Tools and techniques of advertising

Mass communication takes various forms and with the continuous improvement of technology, the communication with the mass has become easier and the messages have become clearer.

The field of mass communication offers you a wide scope of growth. With a public relations degree, you can work within the organizations and also become a part of a firm or agency that works with multiple client organizations.

Similarly, advertising courses give you an insight of the ad world and tell you how different channels are used for showcasing advertisements effectively. Basically, mass communication is one interesting field which offers you the opportunity to display your creativity and teaches you to use multiple tools of promotion.


Here’s a list of some of the basic tools which you can begin your journey with.

•TV and radio: The invention of these visual and auditory instruments respectively happened a long time back, but their importance still hasn’t faded. People would continue to watch TV and listen to radio till the end of time, and placing ads on these two would always be a wise thing.

•Smart phones: Thanks to the internet, smartphones have become compelling advertisement tools. Smartphones are the most intimate gadgets that we have today and with the popularity of apps, advertising has developed a whole new level.

•Social media: Making social pages and profiles on digital media has almost become a trend. It is also one of the least expensive methods of promotion. Constantly updating the business website content and using powerful multimedia to draw the attention of audience are some of the rules related to social media advertising.

•Word of mouth: This one is an intangible and yet one of the most effective tools of advertising. It goes like “Hey! I have tried this new product and it’s so amazing” and don’t underestimate the power of word of mouth in amplifying the number of your audience.

Some silly media-outreach mistakes

Good publicity from a third party always benefits a new organisation. That’s because third party coverage is believed to be unbiased and more useful. But new entrepreneurs in their excitement to get media coverage at times make some unfortunate mistakes that ultimately result in failure of their primary objective. So here are some mistakes you would want to avoid as a new entrepreneur:

1.Getting in touch with the wrong people

By wrong people, I mean those whose scope of work is different and covering your product or service does not come under their work profile. Doing so is just wastage of your time as well as theirs. It is important do your research beforehand so that you send your e-mails only to a few but right people who may actually be able to benefit you.

2.Sending e-mails from a generic e-mail address

Media people already get a lot of junk mails every day. Sending your request or your information about your business through a generic e-mail address only reduces the chances of it being read by the person you are sending it to. A friend of mine who did many public relations internships before she finally settled in one company, told me that e-mails sent with the company’s domain always receive a better response.

3.Sending a copied and pasted message

Sending the same message to different people may save you time, but more often than not, it would fail to get you results. Personalised messages may take more of your time but they will always stand out and may even get you a quicker response.

4.Using incorrect grammar

While you don’t need to be a pro at this, but getting your basic grammar right is the least you can do. Considering that writing is a major portion of journalists’ work, even a silly error can put them off. Make sure you carefully proofread the content before sending out the mail.

And oh, did I mention that my friend who did many PR internships finally pursued one of the good event management courses and then settled in an event management company? I guess not.