Commercial advertising is the engine of modern commerce. It can be treated in different ways: it can delight with the original presentation of the material, it can annoy with nasty musical accompaniment or text. However, in fact, it clearly represents the perfect method of disseminating information about a product.
Definition
Commercial advertising is the presentation of consumer goods in order to obtain the opposite effect, that is, profit. They resort to commercial advertising in order to stimulate the sale of either new products or goods that are in a recession stage. Absolutely everything can be the subject of this type of advertising: services, intellectual property, work, real estate, mass cultural events and, in general, what is to be sold.
Commercial advertising is the most effective market tool designed to strengthen relations between market participants, which, in turn, has a positive effect on commodity circulation, removing the market from stagnation. Turning your attention to developed countries, you can see that they are aimed at mass production of goods and services of various categories. This orientation is entirely dependent on the demand for products, which is amplified by an external factor. Thus, it can be said that commercial advertising is not only a way to bring profit to the company, but also an engine to improve the economic situation if there are a large number of competitors in the industry.
Classification
How many productions, so many tasks. For each goal, there is a different approach to creating advertising. In view of this, a classification of commercial advertising was created, which was designed to determine what the organization wants to achieve from presenting its goods to the consumer.
Based on the tasks, there is the following classification of advertising.
- Informing. Most often used when a new, unknown product arrives on the market. She kind of says: “Look what new and interesting we have prepared for you.” Such advertising includes the main characteristics of the goods, on the basis of which it is assumed the emergence of primary demand.
- Convincing. It can be used at all stages of the life cycle of goods and services. She declares: “You need to get this from us”, thereby luring potential customers from competitors.
- Reminiscent of. The least annoying type of advertising. Most often, there is a minimum of information in it. Its purpose is to remind customers that this product is still there and must be purchased. It is used in conditions of stable demand to exclude the possibility of its fall.
Depending on the type of final recipient of information, commercial advertising is:
- Consumer. It is aimed at attracting the attention of an individual.
- Business advertising. Target audience - legal entities. As a rule, these are large or small organizations engaged in retail trade. For the manufacturer, they act as a distributor.
In terms of distribution, advertising happens:
- Global It is an all-encompassing method of disseminating information about goods and services. Most often, it is carried out through official franchises located in different countries of the world.
- National It has its distribution only in the conditions of the country in which the use of goods and services is provided.
- Regional advertising. Demonstrated to the target audience within a specific region.
- Local They resort to its use if they are trying to promote goods in a certain city. Most often used by local stores or consulting organizations.
Kinds
Before you start listing the types of commercial or other advertising, it is worth mentioning the category that does not imply a profit. Advertisements that do not imply subsequent profit making include political, religious, and social.
Commercial social advertising cannot be because models of public consciousness that are trying to change this technique do not belong to the category of “product”. They are aimed at improving the atmosphere in society.
For a similar reason, political advertising is not commercial. It only calls on citizens to fulfill their duty or constitutional law, which is not for sale.
Printable advertisement
Print media have long been used for commercial advertising. Newspapers and magazines are quite popular among various companies around the world. Using print media, companies can also promote their products through brochures and flyers. Newspapers and magazines sell advertising space, and the cost depends on several factors. The amount of space, the publication page and paper type determine the cost of advertising.
Broadcast Advertising
This type of advertising is very popular all over the world. It consists of advertising on television, radio or the Internet (commercial contextual advertising). Commercials on television have a significant audience and are very popular. The cost of advertising depends on the length of the ad and the time it will appear. For example, prime time advertising will be more expensive than at other times.
Outdoor advertising
Uses various tools to attract the attention of customers. Billboards, kiosks, as well as events and exhibitions are an effective way to convey a message to a company. Billboards are present throughout the city, but the content should be such as to attract the attention of customers.
Hiden advertisment
This is a unique way of advertising in which a product or message is subtly included in a film or series. There is no actual advertising, only a mention of the product in the film. For example, Tom Cruise used a Nokia phone in the movie Minority Report.
Public advertisement
As the name implies, such an advertisement is intended for public use. There are many important issues, such as AIDS, political integrity, energy conservation, illiteracy, poverty, etc., all of which need greater awareness with the general public. This type of advertising has gained great importance recently and is an effective tool for sending messages.