Types of cheap advertising. Types of effective advertising. Concept and types of effective advertising

Advertising shapes mass consciousness and dictates consumers' lifestyle. Its role grew even more with the emergence of consumer society. What are the main secrets of effective advertising? What you should pay attention to? How to convey information to consumers as effectively as possible and increase sales? Let's dive right here and now into all the intricacies and find out the main aspects of effective advertising!

3 main rules for selecting the most effective advertising

Rule #1. The goal is to increase customer flow and sales

1) There is a problem. The main task is to get the attention of the target audience), make them listen and take a closer look at your offer. First, you need to show that your target audience has a problem that requires a solution.

Examples:

• Are you ready to start losing weight today?
• How to get out of debt and get rich?
• How to look 43 at 63?

2) Solving the problem. The attention of the target audience has been attracted - next you need to show them the solution to the problem. This will be an extension of your promotional offer.

Examples:

• The new supplement guarantees weight loss of up to 7 kg. per month.
• You need to carry a magical amulet in your wallet for good luck and wealth.
• The cream helps prevent wrinkles by enriching the skin with a wide range of vitamins, microelements and amino acids.

The potential client has received an answer to his question, but is hesitant to make a decision. This could be for different reasons: compare with other proposals, wants to think about it, saves it in bookmarks. Next, you need a push that will lead him to you.

3) Unique offer. At this stage, you should answer the questions: why should the client choose you? How does your offer compare favorably with that of your competitors? Form these answers into your sentence. Yours Uniqueness is the main highlight of effective advertising. The client is almost ready to take action, but he needs one more push.

Examples:

• Natural composition: B vitamins activate metabolic processes and reduce appetite.
• An amulet, according to a ritual based on the power of prayer, is made and tied to a specific person, in his name.
• In our cosmetics we give preference only to natural ingredients. Before going on sale, our cosmetics undergo dermatological control.

4) Limitation. Don't leave any chance to think! Choose a temporary or quantitative limitation. Your potential client will definitely want to be among the lucky ones. The main purpose of the constraint is to force the client to act faster.

Examples:

• The first 100 packages are discounted -50%. There are 7 promotional items left in stock.
• Only until December 31st: promotion 20% discount and free delivery!
• First 12 customers +50 ml. cream as a gift.

5) Call to action. The final touch of successful advertising is a call to action.

Examples:

• Hurry up to order now to feel the update. Click (button “Order”)
• Click here and place your order now
• Today only you can order the cream with a 43% discount and receive a gift. Hurry! The number of products is limited.

The same advertising campaign can bring different results in different industries and in projects of different scales. However, these general rules can always be applied and will give maximum results. Be bold - test advertising texts or layouts - test your hypotheses, scale and become a profit.

How to evaluate the effectiveness of an advertising campaign?

You can use several methods for analysis:

Method 1. Find out from the client how he found out about you. Pros: this method does not require any costs. Disadvantages: the client may tell a lie, he may forget where exactly he found out about you, such a question may scare off the client.

Method 2. Use different email and phone numbers. You can create several phone numbers and several contact emails and use them in different types of advertising campaigns. Thus, the most effective campaign will be the one that registers the largest number of sales.

Method 3. Use unique codes. You can add a unique code to your promotional offer (for example, a promotional code for a discount). Thanks to this method, you can accurately calculate the number of conversions and sales volume.

Method 4. Utm tags. If you advertise on the Internet, then each advertising source must be marked with UTM tags. To do this, use Google's URL Composer, for example. Now, when placing advertising links on the Internet, you will clearly see in Google Analytics where the referral came from and how many orders there were.

Method 5. IP telephony. If most of your Clients call you instead of leaving a request on the website, then the best option would be to implement IP telephony or a call tracking service, for example, Ringostat.

In short, depending on where the person came to your site from, he will be shown different phone numbers. Accordingly, depending on which number will be called more, you can find out the most effective source of advertising.

P.S. All methods can be combined with each other.

You've probably heard dozens of myths about the effectiveness of advertising, so I suggest dispelling them immediately.

1 Myth first. “Advertising doesn’t work. Why invest money in it?

Advertising works. Of course, using old methods or incorrectly determining the type of advertising campaign for a particular business will not bring the desired number of customers. But it will be enough to identify effective selling chips and this will significantly increase efficiency.

2 Myth two. “Advertising requires a lot of money”

But! With a minimal budget, you can use direct response advertising and test the effectiveness of various low-cost advertising sources. For example, SMS or Viber mailing, email marketing, targeted advertising in social media. networks can be launched with a budget of $3 per day, etc.

3 Myth three. “The more often and longer an advertisement is shown, the more effective it is.”

Indeed, in an advertising campaign, its duration and consistency are important. The “more often is better” principle leads to overspending of the advertising budget in the hope of increasing sales. In most cases, there is no expected result.

It is worth considering other more important factors that influence the success of an advertising campaign. For example, the demand and quality of the product, the quality of the advertising offer itself. You should conduct a comprehensive analysis of advertising and only then make a decision on the frequency and duration of its displays.

The advertising industry is becoming more and more surprising. Luxurious, exciting and the most expensive advertising delights us. The most expensive commercial in history is considered to be an advertisement for the MCE (Melco Crown Entertainment) casino. An impressive cost of 70 million dollars! Hollywood actors were invited to filming: Leonardo DiCaprio, Brad Pitt, Robert De Niro and Martin Scorsese. Thus, the company advertised its branch in Macau, where, according to MCE's plan, the Asian Las Vegas will be located.

Pros and cons of different types of advertising

Outdoor advertising on the streets

The effectiveness of outdoor advertising is determined by the transmission of information in the background. There are such forms of outdoor advertising to suit every taste and budget:

Pros:

• Large audience coverage: the ability to reach people living in a certain city or area;
• recognition/prestige;
• unobtrusiveness - “flickering in the background”;
• creative;
• for special offers and mass promotion products - the best option;
• low price possible.

Minuses:

• difficulties at the starting stage;
• competition;
• inaccurate targeting;
• short contact with the target audience.

Printable advertisement

The following types of print media can be distinguished:

• Newspapers magazines.
• Flyers and brochures.
• Calendars.
• Posters.
• Business Cards.
• Catalogs and directories.

Pros:

• Reaching specific audience segments.
• Reputation management.
• Exposure time.
• Unobtrusiveness.
• Thematic.
• Budget control.

Minuses:

Advertising on TV and radio

Television advertising remains the main means of attracting the attention of audiences who do not use the Internet. And just like television, radio advertising provides a wide audience reach.

Pros:

Minuses:

Online advertising remains the only growing segment of the market. The trend of advertising budgets shifting continues to gain momentum.

Main contextual advertising services:

• Yandex. Direct.
• AdWords

Pros:

• Quick start.
• Effective cost control.
• The ability to finely target your audience.
• Increasing awareness of a brand, company, product, promotion.
• Statistics.
• Minimum budget.

Minuses:

• Restrictions on external display.
• Difficulties in starting on your own.

Advertising on social networks

Pros:

Minuses:

• The need for constant monitoring and modernization of the site.
• Competition.
• Temporary resources.

Search Engine Optimization (SEO)

Pros:

Minuses:

• A website is required.
• Availability of specific knowledge.
• The influence of search engines and the level of competition.

Despite the fact that offline advertising is still in demand, online advertising still occupies a leading position due to the ability to control the budget, target settings, limitless media possibilities and detailed and extremely detailed statistics.

Effective advertising for different areas

Service industry (b2c)

For trading (b2c)

You should not constantly use the same promotional offer; change it at least once a month.

B2B advertising

Top 7 most effective moves in advertising history

1. Philip Morris was the owner of a tobacco shop during the war. He began producing cigarettes when he noticed that soldiers were uncomfortable smoking pipes. Thus, thanks to the idea and advertising, the largest tobacco corporation in the world was born.
2. “Love and Other Medicines” - this is how they renamed Maupassant’s book “Donut” and it was instantly sold out. And when the title was changed to “How the Slaughter of a French Prostitute Was Happened,” circulation increased 10 thousand times.
3. Vladimir Ulyanov carried out a large-scale political revolution, using advertising only in the newspaper.
4. Harley Davidson motorcycles became world famous thanks to bikers who, having received discounts on the company’s services, got tattoos with the Harley brand name.
5. BMW products were featured in one of the Bond films, GoldenEye, and subsequently received orders for more than $300 million.
6. Napoleon Bonaparte made a grand advertisement for his country and currency: he spread the news that a bank check for a million francs was sealed in one of the 5-franc coins.
7. The Coca-Cola company has the largest advertising budget and the most expensive brand in the world.

Secret No. 1. Heading. The first thing a reader notices is a powerful headline. The title should be catchy. The main emphasis should be on what you offer.

Secret No. 2. Create a unique selling proposition. Focus on the uniqueness of your product, write the text in an interesting and intriguing form, and make your potential customer feel your product in their hands. Use a limitation (set a time frame for your offer, limited number of products, etc.). The ad must contain a call to action - “call now”, “order right now” and others.

Secret No. 3. VIZD formula.

• B - Attention
• I - Interest
• F - Desire
• D - Action

First, we capture the reader’s attention, then we arouse interest, then we create a desire to own a product, service, or commodity, and we tell what actions need to be performed.

Secret No. 4. Focus on benefits, and not on the features of the advertised product or service.

Secret No. 5. Guarantee. If your products or services have warranties, be sure to mention it. Guarantees always strengthen confidence in the company.

Secret No. 6. Easy to order.

Secret No. 7. Ease of payment.

Secret No. 8. Experiment. Unfortunately, there is no universal recipe for effective advertising. Everything is individual for each project. Experiment, test hypotheses, try new things, analyze effectiveness and success will definitely await you.

The main principle is to be as close to your audience as possible. A person acquires both a product and the values ​​associated with this product. An important rule is that your idea should be simple and understandable to everyone, and you will definitely succeed!

Anna Grib, SMM specialist

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. Hundreds of millions of people all over the planet use the Internet. Its audience is predominantly young and solvent. It is not surprising that marketers have begun to view the online space as an excellent place for promoting commercial products and making money.

Today, online advertising has become one of the most profitable industries in the world. It has already surpassed other types of promotion and has no intention of slowing down. For example, official data from IPG Mediabrands suggests that in 2017, global spending 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 become history.

If you are planning to master the art of PR, immediately turn your attention to the Internet. Sooner or later you will come to it, so it’s worth starting to comprehend its subtleties in advance.

The benefits of advertising on the Internet

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

2. Large audience reach. 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: please note that they often deliver goods far beyond the country of origin.

3. Possibility of quick feedback. There are a lot of ways to communicate with clients on the Internet: you can make 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 pie.

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

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

Main types of online advertising

1. Contextual.

You've probably noticed that if you type into a search engine, say, a Meizu smartphone, an LG TV, or Raffaello candies, information about these products literally begins to follow you at every step. This is not an accident. That's exactly how it works.

Its scheme is as simple as possible. Special systems 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 targeting the keywords you Google. The second is used within individual online resources. Let’s say that 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 of the same brand.

The main disadvantage: a person is not necessarily looking for what he wants to buy. Perhaps he's just writing an article about smartphones. Offering him contextual advertising is a waste of time.

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 essence of the principle. The marketer determines the target audience of the product and specifically offers it to each member of the selected group. Let's say you are promoting a toy store on VKontakte for children under 3 years old. Therefore, you need to target young mothers and fathers. You are looking for adults whose status states “married” or “married” and also “has a child.” You offer them a banner with a teddy bear.

To save money, many ways have been invented to rationally use targeted advertising. Some experts place it at certain times of the day. Others focus only on a specific region. Still others

pay attention to the gender and age of the potential client. Still others 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 moments, they are not particularly inclined to make unplanned purchases, so your ad runs the risk of going unnoticed.

3. SEO.

The success of any website, be it an online store or a blog of a famous photographer, largely depends on its position in the search engine. If it is on the first page of Google or Yandex, it will come to the attention of most users. And if he modestly huddles in position one hundred and twentieth, God grant that at least 5% of the audience reach 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 expensive.

4. Banner.

Banners are good because they instantly sink into a person’s soul. Bright picture will be remembered faster than even the best text. There are many precedents when, after launching a competent banner advertisement, 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 drawing or GIF may not impress the user, then ignoring a survey from two options is much more difficult. And after the first interest arises, you can win over the client further.

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

5. E-mail newsletters.

6. Teaser.

“Find out why Pugacheva beat Kirkorov” or “Vanga predicted the end of the world in 2018” are the most striking examples of teaser advertising. To create it, a headline is used that instantly attracts attention, as well as a revival - the main message, which explains the big phrase and contains a call to action.

Teaser advertising is not necessarily clickbait with a catch. It is used not only by network marketing savvy people, but also by serious companies to promote branded items to the market. Sometimes they launch advertising in a comprehensive manner, sometimes the title comes out several days before the promotion. By stirring 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 know about the popularity of YouTube and try to launch video advertising. I must say that it brings good results. The videos are well received by the public, especially if they are interesting and informative.

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

Video advertising is also good because it allows you to really track the reaction of viewers. People will rate the video with likes, leave positive reviews, and also criticize. This will help you see what you are doing well and what needs improvement.

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

8. Native.

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

Main disadvantage: unobtrusiveness often plays a cruel joke with native advertising. Because of this people often overlooked hidden message.

9. Notice boards.

For some reason this option has been undeservedly forgotten. Many people associate message boards with selling used items for three pennies and think that this platform 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 fade into history.

It should be noted right away that message boards are just one way to increase your customer base. Don't put all your hopes on him. However, with the right approach, it can give good results. To really have an effect, you need to create a sales ad. Clear photographs, the most complete list of contacts, keywords in the title, simple and intelligible text are the key to success.

Main disadvantage: To prevent your message from sinking to the very end, it needs to 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, but we are extremely we do not recommend use it. Firstly, he is not pure from a moral and ethical point of view. Secondly, its effectiveness is in question. Your potential clients are not idiots. Gone are the days when most Internet users were fooled by incomprehensible offers and followed dubious links. Viral advertising that pops up all over the screen does not in any way push a person to make a purchase, and spam is immediately deleted from the mailbox. Therefore, if you want to gain an audience and make people trust you, choose a different method of promotion.

Efficiency and cost of advertising on the Internet

We already understand that online 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 an advertisement is a risk in any case. A lot depends on the mood of the public, the professionalism of the content maker, and the relevance of the proposal. You can protect yourself on all fronts, but there are times when even the best ideas fail.

Don't rush to get upset. Popularization of a product is not a single event that happens once in a lifetime, but a process that lasts for years. Even if your initial strategy was unsuccessful, you can adjust it until it starts working.

Contrary to popular belief, marketers do not rely on intuition. They have clear schemes by which they check the performance indicators 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 follow a link at least a thousand times from one computer.

2. Host. This refers to the number of unique users interested in the resource. You can match unique IP addresses with hits and discover some correlations.

3. CTR. In common parlance, this abbreviation is called clickability. This takes into account the number of times an advertising message is shown to a 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 considered to be the person who has thoroughly viewed the site and also returned to it several times.

6. ROI. Return on investment.

All data is taken from special counters. Professionals who evaluate 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 begins to work in full force.

Where to start advertising?

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

Here you should immediately make a reservation that a lot depends on the amount you expect to invest in promotion. If you have an unlimited budget, you can order a series 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 (and display media);
• site optimization.

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

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

Conclusion

In this article we looked at online advertising from all sides. We found out what it is, identified its types, learned how to test its effectiveness, and also gave some tips on launching your first ads. From all that has been said, let us draw some final conclusions.

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

Secondly, use every possible route. 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.

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

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

The undoubted advantage of free advertising methods is that it saves money. Such cost savings are always useful, especially in terms of business promotion. Some methods of promotion without investment are increasingly characterized by quick returns and significant profits; at the beginning of development they are quite suitable. It is difficult to predict the effectiveness, since it will be individual for each case.

• Printed;
• External (stands, leaflets, etc.).

Today, only private advertisements do not require placement fees in print publications. If you try and disguise a commercial offer as a personal sale, this will promote your product well, and for nothing. But newspaper editors are also rarely newbies, and in the vast majority of cases they know about this trick and do not miss the ad. In any case, it's worth a try.

We see outdoor advertising around every corner. However, only a few people read the information on the stands, since during the day hundreds of advertisements “fall” on a person from all sides. People are becoming more and more indifferent to advertising posters. Flyers are also popular. You should make them, hire a promoter and instruct him to distribute them in crowded places (parking lots, shopping centers, etc.). The main thing is to decide on the target audience and find out where and at what time the traffic of target clients will be the highest. To calculate an effective scheme for distributing leaflets, there are recommendations depending on the target audience.

Interesting facts from the world of marketing!

• Chanel's video is recognized as the most expensive advertisement in the world. The main role starred Nicole Kidman, who received $3 million for her work. The total cost of the video is 33 million.
• The oldest attempt to promote services is a pillar inscription carved in Memphis 500 BC. It was written there: “Here I live, Minos from the island of Cyprus, who can interpret dreams inexpensively.”.
• To make food look appetizing, food commercials are often made to look their best. The tools range from sprays and shoe polish to blowtorches and motor oil. Experts in this field are called food stylists.

The worldwide network provides enormous potential for development. If you have certain knowledge and computer skills, it is better to start offering a product on the Internet. There are several common free methods of online advertising or internet marketing:

A good option is to create a second page to use only for commercial purposes, adding potential clients as friends every day. However, these actions carry the risk of being blocked, because some regard an application from such an account as spam.

Another way - hashtags. They are not at all intrusive and are a type of tagging that is designed to make it easier to find photos or messages on the desired topic. A hashtag can be one word or an entire phrase, but it is always preceded by a symbol «#» . A message will be found faster if it is signed with a competent hashtag.

1. Youtube. There are millions of users on this service, including your potential clients, so you can make progress here in a fairly short time. You should create a channel, shoot a suitable video and upload it. It is recommended to add a video no more than 2 minutes long and take care of copyright in advance.
2. Question-answer services. For example, Google, Mail, etc. On such portals you can often find questions about where to sell or buy goods, where to go for dinner, or which clinic is better to have your teeth treated. Simply find a question that suits your field and answer it with a link to your website.
3. Online auctions.

An example of building a budget advertising company from an expert

Evgenia Lavronenko

Head of marketing department

Cassida™ Eurasia & Central Asia

www.cassida.ru

In my 10 years of work in marketing, I have seen many methods of guerrilla marketing. Some of them work. Some don't. The first rule that you need to remember even before you do anything is that you must know your target audience (target audience)! There are no universal places where all people go, no universal platforms where entrepreneurs and housewives read news (we don’t take Yandex into account).

So, only after you have decided who your target audience is, can you sit down and brainstorm. It is not difficult. You need to answer 2 questions: where does my target audience go, how to convey information to them in this place. In the process, you will come up with a lot of ideas for both paid and free advertising options. There is no need to remove all paid options. Leave them for future use, this will forgive you for the further development of the company.

Let's look at an example

My target audience is mothers with children.

Question 1: Mothers are:

— On websites and forums for mothers;
— In groups on social networks for mothers;
— In clinics;
— In parks, etc.

If the stigma of a spammer doesn’t scare you, you can create many accounts on different services and constantly send messages offering your services to everyone. This will take a lot of time and will hardly resonate with the right audience. Still, regardless of the type and cost, issues of product promotion need to be approached prudently, having thought in advance which of the free advertising methods will be suitable for your area.

As you know, advertising is the engine of trade. If you want to promote your business and increase your sales, then you should definitely use it for marketing purposes. But not every promotion works today - people simply don’t pay attention to various promotions and promotions, so its effectiveness tends to zero. In this article we will look at which advertising is the most effective (statistics compiled based on an analysis of dozens of sources), and which areas are most popular today.

Types of Advertising

Today, there are several key types of advertising that you can use to promote your existing business. It can be divided into commercial, social and political. Of course, we are only interested in commercial advertising, which is aimed at attracting visitors and increasing sales - the rest does not relate to business as such.

It is divided into several types:

1. Classic outdoor, that is, located on the street. This type includes various signs, posters, signs, shields, etc.
2. Using the media (television, newspapers, magazines, radio).
3. Using the Internet (banners, contextual advertising, social networks, links).
4. Printed materials (flyers, stickers, advertisements, etc.).

There are other types of promotion, but the ones described above are the most common.

Why is this necessary?

Some novice entrepreneurs believe that advertising, as such, is not necessary - it’s enough just to make a good product and people will quickly know about you. Such word of mouth does work, but in very narrow niches and if you need to attract not a constant flow of customers, but only a limited number. Such promotion will be effective for small companies that provide time-consuming services (for example, repair work that takes 2–4 weeks).

How to promote small and medium businesses

It is believed that the key term for a small business is 24 months after opening, for a medium business - the next five years. If the company survives this period and is able to occupy a niche, then it will then follow the beaten path. That is why in the first two years, a small and medium-sized enterprise requires serious support and maximum promotion in all areas.

What types of promotion to choose for small and medium-sized businesses? It all depends on what exactly you are doing, but, in fact, you can use all the options. Modernwill bring you people from the street, contextual advertising will bring you people from the Internet, promotion on social networks will allow you to create your own groups of fans, promotion in the media will bring you to the general population. But you need to understand what exactly you plan to advertise and compare the available opportunities with your product.

For example, it is almost useless to advertise youth paraphernalia on TV and newspapers, since your target audience simply does not use such sources of information. But online promotion and social networks will come in handy. So think carefully about your marketing strategy, create a profile of your target audience, and only then spend money.

How to increase sales

There are several ways to increase sales, but there is no universal answer to this question. The fact is that everything is too individual and depends on many factors: type of business, target audience, budget, etc.

1. State the problem, preferably with a questioning intonation. For example, if you sell mattresses, then “Does your back hurt in the morning?” etc.
2. Offer a solution to it as if only you can solve it.
3. Show that your offer is unique and stands out from other companies.
4. Try to give people less time to think and make decisions: “the promotion is valid until such and such a date,” “there are so many units of the product left,” etc.
5. At the end of the sentence, you should make a call to action so that the person wants to make a purchase, for example, “contact”, “call”, “order”, etc.

Such simple methods will attract the attention of users and form the right opinion, pushing them to buy your products or services.

Minimum investment with maximum efficiency

Next, we’ll look at how to attract the maximum number of target audiences using a minimum budget. It is believed that The most effective advertising is on the Internet, In addition, you can select the target audience you need by age, gender, place of residence, interests, etc.

But you can’t stop at one type of promotion, as this will lead to the “pull-up” of the business - you need harmonious promotion through several sources.

What else is effective? Oddly enough, this is outdoor advertising and various flyers, mailings, delivering information in social network groups and forums. In this paragraph, you should also consider word of mouth - with the right approach, it will bring new customers who can become regular ones.

Rules for assessing advertising effectiveness

If you're starting a new business, you essentially need to do your own research on how effective different types of advertising are and what you should focus on. It is impossible to say unambiguously about the effectiveness of one type of promotion and the illiquidity of the second, because in two different situations for two identical companies they may differ.

Efficiency is measured in two key ways:

1. Financial (how much sales increased after the company started).
2. Communicative (how accurately the advertisement hit the target and conveyed the necessary information to the target audience).

These indicators directly depend on the developed marketing strategy and the allocated budget. You don’t need to think that you can promote your brand on your own, using only available means and spending a couple of thousand rubles a month on it - this method is only good for micro-businesses in small towns, where everyone will know about the opening of a company or store, because they are all in sight.

Explore new directions and monitor the effectiveness of advertising

Practice shows thatin conjunction, that is, part external, part printing, part Internet, part media. But in all these parts you need to choose a suitable niche, form the right company, set priorities, etc. You need to calculate efficiency as follows - how much profit was received for each ruble spent. For example, you spent 1000 rubles on a context, but it brought you 25 thousand. From here we deduce its effectiveness.

Comprehensive analytics

In the previous paragraph, we said that you should choose advertising based on effectiveness, directing your efforts to the most profitable options. But the point is that you can’t evaluate everything in numbers. For example, contextual advertising usually brings you sales, but at the same time it practically does not promote the brand - the person simply does not remember where he bought it, he simply followed the link and got what he needed. But advertising in the media or printing may bring a minimum of sales, but at the same time it forms an image of your company among the audience, which will later result in general recognition. That is why any marketing actions need to be assessed comprehensively - one option brings sales, the second - recognition, the third - takes up your place and displaces competitors, the fourth - is ineffective, but practically no budget is required for it. Such an assessment will help you see it all from above, and not in parallels - try to look at the big picture, and not just at specific fragments.

What is considered the most effective

Practice and statistics give an unambiguous answer to this question - all “cheap” methods have almost zero efficiency. There is a completely logical explanation for this: the cheap advertising market is flooded with millions of offers, thousands of companies operate on it that do not have budgets, experience, or promotion strategies. It is very difficult to compete with them, and it is pointless - even if you can break into some free/cheap niche, you may simply be outbid. So don't bet on cheap options. Prepare yourself that without high-quality, competent marketing, sales will be extremely small. Therefore, it is better to hire a qualified marketer than to study it all from scratch, get into trouble and make classic mistakes with millions of similar companies.

Attention:if you do not have the resources to hire a qualified marketer or team, then you can turn to an outsourcing service. They will develop strategies and directions for you, suggest actions, and then you will move on your own.

Outsourcing is a great solution for small business - you don’t have to create a separate workplace, pay taxes, make social payments, etc., you will pay for specific work.

Do you want to organize successful and effective advertising? Create a profile of your target client. Determine his age, gender, social status, interests, etc. For example, if you sell craft beer, then your client is a man between 22 and 35 years old, with an average income. If you sell household goods in a convenience store, then your client is a woman, aged from 28 to 55 years, married, with a low-average income, etc.

How to advertise an online store

Today, almost any business has its own online store or at least a business card website that contains contact information, area of ​​activity and price list. let's consider examples, how to advertise such a business. Let's assume that our online store sells prescription glasses and sunglasses.

First of all, we determine the target audience. In our case, since the list of goods is wide, there will be three directions: young people who will probably be interested in sunglasses, pensioners whose vision has already become worse than in their youth, and middle-aged people who have to wear glasses. At first glance, this target audience has nothing in common, but it can be united by income level, promotion paths, etc.

So, if we advertise exclusively on the Internet, then we can rely on the phrase “inexpensive glasses.” Further develop it - “sunglasses for stylish people” or “accurate selection of diopters, detailed consultations”, etc. If you have a warehouse or office, then you don’t need to focus exclusively on the context - outdoor advertising, leaflets, advertisements in the media are quite suitable, newspapers. Young people can be attracted through social networks by creating groups and posting photos, interesting information, and pictures in them. Middle-aged people are also active users of social networks, so you can capture this part of the audience. For pensioners, it is more correct to focus on television, radio, newspapers, attracting them with discounts, low prices, consultations, etc.

Afterword

Remember that even after studying everythingand attracting dozens of visitors, you must not forget that you need to form a loyal audience. Practice shows that people become attached to “points” where they liked it, where everything went quickly and without problems. Therefore, do not forget about the support of the audience - arrange sweepstakes among buyers, hold promotions, offer discounts, etc. - this way you will create a strong backbone that will not let you down even in a crisis.

In contact with

One of the main methods of promoting and developing a business is advertising. Every year, domestic entrepreneurs invest hundreds of billions of rubles in advertising their companies. Today there are dozens of different advertising methods. Each method has unique performance indicators and other features. In this article, we propose to discuss the question of which advertising is the most effective (sales performance statistics) and other nuances associated with successful business promotion.

In the real world, for real business there is no alternative to advertising

Types of modern advertising

In modern market conditions, each entrepreneur has access to various methods of presenting information about his company and manufactured products. Before you begin developing an advertising strategy, you need to carefully study all the available options and learn about their features. These actions allow you to learn about the effectiveness of the selected tool in a specific area of ​​entrepreneurship. Most advertising is commercial in nature. This type of advertising materials is aimed at attracting consumer attention to a specific product or service. In addition, there are advertising materials that have a political and social orientation.

All types of advertisements can be divided into three separate groups, which differ in the method of presenting information. The first category includes outdoor advertising. This tool includes signs near shops, signs, billboards and inscriptions on public transport. The second group includes the media. Advertising through print media, radio stations and television channels has a unique and inimitable specificity. The last category includes tools used to place advertisements. These can be hyperlinks, banners and other popular methods.

The role of advertising products in business promotion

Many newcomers to commerce often underestimate the impact of advertising on sales volumes. Using this tool allows you not only to disseminate key information about the created company, but also to create the right image. A competent marketing strategy allows you to create the image of a reliable and responsible organization with high solvency. Conducting an in-depth marketing analysis, taking into account the specifics of the chosen field of activity, allows us to determine the effectiveness of specific tools that are used in business promotion. Such studies allow you to find out how the company looks in the eyes of consumers.

Many small businesses mistakenly believe that advertising only increases costs. According to many beginners, you can attract new clients through word of mouth. It is important to understand that refusing to use advertising largely slows down all business processes. Businessmen who have abandoned this tool are faced with difficulty entering the market. Beginners in the commercial field are advised to choose advertising methods that will not have a strong impact on the budget. The main task of the selected tools is to increase the level of recognition of a particular brand.

Which advertising is considered the most effective?

The primary task of an entrepreneur is to study all available advertising tools. When conducting marketing analysis, it is necessary to pay increased attention to the effectiveness of specific methods of promoting the company. For this, various statistical indicators are used. Below, we propose to consider the effectiveness of the most popular advertising methods.

Competent advertising ensures results

Printed products

Advertisements placed in newspapers and magazines are a prime example of classic advertising. Among the key features of this tool, we should highlight the ability to interact with a paying audience. The main advantage of this option is good perception and memorability of the text of advertising blocks. According to marketers, the effectiveness level of such ads is about three and a half percent. When calculating efficiency, it is necessary to take into account the popularity of the selected publication and market coverage.

Advertising in the media (radio, television)

Distributing advertisements via television allows you to interact with the widest possible range of consumer audiences. However, many experts often doubt the effectiveness of this tool for certain types of businesses. According to sociological surveys, more than eighty percent of TV viewers switch the channel after the start of an advertising block. According to the people interviewed, this behavior is explained by a kind of reflex. Based on the above, we can make a logical assumption that those materials that are located at the beginning and end of the block have higher efficiency.

The effectiveness of this method depends on the number of demonstrations of the recorded video and the level of advertising noise. In addition, you should take into account the popularity of the TV channel with which the contract is signed and the level of the viewership. Well-designed promotional materials can increase sales up to seventy percent. This indicator is achieved due to the bright and colorful content of advertising.

Advertising on radio stations differs from the television version in its effectiveness.. The low efficiency of this option is explained by the fact that the number of radio listeners is several times less than the number of viewers of television projects. Typically, people listen to the radio in their own car or while working. Advertising on local radio stations is only highly effective for small businesses. Such radio stations are often broadcast in large shopping centers. According to statistics, more than forty percent of broadcast listeners remain on a specific wavelength while an advertising block is turned on. The disadvantage of this tool is the low level of information content and the difficulty of assimilating information.

contextual advertising

Large search resources use contextual advertising techniques. A distinctive feature of this tool is the thematic connection between the displayed ad and user queries. According to statistics, most domestic entrepreneurs use this tool to promote their business on the Internet. The cost of displaying created ads depends on many different factors, including the number of impressions. The minimum cost of one click on the posted link is about thirty kopecks.

Contextual advertising is shown only on those resources whose content is closely related to the subject of the ad. According to the latest data from researchers, the effectiveness of this tool is more than forty-four percent. This means that about half of the people who click on the posted link will perform the target action.

The Internet is the most dynamic segment of the advertising market

Social media

The Internet is one of the most effective platforms for promoting and promoting a business. Among the advantages of advertising on the Internet are:

1. Low cost.
2. Possibility to change the content of the ad in a timely manner.
3. Opportunity to expand the project to an international scale.

It should also be noted that advertising on the Internet causes less irritation among users. Thanks to this factor, the chances that the placed advertisement will reach a large number of potential customers increase. The most effective advertising on the Internet is advertising on social networks. According to statistics, this figure increases by sixteen percent annually. This is explained by the fact that many entrepreneurs actively use these platforms for commercial purposes. In two thousand and eighteen, the amount of investment in advertising on social networks reached two hundred billion dollars.

Today there are three popular platforms. The first platform is the social network VKontakte. The daily audience of this resource exceeds thirty million Russian-speaking users. One of the key features of this social network is the ability to view company promotion statistics. It should be noted here that this social network attracts young users whose ages range from eighteen to twenty-five years. This means that on this resource it is more profitable to place advertising materials aimed at a youth audience.

The second popular platform is Instagram. Typically, this social network is used to promote new products from popular brands. Over the past year, the level of money turnover on this platform reached $2.8 billion. It should be noted that this figure is regularly increasing due to the attraction of new users and the introduction of new tools. When posting ads, advertisers can specify the gender, age and location of users to whom relevant publications will be shown. The third popular platform is the social network Facebook. The effectiveness of advertising on Facebook reaches seventy percent. This figure can be increased by simultaneously posting ads on Facebook and Instagram.

Search engine promotion on the Internet

SEO is one of the best methods for promoting e-business. According to statistics, the effectiveness of this tool reaches twenty percent. You can achieve such an indicator only by studying the basics of search engine optimization and the secrets of effective contextual advertising. A combination of these tools allows you to achieve a significant increase in sales volumes.

According to many experts in the field of Internet business, the use of this tool is justified in the case when the advertiser makes every effort to get into the top list of search engine rankings. This result can only be achieved if you have high-quality, unique content.

Advertising is a part of marketing, within which the company pays for the dissemination of commercial information in order to attract potential buyers to the object of advertising.

Other types of advertising

All promotional materials can be divided into two separate groups. The first group includes classic types of advertising in the form of billboards and billboards. Effective outdoor advertising can attract the attention of about seventy percent of people passing by the sign. About sixty percent of this number of people pay attention to the content of the ad. Classic types of advertising include advertisements on cars, leaflets and signs near stores.

1. Banner links.
2. Viral videos.
3. Custom articles and reviews.

What criteria are used to evaluate the most suitable advertising for a business?

To evaluate the effectiveness of advertising, two main indicators are used. The first indicator demonstrates the amount of money received through the selected tool for promoting products on the market. The second indicator demonstrates the magnitude of the communication components of the advertising campaign. This indicator is used to display the accuracy of information transfer. The level of ad effectiveness depends on the following factors:

1. Budget size.
2. Promotion strategy.
3. Options.

In addition, there are a number of factors beyond our control. Among them, it is worth highlighting the characteristics of the audience and the legal norms established for a specific line of business. In the case of small businesses, the effectiveness of advertising is assessed by the level of material return.

Comprehensive analysis

When conducting an in-depth analysis, the performance of a particular company is assessed. According to experts, budget advertising methods have low effectiveness. As an example, let's compare advertising on TV and handing out leaflets. The first tool allows you to reach an audience of millions and attract a large number of clients. When distributing leaflets, the audience reach will reach several thousand people. However, most people who receive the leaflet will throw it in the nearest trash bin.

The most expensive tool in this area is television advertising. However, this tool is gradually losing its relevance. This is explained by the fact that many advertisers are trying to use as many electronic tools as possible to significantly reduce costs. In addition, advertising on the Internet allows you to interact exclusively with the target audience.

A comprehensive analysis conducted by researchers revealed that advertising on the Internet works best. The effectiveness of virtual ads increases annually by twenty-five percent. When conducting a comprehensive analysis, the features of many areas of entrepreneurship and factors that have a direct impact on business performance were taken into account.

The most effective advertising is a friendly recommendation

Budget advertising services for small businesses

Small businesses also need quality advertising services for their company. Many marketers say that it is necessary to invest money in advertising from the first day of creating a company. This approach to image creation allows you to increase the level of company recognition and create a positive brand image. When choosing specific tools, it is necessary to take into account not only statistical data, but also the characteristics of the chosen field of activity. Many popular types of advertising require the investment of a large amount of money.

Entrepreneurs experiencing financial difficulties can use budget tools. One such tool is leaflets. A high-quality color leaflet containing an intriguing title, interesting text and a bright picture will attract the attention of many people who receive the booklet. It is best to distribute such materials on high-traffic streets. In addition, many marketers recommend using telemarketing. This method of business promotion has many advantages and disadvantages that should be studied before using it.