Advertising and branding through social media

Advertising industry has radically changed. Explosion in social media has made the task of advertising planning and management more challenging and demanding. Emergence of new Social Media has Caught attention of Customers and Companies via virtual communities and to provide a productive atmosphere for interaction. Companies use social media as a tool to promote their products and make customers aware with their brand. Advertising is the use of media by a marketer to persuasively communicate his ideas to the target audience. The role of advertising has changed from just informational to strategic, in the sense that today it plays a key role in brand positioning, brand personality, and even brand and corporate revivals. Advertising is important for brand building and its successful marketing. It is important for tangible products like Computers, televisions, washing machines, mobile phones. It is equally important for services like holiday resorts, airlines and tourism. Social Media is today a powerful tool in brand management. It has the power to impact a brand's equity. Almost all companies and brands have an assigned domain name, which are generally accessible through several portals or search engines like Yahoo, Google. Brand equity is today a powerful strategic marketing tool. Brand is a powerful differentiator in a highly competitive market place. It provides the company the power to deflect competitive moves. Social Media plays very important role to advertise the product and to sell product worldwide. This paper focus on advertising tasks and role of Social Media plays in brand building and marketing.