The Role Of Media In Marketing Your Business

Traditionally, many people confuse the concepts of advertising and marketing. Often, a business owner will think that because they are advertising, they are successfully marketing their business. Nothing is farther from the truth...Understand the 4 Roles of Media Advertising as part of an overall marketing plan

To help your business build market equity. This is the front of mind awareness or dominance in the marketplace. An example is thinking about the term "pizza"...doesn't Dominoes come to mind first? Advertising in media helps to create positioning for your business in the market place. This is how your consumer perceives your product (i.e. high priced, highest quality, etc...).

Advertising can create a sense of immediacy and urgency in attracting people to your business. This gives them a reason to visit today, but not necessarily a reason to buy today. Media Advertising can help educate your consumer to the benefits of your product or service. However most advertising is "institutional" in nature, and therefor unproductive in an overall marketing plan unless combined with other marketing strategies A list of different types of media advertising includes: newspaper, radio, television, yellow pages, magazines, billboards, and specialty advertising.