Many entrepreneurs have noticed a paradoxical thing: in recent years, more money is needed to advertise products, and the result of activity is becoming more and more deplorable. What advertising media will be effective in the foreseeable future?
Pay or not?
Frankly, sometimes it begins to seem that in the near future advertising costs will be able to cover the estimated income. Every year the efficiency of paper carriers decreases.
The audience of readers of newspapers and magazines is declining, and the rates for promotion in social networks and search engines are growing by leaps and bounds. There are two old and well-known questions:
"Who is guilty?" and "What to do?".
With the answer to the first question, everything is clear. The days of scarcity are long gone.
There are more goods and services than there are real consumers.
All manufacturers have long understood the classic marketing truth:
“If you want to sell, you need to draw attention to yourself.”
Many entrepreneurs hope that all these promotional gimmicks are not directly related to their business. Their individual representatives often claim that they don't care. They believe in a powerful and time-tested thesis:
FromThis is followed by a simple conclusion - when there is a demand for advertising, the price will increase. In the foreseeable future, there are no economic factors that can stop this growth.
word of mouth- this is very good! But with a detailed study of issues related to advertising, it becomes obvious that in our time it is impossible to do nothing and just wait for customers. You have to move, move and move again. It's time to understand that not only Cell phones become obsolete with cosmic speed, but advertising media also light up and disappear like stars in the sky.
Advertising media: Time to change
The era has come when a good word of mouth about a product is no longer passed from mouth to mouth. Now is the time for new technologies. The message about your product should spread instantly. At the same time, positive information about the product or service should be disseminated. We need a lot of various quality reviews on the Internet - that's what is now able to really advertise.
This simple truth is a big mystery to many entrepreneurs. It is enough to look at most of the websites of the selling companies. You will see the address of the business owner to customers, you will see certificates and diplomas, you will see many words and letters with stories about the company on behalf of employees, but in very rare cases you will find reviews of grateful customers. But this is word of mouth in modern conditions.
Profile groups and co
An even more effective advertising tool is various profile groups in social networks. It is there that you can ask a question related to the search for products of interest, it is there that you can find out who is a true specialist in their field.
The whole trick is that if you create such groups, become an administrator in them, then there is a great opportunity to advertise your product absolutely free of charge. Those. you will have 1001 ways to prove that your product is better than the competitors' product. After all, you will be the administrator of the group, which means you will be able to accept or remove members, ban posts that are inconvenient for you, and much more will be within your power.
You will be surprised, but many groups on social networks, which at first glance seem quite harmless and created for ordinary everyday chatter, in fact, have very serious marketing plans on the introduction of positive images of specific specialists or products. I emphasize that advertising does not stand still. Pay close attention to messengers. First of all, for their implementation in Facebook and Telegram. Pay attention to the little-known concept - “chat bots”. The sooner you start to explore new advertising areas, the more likely your business will grow and develop.
Send your good work in the knowledge base is simple. Use the form below
Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.
Similar Documents
Functions of advertising, its role in the system of marketing communications. Types and means of advertising, their characteristics. Analysis of the means of distribution of advertising in the market confectionery Krasnoyarsk. Evaluation of the effectiveness of advertising impact on consumers.
term paper, added 01/04/2013
Determination of consumer demand, the use of advertising as a factor influencing the efficiency of its formation. Peculiarities modern advertising tourism product. Characteristics and analysis of advertising media for its promotion on the market.
abstract, added 12/15/2010
Advertising activity in the marketing system. The essence and purpose of advertising. Functions and results of exposure to advertising. Types of advertising. Analysis promotional activities agency "Peak-Design". Evaluation of the effectiveness of advertising. Advertising planning.
thesis, added 09/12/2006
The concept and role of advertising in the commodity market. Means of modern advertising and their characteristics. The role of advertising in sales, psychology, planning and advertising goals. The process of developing an advertising program. Definition economic efficiency trade advertising.
term paper, added 11/06/2009
Advertising: essence, functions and meaning in the current world. Modern technologies distribution of advertising, their characteristics. Basic Internet advertising technologies: banners, mailing list, viruses. Features of the development of advertising in a crisis period.
term paper, added 06/04/2011
Tasks and manufacturing technologies banner advertising. Formats, sizes and placement of advertising banners. Banner networks indicators. Advantages and disadvantages of advertising in networks. Banner advertising perception research program and its results.
thesis, added 01/17/2014
Theoretical basis social advertising, its essence, functions and application rules. Criteria for choosing topics for social advertising messages. Pros and cons of fixed assets and carriers of social advertising. Determining the effectiveness of their use.
term paper, added 09/23/2011
Modern advertising technologies. Classification of modern advertising media by price category. The state of the outdoor advertising market in the Altai Territory. Factors of effective use of new advertising technologies for the advertiser and the consumer.
term paper, added 05/04/2015
Advertising is a mass communication that influences the formation of opinions and moods, helps to consolidate the habits and skills of the buyer. Advertising is the main engine of trade. It generates interest in the product and supports it, attracts customers, increases sales and regulates sales.
The advertiser needs to choose the most profitable advertising medium for him. For example, if a specialist wants to place an advertisement in magazines or newspapers, he must study the data on their circulation and prices for advertisements of different sizes with printing in different colors and different locations, as well as data on the periodicity of magazines and newspapers. He then evaluates newspapers in terms of prestige, credibility, presence of regional divisions and publications with a professional bias, editorial policy, quality of printing reproduction, order duration and psychological impact on readers.
Classification by object (whom the advertisement is aimed at):
descending;
Outdoor advertising is a channel for the dissemination of information, designed for a local audience and having a visual impact on the recipients. Outdoor advertising often uses large, clear illustrations. big size, simple and clear bold font, bright contrasting colors.
Outdoor advertising can be stationary and dynamic. Stationary advertising includes large-format posters on billboards, pedestals, street lighting poles, urban furniture, etc. Dynamic advertising includes advertising on transport, electronic scoreboards etc.
For an advertiser, outdoor advertising is, first of all, a communication channel with its end consumer, by placing an advertising image on various structures and buildings. And most likely, the emotional impression of people passing by, from a well-made sign and interesting design is directly related to the opinion about the company as a whole. But most importantly, outdoor advertising for the consumer is a source of information about various services, and it is also an excellent navigation system in big city, because many people are guided by some stand, sign or inscription at the bus stop.
Also, outdoor advertising includes: shop windows with goods, billboards, advertising posters, advertising panels (gas-light - with stationary or running inscriptions), advertising structures for placing large posters, advertising on balloons or balloons, electronic displays, illuminated advertising.
Electronic displays are made from full-color gas discharge panels capable of displaying text, graphics or video information, attracting attention with brightness and dynamism.
With the transition to a market economy, advertising has become the engine of trade. The high need for advertising as a trade tool leads to the dynamic development of advertising activities. Today, no company can successfully do business without advertising. Therefore, today the study of advertising plays big role in the process of organizing the advertising activities of the company.
An advertising medium is a way of embodying the idea of an advertising appeal, expressed in material form, with the help of which certain sense organs of the recipient of advertising information are affected. Thus, the advertising medium determines which stimulus will be used to influence the behavior of the advertising consumer.
1. Acoustic advertising media transmit an advertising message, influencing the recipient's hearing. The impact of acoustic advertising media can be carried out, for example, by means of radio, telephone, announcements in transport, etc.
5. Decorative means of advertising is a way of conveying an advertising message through embodiment in various objects, which often serve to decorate an interior or to organize a retail or office space. They also include: souvenirs, small prizes distributed free of charge to advertising recipients.
Within a certain type of information dissemination channel, there are various advertising media. So, the press channel unites everything periodicals, regardless of their frequency of release, features of the information posted, etc.
An advertising medium is a specific option for placing an advertising message on a channel. When choosing a specific advertising medium, the following parameters must be taken into account: the cost of advertising per 1,000 people; scale of distribution; exit schedule; advertising space cost.
Advertising posters at public transport stops are aimed at waiting passengers, so such advertising messages can be quite complex in the expectation that the audience has the opportunity to study them.
Each of us almost daily encounters one or another advertising medium. Walking through the streets of the city, each of us immediately understands what is the superiority of the advertising medium - in the presence of an original, bright and such a different sign.
Outdoor advertising is very effective for brand promotion. At the same time, the content of the poster should be clearly related to the brand. As a rule, in a huge flow of information that falls on a person, especially in the city center, it is difficult to stop his eyes on anything. Therefore, outdoor advertising should adhere to several important rules, this is:
1. Often "striking".
2. Draw attention to yourself.
3. Be brief.
4. Be easily readable on the go.
To attract attention means that advertising should be bright, unique and unlike others.
To be easily readable on the go - it is necessary that the letters are large and the text is written in rhyme so that it can be easily read and remembered.
For outdoor advertising, it is very important to be memorable. It is necessary to create an image that a person will carry in himself, and at the slightest reminder will represent him. So the most important thing for outdoor advertising is to be remembered by as many people as possible.
In most cases of commercial advertising, the main function of outdoor advertising objects is often to reinforce and supplement advertising placed in other media by reminding the general public of a brand or company name and some outstanding property or outstanding idea associated with it. But in social advertising, outdoor advertising is most often the main carrier.
Has a massive impact;
High repetition rate;
Large, colorful, attracts attention;
Used as a reminder;
Decorates the city, is an example of creativity and beauty.
Lack of audience selectivity;
Impulse to urge;
Little information content;
High price;
short eye contact;
Creative limitations.
Outdoor advertising should be memorable. It is important to create an image that a person will carry in himself, and at the slightest reminder he will recreate it. So the most important thing to remember, as they say, sink into the soul.
High recontact rate;
Low cost;
Flexibility;
Weak competition.
There are also disadvantages:
Small selectivity of the audience;
TV advertising. Television ads include images, sound, motion, color and therefore have a much greater impact on the advertising audience than ads in other media. Television advertising is becoming more and more interesting, informative, and at the same time complex and expensive to produce, especially if based on computer graphics.
The disadvantage of television advertising is that during its broadcast, attention potential consumer must be focused on the screen, otherwise the advertisement will not be accepted. Television allows large-scale advertising of consumer goods, but is ineffective for industrial goods.
The main thing is an interesting visualization (the viewer remembers first of all what he sees, and not what he hears);
Visualization should be crisp and clear;
It is necessary to attract the attention of the viewer in the first five seconds, otherwise the interest will disappear;
It is better to build a plot not around an inanimate object, but around a person using it;
No need for verbosity - every word should work.
As a result, the main advantages of television are: the impact on the senses with a combination of the image of sound, color, mass character, high degree attracting attention. For example, in commercial there may be real situations in which the viewer has ever found himself or may find himself. Together with the heroes of the advertising plot, the viewer can experience joy, fear, jealousy, love, that is, the full range of human emotions, which contributes to the memorability of both the plot itself and the advertised product. The disadvantages are the high cost of creating and placing an advertising message; the complexity and duration of the process of manufacturing a high-quality visual product.
Radio advertising. Radio is the most popular form of distribution of advertising media. This method of communication with the audience can cause a quick reaction to an advertising message. Radio advertising is a great opportunity to remind the consumer about the company and its products. Radio advertising is not expensive, but its price can vary significantly depending on the radio station and the time of placement of the advertisement.
Radio announcement - information read out by the announcer;
Radio video - a specially prepared game story that provides information about the product;
Radio reports - broadcasts about fairs, trade shows or other events;
Radio magazine - a thematic radio broadcast of an informational nature.
The advantage of radio over other media:
Hourly broadcasting to many regions and a variety of programs. Radio is listened to in residential and industrial premises, walking in the fresh air, in the kitchen, in the car. Therefore, advertisements placed on relevant radio programs reach a significant percentage of a given audience of consumers, regardless of where they are located;
At work, on vacation, on the road. Radio advertising is efficient and has a low cost. At the same time, vision, through which a person receives up to 90% of information, does not participate in the process of perception of advertising messages broadcast on the radio. In addition, radio advertising complicates the establishment of two-way communications with the consumer. Often he does not have a pen, pencil, paper at hand to write down the data transmitted in the ad.
Press advertising. The newspaper is a good channel for the dissemination of information for an advertiser who wants to have a wide range of customers. Newspapers allow you to quickly convey to customers specific information, such as price, discounts, characteristics of the product being sold.
Advertising in newspapers and magazines has become widespread and is second only to television advertising in terms of costs. Some newspapers, such as "Speed-Info", specifically improve their printing technology in order to print color photographs and increase their impact.
Newspapers can be classified according to various criteria, which is very convenient for choosing the best advertising medium.
Local;
Regional.
Informational, socio-political - daily and weekly general news newspapers, the share of advertising is small, have a stable audience;
Entertaining - have a diverse audience, which is favorable for mass-use advertising;
Economic - intended for information of a special commercial nature.
Newspaper advertising is cheaper than television advertising. However, the quality of reproduction of advertising originals in newspapers is usually low. Hence, the advertisements placed in them are usually less attractive, and each publication has many such advertisements at the same time, and therefore, the impact of any of them individually is reduced.
Magazines are very diverse in terms of information placed in them, as the magazine is aimed at its audience.
The title should attract a person, give him new information, contain the main argument.
You should not be afraid of a large number of words, because if they are all to the point, then a long headline works even better than a short one;
The illustrations are very valuable intrigue that attracts attention;
Photos work better than a drawing, especially when they compare the state before and after the appearance;
In addition, it should be noted that Internet advertising causes, according to many studies, much less rejection than traditional advertising. If traditional advertising, for example, on television, causes a negative response from half of the viewers, then Internet advertising in general is approved by about 50 percent of Internet users, and another 25 percent are neutral about it.
However, since Internet technologies are developing very rapidly, and the number of Internet users is growing at a tremendous pace, the audience to which you can address your information, including advertising, is increasing. Thus, it can be stated that Internet advertising is specific in comparison with traditional media: information functions (whether commercial or social advertisement), not image ones. Although, of course, this does not mean that it is impossible to find projects on the Internet aimed specifically at creating an image.
Statistical support. You have complete and reliable information about the quantitative and qualitative composition of the audience as before advertising campaign as well as after its completion. This is an excellent material for analysis and conclusions;
Interactivity. A person doesn't just see or hear your ad; he can immediately get acquainted with your information in detail. In addition, if you ask him a question on the site, there is a good chance that he will answer it. This is an additional marketing research tool;
Small cost. Compared to traditional types of advertising, online advertising costs much less;
active audience. The average Internet user is financially secure. His age is 18-35 years old.
Advertising at the point of sale has its effect on the consumer when he, prepared to make a purchase by other types of advertising, comes to the store in order to purchase goods. The considered channel of distribution of advertising information affects the behavior of the consumer mainly through the reminder mechanism. Customers often judge the quality of service in a particular point of sale by the presence of goods of a certain manufacturer, by the advertising available in retail establishments, as well as by the design of the retail space.
The company must clearly understand its object of advertising. The difference between advertising a product and advertising a company is what is the object of the advertising message. The company is engaged, as a rule, both advertising of individual products and advertising of the company as a whole. In the first case, the special qualities of the product are highlighted, and in the second, through indications, for example, of the size of the enterprise and its global connections, an attempt is made to gain the confidence of buyers for the whole production program enterprises. You need to know and be able to highlight the uniqueness of your product or service. At the same time, for a systematic, related to the general policy and strategy of the enterprise, advertising activities require voluminous market and internal information.
In advertising activities, two groups of subjects can be distinguished: those for whom promotional activities are carried out, and those who are directly involved in the creation and dissemination of advertising information. The first group includes an indefinite circle of advertising consumers, and the second group includes an advertiser, an advertising producer and an advertising distributor.
At the beginning of advertising activity, it is necessary to determine the goal that we want to achieve, to determine the nature of the information, i.e. how all sales promotion activities are planned, what goals the company sets for itself in the field of the consumer (his needs, requests, needs), this is how the advertising campaign should operate. After all, if we assume the goal of marketing is to increase sales, then the goal of an advertising campaign should be to force the consumer to buy the product, i.e. influence him so that he buys more. And if the goal of the advertising campaign is to consolidate the image of the company in the eyes of the consumer, then such a discrepancy in goals will lead to failure to achieve in the end common purpose organization, as the marketing goals directly come from the overall goal of the organization.
It is very important for an advertiser to do right choice in favor of a certain type of advertising activity. There are a lot of types of advertising, and in order not to waste the company's budget, you must first study all types of advertising and choose the right one for your company.
A good way to present the company to a wide audience, as well as to make new useful contacts and maintain old ones, is to participate in exhibitions and industry conferences.
In order for the money spent on all these purposes not to be wasted, participation in events must be thoroughly prepared. First of all, it is necessary to select about ten exhibitions of interest to the company, and several of them, participation in which will be mandatory and permanent in the future. Next, you need to prepare an exposition: stands, posters, booklets, posters, brochures, price lists, accessories, newspapers, badges, calendars.
And, finally, it is necessary to prepare employees who will directly participate in the exhibition. Thus, with the help of advertising and PR, a kind of contact is established with existing or potential buyers, the purpose of which is to create a favorable idea of the goods and services provided and form the image of the company.
Sales promotion, which is understood as a set of techniques that increase sales throughout life cycle commodity, has become of particular importance in recent years. Incentives are primarily prices:
Reduced through coupons distributed through print media or direct mail.
All goods or services get a chance to be bought only when potential buyers have an idea about them. Advertising is used to inform people. Her task is sometimes much broader than it seems at first glance. It is versatile and multifunctional. There are also many ways to advertise. In a world where the number of advertisements and posters is simply impossible to count, it is necessary to come up with more and more interesting solutions so that certain products or services are seen.
What is advertising?
- radio advertising;
- television;
- newspaper and magazine ads;
- booklets;
- mailing list;
- product samples;
- tastings, etc.
- increasing brand awareness;
- presentation of a new product or novelty in the line of already produced products;
- new service;
- increasing loyalty;
- notification of discounts and sales, etc.
From a functional point of view, advertising is one of the most actively used marketing tools. It can be combined with others or used as the only way to increase awareness of a product or service.
Advertising is different
To understand the phenomenon of custom advertising, it is important to first understand what is called standard advertising. classic advertisement distributed through the usual channels: radio, newspapers and magazines, television. Such advertising is called ATL (literally above-the-line or "above the line"). Non-standard advertising- it is already or "below the line"). It can be a whole complex of different techniques and communications that aims to achieve the same goals as ATL advertising, but through less traditional channels. It is considered that such Marketing communications achieve their goals more effectively.
Due to the increase in the number of people who prefer the Internet to newspapers and television, SMM, that is, social media marketing or marketing in social networks, is becoming more and more popular. It can be either ATL or BTL oriented. For example, the placement of advertising articles in an online publication will still apply to traditional communications, but viral advertising in the form of unusual videos or even videos with product placement elements (product placement) will already be an example of BTL technologies.
Methods of non-standard advertising
What are BTL technologies and how can they be used? Most often, non-standard advertising refers to advertising placed in unusual places, distributed through unexpected channels, or distinguished by its unusual form. A little less often, this term is used to promote standard products.
As a rule, such advertising is developed individually for each need. When creating, all the nuances are taken into account: from size to placement. Although the price of such advertising may be higher than the traditional one (just because of the complete exclusivity), but taking into account the possibility of reaching a larger audience, the price for a single advertising contact can be several times lower.
The advantage of this approach is the ability to distinguish an advertisement from a stream of others, and in some cases save money due to screening out an unwanted audience or, conversely, from attracting additional attention to an ad from those who were not included in the list. target group, but for some reason has similar characteristics to it.
An example of a non-standard advertisement
Where can you advertise so that it is seen by a very large number of people. In a big city, this can be done in the subway. The number of people visiting this place every day is huge. Very often they have to stand and wait for the train, so they often look around to kill time. Many of them will pay attention to the colorful and unusual advertising on the wall, ceiling or floor at the station.
Travel documents, the interior of the carriages, and even the carriages themselves can also be used for advertising. In addition, inside you can install a scoreboard with a running line or plasma, which will broadcast videos, advertise something through a loudspeaker, and so on.
The complexity of placing such advertising (in addition to the costs directly for the installation necessary equipment) lies in the problems with the definition of the target audience. As you know, not all products can be advertised in the same way. More expensive goods and services, so-called luxury products, are not suitable for placement in this way. Therefore, before choosing such a method of communication, it is necessary to conduct advertising research.
Where can you place this ad?
There are many places to place BTL ads. This can be advertising in the subway, on a car, air advertising, promotions in certain places, advertising on envelopes, checks, receipts, etc. Even ads on asphalt fall into this category.
The choice of place and method of placement of non-standard solutions in advertising directly depends on the goals set by the organizers of communication. So, it depends on the target audience, its socio-economic, cultural and intellectual characteristics.
No matter how strange it may sound, guerrilla advertising will also be a non-standard marketing solution. Taxi service announcements painted on the pavement at the waiting area public transport. This, of course, is not the most ethical, but one hundred percent effective move.
The effectiveness of such advertising
The results of surveys and tests speak in favor of non-standard methods of promotion. Some data suggests that such a feed can be up to 85% more effective than a classic magazine or TV ad. Even ads shown during prime time (the most popular time to watch TV) may be less successful than non-standard ads, such as subway ads.
Today, in almost any large or small town, and even in a village, you can find various advertising media, such as billboards, signs or advertising banners. It should be noted that such distribution of advertising media is perceived by us quite casually, as it should be. Meanwhile, each specific advertising medium has a specific task, efficiency and is original in its own way.
Advertising activity has a number of positive qualities. Initially, advertising is useful for entrepreneurs (manufacturer, seller), who, with its help, position their services and goods on the consumer market. With the help of advertising manipulations, they significantly increase the pace of sales, receive a live influx of new customers-buyers. For the consumer of advertising, it is a source of various information, most of which is not useless, because a person learns something new about achievements in cosmetics, medicine, or there, in information technology. To some extent, advertising has a positive effect on appearance urban buildings, that is, advertising media, quite effectively hide some shortcomings in decor, finishes, and even give buildings a certain flavor, which is especially noticeable at night.
Effective types of advertising in modern society
Advertising, depending on its purposefulness, is classified into commercial advertising and social advertising.- Social advertisement is intended solely for non-commercial and socially useful purposes. Its function is to draw public attention to various social problems. Its main task is to influence the consciousness of people, their behavior, in order to encourage them to analyze and rethink harmful actions, irrelevant stereotypes that negatively affect their standard of living, hindering their cultural and social development. The main customers of such non-commercial advertising are non-commercial private or state organizations who are concerned about the fate of mankind and so on. It should be rightly noted that in recent years, many large commercial corporations, in particular international companies, invest financial resources in socially oriented advertising. Thus, they improve their image, create a more positive opinion of themselves in society.
- commercial advertising- This is the most common advertising in our time, the purpose of which is to stimulate the interest of the consumer. Due to advertising, the company accelerates the pace of sales of products and services, which means it increases profitability. Thanks to the correct use of advertising, an enterprise is able not only to improve sales rates, but also to solve such strategic tasks as creating a positive image of its trademark in the consumer market. Advertising is effective tool, allowing the company to survive in the market in conditions of constant competition and war for the consumer.
Outdoor advertising
In addition to all of the above, advertising can also be classified according to the way advertising information is conveyed. On the street, for example, you can see a lot of outdoor advertising, in the form of various restaurant and shop signs, LED panels and billboards. Advertising drawings, inscriptions can be found on most types of public urban transport, such as trolleybuses, trams or shuttle buses. The advantage of such advertising is its low cost for the customer, although it is much more effective to use other types of advertising simultaneously with outdoor advertising or to combine several outdoor advertising objects. Putting information about the enterprise on a statistical billboard is a good way to attract the attention of people living and working in the area if the billboard is installed somewhere in the central part of the city. By placing such a billboard near the highway, you can attract the attention of passing motorists and visitors to the city. Experts advise for the best effect to use at least a few of these billboards, concentrated in different areas of the city.
Three-sided dynamic billboards, LED signs- are considered not so effective due to the technology used there for presenting advertising information. A person passing by a dynamic billboard is unable to grasp the essence of the advertising message as quickly as in the case of a static billboard. Therefore, you should not overload people and the carrier of advertising information, because this negatively affects the level of its assimilation by potential customers. An advertising message must meet such fundamental requirements as brevity and clarity.
Advertising on public or any other form of transport(advertising on trucks, private cars, and so on) is effective due to the mobility of the advertising medium itself, which allows attracting buyers from different regions of the country and even from abroad. The cost of such advertising is acceptable even for a company with a small advertising budget. Outdoor advertising is especially effective and effective if it is necessary to introduce a new service, product or a range of company products to the buyer, given that this is a large, well-developed and already well-known enterprise in the consumer market.
Advertising in the media
The most effective and expensive tools for an advertiser to influence consumer opinion are radio, the press, and especially television, which is especially intensively used for advertising purposes in our country and in other post-Soviet states, often even without measure. Now this is a super-profitable business for enterprises working in the media sector, often being the main filler of their budgets. The effectiveness and functional potential of the mentioned types of advertising is far ahead of the possibilities of outdoor advertising. The result here is achieved much faster, that is, the advertiser receives a return on the funds invested in these types of advertising almost immediately.advantage press advertisements is lower compared to advertising on radio and television cost. Information in printed form (magazines, newspapers, booklets) is stored for a very long time. The effectiveness of this type of advertising depends on how competently the advertising medium was chosen, that is, the publication should overlap thematically with the advertising information placed there. As mentioned, advertising messages should be concise and unambiguous. The most effective place for advertising in the press are the front pages of publications. The effectiveness can be increased if the advertisement is framed or printed in bold type. It is very effective to combine an advertising message with an article or news item related to the topic.
TV- this is the limit of all dreams and desires of every advertiser, however, not everyone can afford the luxury of this tool for promoting a business. In recent years, television advertising has become a little more accessible due to the emergence of more commercial channels on television, especially regional and thematic ones. In other matters, the cost of a minute of advertising depends on the popularity of the TV channel, the time of day and the duration of its broadcast. Because this species advertising is well worth it, initially it is important to accurately determine the image to achieve the result potential client who the advertisement is intended for. For these purposes, they resort to marketing research, surveys and so on. The advertising company is carefully prepared, and only after that the entrepreneur turns to suitable TV channels.
Internet advertising
Advertising via the Internet- this is the most modern way promotion of companies, their services and products. The advertiser also expects its own nuances here, that is, this type of advertising activity is characterized by its own disadvantages and advantages. The advantage of promoting an enterprise on the Internet is the spread of this method of communication, information transfer and a fairly loyal cost. The Internet is indeed visited daily by hundreds of millions of our citizens, as well as residents of almost all countries of the world, because the information web is global, it has no geographical, interstate barriers. The ratio of price and effectiveness of advertising here is at an optimal level when compared with the above-mentioned types of advertising. Today there are quite a few well-known advertising agencies that specialize in online advertising. The specialists working there can offer the advertiser a choice of several implementation options advertising company depending on the specialization of his enterprise and the products sold. They will help to correctly focus the advertising information flow, that is, they will select competently and professionally target audience, which is main goal online promotional activities.The most famous types of online advertising now are: contextual advertising, advertising through SEO and promotion in social communities. The classic online advertising tools are electronic banners and advertising hyperlinks. Through SEO, the company is promoted through search engines, that is, advertisers select certain key queries (words, phrases) that resonate with the scope of its business, and search engines give online users addresses of web resources, which are its interactive advertising platforms. Contextual advertising is a cheaper option, although it works in almost the same way. Unfortunately, it is less effective for the advertiser, and therefore it is better to use it as an additional way of promotion in tandem with SEO.
Advertising with the help of online resources, advertising links, banners placed in the relevant thematic field of activity of an entrepreneur is the old classic methods of online promotion. Initially, for their implementation, it is necessary to create a web resource of the enterprise, so to speak, its interactive representation in the information web. Social networks in recent years, they are often used to implement promotional events, because the army of their visitors is measured in millions, plus the entire audience there is initially broken down according to such parameters as gender, age, employment, interests, and so on. All this allows you to competently concentrate the advertising flow on the target online audience that the advertiser is looking for.
It is usually recommended that a company that decides to choose online advertising for its promotion should use as many online advertising options as possible (SEO, contextual advertising, advertising banners, advertising in popular social projects and so on).
