Companies sell products and services to the consumer, but before they do that. The company must reach the consumer, and there are several ways that companies can do this. Many of us think social media is the only way to go; after all, many people spend their free time on social media. We have seen the spike in users of social media apps such as TikTok during the pandemic. The question remains, does Traditional communication still work?. The answer is yes, and you can drive brand equity using traditional communication, “Paid Media.” In this article, we will look at traditional communications that are still effective.
What is Marketing Communication?
Business Jargon describes Marketing communication as “ the means adopted by the companies to convey messages about the products they sell, either indirectly or directly to the consumers to persuade them to purchase.”
What is Traditional Communication?
Traditional communications refer to older media such as radio, television, face to face, billboards, direct mail, website, and public relations.
Advantages and Disadvantages of Marketing Communications
Television: is still an effective way of communicating with the masses. Believe it or not, nearly 80 percent of the population watch T.V. on a given day. T.V. has a high intrusion value, and you can reach a wider audience. It has its disadvantages when it comes to advertisements, as many of us will change the channel during commercials. Unless, of course, you were creative in making the ad, and it will keep the audience entertained.
Radio: has its benefits and also reaches a vast audience. Traditionally most people listen to the radio on their way to work or the grocery store, and it remains a great source of information for many people. However, people sometimes focus on other things like driving and trying to get to their location safely. People may lose focus, especially during advertisements. People might also change channels between commercials, especially if they are listening to music on the radio.
Outdoor: Billboards are a form of outdoor communication; they are great and easily capture the customer’s attention even on the highway. However, the message is brief, and it can cause miscommunication. In places like the highway, your targeted audience may miss it or the message. This type of advertisement has legal limitations as well. Keep in mind that this advertisement is not limited to Billboards.
Magazines: Yes, people buy magazines in this decade, and this type of advertising is effective. Even if the customer flips through in the waiting line at the grocery store, the high-quality image will most likely stick, and they may want to buy that perfume. You can smell fragrances in some magazine ads. Because many people have access to the internet, people are not buying magazines like they used to. Magazines are expensive, and there are so many ads that the consumer may end up forgetting about your ad in the end.
Newspapers: Most people know that they will find coupons in a newspaper; some people still get papers for that reason alone. This type of advertising allows you to place your ad wherever you want and makes it easy for consumers to find you. Newspapers are also affordable and trusted by readers. The disadvantages of this type of advertising are clutter, small print for some, and image quality.
You may think that traditional advertising may not work anymore, but the truth is that they are advantages to this type of advertising. It does not hurt to mix modern and traditional advertising, as there are both beneficial and may attract different audiences. This depends on your target audience and the products you are advertising. Knowing your target audience will help you decide what type of advertising is best for your product or services.