COMPARISON OF VARIOUS ADVERTISING OUTLETS FOR NIGERIAN BRANDS
Growing your brand in nigeria must be done through the appropriate channels, this article shows you a comparison breakdown you can pursue for advertising.
Let’s check out the various media outlets below:
1. Television
Benefits
Very visual, attention-getting; glamorous; consumer associations of quality; can combine audio, visual, text, sight, and motion
Disadvantages
Hard to target specific demographics groups; lots of clutter; even if you find a particular commercial especially convincing, it’s pretty doubtful that you’re going to go out and buy anything right then
Good For
Products that require a visual demonstration or explanation, such as the GE Artic series refrigerators, where there’s a new technology that cools different parts of the fridge at different temperatures; good for image building – like phillip morris and the oil companies telling you what wonderful work they do to help the environment; good for politics – gives candidates a chance to explain positions in some detail and take swipes at opponents.
Bad For
Anything where the goal is to get people to act immediately except for infomercials.
2. Radio
Benefits
Easier to target by audience (can pick oldies station of hip hop), less expensive, lends itself to impulse buying because you might actually pull of the road into a store to buy something that’s being advertised
Disadvantages
No visuals; can’t do product demonstrations; audience isn’t always paying attention (they’re supposed to be driving or talking on their cell phone)
Good For
Fast food and others that rely on impulse buys (have an ice-cold pepsi right now) and daily reminders; good for politics – voting is often an impulse kind of thing; anything where you have to constantly bombard people with the message to buy your product so that they won’t forget.
Bad For
Anything where you need a visual demonstration, say a blender or a washing machine
3. Newspapers
Benefits
Rated as the most believable media; lots of space to explain your message; can use graphics, can target based on geography.
Disadvantages
Hard to target based on anything other than geography; very short shelf life (people toss them after one day); lots of clutter; poor image quality.
Good For
Retail companies that use price as motivator; good for short term promotions; good for anything that needs lengthy explanation of benefits (such as medication) and for an immediate call to action
Bad For
Daily consumption, except to promote a special promotion
4. Magazines
Benefits
Can target audience based on demographics or special interests; very long shelf life – people keep them around, will tear out pages and stick them on the refrigerator door.
Disadvantages
Long lead times
Good For
Cosmetics, fashions; computers, cars (some people buy magazines just for the ads); anything where the consumer will spend time looking at pictures; good for brand building
Bad For
Short term promotions or anything that is easily dated, such as politicians, groceries, or fast food
5. Billboards
Benefits
Can target geographically; can place near point of sale; lots of repeat viewing; good for giving directions to local places.
Disadvantages
Message has to be short because people are usually moving past it; audience limited to whoever happens to be driving by; lots of clutter.
Good For
Fast food and impulse buys; local businesses; good for reinforcing television message; clothing; point of sale; dog food, for example – generally a destination product that people buy when they run out, but a billboard might convince them to buy a bigger package.
Bad For
Long lasting durables like cars; nothing technical or that requires extensive explanation
6. Direct Mail
Benefits
Very precise targeting possibilities; plenty of room for complex messages; can include special discount coupons; can deliver actual product samples
Disadvantages
Often perceived as junk; lots of mailbox clutter
Good For
Targeted offers, promotions for local businesses; political messages; solicitations; groceries and other consumables
Bad For
National companies; air travel; rental cars
7. Online and Internet
Benefits
Precise targeting; easy to tailor your message almost to the individual; if you get permission, there’s a good chance it’ll actually be read; excellent multimedia possibilities
Disadvantages
Can be deleted before it’s even ready; fancy graphics and audio elements might be missed by people with older systems; perception of spam
Good For
Content sites; good for products sites, groceries, service companies, cosmetics and more; email is also good for electronics and books
Bad For
Bulk products or cash and carry items; disposable, impulse
Conclusion
Understanding the benefits and disadvantages of each media outlet would guide on knowing which to advertise on, contact wsiaxon.com for the best internet marketing strategies to grow your brand.
