Faye - Cross-Platform Advertising

What is cross platform advertising? - Give a definition using detailed examples (300 words)

In this essay I will be exploring the ideas of cross-platform advertising and it’s uses and purpose in the industry. I will explain why businesses use it in order to promote their products and why it is so effective. Cross-platform advertising is when you promote something on several different media platforms such as social media, TV advertising, magazines etc.

There are several different ways to advertise in the media – in a newspaper, a TV advert, through social media and many more. Several brands all over the world use this to help gain customers as well as promoting their business. The example I will be using is the online clothing shop Pretty Little Thing. It is unlikely you have not heard of this brand as the advertising for this is among several platforms. The audiences vary depending on those who shop in the store and where they have seen it advertise. As a teenager, I have seen the advertisements on social media. This is common as their prime audience for the shop are young girls – the clothes they sell are aimed ages 16-35 due to the modern and relevant clothing. Another way in which they advertise their shop are TV adverts; on channel E! Majority of the TV programmes are sponsored by the shop therefore targeting their audience at those who watch programmes such as Keeping up with the Kardashians. This is a successful way to advertise as customers can visually see some of the products they sell, which encourages them to at least look on the website if not buy something.

Therefore, Pretty Little Thing is a great example of cross-platform advertising, as they make sure to do it, so it encourages their target audience to buy their products and no one else’s. They do this by having sales, student discount and always having codes for delivery or money off – this is advertised throughout the media, which is why the company has so many loyal customers.