A successful advertising campaign disseminates information about products and services, attracts customers and generates sales. To induce the consumer to action, you need to choose the right advertising. Types of modern advertising are striking in their diversity.
A suitable variant of advertising for business directly depends on its target audience. The selected type of advertising should effectively cover a specific segment of consumers. For example, a business owner knows that his potential client is reading a specific magazine, it will be logical to post a publication about his product or service in it.
Types of advertising and their characteristics
Classification of types of advertising is divided into two types:
- by purpose;
- by the way information is transmitted.
The first type divides all advertising into views, depending on what purpose it pursues. Allocate the following options:
- Informative (declares the audience about the product or service used at the stage of introduction into the market);
- persuading (encourages a person to make a choice in favor of a specific product or service, is important for the formation of selective demand);
- reminiscent (reminiscent of a service or product, sales points, properties and so on, is important at the stage of saturation);
- reinforcing (supports awareness, encourages the choice of the consumer, is also important at the stage of satiety);
- image (speaks about solidity, reliability and stability of the company, it is important at all stages).
The second way to classify advertising is related to information transfer channels. All advertising can be divided into two types:
- media;
- nonmedium.
Display ads
Media is the media. To understand what kinds of advertisements of this type there are, it is necessary to answer the question "what media exist?". Types of advertising through a media carrier differ in cost, target audience, the way information is delivered and the desired effect.
TV advertising
Television has a wide reach, and TV ads are ideal if its purpose is to convey information about a product or service to a huge audience. Television advertising has a number of advantages over other types of advertising - it combines video, sound, movement and color. It is especially useful if necessary to demonstrate the goods in the case.
Advertising on television is considered one of the most effective formats for the mass market. This proves the high price of commercial airtime. In America, during the annual football championship, known as the most significant and expensive advertising event in the world, the cost of a thirty-second clip during a pause in broadcast matches reached 3.5 million dollars.
Commercial airtime is sold in units of 20, 40, 60 seconds, and the cost depends on a number of factors:
- frequency of appearance;
- TV program;
- regional or federal broadcasting;
- number of covered channels.
Radio advertising
Features of radio advertising are that the sound has its limitations. Listeners may find it difficult to remember what they heard, and then the influence of radio advertising is lost. The best way to overcome this is by regularly repeating advertising messages, which increases costs. If there is no possibility to invest in full, then it's better not to spend money on this type of advertising, because you can find that it does not give strong results.
Advertising in press
Informing potential customers through periodicals is a traditional advertising format. The main types of advertising in the press:
- Advertising in the magazine . It will help you quickly and easily reach the target market. Magazines offer a very selective audience, which is interested in advertising, closely related to the theme of the magazine. Readers (potential clients) store magazines for a long time, giving advertising the opportunity to attract attention repeatedly.
- Advertising in the newspaper . More accessible than in the magazine, and promotes the product or service to a wide range of readers. The division of the newspaper into rubrics helps to reach the target audience. The newspaper is considered a reliable advertising medium, although it is not as bright as in the magazine, a visual aspect is expressed.
Internet advertising
The advantages of online advertising is that it helps to reach a global audience at a relatively low price. In modern society, almost every person, before buying, explores the global network in search of reviews and descriptions. Examples of online advertising:
- Contextual ads displayed on search engine results pages;
- advertising banners;
- text ads;
- advertising in a social network;
- advertising networks;
- marketing email, including spam e-mail.
Transit advertising
Transit advertising is advertising on or in transport. It is one of the effective formats for reaching the target audience. There is public transport in every city. Features of transit advertising are that it must:
- be bright and attractive;
- understandable, quickly perceived, but maximally informative;
- obsessive, often come to the eye of a potential client.
Non-media advertising
Businesses constantly have to look for new types of advertising to appeal to their potential client. High competition and redundancy of information everywhere complicate the process of direct appeal to the target audience. There are alternative, sometimes aggressive, forms of statements about themselves in the market.
Direct advertising
Direct appeals in advertising appeared recently. The so-called direct marketing of the XXI century. It includes:
- direct mailing;
- direct mailing by e-mail;
- dispatch of SMS;
- telemarketing, that is, the promotion of goods and services over the phone.
For example, weekly or monthly newsletters on e-mail store the brand name on hearing. Telemarketing, as a way of polling customers and providing new products, maintains constant communication with the client. Direct marketing has become popular because it allows you to easily track customer response rates and helps advertisers measure the effectiveness of financial investments.
Printable advertisement
The effectiveness of print advertising is not necessary and to prove. In the modern age of digital technologies, business is still talking about itself in periodicals and even looking for new forms of print advertising. Types of polygraphic advertising are diverse, these are:
- brochures;
- leaflets;
- flyers;
- handouts;
- advertisements.
The methods of delivery of such advertising products are also different:
- promoters on the street, in shopping malls;
- direct delivery to the mailbox or to the door;
- advertisements at bus stops and elevators;
- racks in stores.
Advertising in points of sale
Advertising in the store is an aggressive format of interaction with the buyer, it overtakes the consumer at the moment of choice, influences his decision. Advertising in sales points is any advertising placed in a retail store or service delivery point. What types of advertising exist at the points of sale:
- placing products in prominent places at eye level, at special stands, at the checkout;
- banners, signs at the entrance and exit;
- video advertising on displays;
- advertising on carts;
- Promotions, product testing;
- announcement of shares.
Souvenir advertising
Souvenir products are another relatively new way to contact the target customer. What types of advertising exist in this section? The most diverse, because in the souvenir you can turn almost everything: a mug, and a pillow. You just need to apply the brand logo, execute the product in brand colors and hand it to a potential customer.
"Souvenir" has strong arguments to say to her "yes": "
- The thing on which information is put on the company is beneficial, it will be used for a long time - contact with advertising information is long.
- Souvenir products fall into the field of view to relatives, friends of its owner, working on them.
- If you take into account the previous two pluses, souvenir advertising is budgetary, and contact with future customers is long and multiple.
Promotional events
At the present time, sale is a difficult task. Rigid competition, the saturation of the market with interchangeable goods, a sophisticated consumer is something that modern business has to deal with. Advertising events - this is another type of advertising, which is actively and willingly addressed by both small entrepreneurs and large corporations. Promotional events include:
- Promotions;
- sales;
- Exhibitions;
- accumulation of bonuses and discounts;
- raffle prizes;
Promotional events are aimed at:
- Informing customers about the product. How does the consumer decide to buy, if he does not know about the existence of the product? No way. Therefore, promotional activities are important for an effective promotion campaign.
- Reminder about the product and encouragement for the made choice.
- Persuasion of potential customers to make a choice in favor of a specific product or service.
It is important to understand that a successful advertising campaign is the right combination of different types of advertising, this is a coordinated series of promotions. Competent brand promotion is impossible without:
- clear setting of goals;
- budget definition and planning;
- knowledge of the market;
- determining the terms and stages of promotion;
- the correct combination of types of advertising.