What is advertising? Types, examples

What is advertising? How to organize it? Where it is better to place? Anyone who plans to start a business should start with these questions.

The notion of "advertising" originates from the word "reclamare", ie. "Shout out". Initially, it was assumed that advertising - means to convey information about the product or service in any accessible way, to the widest possible range of people.

Today, such an approach to the concept under consideration condemns any business to failure.

What is advertising today? This is a targeted communication of the necessary information to the people interested in it. This can be explained more simply: it makes no sense to talk about the benefits of a new youth social network in the Nursing Home. Students are unlikely to be interested in information, even the most colorful and detailed, about special pills for the elderly.

On the question of what advertising is today, there is a short answer. It's tactics and strategy. Before you begin to study it, you need to understand the terminology, types of branding.

According to the composition of the target group, advertising can be large, medium or weakly segmented. The more specific the service or product, the less the target audience. Example: new dental instruments. Such products are of interest to a very narrow group of people associated with this profession.

According to the effect on the audience, agitation can be commercial and social. What is social advertising? Attraction of attention to a certain object is not for profit, but for the purpose of creating a positive image. Example: before each election, agitation is conducted, the purpose of which is to create the ideal image of a candidate.

Commercial advertising is designed to increase profits.

Branding differs in breadth of distribution. Advertising can be global, national, regional, regional, local. Advertising on the porches, informing about the opening of a new economy-hairdresser, - local. Plots that are broadcast via satellite channels to the whole world are global.

By the way of its placement, advertising can be of the following types:

• External (city transport, billboards, benches, curbstones, walls of houses, etc.);
• Printed (leaflets, press, business cards, souvenir products, etc.);
• online.

What is online advertising? This information, which is placed in blogs, social networks, comes to the mail. Banners, hidden and explicit links, even spam - all these are types of such advertising. Today it is a very competitive method to convey information to a huge number of people.

By way of execution, agitation can be textual, musical, visual, mixed. Visual propaganda can be static (drawing, photo) or dynamic (clip, moving image).

Branding uses two methods for targeting target groups. The first is a direct impact. Here everything is very simple: "Buy our yogurt - the best yogurt in Russia". Indirect advertising is much more subtle. Its purpose is not to force the consumer to immediately buy a product, but to influence his thinking so that he can not do without this product (service, goods). Such advertising operates imperceptibly, almost at a subconscious level. Its creation requires knowledge of psychology and time.

Finally, according to the method of addressing the consumer, advertising can be either personified or impersonal. A vivid example of the first is the stories of well-known personalities about banks whose services they enjoy with pleasure.

Of course, this is far from being all information about advertising, but only a thin layer of knowledge that an entrepreneur must master before starting his own business. But even this minimum will help to understand what kind of advertising is preferable and will be able to bring the most desired return.