Currently, the classification of advertising continues to change rapidly. Innovations are made, additional subcategories are created. In modern society, almost all work activity is based on advertising. Both commercial and non-profit organizations promote their services or products. Even if you just leave the house, you will see that there is a large amount of promotional material around you.
Ad definition
Initially, advertising comes from the Latin words reclama (shout out) and reclamare (respond, demand).
The classification of advertising and the concept of advertising are two closely related things that complement each other.
The interpretation of the term "advertising" as a direction in marketing communications is as follows: it is an interaction between people. The advertising subject has a selling effect on this or that object.
Advertising istransfer of a combination of various data for which the advertiser can receive a certain amount of money, depending on the status and quality of the advertised products. It is carried out using various means and methods.
Classification of advertising by function and purpose
If we consider the typology of advertising by objectives and goals, we can distinguish several:
- Informative. We can say that this is the main representative of the classification of types of advertising. Informs people about all kinds of services and products, forms / maintains the image of the enterprise, and also tells the person details about the promoted product.
- Exhortation. First of all, it creates the image of an entrepreneur. Helps to change the attitude of the client to the product for the better. Acquires special significance at the stage of growth in the number of sales.
- Reminiscent. Helps customers to remember their favorite brand and maintains the image of the product already formed.
- Consumer. Aimed at almost 90% of all ad reviewers, as it is intended only for those who do not intend to resell goods, but purchase them for personal use.
- Business advertising. It is noticed by professionals, wholesalers or private entrepreneurs. It is believed that business advertising is invisible to the average consumer.
This group of subcategories can be called the classification of advertising in marketing.
Business Advertising
As mentioned in this article, there are a lot of varieties of advertising. And business advertisingIt turns out that it also has a couple of divisions. She can be:
- Industrial. Promotes industrial products or services.
- Trading. Aimed at wholesalers and retailers.
- Agricultural. It is not difficult to guess that such advertising is intended for farmers.
- Professional. It is aimed at owners of catering establishments, dentists or legal entities.
It is worth noting that industrial and consumer advertising have several important differences. If the first is a kind of marketing ploy just to attract a potential buyer, then the second is the advertiser's key to communicating with potential customers.
However, there is also a legal classification of advertising. To distinguish its types, you need to understand the purpose of the advertiser. For example, does he plan to promote financial activities or will it be an advertisement for insurance companies, as well as companies providing investment services. Undoubtedly, there are other purposes.
Depending on one of these goals, three types of legal advertising can be defined:
- Commercial.
- Social.
- Political.
The first one generates and maintains interest mainly in legal entities.
The second defends the state or public interests and accompanies tasks, the result of which will benefit society.
The third one implies the dissemination of all kinds of information about candidates for various state electionspositions. It forms some kind of opinion of all people about the applicant for public office.
Promotional tools
There are many material resources available to spread the advertiser's message. This message is aimed at achieving a feedback effect between the buyer and the seller. The goal of the second is to sell the advertised product/service to the first.
However, there is no single classification of advertising media. But it is worth noting that the advertising medium cannot be an advertising medium. For example, a newspaper is both a way of advertising and a carrier of selling material.
But cosmetics have packaging, which is an advertising tool. But the cosmetics itself will only be a promoted product, and not a carrier of advertising information.
Promotional tools are used to influence the consumer in a certain way, under which he wants to purchase the promoted goods.
Advertising Sources
To convey a certain message to the consumer, it is necessary to choose the right place for its distribution. It all depends on the purpose of the advertisement.
For a long time there has been a classification of advertising, or rather advertising sources.
Outdoor advertising
The most common and probably the most memorable of all when the advertiser is not too lazy and has shown sufficient creativity.
Outdoor ads can be:
- Banners.
- Various electronic advertising stands (pillar, Morris stand, etc.).
- Stretches.
- Prismatrons.
- Illuminated promotional letters.
- Decals on vehicles.
Of course, this is not the whole classification of outdoor advertising. Don't forget the posters, newspapers and flyers that promoters put on the wall.
This also includes gift trinkets, clothes, stationery and other accessories bearing a message from the advertiser.
Outdoor advertising is valued because it is easily seen by anyone of any target audience and is inexpensive.
The bad thing about this method is that often passers-by prefer not to pay attention to extraneous illustrations and text, unless, of course, they differ in some special creative idea.
PR on TV
An equally significant way to advertise something is through the use of television. The only caveat: this method is definitely not suitable for promoting industrial goods.
TV ads are quite effective, as they convey an animated message that contains the movement and demonstration of a particular product. The client will be able to assess the quality of the selected service with his own eyes.
"Seeing is always better than hearing" - this proverb is followed by many people. Better use it to your advantage when you decide to promoteproduct and selected TV commercial.
But there is one significant point: for the message to reach the recipient, he must carefully watch the TV broadcast. Otherwise, the information will fly past the ears.
To make advertising effective and impressive, you need:
- Create a creative and easy-to-follow idea.
- Use fewer words.
- To interest a potential buyer from the first seconds of viewing.
- Pay attention to current trends.
However, TV is starting to lose its grip, and fewer people are paying attention to the advertising material that is being broadcast from there.
Radio alert
On the one hand, radio advertising is a fairly effective promotion channel. Under what conditions would you not listen to the radio - you will always hear the broadcast and, in any case, do not miss important information (unless, of course, you are interested in it).
But on the other hand, with the help of the radio, you can only hear announcements. You will not be able to see what the radio waves are talking about. This may degrade the quality of the broadcast data.
In order for radio advertising to bring the desired effect to the advertiser and produce the desired effect on the listener, only the most necessary information should be used in ads. It is very important to hook a potential client from the very first words. The message must be positive. Humorous advertising works well.
Internet advertising
The Internet is the most visited andthe most sought after resource of all. Thousands of people monitor web pages every second. It is this resource that today is the most ideal for advertising something.
It is most profitable to cover any advertising messages on the Internet through the following social networks:
- "VKontakte".
- Instragram.
- Twitter.
- Facebook.
- Telegram.
- YouTube.
In addition to social networks, the advertiser can also use various popular forums. It all depends on what service or organization needs to be promoted.
The benefit of using the Internet for this purpose is that you will have a wide choice of content that you want to present to the browser. You can turn on all your imagination to its fullest. If you have some skills in web design, programming or video / photo editing - do not doubt that your work will definitely be appreciated among netizens.
The disadvantages of this type are that the more popular authors of their publications will certainly occupy the first lines in search engines of any domain. You will be hard to spot if you don't have a certain status or followers.
Only popular resources usually pay off their advertising or can count on people's feedback.
Interesting facts
Experience and demand in the network can be gained, but for this you will have to spend a lot of time doing free work on the Internet. Also, your contentshould be informative, interesting and new. Otherwise, no one will be interested in your project.
Internet users are people aged 12 and over. It is advisable to clearly define the target audience for which the advertising material is intended, otherwise there will be a risk of remaining in the shadows. Based on this, you will choose the site where you will post the material.
You can and should pay for premium terms of advertising if you need as many people as possible to see you first. It is profitable to use paid premium services on the website avito.ru and au.ru.
Remember that for successful PR activities, it is not enough to know the types and classifications of advertising well. We need ideas and innovations that no one has done before you. You can look for the foundation for your ideas abroad, since all the trends in Russia come from there.
