in the marketing of certain products and services in the fight for consumer advertising effectiveness is difficult to overestimate.Advertising promotes the sale of goods and services, and brand recognition.Channels of distribution of advertising in our times is very broad: it is the outdoor advertising and the press, and, of course, the radio and television and souvenirs, promotional material and their own companies.The effectiveness of advertising in each case is different, and when I started planning an advertising campaign, simply need to consider many kinds of factors.All advertising channels have its pluses and minuses, which must take into account relevant professionals embarking on such a program.
types and forms of advertising are different, and everywhere need an individual approach, based on the goals and demands of the consumer audience.
Consider some of the most popular and widely used types of advertising.
Outdoor advertising
effectiveness of advertising placed on outdoor media, large enough.It's not just billboards along the roads, but also all sorts of designs on the outside of the transport space inside buses and rail cars, luminous box that night and attract the attention of a potential buyer.This includes shop signs, lettering and lighting in open spaces.
advantages of this type of advertising is relatively low cost, high frequency of repeated contacts.Inside the cabin - and even the possibility of prolonged contact with the consumer information.The disadvantages - lack of selectivity of the audience, short informational message.
Advertising on television
still fairly common, especially among large companies view advertising as includes an image and sound and color, so the impact on consumers at all levels of perception.The effectiveness of advertising placed on TV, also has its pluses and minuses.
Advantages: large-scale visualization, a high degree of attracting attention.
Disadvantages: high cost, congestion TV channel advertising themes, the ability to switch to other channels during the broadcast of the ad unit, not a long contact with the consumer.
Radio advertising
effectiveness of advertising in this case lies in the fact that consumers can listen to the radio anywhere: at home, in the office, in the car, in the country and so on.
Advantages: low cost, mass, high area of ​​distribution.
Disadvantages: does not participate in the perception of sight, and yet through it a person takes a large part of the information, the smaller the degree of attraction of attention of the consumer, and the ability to switch channels during the broadcast of commercials.
Newspaper Advertising
This popular form of advertising can include both low-cost units in the local newspapers and quite expensive accommodation in the trendy and popular magazines, advertising space on the covers of which are thousands of dollars.It operates its own specifics for each edition, which must be taken into account.This type of advertising has its advantages, such as the efficiency, flexibility, thematic approach.But there are disadvantages as: short duration and small audience of "secondary" readers.
When preparing an advertising campaign necessary to also take into account the segmentation of the industrial market, as it is of great importance in the proper approach to the planning of advertising moves.For example, regional criteria must include the characteristics of the region, demographic - the characteristics of decision-makers, brand commitment and lifestyle and preferences of the end user.In accordance with the architecture of segmentation scheme can be estimated range of the target segment and target market.
