Advertising, or the way of transferring information from an identified party to a specific audience, can take many forms. “Traditional” advertising usually refers to TV advertisements, radio, print ads in newspapers and magazines. New and online media would include online ads, banner ads, ads before online video, social media advertising, and the like.
Native advertising includes promotional messaging on your own sites and property. Advertorials are advertisements that look like editorials, which, knowing our lovely nation, many people get duped by.
Advertising campaigns can take all of these activities, and roll them together. Which is a good thing. An “integrated” campaign is becoming more and more common.
That means the industry is catching up. But those of you who regularly read this stuff, already know that. Why are we going over this again?
Because many business owners don’t see the relevance. Case in point: BrewDog.
BrewDog got some noted publicity because the owners said they would rather “set their money on fire” than invest in advertising.
Yet they do publicity stunts. Invest in outrageous packaging and product development. And get this: they are going to host their own TV show about beer.
Did we miss something? You see, the BrewDog owners meant traditional advertising, because its true, many craft beers do not need to have the big production TV commercials. Their money is better spent on the nonconventional stuff.
But please refrain from acting high and mighty, saying that you wouldn’t spend on advertising. Because you definitely are.
I think that is the thing that ticks me off the most, the people who don’t call their advertising activities, advertising.
Stop it. It’s advertising. Deal with it.