GEARBEST Advertising and publicity services

What is advertising?

Advertising is a paid marketing activity. In which creative techniques are used to grab the attention of the target audience to deliver the intended message. Advertisement is circulated through various media platforms to make it reach the target audience.

Types of advertising

1) Print advertising:

Print advertising is referred to advertising in written form such as newspapers, magazines, journals, pamphlets, and brochures are considered as the main print advertising medium.

2) Digital advertising:

Digital advertising is a modern platform for advertising. Digital advertising has become popular in past few decades and most people now a day prefers to advertise of various digital platforms like Facebook, Instagram, Twitter, Email platforms like Gmail and Yahoo, Google, etc. Digital advertising is the best way to reach a huge audience, irrespective of their geographical location.

3) Product or Brand integration:

It is a new method of advertising products. Products are promoted on a television show, or YouTube videos by either the people being used in the show or they praise the product and tell about its features, benefits, etc.

4) Outdoor advertising:

In this type of advertising, products are promoted on roadside flags, banners, wraps, and hoardings, etc.

5) Broadcast advertising:

Broadcast advertising is usually done on television or radio platform. A video or audio commercials are broadcasted on television and radio repetitively.

Objectives of advertising

The one and only focus of companies are to grab the attention of their target audience through the advertising. In addition to this, followings are the objectives of advertising.

1. Advertising serves the purpose of promoting the product by telling them about the features of the product.
2. Advertising plays an important role to convince customers to buy the product.
3. Advertising creates a positive, strong, and confident image of the brand in front of customers.

Advantage of advertising

1. Advertising assists customers to make the decision to choose from various similar products available in the market. They come to know about the various features of products offered by the company to learn about their various usages.
2. Customers come to know about the good quality of products as usually big established brands can only afford to advertise on expensive platforms.
3. The vast audience can be attracted to buy the new product by using innovative techniques of advertising.
4. Advertising helps in building the image of the brand in the market.
5. It helps product differentiation as it focuses on the features of the products which are different from other similar products.
6. Advertising helps the company to reach a huge target audience irrespective of their geographical location.
7. It boosts the sales volume by encouraging more and more customers to buy the product.
8. Advertising is an effective way to convert potential customers into buyers.

Disadvantages of advertising

1. Advertising is very expensive. It requires a lot of expenses to promote products on different platforms. Hence, small businesses with low budgets find it difficult to promote their products through advertising.
2. Customers get confused from choosing between different similar products.
3. Most of the times, companies mislead their audience by providing them false information about the product.
4. There are no product selection criteria for the quality of the product when it comes to advertising. By spending money, even inferior products presented in such a way that they fool the audience.
5. It does not ensure your customer’s retention as its only purpose is to get the attention of customers.
   

What is publicity?

Publicity is an unpaid promotion with the help of thirds parties such as media which shows the complete information about the product or brand by creating news or buzz.

Objectives of Publicity

Publicity provides long-term benefits to the brand’s image and the company. Followings are the different objectives of publicity.

1. General Public trust and relied upon publicity more than advertising. Therefore, publicity creates goodwill of the company.
3. It creates news or buzz around the city to grab the attention of people.
5. The consumers usually believe that information provided through publicity is more genuine, reliable, and have more credibility.
7. It accelerates product sales by instantly creating getting public attention.

Advantages of Publicity

1. Publicity is cost-efficient activity as it is almost a free practice.
3. Publicity is easily trusted by customers.
5. Publicity provides detailed information about the brand and products to customers.
7. As information is published in the form of news, it is viewed by a huge audience.
9. It is the fastest mean of promotion, as it also involves a huge number of genuine audiences.
11. The company can become popular over-night by going viral.
13. Publicity helps in building strong public relations.

Disadvantages of Publicity

1. The publicity can either be positive as well as negative because publicity also talks about the negative features of the product. Hence, it can ruin the image of the brand of the company.
3. The sales volume can also decrease drastically because of negative publicity.
5. Loyal customers can lose trust in the company because of bad publicity.
7. There are chances that the company might lose its business partners and associates because of the bad reputation created by bad publicity.

Conclusion

In a nutshell, we can say that all advertising and publicity is beneficial when we are commercially launching something. However, publicity is not done for commercialization of anything.

Advertising is less trusted by people as it only mentions the positive points of the product and because of the impartial nature of publicity general people trust it more as they come to know about both negative as well as positive aspects and features of the product.

In the end, we can say that both advertising and publicity play an important role in the prosperity of a company.