Does advertising have a limit? The answer is NO. Advertising is a continuous process and doesn’t have a limit. Advertising knows no bounds to promote a brand, service, or idea which is assigned to popularize in a target market. In a brand conscious world, advertising is the only medium for customers and brands to interact with each other. In any advertising activity, brands get exposure amongst the audiences while audiences get information about a particular brand or particular brands through the advertising campaign. The above mentioned point highlights how advertising connects customers with brands.

Another significant feature about advertising which is worth mentioning is its flexibility. Advertising provides flexible options to brand owners or companies to adopt a promotion tool for their product or business. One can advertise his business or brand through multiple tools and avenues of advertising. Some commonly used tools and avenues of advertising include the following-

Television Advertising

Radio Advertising

Print Advertising

Outdoor Advertising (Airport Advertising, Mall Advertising, Metro Advertising)

Internet and Mobile Advertising

The objective of brand promotion varies from one brand to another. Some brands require an advertising campaign to make a fresh entry in the market place while some brands are advertised to provide information about an updated feature or benefit about the same to the existing as well as new target customers. Some advertisers again indulge in an advertising activity just for a short duration to create buzz amongst the target groups by providing discounts, sales or add on offers about the product. There are again various brands in the market which offer the same features and benefits to its customers. For these brands, advertising is the means to stand apart in the competition. Brand competition is important because it provides advertisers to hone up their advertising skills thereby providing customers an enriched brand experience.

As mentioned above, advertising as an art of brand communication is a never ending process. Advertising also knows no bounds when it comes to promote a brand, service, idea, cause or business.

The best part about brand advertising is that there is no defined rule or norm to advertise your product. When you own a product and have to advertise it, you have full-fledged liberty to advertise your brand amongst your customers through your choice of media channel and as per your promotional requirement. Advertising knows no bounds. No rules or regulations are required to promote your brand amongst the target groups.

However, there are two concerns that should be considered while brand advertising. Firstly, to maintain the consistency of the brand communication i.e. to talk or communicate what exists and not what is surreal. Misleading advertisements do not create good brand positioning. Hence, if you want your brand to get well positioned in the market, attach some truth in your ad, offer only relevant features of your brand. In order to make your brand message interesting, you cannot simply talk pompously about features that are irrelevant with your brand. Advertising is more or less a promise made to customers to cater to their needs, to solve their problem (if any), to enhance their lifestyle etc. Hence, the brand message should stick to ground reality so that customers do not feel cheated after possessing the product.

Secondly, the brand message should be ethical. For the sake of positioning your brand amongst customers, one cannot talk negative or ill about competitors’ brand. Talk good about your brand without highlighting negative comments or remarks about competitor brands. A positive vibe should always be maintained while presenting the brand message. Customers should not adopt your brand just because it offers or seems better than other brands. They should buy it because they find it nice and suitable for their lifestyle or requirement.

Advertising knows no bound. As an advertiser, one can adopt one’s choice of media vehicle, strategies, techniques etc to launch the promotion campaign. However, one should never misuse the liberty to promote one’s brand.