Commercial advertising is the engine of modern trade. It can be treated differently: it can delight with the originality of the presentation of the material, it can annoy with nasty musical accompaniment or text. However, in reality, it is clearly the perfect way to spread product information.
Definition
Commercial advertising is the presentation of consumer goods, with the aim of obtaining the opposite effect, that is, profit. Commercial advertising is used to stimulate the sale of either a new product or a product that is in decline. Absolutely everything can act as the subject of this type of advertising: services, intellectual property, work, real estate, mass cultural events and, in general, everything that is subject to sale.
Commercial advertising is the most effective market tool designed to strengthen the relationship between market participants, which, in turn, has a positive effect on turnover, bringing the market out of stagnation. Turning their attention to developed countries, one can see that they are aimed atmass production of goods and services of various categories. This orientation is entirely dependent on the demand for products, which is enhanced under the influence of an external factor. Thus, we can say that commercial advertising is not only a way to bring profit to the company, but also an engine towards improving the economic situation in the presence of a large number of competitors in the industry.
Classification
How many productions, so many tasks. For each goal, there is a different approach to creating ads. In view of this, a classification of commercial advertising was created, designed to determine what the organization wants to achieve from the presentation of its product to the consumer.
Based on the tasks set, there is the following classification of advertising.
- Informative. It is most often used when a new, unknown product enters the market. She seems to be saying: "Look what new and interesting we have prepared for you." Such advertising includes the main characteristics of the product, based on which the emergence of primary demand is expected.
- Persuading. It can be used at all stages of the product and service life cycle. She says: "You need to buy it from us", thereby luring a potential consumer from competitors.
- Reminiscent. The least intrusive form of advertising. Most often, it contains a minimum of information. Its purpose is to remind customers that this product is still available and needs to be purchased. Applicable under conditionsstable demand to exclude the possibility of its fall.
Depending on the type of the final recipient of information, commercial advertising is:
- Consumer. Designed to attract the attention of an individual.
- Business advertising. Target audience - legal entities. As a rule, these are large or small organizations engaged in retail trade. For the manufacturer, they act as a distributor.
In terms of distribution, advertising can be:
- Global. It is a comprehensive method of disseminating information about goods and services. Most often carried out through official franchises located in different countries of the world.
- National. It has its distribution only in the conditions of the country in which the use of goods and services is provided.
- Regional advertising. Demonstrated to the target audience within a specific region.
- Local. They resort to its use if they are trying to promote a product in a certain city. Most commonly used by local shops or consulting organizations.
Views
Before starting to list the types of commercial or other advertising, it is worth mentioning the category that does not imply making a profit. Ads that do not imply a subsequent profit include political, confessional and social.
Commercial social advertising cannot exist because the models of public consciousness thattry to change this technique, do not belong to the category of "product". They are aimed at improving the atmosphere in society.
For a similar reason, political advertising is not commercial. It only calls on citizens to fulfill their duty or a constitutional right that is not for sale.
Print advertising
Print media have long been used to place commercial advertisements. Newspapers and magazines are quite popular among different companies around the world. Using print media, companies can also promote their products through brochures and flyers. Newspapers and magazines sell advertising space, and the cost depends on several factors. The amount of space, publication page and paper type determine the cost of advertising.
Broadcast advertising
This type of advertising is very popular all over the world. It consists of advertising on TV, radio or on the Internet (commercial contextual advertising). Commercials on television have a significant audience and are very popular. The cost of advertising depends on the length of the ad and the time when it will appear. For example, advertising during prime time will be more expensive than at other times.
Outdoor advertising
Uses various tools to grab the attention of customers. Billboards, kiosks, and events and exhibitions are an effective way to convey a company's message. Billboards are present throughout the city, but the content must be such thatgrab the attention of customers.
Public advertising
This is a unique form of advertising in which a product or message is subtly incorporated into a movie or series. There is no actual advertising, only a mention of the product in the film. For example, Tom Cruise used a Nokia phone in Minority Report.
Public advertising
As the name suggests, these ads are for public purposes. There are many important issues such as AIDS, political integrity, energy conservation, illiteracy, poverty, etc., all of which need to be made more known to the general public. This type of advertising has gained a lot of importance in recent times and is an effective tool for conveying messages.
