On television, on the radio, on the streets and in elevators, every day everyone sees dozens of advertisements that talk about a product or service. Involuntarily or purposefully, but thanks to this method of communication, people purchase goods.
Advertising: what is it for?
The word in Latin means “shout” or “shout”, and this is the whole point of advertising - to talk about something without the consent of the listener. Outdoor or indoor advertising is information about a product, a seller, a planned event or event. Thanks to mass communications, she became the engine of trade, and her ancestor was the French doctor and journalist Theofrast Rondo, who was the first to tell about himself in the print press.
What is internal advertising: types
Everyone noticed ads in the elevator, in office premises, in the fitness center and unknowingly concluded that he might purchase the goods or use the proposed service. Such advertising is called internal, or indoor advertising.
Its main task is to attract the attention of potential consumers of goods and services, but for this to work, it is important to place it correctly where a person spends more time. For example, he rides in public transport, receives a ticket where advertisements are placed on the back, or rides in an elevator and also draws attention to information and reads about a company.
However, internal advertising can be divided into in-store advertising (where information is given only about goods and stocks at a particular outlet) and into advertising in public places, which can inform about completely different goods.
In the store, with the help of POS materials, they usually draw attention to goods that need to be sold faster and distinguished from competitors, i.e., to stimulate a purchase decision. The main carriers here are:
- Presentation constructions (racks, stands, tasting stands).
- Floor graphics.
- Suspended structures - mobiles (product models), dummies or wobblers (tables with pictures that are attached to the shelf using a flexible plastic leg).
- Print advertising - posters, flyers, stickers, flags.
An advertising exposition in a store performs tasks such as informing the buyer about the product, getting to know the quality and features of the product, and reminding about related products.
Advertising in public places
Internal advertising is no less effective, and sometimes even brings more benefits, as it is not considered intrusive, which often annoys potential customers. Elevator advertising is considered a good example, where it can reach almost 100% of its target audience. In addition, for the number of repetitions, they do not take an additional charge, such as on television or radio, it only pays for the time during which the advertisement for a taxi, for pizza, for connecting to the Internet and television sags - everything that a person needs to arrange home and meeting needs.
But you should devote more time to developing such an advertisement that would be able to interest a person who can become a client. The text should be short, the picture is bright, but not repulsive - a person should immediately grasp the essence of what is at stake, and not re-read several times. Be sure to have all the contacts so that the client has the opportunity to immediately call.
What other means of internal advertising are there, and where can it be found? You can attract the attention of a consumer when he is waiting for something, for example, standing in line at a bank or sitting in a clinic. Then he is happy to study all the information before his eyes and possibly use it and buy the goods. The main thing here is that the advertisement is appropriate.
So, banks post information about their products: mortgages, loans, deposits and the purchase of debit and credit cards. In hospitals they post information about drugs, but, for example, in fitness centers, advertising can be not only about the center itself, but also about related sporting goods in a particular store with which cooperation has been established.
Benefits
Before deciding with which advertising to disseminate information about yourself, it is worth noting its advantages and disadvantages, and then choose the production of outdoor, indoor advertising.
Let's analyze the advantages of internal advertising:
- great coverage;
- impact on the target audience;
- long and repeated contact with potential customers;
- does not annoy buyers;
- provides an opportunity to inform about promotions and special offers.
Thus, advertising in a public place or in transport can increase brand awareness and increase sales of goods or services.
disadvantages
Like other types, internal advertising has the advantages listed above and the disadvantages that every advertiser needs to know about. The legislation practically does not regulate this type of advertising, but there are not only advantages, but also disadvantages:
- The main thing is that if the advertisement does not like, for example, the fitness center, the service company or the head of the office, then it will not be placed and the reason will not be indicated.
- It is very difficult to calculate the effectiveness of such advertising: how many people, having seen information about the product in the elevator, came to buy it or how many people felt that it was unsuccessful.
- In each public place, the price and accommodation conditions are set by the manager of the place, and this is also not controlled by anyone.
Internal advertising: photo and example
Understanding how an ad should look like comes after you review successful examples and find out your target audience. This is where to start. You need to know what the target audience is doing, what types of entertainment they choose, where they can buy goods and whether they travel by public transport.
For example, you sell children's goods, which means that the target audience is young mothers with children who like to go shopping and ride the elevator several times, as they go for a walk. Someone, of course, also uses public transport, but this percentage must be calculated so that internal advertising does not cause a loss.