Advertising is possibly the most heavily used form of marketing communication for businesses, when selling products and when completing brand recognition / enhancement communications plans. It is a one-way method of communication designed to send messages out to specific audiences, rather than engage in a two-way dialogue.
The traditional advertising platform ‘giants’ of TV, print and radio used to involve advertisers sending messages to a mass audience in order to reach the part of that audience they were interested in. Market fragmentation, and diversification, has meant it is now possible to use these mediums to reach specific demographics much more cost-effectively.
Although advertising is a one-way method of communication, it can be used in conjunction with other methods to encourage two-way interactions. For example an advertising campaign can direct consumers to a Facebook page to join in with a discussion.
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