their ideas, opinions, thoughts and also
advertise their product or a brand to a larger audience in a cost effective
way. The wonders of new media are endless. The important thing is to make use
of new media in an effective and responsible way.
Image Courtesy- Google
References-
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