What is advertising in simple words - what are its goals and objectives, types and functions. Types of effective advertising Types of advertising in marketing briefly

Good afternoon, dear readers of the HeatherBeaver business magazine! The founders of the site Vitaly Tsyganok and Alexander Berezhnov are with you.

We will also talk about the history of online advertising, the rules for placing advertising content on websites, ways to increase the effectiveness of advertising with practical recommendations and illustrative examples from life.

1. Advertising on the Internet is a new trend of the 21st century

Any commercial project needs to be promoted and expanded. Today, almost all companies and organizations have their own representation on the Web in the form of a resource, blog, page in social networks.

However, the creation of a website and even filling it with relevant content does not guarantee an automatic increase in sales and growth in the popularity of a commercial project. About that, we have already talked about in one of the previous articles.

It is necessary not only to be present on the network, but also to place competent advertising on the Internet, as well as spend money or time on promotion, promotion and increase in site conversion.

Advertising on the Internet (the English term " Internet Advertising» ) is a relatively new phenomenon, just like the World Wide Web itself. Even 15-20 years ago, of all types of advertising on the Internet, users and advertisers were familiar with only one option - mailing list spam.

Today there are dozens of types of advertising on the World Wide Web. Exists free advertising online, paid (professional) advertising on websites, in social networks. There are Internet advertising agencies that use the latest technological advances in their activities.

This market began to form in the mid-90s of the last century, but until the early 2000s, the worldwide network was not considered by advertisers as a priority advertising platform, although the most advanced companies already practiced promoting goods and services on the Internet as an auxiliary channel for implementing their marketing campaigns.

Rapid development World Wide Web led to a change in economic policy. Since the mid-2000s, the Internet has become the main channel of influence on consumers .

This fact is associated with the following circumstances:

• the steady growth of Internet users and the increase in their time spent online;
• development of wireless communication technologies;
• advent of mobile Internet;
• the development of the Internet economy and the spread of trade through the World Wide Web;
• the emergence and development of technical platforms for managing online advertising.

In addition, there have been new analytical systems, which allow you to quickly and accurately measure the effectiveness of advertising on the Internet.

The basic principles of online advertising are similar to those in traditional media. The fundamental difference is that in the network space, consumers are almost always required to actively participate - advertising starts working when the user performs some action.

Typically, such an action is a “click”, following a link, registering on a specific site, or other types of activity.

The most promising direction of online marketing is targeted advertising: attracting the target (targeted) audience with the help of highly targeted advertisements, banners, videos.

There are many forms of commercial messaging - browser ads, pop-ups, aggressive teaser ads, Google ads, YAN - advertising network Yandex - contextual advertising hidden inside the arrays of information, banner advertising.

Many organizations use advertising to tell about themselves, their products and services, or some of their activities to a specially selected audience in the hope that this message will cause some kind of response. The reaction can be very different, for example, the consumer forms a certain attitude or opinion about this product or brands are a reaction at the level of perception. The response is manifested in the fact that consumers want to buy the advertised product or increase its consumption - such a reaction is called behavioral. Advertising is used not only by producers of goods and services. Many non-profit and public organizations, for example charitable foundations, museums, religious communities, trying to attract the attention of more people, are actively using this marketing tool. Advertising is an excellent means of informing and persuading, whether its purpose is to create a preference for one brand or another of mobile phones around the world, increase milk consumption among children and adolescents, or reduce the number of young people who smoke.

The quality of an advertising strategy depends on the accuracy of marketing planning. According to advertising manual author Richard Stanfield, main reason The reason that huge sums of money are wasted on advertising, which has no chance of fulfilling its assigned task, is the lack of proper planning.

A plan for dissemination of information, or promotional activities, is prepared in much the same way as a marketing plan. The company goes through the same stages of analysis, setting goals and defining strategies. Based on the strategy, special tactical events or advertising plans are adopted.

Trade and retail advertising. It is local in nature and focuses on a point of sale or service business that may sell a variety of products or offer specific services. Its messages announce products that are available locally, stimulate the flow of buyers or consumers of services to the advertised place, and attempt to create a well-defined image of this place. In trade and retail advertising, attention is focused on prices, availability of goods or services, location of the outlet and opening hours.

Political advertising. Used by politicians to encourage people to vote only for them. Although such advertising is an important source of communication for voters, critics are concerned that political advertising tends to focus more on creating a politician's image than on contentious issues, which are the subject of rivalry of candidates.

Targeted advertising. Can use any advertising medium, including direct mailing; differs from national or retail advertising in an attempt to encourage direct sales to order. It is enough for the buyer to respond by phone or by mail, and the goods will be delivered to him by mail or otherwise. The interactive environment falls under this heading.

Business advertising. Includes messages sent to retailers, wholesalers and distributors, as well as industrial enterprises- customers and professionals such as lawyers and doctors. Business advertising is usually concentrated in business publications, trade and professional magazines.

public advertising. Conveys a message that promotes some positive phenomenon. Advertising industry professionals create it for free, place and time in the media mass media also presented on a non-commercial basis.

Not all advertising strives for the same goal. Although each separate advertisement or advertising company are aimed at solving problems that are unique for the sponsor, there are two basic functions that any advertisement performs along with several secondary ones.

Product advertising is intended to inform the buyer about the sponsor's product or to stimulate the market. Its purpose is obvious - to sell a specific product, to switch attention to it from similar products of competitors. In contrast, institutional advertising is built in such a way as to create a positive attitude towards the seller himself. The purpose of this advertisement is to increase attention to the organization behind it, and not to what is put up for sale by this organization.

Product advertising can be direct or indirect. Direct action advertising is focused on getting a quick response. This category includes ads that contain a coupon with a specified expiration date, information about a sale at a discount before the expiration of a certain date, a phone number that starts with a number, or a mail-order form. Indirect advertising is built on the basis of the desire to stimulate demand over a longer period. Such advertising informs buyers about the existence of the product, draws attention to its benefits, states where the product can be purchased, reminds buyers of the expediency of repeat purchases and encourages them to make such a decision.

Product advertising can also be primary or selective. Primary advertising is aimed at encouraging demand for a certain category of products. Electoral advertising attempts to create demand for a particular brand of product. In most cases, it follows the primary advertisement, which, to one degree or another, has already determined the place and time of the electoral advertisement.

In contrast, non-commercial advertising in most cases is subsidized by organizations that do not do their business for money. For example, museums give advertising of this type. While the purpose of these advertisements may be to generate revenue for a specific purpose, they are usually produced free of charge and easily accessed by subsidized media.

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Every entrepreneur knows that in order to increase income from the product or service provided, you need to use advertising. But not everyone is aware of what types of advertising are most effective and allow you to get more benefits at a lower cost.

The concept and types of effective advertising

Advertising is a type of communication between people in which information is disseminated about something, mainly about a product or service. Man has used its services for centuries. Enough for a long time it was believed that this concept is associated with the exchange of information through all available means of communication. With the development of advertising activities, many new types of communication have appeared. These are directions such as exhibition activity(Exhibition Activities), branding (Branding), public relations (Public Relations), sponsorship (Sponsorship), direct marketing (Direct Marketing), advertising at points of sale (PointofSale), promotion of goods and services (Sales Promotion) and many others. Advertising activity can be aimed at solving various problems, which gives rise to a large number of its varieties and distribution channels.

In the 21st century, with the advent and rapid development of technology, more than 20 different types of advertising have appeared. Businesses now have a huge choice of which effective type of advertising to use for their companies and which type of this product will bring the most benefits. Now any organization, fund, firm and even a simple person who produces something cannot do without promotion. It is necessary to convey to a potential audience information about an activity, product or service. Due to the wide variety of means and prices, everyone can resort to his help.

Usually than larger organization, the greater the amount it allocates for its promotion. Such effective investments bring high income. And with the growth of profits, the size of the advertising campaign increases so that as many people as possible learn about new products. That's why famous brands, whose scope is much wider than those just starting their own business, allocate huge funds to maintain a positive image of the company so that people do not forget about their existence. Business growth inevitably leads to an increase in the budget allocated for these purposes.

It is believed that the more expensive, the better. With advertising, this is not always the case. It is not necessary to pay a lot if your audience is not large, as this will not be effective. That is, you do not need to tell the whole country about the product if your customers are concentrated in only one city. In this case, it is better to choose a more economical type of promotion. However, advertising has its own characteristics and nuances that you need to know in order to get the maximum result with a small investment.

What effective type of advertising is more suitable for promoting certain types of products and services? All goods can be divided into "emotional" and "rational". For the first type, it is better to choose television, radio or the Internet, where contact with the audience is possible. And for "rational" goods, newspapers, magazines, urban outdoor banners or serious websites are more suitable. At the same time, it is important to understand the specifics of your products and target audience in order to determine the type of media that can better convey information. Lots of options. You need to explore all the possibilities, correlate them with the desired result and understand which effective type of advertising is suitable specifically for your company. Pay attention to factors such as cost, region of distribution, time and place, number of contacts with potential customers.

What are the types of effective online advertising

Internet advertising is suitable for any entrepreneur. Its key features are accessibility and interactivity, it uses planning and performance management systems to attract large groups of consumers. Therefore, it does not matter what you produce and for what audience. The Internet opens up a wide range of opportunities for you.

contextual advertising

1. Banners and texts. This type is less annoying for web visitors and can be more effective. Ad units appear on sites with their respective content.
2. Advertising in search engines. All effective types of advertising on the Internet space cannot be compared with ads in search engines. They appear when a visitor searches for a product through a search engine. His request is also contained in the ad displayed on the right or left. That is, if this word is “sofa”, then the text will appear on the side: “Buy a sofa” or “Sofa factory will make high-quality sofas and chairs.” In most cases, a person is looking for the product that he wants to purchase. For him to see your ad first, it must be higher in the list and contain the most frequently used words. Then it will become more efficient, but also expensive. Main Operators contextual advertising are Yandex.Direct, Google.AdWords, Begun.

Display advertising

This is a type of communication on the Internet, in which advertising information, consisting of text, graphic or sound materials, is placed on various sites and is focused on target audience.

In most cases, this type is confused with display advertising because it is aimed at visual perception. But this concept is much broader. It includes different types of visual and audio information: videos, banners, branding.

Banner types:

• Stretch marks- blocks similar to canvases hanging on the street, only located on the sites at the top of the page.
• Richmedia– a flash banner containing animation and sounds that pops up on top of the main page before it is opened.
• Pop under- automatically pop-up window, which, when you try to close it, opens a new tab with an advertising page.
• Banners-"explosions"- a type of module that appears on the page at first in a small size, and when you hover over it with the mouse, it expands to full screen.
• Imitation banners- banners resembling a message from a social network (Vkontakte or Facebook) in size, located at the bottom of the page on the right or left.

Types of video ads:

• Prerolls(pre-roll) - videos that a site visitor watches before opening the page he needs.
• Mid-rolls (mid-roll) and postrolls(post-roll) - clips shown in the middle or at the end of the video material selected by the viewer.
• Overlay(overlay) is a graphic banner that is displayed during video playback.

Display advertising is one of the most effective types of modern advertising, bringing much more benefits than the traditional version. This is achieved through clear targeting, that is, the ability to determine from the entire audience only that part of it that fits the specified criteria. A video or banner is shown depending on the thematic focus of the site. The audience can be adjusted by display time, region, frequency and other parameters, which helps to attract more attention of potential customers.

teaser advertising

This is a small image and small text that briefly describes the product. "Teaser" means attracting attention. Its main techniques are teasing headlines and bright, catchy pictures that can arouse the user's curiosity and encourage him to go to the site.

To this advertisement was more effective, it is better to resort to the services of teaser networks. This is a network of partner sites where you can place your ads and earn money on it. They have a wide and flexible range of settings for choosing the target audience or for geotargeting. Here are some examples of effective types of teaser networks: Kadam.ru, Direct/ADVERT, Visitweb.com, RedClick.ru, TeaserNet.com.

Such effective types of modern advertising as teaser ones depend on the originality of the chosen approach - it should distinguish you from the already boring and annoying usual promotional campaigns. But if there is no individuality, the result can be an effect that is completely opposite to expectations.

Advertising in thematic blogs

These are reviews and messages on forums, blogs, websites. They are addressed to a specific user. If a person decides to purchase some type of product, then when searching on the Internet, he pays attention to reviews about it, purchased from a particular manufacturer. Based on these responses, under which advertising is disguised, the client makes his choice. He believes that since people use the product, it means it is good and of high quality.

• banner, media advertising, presented in the form of an image, which should be very original and be remembered for a long time by the visitor. In order for a person to follow the link to the manufacturer's website, the banner should look the most non-standard and attract attention. Perhaps this kind of promotion will be annoying, but the effectiveness and efficiency here is much higher than with traditional methods.
• Contextual advertising helps to raise sales. It is used together with banner and text and is shown only if there is interest in the product.
• Text ads describe products through a text ad. It is remembered thanks to a laconic slogan.

Advertising on thematic sites

This is an effective type of advertising, in which various sites act as a platform for placing ads. They can be presented in the form of text, animation or a graphic banner. The main feature here is that advertising and site content should be thematically similar. This type is able to attract a very large number of potential buyers. At the same time, site owners receive a good income from advertising. They earn a certain percentage from a click, that is, from each click on a link posted on the site to the advertiser's portal. Some do not like to search for goods through search engines or may not be aware of the existence of this type of service. Advertising on the site allows such people to decide that they need a particular product. If there are thousands of them, you will get a serious income that encourages site owners to develop their business.

Advertising in social networks

This is an opportunity to convey information about products to the target audience through announcements or the creation of special groups, organizing promotions. This effective type of advertising is different in that almost everyone uses social networks, and this gives even greater audience coverage.

1. Social networks of a general format- the most common type. These are VKontakte and Odnoklassniki for Russia and Facebook and Bebo for the West. Here users can chat, show photos, watch movies and listen to music. Promotions held in such social networks are focused on the target audience. You can also post ads in thematic groups.
2. Professional social networks- these are such types of social networks as the Russian "My Circle", "Professionals" and "Rb.ru" and the Western "XING" and "Linkedln". They are aimed at representatives of a particular profession. Here, employers are looking for employees and vice versa. Everything is subject to working moments: company news, corporate reports, various types of press releases are published in the feed.
3. Social networks by interests. Interests may be different types: movies, music, books or modern technologies. On their basis, people unite. Russians love MySpace and Last.fm the most. In the West, "MyAnimeList" is popular. Here, ads should be of a certain theme, suitable for the needs of the audience.

• Viral Marketing- this is a type of dissemination of information about a product or service, in which people themselves transfer information to each other. The most effective way is to use a video, which is first posted on social networks specializing in video (“YouTube”, “Vimeo”, “RuTube”), or in thematic groups on VKontakte, and then the users themselves begin to distribute this video among their friends.
• Guerrilla Marketing contributes to the formation of an opinion about a product or service. Potential buyers trust people with more personal experience than advertising in official sources. Effective guerrilla marketing works like this: a person creates an account on a social network and begins to create an environment for himself, makes acquaintances, and participates in discussions. When trust in him grows, the main actions begin - it is necessary to praise the desired product and scold competitors. You can write posts on your page or in thematic discussions. The main thing is to talk about supposedly your own experience, this method allows you to inspire confidence among readers.
• Articles and publications posted on certain social networks will be more useful than those published on professional sites. Finding your target audience is much easier on social media. It makes no sense to publish an article about the release of a new book or film on highly specialized sites dedicated to literature or cinema. The best result from such a publication will be achieved when it is placed in the Vkontakte thematic group, where the number of subscribers exceeds a million.

Advertising in social networks appeals directly to the target audience, as it allows you to set up targeting according to various criteria: location, gender, age, occupation, interests. This is its undoubted advantage.

Advertising on news portals

It can be present in the form of PR articles (articles with a veiled advertising message), content advertising (text blocks with related topics) or regular banners (pop-up blocks). Such an effective type of advertising is placed on specialized news sites and helps to attract the attention of a large circle of people who are accustomed to following the latest events on these portals. A wide audience coverage is formed due to the fact that news appears every hour. Both leaders and ordinary people, who need to keep abreast of the situation in the world of politics and economics or in the field of culture, visit news portals several times a day. They share the information they are most interested in with friends or post links to specific news on their social media profiles, drawing even more attention to the resource. And they all see advertising information on this page. By clicking on a banner or text, potential customers go to the advertiser's website and, if they are interested in a product or service, make a purchase, which means that the advertisement has justified itself.

Some entrepreneurs, as well as their managers, do not like to give direct advertising because it will not bring enough profit. They believe that the most effective type of modern advertising is articles in various media. But good article, in which the advertising component is not obvious, it is rather difficult to write. Therefore, it is better to write press releases. This is a small text, the main function of which is the presentation of a new product or service, announcing an event in the life of a company or an invitation to an event. Such articles come out less expensive than usual ones, due to their brevity and conciseness. And they convey information to the audience in a more specific and effective form.

Search Engine Optimization (SEO)

This is a special type of content preparation, designed to be the very first to display information about the site when requested in any search engine. That is, if a person drives a certain word or phrase into the search, then the same words must be present in the texts on the site in a certain way so that it appears among those found one of the first. After all, often a visitor looking for information or a product on the Internet does not go further than the initial page with a list of possible resources that a search engine gives out. Therefore, being at the top of the list is extremely important to get visited more often.

Options for effective optimization:

• White optimization. It includes all types of optimization that do not contradict the rules of search engines. This means the correct compilation of the content of the site itself, its internal content, as well as actions outside it: disseminating information on other sites, publishing press releases and articles, using the capabilities of social networks and affiliate programs. At the same time, a link to the resource is always indicated, clicking on which the visitor gets to the optimized site.
• Gray optimization. This type of work involves the use of key phrases in the texts. Sometimes they violate the laws of the Russian language: “Milk is milk product containing milk fat. To make the work of the optimizer more efficient, it must take place in several stages. First, the most frequent requests in search engines for a specific category of goods are identified. The most frequently used words are selected from the received words, and key phrases are compiled on their basis. Then it is determined how many such phrases should be reflected in the text, as well as their density, the number of exact occurrences and with possible morphological and grammatical changes. Based on these data, an article is being written that will be published on the site.
• Black optimization. This includes all types and methods of site promotion that affect the algorithms of search engines. The following options are possible: using texts on the page with a large number of effective key queries (doorways), placing hidden text, using “single-pixel links”, using the cloaking technique. This is a kind of optimization when one page is shown to the user, and another is created for the search robot.

E-mail newsletter

Sending emails containing information about new products, services, events or any other information that needs to be conveyed as quickly as possible to subscribers and target audience. The main advantages of this type are fast notification, maximum audience coverage at minimum cost. Regular mailing is a type of advertising that is most effective in terms of creating a positive reputation of the company among potential customers, confirming its reliability and guaranteeing the production of quality products.

The most effective types of outdoor advertising

What effective types of advertising exist today? To answer this question, let's analyze another type of advertising that does not require large investments and has long established itself as a very effective way to convey information about a product or service to the consumer. This type is outdoor advertising. It includes all types of promotion that are used on the streets of the city, that is, everything that any passer-by on the street or a person standing in a traffic jam can see. This method is aimed at the widest coverage of consumers and does not cost very much money.

purpose outdoor advertising Remind them of an existing product or tell the location of the organization so that a person can easily find it. In the design, it is better to use an attention-grabbing picture and a concise, effective description. More serious look it is not recommended to place information in this way: a person is unlikely to perceive it correctly on the run. This feature can narrow the circle of advertisers.

Important points for effective outdoor advertising are the correct use of design in the design of content (so that it is easy to read and quickly perceived), as well as the choice suitable place for placement (to attract the eyes of passers-by and be noticeable).

1. Shields. Surely everyone saw the poles with shields familiar to us, located near the sidewalks and roads for cars. This type of promotion attracts attention, but it is important to understand that small inscriptions are not noticeable. The expected result will be achieved if the most important text is written in large letters and as simply as possible. It is also better to post information on several billboards in order to potential buyer drew her attention for sure. An important message must be placed on the working side of the shield, that is, facing the flow of people. The image on the other side will not be as effective as few people will turn around to read it.
2. Stretch marks. This is a type of canvas stretched over the roadway. They are easier to perceive due to the longer contact. Addresses and phone numbers that the viewer will not see on the billboards will be quite effective here.
3. Pointers. They are designed to orient the buyer in which direction the company or store is located. They are made in the form of arrows indicating the direction, therefore, they will not let your client get lost.
4. Signboard. This is a small billboard with the name of an office or shop, located in front of the entrance to the building. It can attract attention from afar if you use a bright design in the design.
5. Pillars. These are folding structures on which the name of the company, its coordinates and the services provided are written. Usually they are located next to the building where the company is located.
6. Sandwich people. This is the name of the promoters who distribute leaflets or announce something into the microphone. To draw attention to themselves, they dress up in colorful clothes, costumes of animals, cartoon characters or hog dogs.
7. Pneumofigures. These are voluminous inflatable figures of different sizes that attract attention with their unusualness.
8. Sticky application. This includes stickers, posters pasted on street poles, in entrances, in the subway and trains, on the walls of houses.
9. Urban structures. Here we list the booths and pedestals within the city, on which advertising is placed. The most effective form is stops.
10. Advertising on and in public transport it can be on a bus, metro, tram, trolleybus, electric trains and trains. This also includes advertising on taxi cars.
11. Advertising in elevators. This view is very meaningful and effective, because while a person is traveling to the desired floor, he has time to read all the information posted on the walls.

You need to understand what type of outdoor advertising you want to use, and, based on this, come up with the text of the message. If this is a kind of "moving" advertising, that is, by which people quickly pass, then the text will be catchy and large, containing only the main information. If it's a kind of "static" ad on trains or elevators, where people have more time to read, then more information can be written.

It is better to use the full range of design techniques (type, font, size, fill) to make your information easier to perceive. The result depends on the number of people passing by. Cost varies by location, material, size, type. You can choose a low-cost option that meets your goals.

The most effective types of modern advertising on TV and radio

Radio and television today is an integral part of the life of every person. Television is now used as the main way to convey information to the consumer. Since there is a TV in every home, advertising placed on TV, one way or another, reaches everyone. Therefore, it is the most expensive. And the point here is not only the price for the video, for the recording of which a large number of professionals are involved: actors, screenwriters, directors, editors and advertisers. Most of the money will have to pay for airtime, which is very expensive. Therefore, only large brands can appear on federal TV channels. Smaller businesses are encouraged to use local or cable channels. At the same time, do not forget about the region where your information is distributed. A product distributed only in Moscow will not be sold if advertised in Samara.

Videos. This is the main type of effective television advertising. Its average duration ranges from 15 to 30 seconds. Viewers will perceive the original and colorful picture better, because during the existence of television, everyone is already tired of primitive commercials and changes the channel during the commercial break. Therefore, to record the most catchy plot, it is better to turn to professionals. Indeed, in the opposite case, the money spent will be simply thrown to the wind.

Ticker. Ads in the form of a running line at the bottom of the screen, few people read and remember. But it's cheaper than making videos.

Teleshopping. This is the name of the type of special programs where products are demonstrated, and the presenters talk about their advantages, while simultaneously showing them in action. Purchases can be made by phone.

Sponsorship. Becoming a sponsor of a program or film screening means creating a positive image for your company. Small businesses cannot afford such activities on central television, but on a local channel it will be much cheaper.

Effective advertising on television is determined by the time of its broadcast. During prime time, most viewers turn on the TV, that's when it should appear. The most efficient hours are: in the morning from 07.00 to 07.45 and from 09.15 to 10.15 and in the evening from 20.30 to 21.30.

An important component is the plot of the program or film during which your video is shown. Negative emotions from viewing can also be associated with the advertisement seen at that moment.

In one block, a large number of videos can be shown. Viewers remember best the first and last.

Airtime on federal television is sold out rather quickly. Everything is already sold out a year ahead, so you need to think about placement in advance.

Music saver. This is such an effective type of radio advertising, in which the text is better remembered, as it is served in a rhymed form and accompanied by music. Musical accompaniment contributes to a better perception of information due to the ease of presentation and conciseness of the text. For example, in the New Year everyone goes singing a song from a Coca-Cola advertisement: “The holiday always comes to us with Coca-Cola.

As with television, more people will listen to ads on radio in the morning when they drive to work and in the evening when they return home. A greater result can be achieved by submitting an ad to several radio stations and paying for the maximum number of repetitions. Advertising will constantly sound on different waves and at different times, which over time will lead to remembering this brand of goods. This can help you choose your product over your competitors.

The most effective types of advertising of all time

1) Business cards- an effective type of self-promotion, a way to provide information about yourself and post your contact information. Business card- sign of mutual benefit business communication. With the exchange of them begins the establishment of ties and the establishment of partnerships. In any company, all employees have their own cards, which contain the name of the company, information about a particular employee: full name, position and contact information. This is not only information, but also a form of advertising for the company.

Technologies used in the production of business cards:

• silkscreen method;
• Foil stamping technique;
• Thermal rise;
• Risography.

2) Brochures- These are small books containing information about a product or company. Prospectuses use text and photographs to describe and depict the advertised product. Paper used for brochure printing high quality with all kinds of finishes - it is very important that your products are pleasant to hold in your hands and want to look through. To achieve the desired result, high-quality, pleasant to the touch materials and eye-catching bright pictures and texts with beautiful and contrasting fonts are used.

3) Forms is an effective form of advertising. In the modern world, all reputable firms use letterheads with their logo for documents. This gives a sense of the company's reliability as a business partner and distinguishes its papers from others on the tables of clients. Such sheets determine the importance of what is printed on them. This is a big plus for the company, so any organization needs such help. A company that uses letterhead to print its documentation is always treated positively and more respectfully than other companies that have not yet realized the full benefits of this effective type of modern advertising.

Letterheads reflect not only Contact Information. A properly developed design gives an idea of ​​the organization's activities, its life credo, promotes recognition and the formation of a good reputation among the audience. The visual impression helps in solving many problems that cannot be fixed over the phone. The use of layout, graphic elements of corporate identity, color and font, convenient presentation of information, selection of special types of paper - all this has a positive effect on the image of the company.

The letterhead contains such types of information as a logo, address and other contact information. It is better to come up with its design in accordance with the general corporate style, because harmony in all details will lead to the best business results. But if the latter already exists, then the form can be finalized separately.

Letterheads are needed for internal and external use. In the company, they can issue orders, draw up accounting reports, and conduct intracorporate correspondence. When communicating with clients on letterheads, you can draw up contracts and commercial offers, price lists, and send business letters.

4) Envelopes are another effective form of advertising. In the era of virtual communication, e-mail correspondence and skype negotiations, receiving a paper letter in a company envelope will become an unforgettable event, and respect and trust in your company will increase.

Envelopes come in the following types and formats:

• Standard E65 envelopes (110x220mm) with and without a window (used for sending business letters and letterheads folded in three);
• C5 (165x229mm, non-standard postcards or cards, as well as A4 sheet folded in half);
• C4 (229x324mm) with top and side flaps (business correspondence, magazines, brochures, flyers).

It is important to consider the fact that envelopes can be made or sealed. Making to order has a number of advantages: the selection of any size and type of paper, its shade and other characteristics. The only drawback is that the circulation must exceed 5 thousand copies, which is not always necessary. Products made in Russia will be an order of magnitude lower quality than those made in Europe. However, the order in the latter is carried out only for large circulations. If you need a small amount, it is better to use ready-made factory envelopes. Their printing will be cheaper, but the choice of material and paper will be limited.

5) Folders- a type of printing that has practical application. The company logo on them is one of the most effective advertising a company that will constantly work for you. After all, you can store important documents in folders, and your logo will catch your eye every time you open it, and this is a constant reminder to customers.

Folders are of the following types:

• Die-cut folders with one or two flaps;
• Folders with one or two glue flaps;
• Plastic file folders;
• Clip folders;
• Accounting folders like "Crown" with a lock clip;
• Plastic folders with ring clips;
• Leather executive folders with embossed logo.

Cardboard folders can be decorated with lamination, offset printing, foil stamping or hot stamping, offset or UV varnishing, silk-screen printing. Foil stamping, silk screen printing and pad printing are used for marking plastic products.

Corporate folder presents the company as a solid and respectable organization. Therefore, visually, it must match - it should not be ashamed to come to a business meeting with it. In this regard, only contact information and the company logo should be applied.

6) Notepad. The main purpose of the notebook is to effectively advertise the company whose logo is printed on the cover. The type of notebook does not play a big role: it can be a small checkered notebook or a solid book with a leather cover.

7) Leaflets- one of the most effective types of advertising. It can be used to judge the quality of the product. It should contain an interesting design, be varnished and made on high-quality Finnish paper, and then your company will not go unnoticed.

Three main components of a leaflet: a picture, text describing the product and contact information with the company logo. When advertising technical products, diagrams and graphs are drawn up for greater clarity.

Any promotional product should encourage the consumer to take certain actions. Depending on the specific purpose, the leaflet can have a special design, made in color or black and white, be printed on various types of paper of any size, contain a list of prices or just talk about the benefits of the product.

8) Booklets- this is a type of effective advertising printing, which at a low price achieves high information content.

They come in A4 format (210 x 297 mm) with two folds and A3 format (297 x 420 mm) with one fold.

Booklets can be made by:

• Laminating;
• lamination;
• Full or selective UV varnishing;
• Embossing;
• Embossing or coating with offset varnish.

The three main components of a booklet are the same as those of a leaflet: a picture, text describing the product and contact information with the company logo. When advertising technical products, visual diagrams and graphs are also drawn up.

9) Poster. Posters are placed on information boards and are used to attract the attention of the audience. They can be promotional, informational or image-supporting in nature.

When making this type advertising products use four colors, lamination or varnishing. Lamination gives an advantage over rain, so it costs more. Cold lamination is used for large format posters. Films for it can be expensive, but they will not spoil the images. If you need a large circulation, then The best way savings is the coating with offset varnish when printing.

For a better result, posters (posters pasted on a corrugated cardboard base by laminating) and figure models (large-format posters pasted on a rigid cardboard base and cut out along the contour) can be placed at points of sale.

10) Brochures- this is such an effective type of advertising printing, which is an excellent solution if you need to make a presentation of a product or arrange a large amount of information.

The preparation of a brochure is an important and serious matter. You need to know exactly what goals the release pursues. An effective design should be considered in accordance with the information content. Embossed cardstock for the cover, tracing paper inserts, or using a complementary color will all enhance the look of the product. To give originality, you can order a pocket version or with horizontal stripes.

11) Covers. A company logo on the cover is one of the most effective company advertising types that will constantly work for you.

12) Calendars. What type of advertising is the most effective among printed products? The answer is obvious - this is a calendar, the most popular and effective type of advertising printing. Use it not only as stationery, but also as a platform for your own promotion, which does not require large expenses, but benefits in different places throughout the whole year.

The origin of the word "calendar" goes back to the Latin "calendae", that is, calends. Kalends in ancient Rome were called the first days of each month. And the word "calendarium" called the type of debt book, where every month records were made of debts paid on the first day. The modern meaning of the word as a system of reporting days, months and years, appeared much later.

The popularity of calendars is growing every year. This is the most convenient way to introduce your company among customers. It would be strange not to use a practical object as a business gift. Each entrepreneur gives it to his partners and clients. But now this paper product has become so diverse that you will have to work hard to make the calendar with your company logo stand out, and it would be desirable to use it as a working tool. For this to happen, professional design must be used, because on the desktop of a top manager, the product can be seen by numerous potential customers. You can be original and order not an ordinary, standard-looking calendar, but, for example, a specialized one: accounting, lunar or with important dates.

The main advantages of such an effective type of advertising printing are the possibility of its practical application combined with the undoubted potential to expand your audience. Its service life is much longer than other types of print advertising. It will always be visible, unlike various types of flyers, booklets or brochures that can only be used once.

If your company has decided to participate in promotions, then nothing will bring you a better result than using pocket calendars. They are perfect for advertising small goods, such as cosmetics, perfumes, sneakers, phones or tablets, various types of alcohol. The production of pocket calendars with medium circulation will not be too costly. It is not recommended to order a circulation of less than 5000 copies. Believe me, they will understand with a bang.

The second type of economical and effective calendars is poster. They look like posters, only they have a calendar grid. Produced for distribution at points of sale. The main format A2 is produced by the method large format printing. The A3 poster will turn out to be too small to be able to hang it on a wall, and A1 is more expensive.

There are a lot of calendar design options. It can be made according to your wishes. The price and terms depend on the complexity of the order.

What type of advertising is the most effective

This analysis showed that the most effective type of modern advertising is advertising on the Internet and printing. It is important that when these two types are used together, the consumer will receive more information, and the degree of impact will be stronger.

But do not forget about such a serious aspect as the quality of advertising printing. Good products in the modern world are not always guaranteed. For production, it is worth choosing only those companies that have already established themselves in the market with many years of experience. In this regard, you can safely trust the Moscow printing house "SlovoDelo". Among her long-standing clients are restaurants, salons and telecom operators, taxi services and shops. Everyone needs high-quality and efficient printing. Becoming a partner of SlovoDelo, the client receives:

• Bright and clear advertising;
• Recognition and demand;
• High business results.

Any company uses all kinds of effective advertising to promote its name. Printing in this business is one of the leading positions. Today, not a single company that cares about its reputation and wants to be successful in business and achieve results can do without high-quality printed products. Therefore, it is so important to choose the right reliable partner - the printing house that will not let you down and will work for a positive image of your company together with you. After all, advertising printing is the face of your company. Typography "SlovoDelo" is exactly what you need. She uses proven methods in her work. It is already clear from numerous reviews that no one regretted choosing this printing house. "SlovoDelo" takes into account everything individual characteristics of its clients and is proud that it can effectively help achieve good results, make any wish come true and increase profits.

Here are six facts about the SlovoDelo company, thanks to which the client will always be satisfied:

1) The printing house has its own production, due to which it takes full responsibility at every stage of work:

• We guarantee the quality of the finished product. This means that as a result you get well-made products that you can safely present to your customers and business partners;
• We closely monitor the timing of the order. We do not allow ourselves to betray the trust of people. Because we understand how important it is that our customers do not let their customers down.
• Our main focus is on advertising and periodical printing;
• We work directly! You do not have to pay for the services of intermediaries.

2) In its work, the SlovoDelo printing house uses only new professional equipment and modern technologies:

• This gives us the opportunity to combine efficiency with the skill of order fulfillment, delighting our customers with high-quality printing;
• This helps to realize even large orders in one day with a ready-made design;
• This ensures that the probability of order not being fulfilled on time is reduced to zero.

3) The office and production of the printing house are located in the same building:

• Thanks to this, we have the opportunity to improve the skills of project implementation, to do it more flexibly, quickly and with the most effective result;
• The building of our modern office is located near the center of Moscow, which allows our clients to easily find us and not spend a lot of time on the road.

4) The printing house has a wonderful catalog with samples:

• Our customers immediately determine how effective and high-quality material we can offer, and choose the best option for themselves;
• Our priority is high-quality printing, on which we do not save money.

5) SlovoDelo offers flexible prices.

6) Mobility is the main credo of the printing house:

• We do our best to help our customers. Our managers can come to your office, saving you time for effective solution all pressing issues;
• We are always in touch and ready to give competent advice. You can contact us by phone or mail. Contact us and we will solve your problems;
• We quickly make the calculation of the order. You immediately get all the numbers you need.

In contact with

The World Wide Web is one of the most important media. If earlier people mainly drew knowledge from radio, newspapers and television, now almost all content has gradually migrated to the Internet. The Internet is used by hundreds of millions of people around the world. Mostly its audience is young and solvent. Not surprisingly, marketers have come to view the online space as a great place to promote commercial products and make money.

Today, online advertising has become one of the most profitable industries in the world. She has already surpassed other types of promotion and is not going to slow down. For example, official data from IPG Mediabrands shows that in 2017, global spend on online product presentation amounted to $209 billion. This is 6% more than the cost of advertising on TV. There are all prerequisites for the fact that in the near future the Internet will become the absolute leader, and other means of communication will go down in history.

If you're planning to master the art of PR, take a look at the Web right away. Sooner or later you will come to it, so it is worth starting to comprehend its subtleties in advance.

Benefits of online advertising

1. Web Promotion requires relatively low cost. If in order to run ads on TV, you need to shell out a tidy sum, then on the Internet it is quite possible to find popular sites where you can order promotion at an affordable price.

2. Large audience coverage. As a rule, a particular site is not limited to one region. Hypothetically, your ad can be seen by the entire Russian-speaking population of the world. By the way, many online stores use this: note that they often deliver goods far beyond the country of origin.

3. Possibility of fast feedback. There are a lot of ways to communicate with customers on the Web: you can create a page with reviews, indicate your e-mail and phone number, ask the customer to leave their details, etc. Establishing daily contact with everyone is as easy as shelling pears.

4. Full product demonstration. Imagine you're advertising a clothing store on TV with a 30-second clip. What can the viewer understand from it? Will he search your store? Will he rewrite your email address, even if you show it in full screen in a huge font? Hardly. But if a person finds an identical online shop, he can immediately click on advertisement and in a few minutes to view the entire range. Obviously, stores that have official websites and established promotion on the Web are more successful than their competitors.

As you can see, online advertising is a powerful mechanism. However, in order to use it competently, you need to distinguish between types of online promotion. Each product has its own version. You cannot advertise the sale of aerated concrete blocks and public memes in the same way.

The main types of online advertising

1. Contextual.

You have probably noticed that if you drive into a search engine, say, a Meizu smartphone, LG TV or Raffaello sweets, information about these products literally begins to haunt you at every turn. This is not an accident. That's how it works contextual advertising.

Its scheme is as simple as possible. Special systems Google AdWords and Yandex Direct read the requests of each user. Interests are automatically recorded and then suitable advertisements are offered to the person.

• search engine;
• thematic.

The first is the focus on keywords which you google. The second is used within individual online resources. For example, if you are interested in a black dress in an online clothing store, in the future you will be offered similar black dresses, or items from the same brand.

The main disadvantage: a person is not necessarily looking for what he wants to buy. Maybe he's just writing an article about smartphones. To offer him contextual advertising is an empty shot.

2. Targeted.

This type of advertising is somewhat similar to contextual advertising. True, he focuses not only on the interests of the public, but also on socio-demographic characteristics. Its name comes from the English word target - goal. This is the whole point of the principle. The marketer determines the target audience of the product and offers it pointwise to each member of the selected group. Let's say you are promoting a toy store for children under 3 years old on VKontakte. Therefore, you need to target young moms and dads. You are looking for people of age whose status says "married" or "married" and also "has a child." They offer a banner with a teddy bear.

To save money, many ways have been devised to rationally use targeted advertising. Some experts place it at a certain time of the day. Others focus only on a particular region. Third

pay attention to the gender and age of the potential client. Fourth combine all these options and add something of their own. It all depends on the prevalence of the product and the size of the budget.

Main disadvantage: Usually people go to social networks to relax and chat with friends. At such times, they are not particularly attuned to unscheduled purchases, so your ad risks going unnoticed.

3. SEO.

The success of any site, whether it's an online store or a famous photographer's blog, largely depends on the position in the search engine. If it is on the first page of Google or Yandex, then it will fall into the field of view of most users. And if he modestly huddles at the one hundred and twentieth position, God forbid that at least 5% of the audience get to him. Few people have the qualities of a researcher. As a rule, people choose one of the first options offered. Therefore, SEO promotion is highly desirable for everyone.

Main disadvantage: There are many subtleties in SEO that are inaccessible to the average person. Therefore, optimization is entrusted to specialists who know a lot about semantic analysis. Their services are priceless.

4. Banner.

Banners are good because they instantly sink into a person’s soul. bright picture will be deposited in memory faster than even the most best text. There are many precedents when, after launching a competent banner ad, sales increased by 50% or more.

Banners are divided into the following types:

• static;
• animated;
• interactive

The latter are considered the best option. If a simple picture or GIF may not impress the user, then ignoring a poll of two options is much more difficult. And after the first interest arises, you can win over the client further.

Main disadvantage: because of the phenomenon banner blindness people often don't notice the pictures on the sides of the site. There are so many banners that the brain of an average person perceives them poorly.

5. Email newsletters.

6. Teaser.

“Find out why Pugacheva beat Kirkorov” or “Vanga predicted the end of the world in 2018” are the clearest examples of teaser advertising. To create it, a headline is used that instantly attracts attention, as well as a revision - the main message, where a loud phrase is explained and there is a call to action.

Teaser advertising is not necessarily clickbait with a catch. It is used not only by cunning network marketing, but also serious companies to promote branded items on the market. Sometimes they launch ads in a complex way, sometimes the headline comes out a few days before the release. Warming up public interest, the authors create intrigue.

Main disadvantage: because of Pugacheva, Kirkorov, Baskov, Goji berries and super-remedies for breast cancer to teaser advertising little trust. Alas, unscrupulous manufacturers adore her.

7. Video advertising.

Many entrepreneurs are aware of the popularity of YouTube and are trying to run video ads. I must say that it brings good results. Videos are perceived with a bang by the public, especially if they are interesting and informative.

• viral videos that you can send to a friend or post on your wall;
• teaching notes (this presentation method is very common among various online schools);
• image clips aimed at presenting the product from the best sides

Video advertising is also good because it can be used to really track the reaction of viewers. People will rate the video with likes, leave positive reviews, and also criticize. With this, you will see what you are doing well and what needs to be improved.

Main disadvantage: a good video will have to spend a lot of money. At a minimum, you will need good camera, high-quality editing and an adequate script.

8. Native.

Native advertising is a message that unobtrusively fits into the surrounding context. Imagine you are reading an article about the most effective ways to study of English language. And, dwelling on each of them, you notice a remark that such and such a school actively uses this technique in teaching students. It would seem that they are completely neutral references, but in fact they appeared in the text for a reason.

Main disadvantage: unobtrusiveness often plays tricks on native advertising. Because of this people often overlooked hidden message.

9. Bulletin boards.

For some reason, this option is undeservedly forgotten. Many associate message boards with the sale of used items for three pennies and think that this site is not at all suitable for promoting modern projects. But in vain. Avito is still visited by many people, and so far it is not going to go down in history.

Here it should be noted right away that bulletin boards are just one way to increase client base. Don't place all your hopes on him. However, with the right approach, it can give a good result. For the effect to really be, you need to make a selling ad. Clear photos, the most complete list of contacts, keywords in the title, simple and intelligible text are the keys to success.

Main disadvantage: so that your message does not sink to the very end, it must be constantly raised. This is a rather troublesome task and often not free.

10. Spam and viruses.

Since this method of advertising exists, it is worth remembering about it, however, we are extremely do not recommend to use them. First, it is not pure from a moral and ethical point of view. Secondly, its effectiveness is in question. Your potential customers are not idiots. Gone are the days when most Internet users were led to incomprehensible offers and followed dubious links. Viral ads that pop up all over the screen do not push a person to buy, and spam is immediately deleted from the mailbox. Therefore, if you want to gain an audience and make people believe you, choose a different promotion method.

The effectiveness and cost of advertising on the Internet

We have already understood that Internet advertising is useful for a product. We also figured out that it can be done in many ways. However, online ads do not guarantee successful sales. Running ads is a risk anyway. A lot depends on the mood of the public, the professionalism of the content maker, the relevance of the offer. You can insure yourself on all fronts, but there are times when even the most best ideas fail.

Do not rush to get upset. Product promotion is not a single event that happens once in a lifetime, but a process that lasts for years. Even if your initial strategy fails, you can tweak it until it starts working.

Contrary to popular belief, marketers do not rely on intuition. They have clear schemes by which they check the effectiveness of online advertising:

1. Hit. In Russian, a hit means the number of visits to a resource. This indicator, in isolation from everything else, says little. You can click on the link at least a thousand times from one computer.

2. Host. This refers to the number of unique users who are interested in the resource. You can map unique IP addresses to hits and find some correlations.

3. CTR. In common parlance, this abbreviation is called clickability. It takes into account the number of impressions of an advertising message to the user, as well as the percentage of responses to it.

4.CTB. This is the conversion rate. It shows the number of casual visitors who become customers.

5. CTI. This indicator is responsible for counting interested visitors. An interested person is one who has thoroughly viewed the site, and also repeatedly returned to it.

6. ROI. Return on investment.

All data is taken from special counters. Professionals evaluating the effectiveness of online advertising can learn a lot from these numbers. They clearly show how the average user reacts to the information offered to him. Based on his behavior, you can successfully change the PR campaign until it starts to work in full force.

How to start advertising?

And now we move from theory to practice. Since you are reading this article, then most likely you have a project that is waiting to be promoted. So what should be your first action?

Here you should immediately make a reservation that a lot depends on the amount that you expect to invest in promotion. If you have an unlimited budget, you can order a number of promotional mentions from top bloggers and rest on your laurels. But if you expect to spend money sparingly, you will have to build a more complex scheme.

Inexpensive, but effective means of online promotion are:

• targeted advertising;
• thematic contextual advertising ( YAN and KMS);
• site optimization.

Most likely, you will have to repeatedly catch the eye of users. From the first time, your sales are unlikely to skyrocket. Therefore, it is worth stocking up on finances and running ads regularly for some time.

Another important aspect is the platform for promotion. If you are a beginner, we advise you to start with search engines and social networks. This is where the largest concentration of potential customers. AdWords Search Network, Yandex.Direct, VKontakte, Facebook and Instagram are almost win-win options. Many started with them, and most were satisfied with the result. Below you will find more sophisticated ways to advertise, but for now, choose proven methods.

Conclusion

In the article, we examined online advertising from all sides. We figured out what it is, identified its types, learned how to test its effectiveness, and also gave a couple of tips for running your first ads. From all that has been said, we will draw a few final conclusions.

Firstly, always approach online promotion wisely. As you already understood, there are many ways to properly promote a product on the Web without investing millions. Try to choose options that are highly likely to work. Ruthlessly discard bad ideas. Remember that your income depends on it.

Secondly, use all possible ways. Don't get hung up on one thing, especially if you see that this option is ineffective. Practice shows that the best results are achieved by those businessmen and marketers who are not afraid of change.

Thirdly, developing a PR campaign on the Web is no less difficult and responsible task than launching advertising on TV. This article only gives you the basics of online marketing. If you are just starting to comprehend it, a long and painstaking work awaits you. There will be mistakes at first, like everyone else. The main thing is not to give up if something did not work out.

We hope that our material has become useful for you, and you will definitely apply the knowledge gained in practice. Let this article be the first brick in building a successful career!

In order to successfully develop your business, whether it is trade, various services or something else, you must first of all promote it, make it recognizable. And advertising plays a huge role in this matter. It is she who allows you to attract interest to them. And the current development of society and technology allows you to use different kinds advertisements that can reach almost all categories of people. And this makes it possible to convey information about yourself, about a product, about a service or about a business in general to any person.

Outdoor is understood as advertising, which is located on the territory of the settlement. It is placed on shields, stands, stretch marks, roofs and walls of houses, on or in transport. All outdoor types of advertising, examples of which can be found on every corner, are actively used, as they are relatively low-cost, but at the same time quite effective.

Shields are structures that are designed to accommodate a large-sized banner with advertising. Most often they are located along the roads. The text, addresses and phone numbers on them should be large so that they can be easily read from a moving vehicle.

Streamers are canvases of fabric or vinyl with promotional information that are stretched over the road. Also very effective method promotion, which is very often used.

Pointers are a kind of beacons that indicate the direction in which the advertised object is located.

Pavement signs are collapsible or folding advertising structures, which contain information about the company and its contact details.

Sandwich people are disguised people who attract potential customers.

Pneumofigures - inflatable three-dimensional figures.

Sticky application - these are various posters, stickers and announcements.

The Internet provides great opportunities for promoting a business by placing advertising information.

A banner is a graphic rectangular image on which information or a picture is located.

Videos are the most common form of television advertising. The length of the video is usually 15-30 seconds, but it can be different.

A running line is text ads that run during the broadcast.

Teleshopping is a way in which the viewer is provided with complete information about the advertised object.

Sponsorship - hidden and explicit advertising of goods, companies or services during the broadcast. Explicit advertising is expressed in gratitude for assistance in organizing and / or conducting a program, issue, heading. Hidden is presented in the form of various accessories, attributes or products with the brand name.

An announcer announcement is a recorded text advertising message.

Mail catalogs are a list of products with descriptions, prices and photos distributed through mailboxes.