Advertisements are critical marketing tools. In almost all organizations, marketing nix incorporates at least one form of advertising. Mostly, advertising is used for public relations. It makes prospective consumers aware of the existence of the product in the market. Advertisements serve as communication to the customers about the brands quality, price and availability (Aaker and Biel, 2013). For example, a mobile company may advertise a new smart phone that was produced recently. In the advertisement, information about the phones specifications, availability and retailing price is provided. Essentially, advertising implicitly explains to the customer that a brand is superior to similar products in the market. There are many forms of advertising. Marketers may decide to use newspapers, radio, television, internet or billboards for advertising. Online advertisements are common in the current advertising customs due to the spread of technology. On the other side, billboards are relatively traditional, although they also find use even today. They attract the attention of motorists since they are mostly erected by the roadside (Bruneau, 2011). Many organizations combine both online and billboard advertising. When compared vis-a-vis, online advertisements are leaps and bounds ahead of billboards in creating effective brand popularity.
Online advertisements are those advertisements that have been designed and uploaded to the internet for the purposes of brand communication. Mostly, theses advertisements come as pop-up messages in random sites. For instance, advertisements may come up when one is browsing through a blog or a social network. In some cases, the advertisement is a prompt that one must go through before accessing a site of interest. Other online advertisements are found in specially designed sites in form of a video. Regardless of the form in which an online advertisement is, it surpasses the effectiveness of billboard advertising.
First, online advertisements reach out to a bigger audience than billboards (Xu, 2013). Each day, millions of people use the internet. Specifically, a large number of people use Google as their search engine. Therefore, Google ads get attention of very many people. Some of the audience may not have previous knowledge of the advertised product or service. Some may know of the product or the service. In effect, online ads create new customers while retaining the old ones. Billboards only reach a small number of people who are caring enough to read them (Bruneau, 2011).
Second, online advertising is safe. Target customers of online advertising are those that are using internet services for business or communication. A portion of target customers are internet lovers who like reading and writing internet blogs. Normally, a person using the internet is settled in a place, whether seated or sleeping. It means, therefore, online ads find customers who are safely settled to receive the message in the ads. Billboard ads on the other side are erected in roundabouts, on top of buildings along highways or on masts at the side of busy roads. A billboard customer is mostly driving, and the billboard might sway his attention and thus lead to a road accident.
In as much as billboards reach out to a few people and are risky, they are colorfully produced to draw the attention of customers. Usually, they are big and a person can read them from a far. However, effective advertising ought to reach out a high number of people, and therefore its conclusive that online ads are better than billboard ads.
Aaker, D. A., & Biel, A. (2013). Brand equity & advertising: advertising's role in building strong brands. Psychology Press.
Bruneau, E. A (2011). Advetising. US small Business Administration, Washington, DC.
Xu, T. (2013). Online Advertising: A Large Scale Computing Perspective. UNIVERSITY OF CALIFORNIA, IRVINE.
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