Media Comparison

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The response address the queries posted in 1472 words with references.

// Advertising is very important for any organization in today's customer dominated market. New brands are cropping up at every second and advertising acts as a crucial tool to communicate with the targeted consumer base. In this paper, we will be analyzing the 'online' and 'print' advertising techniques adopted by a company, to capture the market share. //

Introduction

Advertising is the oldest form of communication method and forms vital place in a company's product mix. It is considered as the lifeblood of the customer oriented market, where it performs the task of informing, attracting attention, creating need and facilitating brand retention and creating need for the product in the market (Tellis, 2004). With the advancement in the technology, the advertising scene has also changed considerably with the industry, observing the incorporation of new modes of communication.

Apart from the traditional means of advertising like billboards, print and television media, the advent of new media and internet have changed the face of marketing in the corporate world. There is an increased option of online marketing and internet retailing with added features like interactive shopping, pod casting and e-marketing (New Media and Online Marketing - Strategies, Advantages and Disadvantages, n.d.). E-.Commerce has given a new dimension to advertising.

//After discussing about the role and importance of advertising and its changing nature due to technological modernization; we will select a company and give a brief introduction about the firm. The company that we will discuss in this paper is the 'Vodafone Group'. //

About the Company

Vodafone is the world's leading telecommunication company with worldwide presence at Europe, the Middle East, Africa, Asia Pacific and the United States. The company has acquired foothold in these countries through joint ventures, investments and undertakings. The subsidiaries of the company use the brand name of 'Vodafone' for their operation. In united States, the company's undertaking works under the name of Verizon Wireless (We Will be the Communications Leader in an Increasingly Connected World, 2009).

Apart from the conventional media, Vodafone has developed its media to establish a better relationship with its customers, in order to offer the brand more effectively and effciently. Coupled with aggressive print and television advertising, Vodafone uses innovative online marketing idea to spread its voice, as much as, possible.

// In the previous section of the paper, we have introduced the ...