It is difficult to overestimate the effectiveness of advertising in promoting certain products and services on the market, in the struggle for the consumer. Advertising promotes the sale of goods and services and brand awareness. The distribution channels of advertising in our time are very extensive: it is outdoor advertising, and the press, and, of course, radio, and television and souvenir products, and the company's own advertising publications. The effectiveness of advertising in each case is different, and when you start planning an advertising campaign, you just need to consider many different factors. All advertising channels have both their advantages and disadvantages, which have to be taken into account by the corresponding specialists embarking on such a program.
Types and forms of advertising are different, and an individual approach is needed everywhere, based on the goals and demands of the consumer audience.
Consider some of the most popular and widely used types of advertising.
Outdoor advertising
The effectiveness of advertising placed on external media is quite large. This is not only shields along the roads, but also all kinds of structures on the outside of the transport, places inside buses and railway cars, luminous boxes that attract the attention of a potential buyer even at night. This includes store signs and illuminated signs in open spaces.
The advantages of this type of advertising are its relatively low cost, a high frequency of repeated contacts. Inside the salons is also the possibility of long-term consumer contact with information. The disadvantages are the lack of selectivity of the audience, the brevity of the information message.
TV commercial
It’s quite common, especially among large companies, the type of advertising, as it includes an image, as well as sound and color, and therefore affects the consumer at all levels of perception. The effectiveness of advertising placed on television also has its pros and cons.
Advantages: scale, visualization, a large degree of attracting attention.
Disadvantages: high cost, overloaded television channels with advertising plots, the ability to switch to other channels during the broadcast of the ad unit, not a long contact with the consumer.
Radio Advertising
The effectiveness of advertising in this case is 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 distribution area.
Disadvantages: vision is not involved in perception, and through it a person receives most of the information, a lesser degree of attracting consumer attention, and also the ability to switch channels during the broadcast of a commercial.
Press Advertising
This popular type of advertising can include both inexpensive blocks in local newspapers and quite expensive placement in fashionable and popular magazines, advertising spots on the covers of which amount to thousands of dollars. It has its own specifics for each publication, which must be taken into account. This type of advertising has its advantages, such as efficiency, flexibility, the possibility of a thematic approach. But there are also disadvantages: short duration and a small audience of "secondary" readers.
When drafting an advertising campaign, segmentation of the industrial market should also be taken into account, since it is of no small importance in the correct approach to planning advertising moves. For example, regional criteria must necessarily include the characteristics of the region, demographic ones - the characteristics of decision makers, branding and lifestyle and end-user preferences. In accordance with the built-in segmentation scheme, one can evaluate the choice of the target segment and the target market.