Leveraging the Medium to Deliver the Message

As a form of persuasive communication, advertising seeks to guide an audience through a decision-making process that begins with awareness and results in a purchase.

We deliver rational and emotional appeals through words and sound and images that reach our audience based on who they are, where they live, where they shop.

How far that message will reach and with what impact is determined by both the creative and the media through which it’s delivered.

An advertising campaign that uses multiple media channels to target local consumers will be most effective in reaching its intended audience. This allows media buyers to leverage the advantages of each media channel and their unique properties in the overall message delivery strategy.

Different media channels deliver different experiences to different audiences. The success of an advertising campaign ultimately depends on a combination of factors—messaging strategy, media scheduling, creative execution, and audience recall.

When it comes to reaching and influencing an audience, each local media channel has unique advantages and disadvantages that result from a combination of audience media consumption patterns, popularity of the media outlet in its local market, and the nature of the medium itself.

This might be the ability to use emotion or sensory experience to increase recall, or deliver just enough information in just the right place or number of characters to influence the consumer to make that purchase or visit that website.

Understanding how media resonate with the audience through different levels of sensory and emotional engagement helps media buyers leverage the strengths of each advertising channel included in the campaign. The table below illustrates some key points of comparison not only in terms of message delivery, but ease of execution and cost to produce.

Here’s a link to the original post as it appeared on Avenue Right’s blog. If anyone would like a copy of the full white paper, please email me at jessie[dot]johnson[at]avenueright.com.

Attributes of Traditional and Online Advertising Media

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