What is advertising? How to organize it? Where is better to place? Anyone planning to start a business should start with these questions.
The concept of "advertising" originates from the word "reclamare", ie "Shout out." Initially, it was supposed that to advertise means to convey information about a product or service in any way possible to as wide a circle of people as possible.
Today, such an approach to the concept under consideration dooms any business to failure.
What is advertising today? This is a targeted communication of the necessary information to people interested in it. This can be explained more simply: it makes no sense to talk about the benefits of the new youth social network in the Nursing Home. Students are unlikely to be interested in information, even the most colorful and detailed, about special tablets for the elderly.
To the question of what advertising is today, there is a short answer. This is a tactic and strategy. Before starting to study it, you need to understand the terminology, types of branding.
According to the composition of the target group, advertising can be large, medium, or weakly segmented. The more specific a service or product, the smaller the target audience. Example: new dental instruments. Such products are of interest to a very narrow group of people associated with this profession.
According to the impact on the audience, campaigning can be commercial and social. What is social advertising? Attracting attention to a particular object, not with the goal of gaining profit, but with the goal of creating a positive image. Example: campaign is carried out before each election, the purpose of which is to create the ideal image of a candidate.
Commercial advertising is designed to increase profits.
Branding varies in breadth of distribution. Advertising happens global, national, regional, regional, local. Entrance advertisements informing about the opening of a new economy hairdresser are local. The plots that are broadcast via satellite channels to the whole world are global.
By the method of its placement, advertising can be of the following types:
- external (city transport, billboards, benches, curbstones, walls of houses, etc.);
- printed (leaflets, press, business cards, souvenirs, etc.);
- online.
What is online advertising? This information, which is posted on blogs, social networks, comes to the email. Banners, hidden and explicit links, even spam - these are all types of such advertising. Today it is a very competitive method to convey information to a huge number of people.
According to the method of execution, agitation can be textual, musical, visual, mixed. Visual propaganda can be static (drawing, photo) or dynamic (clip, moving image).
According to the method of influencing target groups, branding uses two methods. The first is direct exposure. Everything is very simple here: "Buy our yogurt - the best yogurt in Russia." Indirect advertising is much finer. Its purpose is not to force the consumer to immediately buy a product, but to influence his thinking so that he cannot do without this product (service, product). Such advertising acts unnoticed, almost at a subconscious level. Its creation requires knowledge of psychology and time.
Finally, by the way of addressing the consumer, advertising can be either personified or impersonal. A striking example of the first is the stories of famous personalities about banks whose services they use with pleasure.
Of course, this is far from all information about advertising, but only a thin layer of knowledge that an entrepreneur must learn before starting his own business. But even this minimum will help to figure out which type of advertising is preferable and will be able to bring the greatest desired return.