The Objectives of Media Advertising


As the Internet, television and other forms of media grow in popularity so does the relevance of media advertising. Media advertising is an important part of the marketing plans of just about all major corporations that serve the public. There are several objectives to this method of promoting a business product or service.


Media advertising is the process of using popular media outlets to get the message out about the attributes of a business, product or service. Media outlets include television, radio, direct mail, Internet, social media and print advertising. Many larger companies spend millions on media advertising to accomplish their objective. In one year, 2006, the top six corporate advertisers alone spent in excess of $7 billion combined.

Raise Awareness

One objective of media advertising is to raise awareness of a product or service among target customers. The media has the ability to reach a large number of people in a short period of time -- sometimes instantly in the case of some forms of online advertising. When the purpose is to attract attention to a product or service, companies must target the advertising message to the specific group most likely to buy. Focusing on the target market maximizes the effectiveness of a media advertising plan.


Another objective of media advertising is to inform the public. Many companies design advertisements that educate consumers on issues of importance so that they can make educated decisions or lifestyle changes. The ultimate goal is to encourage the consumer to take a certain action based on the information. That may include making a purchase from the company, spreading the word or simply changing their own behaviors.

Build Company Reputation

Media advertising also lends credibility to a company and helps the business build up its reputation. A consumer is sometimes more likely to trust a company if he has seen the company or its offerings advertised in popular media. Media advertising also makes it possible for companies to build a brand identity with continued exposure of the company logo.

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