Multimedia advertising is the process where a company runs an advertising campaign for its products or services across multiple media. These media may include, but are not limited to, television, radio, newspapers, magazines, internet sites and mobile digital devices, and outdoor advertising such as posters. By using as many outlets as it has available, a company can effectively reach all of its target audience. Since it can be a costly process, multimedia advertising must be done with the idea of keeping a consistent message across all formats to maximize exposure to a company’s brand.
In modern times, it is almost impossible for a company to compete at anything other than the most modest levels without aggressive advertising techniques. Most people in modern societies are saturated with various forms of media, and a company that can take advantage of all these potential avenues is likely to reach its customers better than one who fails in this pursuit. By leveraging multimedia advertising, a company can spread its message to almost every corner of the globe with a few broad strokes.
As an example of multimedia advertising, imagine a car company launching a new campaign that offers low sales prices in a particular month. The car company can start with national or local television commercials, depending on the size and breadth of the company, and highlight those commercials with radio ads. Newspaper and magazine ads can also promote a particular sale, and the company website can also sell information on the main page, with additional details included in specific links.
As computer technology continues to improve, multimedia advertising is often done using the most up-to-date graphics and data effects to enhance the message of the campaign. While company websites are important in this process, a company can place digital ads on other websites visited by its target customers. Computer graphics have also revolutionized the process of outdoor advertising, turning regular advertising posters into cars for ads with animation, special effects, and colorful graphics.
Of course, all opportunities offered by multimedia advertising can have a negative effect if the campaign is defective. Consistency is the quality that most ad executives want when implementing a multimedia campaign. Not only does consistency clarify the message of the campaign through all the various media, but it also provides a company to enhance its brand exposure. Branding is one of the crucial elements of modern advertising, as knowledge of a company’s brand is often one of the most important factors in consumer decision-making.
- Multimedia advertising can appear on tablet PCs.
- Multimedia advertising includes placing ads in magazines.
- Newspapers can be used as part of a multimedia advertising campaign.