Companies have two main methods for promoting products/services; traditional advertising and online advertising. While both types promote a product/service, the environment in which they occur is significantly different. Traditional advertising is; billboards, newspapers, magazines, television (tv) and radio advertisements. All forms of traditional advertising tend to be visual images displayed on a flat/even surface (static) and generally target a large audience or demographic group in one geographical location at one time. However, online advertisements target users based upon; geographic region, demographic characteristic, user preference/interests and user behavior past purchases and are delivered electronically via social media platforms, websites and mobile applications native applications.
The primary distinction between traditional advertising and online advertising has to do with their targeting capabilities. However, traditional advertisements are typically shown to everyone who hears or sees them (e.g., billboards on highways), whereas online advertising employs data (e.g., search history and geographic location) to target audiences much more accurately. Another difference is how both forms of advertising can be tracked; online advertising provides more accurate measures of advertising success through metrics such as clicks, impressions, and engagement, whereas traditional advertising has less ability to measure the exact success of their ads.
Both forms of advertising have common ground in that they each try to motivate people to do something, like purchase a product or visit a website. Both rely heavily on visually appealing designs, catchy tag lines, and well defined messages. In all cases, the goal of an advertising campaign is identical: to connect with the audience and to create brand recognition. This is true whether the ad takes the form of a television commercial or an ad on Instagram.
On a highway, a billboard shows an image of a new brand coming out with bold lettering; it provides driving directions to their awareness . This is an example of traditional advertising because the message is physically displayed in a public area, and viewed by all of the passersby, meaning there is no customization based on the viewers themselves.
A social media feed that looks like a screenshot of the advertisement (a sponsored post), where you can purchase from my brand by clicking on a "Shop Now" button and has a recommended caption (like "Recommended For You"). The reason this is an example of online advertising is because it is interactive, it appears on a digital platform, and it can be shown to the user based on their interest or past behaviours.
To summarise, traditional advertising and online advertising share the same goal of promoting a product or service and influencing consumers, but they approach and deliver their messages in different ways. Traditional advertising is broad-based and reaches its audience through physical methods. Online advertising targets specific user groups through digital venues and is more personalised, interactive and measurable than traditional forms of advertising. Although online advertisements are growing in number, traditional forms of advertising continue to be an important tool for advertisers to create brand awareness for large groups of consumers in their daily lives.
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