Multimedia advertising is the process by which a company conducts an advertising campaign for its products or services over multiple media outlets. These media outlets can include, but are not limited to, television, radio, newspapers, magazines, internet websites and mobile digital devices, and outdoor advertising like billboards. By using as many outlets that it has at its disposal, a company can effectively reach all of its targeted audience. Since it can be a costly process, multimedia advertising must be executed with the idea of keeping a consistent message across all formats to maximize the exposure to a company's brand.
In the modern age, it is nearly impossible for a company to compete on anything but the most modest levels without aggressive advertising techniques. Most people in modern society are saturated by various forms of media, and a company that can take advantage of all of these potential avenues is likely to reach its customers better than one that fails in this pursuit. By utilizing multimedia advertising, a company can spread its message to practically every corner of the globe with a few broad strokes.
As an example of multimedia advertising, imagine a car company that is starting a new promotion offering low sales prices in a particular month. The car company can start with national or local television commercials, depending upon the size and breadth of the company, and accentuate those commercials with radio ads. Newspaper and magazine ads can also promote that particular sale, and the website of the company can also feature the sale information on the main page, with further details included in specific links.
Since computer technology is constantly improving, multimedia advertising is often conducted using the most up-to-date graphics and computer effects to enhance the message of the promotion. While company websites are vital in this process, a company may place digital ads on other sites that are frequented by its target customers. Computer graphics have also revolutionized the process of outdoor advertising, turning conventional billboards into vehicles for ads with animation, special effects, and colorful graphics.
Of course, all of the possibilities offered by multimedia advertising can have an adverse effect if the campaign is faulty. Consistency is the quality that most advertising managers desire when conducting a multimedia campaign. Not only does consistency clarify the message of the particular campaign throughout all of the various media outlets, but it also allows a company to strengthen its brand exposure. Branding is one of the crucial elements of modern advertising, since knowledge of a company's brand is often one of the most important factors in the decision-making process of consumers.