The effectiveness of the advertising tools you use is influenced by at least two factors: the cost of organizing the entire campaign and the actual marketing techniques. It is they who make it possible to achieve the goals of the company and fully meet the expectations of the client. To get the best result from the advertising you use, you should learn more about its varieties.
Informative type
Such advertising in marketing is usually used when a new product enters the market that needs primary demand. For example, food manufacturers primarily try to communicate to consumers about the nutritional value, he alth benefits of their products, as well as how to use them.
Informative advertising tools help solve several problems:
- tell the market about the arrival of a new product or about other methods of using an existing one;
- report a change in the cost of products;
- clearly explain how the product works and what functions it performs;
- describe the service offered;
- compensatemisconception, dispel all doubts and fears of consumers;
- shape the image of the organization.
A persuasive look
This advertising tool can be used successfully during the period of growth. It provides an opportunity to create selective demand.
A persuasive form of advertising is often used in marketing campaigns showing toothpastes, deodorants, cars. With its help, many organizations seek to prove the dignity of their brand by comparing it with other similar products.
This ad allows you to solve several problems:
- create consumer preference for the brand;
- encourage customers to switch to the products offered;
- create a different perception of product properties;
- convince the customer to buy now.
Emotional variety
Satisfied customer images are often used in the process of creating such ads, which give the campaign an inviting friendly atmosphere. This view performs several functions:
- achieving likes from potential buyers;
- creating a certain image and raising the rating;
- increasing the level of trust in the company and its products;
- drawing attention to the prestige of the company.
Reminder ads
Such a tool is very effective in the period of maturity of the company, it is he who does not let customers forget about the products. Companies, longthose who have won consumer acceptance make advertising programs to remind customers of their own existence, and not at all to inform or convince them.
This ad does several things:
- remind potential customers of the possible need for the product;
- keep shoppers from forgetting products between seasons;
- keep product awareness high.
Social Promotion Tools
Today, this type of marketing is constantly gaining momentum. After all, human nature does not recognize falsehood, and therefore only something truly talented can hook and make the user think. Unpretentious, understandable and at the same time convincing social advertising always works, pressing on pain points and helping to solve many significant problems.
Properly presented information acts as an effective tool for correcting behavior in society. In addition, social advertising is one of the ways to inform the audience about the work of non-profit organizations.
In fact, all the described types of advertising in marketing do not have clear boundaries. After all, one and the same announcement can be both persuasive and informational at the same time. It all depends on the characteristics of a particular advertising campaign.
By the way, these types of marketing techniques are conditionally divided depending on the goals pursued by firms. But there are other varietiesadvertisements that marketers consider essential.
Outdoor
This type of advertising is deservedly considered the most common in modern marketing. Today it is extremely popular and highly effective in promoting all kinds of services and goods.
Outdoor advertising can be attributed to any type of it, located on the street. These are posters, neon signs, billboards, banners, posters, inscriptions on buildings.
Using such advertising as a promotion tool, you can get several benefits:
- reaching a wide audience;
- low cost of a single contact with a potential client;
- lasting impact on the audience;
- many posting methods.
For the location of graphic and text outdoor advertising, both temporary and permanent structures installed in open areas can be used. For example, over roads on streets, facades of various buildings. This tool is perceived by the audience visually, moreover, for a long time.
This marketing technique is an effective advertising tool, but it also has some drawbacks:
- makes it possible to transmit only a small amount of information;
- exposed to the weather;
- The cost of producing scale structures is too high.
When designing layouts like this one should take into account the factors that influence their performance. These include the speedvehicular traffic, foot traffic, availability of bus stops.
According to research, if the reading of an advertising slogan and its awareness occurs in one second, then advertising can be called effective. In other words, it should be fairly concise, contrasting, distinct, and compact.
Media application
This category includes absolutely all printed publications, as well as television and radio. Many marketers use this particular advertising tool as their main field of activity. And for good reason, because people use these information sources every day.
Television rightfully ranks first in the ranking of marketing techniques. After all, it is an impeccable field for placing effective advertising. Before the advent of the Internet, TV ads were the main selling tool that helped promote products. They reached a huge audience.
Television advertising is characterized by a kind of presence effect, which remotely resembles interpersonal communication due to the creation of the illusion of contact. That is why advertising on TV today is very expensive. Most often, it is done in the form of short clips of a graphic, game or natural nature. This advertising tool has many important advantages:
- not only visual but also sound impact;
- reach to a wide audience;
- producing a strong psychological influence;
- wide choice of sound and visual means of influence when creating a video.
But the main drawback of TV advertising is its high cost - the cost of airtime and the creation of commercials is too high. In addition, many viewers react negatively to content being interrupted by marketing materials.
Direct Advertising
This type can include graphic or other information transmitted directly during contact. This can be not only a presentation at a personal meeting, but also a telephone conversation, correspondence by mail or on the Internet.
This marketing technique is considered the main advertising tool and is very common. Direct impact is considered to be informing clients in social networks, Skype, mailing lists via e-mail.
The peculiarity of this advertisement is that the advertiser communicates directly with potential buyers. This technique is quite effective, contributes to a significant increase in sales.
Online Advertising Tools
The main way to inform netizens today is the use of contextual ads. This technique involves linking a commercial offer to the subject of the content being viewed by a potential buyer.
Today, this online advertising tool is considered extremely popular. It is famous for its high performance, because it is almost impossible to ignore such ads due to the impossibility of deleting them.
To determine the compliance of commercial information with the content of the site, the selection of keywords that all search engines target. Contextual advertising tools are the main source of income for such large companies as Yandex and Google. These search engines allow you to place ads directly in the search results, making them visible to millions of potential customers.
Using banners
We are talking about pictures and animations, clicking on which takes the visitor to the advertiser's website. Banners are also the main tool for online advertising and are relevant when creating image campaigns. After all, even without clicking on the picture, the user remembers the name of the company, its logo and offer.
Such marketing is necessary for the brand and its symbols to become recognizable. Banners only really work on high-traffic sites.
Teasers
Probably everyone has come across this type of advertising on the Internet. Usually teaser marketing is characterized by information of an aggressive or intriguing nature. For example, ads like “How I lost 20 kg” or “How I make $300 a day.”
Teasers are pictures or animations containing shocking or intriguing information. Usually they are placed on educational sites and resources with dubious content. The effectiveness of teasers is high, provided they are located on women's pages.
True, most often users are distrustful of such ads. After all, firms with a good reputation do not use such advertisingtools.
Mailing letters
Those who create advertising tools are well aware of this kind of marketing technique. Mailing lists as selling triggers have been used for a very long time. This type of advertising allows you to establish friendly relations between users and firms.
The main condition is the content of extremely useful information in letters. Otherwise, such messages may be regarded as spam.
Users often subscribe to mailing lists on their own. By interacting with their consumers in this way, firms keep them in good shape by regularly reminding them of their existence.
Remarkably, the content of the mailing list is mostly irrelevant. After all, the main message lies precisely in the reminder. Mailing list functions as image advertising tools.
Push notifications
These are short messages sent directly to users' devices even when the browser is turned off. Such notifications contain some text, animation and a link.
The display of such information is correct in all modern browsers and gadget screens. Each message can be personalized.
Push-advertising in Internet marketing today occupies a leading position and does not cease to develop actively. In terms of its effectiveness, this tool is in many ways superior to other advertising techniques.
