To create brand awareness, big companies invest millions in marketing in order to reach its target group. Often yet, the aspects of branding are being overlooked by smaller companies. Therefore, in this section we want to emphasize the importance of branding and the factors that are related to it.

Traditional marketing as well as digital marketing can be used to put the message out there. However, none of them will cause the desired impact if they are targeting the wrong target group. Consequently, a significant amount of money will go to waste. Therefore, the selected media can make the impact only by targeting the group that most relates to the companies’ products and services. With that said, it is also extremely important to know the advantages and disadvantages of each medium before opting for one.


The term branding refers to the practice of creating a unique name, design or symbol for a product/ service in the clients’ mind. However, that is partly it, because it goes deeper than only graphic elements. It is more how the company is being perceived by the clients; it is the essential value of an organization. For instance, how the staff interacts with the clients.

Companies such as Apple, Coca-Cola and Google, the list goes on, have succeeded in creating strong corporate branding. Particularly, a strong corporate branding has long term benefits for a company and cannot be easily forgotten by the public as it becomes part of the clients’ mind; it is embedded in the customers’ mind. As a result, it creates recognition, respect and trust. 

To achieve recognition in markets that consist of thousands of different brands consisting of all types of logos, colors and artistic creations, it becomes fairly difficult for customers to remember them all. However, people will recall those brands that are perceived as excellent and generate trust.

Outdoor Advertising

Billboards can be seen everywhere along major roads; however, it is not the only form of outdoor advertising. Signs on buses, walls of sport arenas, at bus stops, all are types of outdoor advertising or so called out-of-home ads. They are strategically placed at locations with high traffic concentration. So when drivers stop in traffic they will likely take a glance at the billboards. Unlike any other type of advertising, Outdoor advertising allows messages to be displayed continuously with frequency.
Although outdoor advertising is not a medium to persuade people due to the brief messages it contains, it is extremely effective when it comes to raising awareness, building brands, strengthening images and increasing sales, however.

A strong point about outdoor advertising is that it can reach a broad target group and a high level of frequency if advertisement venues and various billboards are purchased. Also, when compare to radio and television, the exposure costs are lesser.


TV advertisements are one of the most effective tools as far as advertisement is concerned. Nonetheless, with the increase of digital media people are watching less TV compared to couple years ago. That is the case especially for young viewers. People in this particular group spend more time watching contents online than on traditional TV.

However, television is a medium that provides high reach and extensive coverage. For many companies it remains a viable option. When considering television ads, it is essential to know who the audience is and which air timing is most suitable. Commercials with a catchy content and music can quickly capture the audience’s attention.

The drawback about television is that the cost per ad is fairly high compared to the other media options. Moreover, as a result of the other advertisements, the clutter is fairly high as people often skip channels while ads are playing.


It might not be the first medium to be considered when looking to advertising; however, radio advertising remains an effective medium to reach the audience. It gives a more one-on-one communication perception when it is well put together.

Radio spots can use music, voices and sounds to create an interesting advertisement. Furthermore, well-made radio advertisements cause the listener to remember the message. The drawback of radio advertising is the short exposure time. The duration time of most commercials is between 15 to 30 seconds. To make an impact, advertisement should be run repeatedly. Additionally, unlike TV ads or magazines, it does not need the next edition to come out. In comparison to television advertisements, radio ads do not require big budgets.


Magazines are publications targeting different specific market sections such as sports, entertainment, fashion; health etc. Magazines are mostly aimed at enhancing and sustaining brand images. Moreover, they have a longer life than newspaper, for instance. And that is because of the higher quality of printing. Therefore, running ads in magazines can be a great option when displaying a product or message. They can be kept for a longer period of time unlike newspaper. And after reading it, readers can keep passing it on. Because magazines consist of the different segments, businesses have the opportunity to be seen by several market demographics.

But on the other side, advertising in magazines is a more expensive media option because of the material that is used. It would not be a good idea to choose magazine as an option if it is related to general consumption products.


Newspapers are one of the oldest forms of mass media and they can reach a significant number of people. It is more an exclusive medium to give information. For many people, reading newspaper has become a habit. But once it is put aside, it will more likely not be picked up again. This is the reason why picking the right section can make the difference. It can be requested to run the ad in the section that most closely relate to the targeted audience. To know who should be targeted, demographic groups can just not be left out when considering advertising in the newspaper. They are a good way to reach people of certain group age.

The size of the ad is also an important factor when putting the message out there. The bigger the ad the more it will cost. In case it is too small, it will more likely get unnoticed. And since each ad is competing against the other ads it should have a moderate size and be placed where they will be seen.

Choosing newspaper is a drawback when it comes to reaching younger people as they will likely get news either on the internet or television. Another disadvantage of newspaper is the quality of the printed images. In particular, if the ad is too elaborated, it is better to choose mediums which enhance the quality of the ad.

Flyers & Brochures

Although Flyers (leaflet) and brochures (pamphlet) may be pointing towards the same objective, they slightly differ in some aspects. So it is significant to know, when or how they should be used before selecting either one. With the evolution in digital media more businesses are opting to reach their target market online. However, they are still considered as an effective form of advertising tool to distribute information to masses.

Flyers are easy to be distributed, especially when promoting events or shows. In general, they are for the most part used to spread information and to attract people’s attention concerning events or activities. Bear in mind that the information should be brief. Leaflets can be handed out to everyone, or people related to the target group, and are inexpensive. But on the other hand, because they are disposable, they can become a threat for the environment.

When it comes to brochures, they should be exclusively given out to the company’s group of interest, or they can be placed on racks or at places where the company’s audience frequents. They can also be used in direct mail campaigns. Brochures can be made in two-dimensional and three-dimensional format, and the main aim is to incentivize call-to-action, promote and inform. Despite the high-quality paper it remains an inexpensive alternative. With this said, it is an effective tool to display products.