What is the most effective advertising for small businesses.

In business, without advertising, it is impossible to declare yourself, your services and products. There are more than a dozen varieties of successful self-presentation, and a sufficient range of prices allows business representatives to choose suitable options for successful companies. But the question arises: where and how to advertise your business?

How to choose the best type of advertising

With a small audience, small victims are quite enough. But without taking into account the features and secrets, it is impossible to achieve success in conducting a company.

Choosing a carrier is not a matter of one minute. The first step is to study all indicators. Each type of advertising has both disadvantages and advantages. And when choosing a variety, both the cost, the place, the time of placement, as well as the number of contacts with the clientele are important.

You should start by choosing the appropriate placement method. These are outdoor advertising, the Internet, the press, radio and television. If you can apply to the agency, you can not worry about the selection: managers will independently complete this task, although the outcome of the company will depend on their professionalism and the size of the budget.

Outdoor located on the streets. Such accommodation is considered the most budgetary. For example, a cafe is open in the south of the metropolis. In this area, place a billboard with outdoor advertising - and every resident knows where to go to get together with friends on the weekend.

The cost increases as you get closer to the center. So no one will demand huge sums for outdoor advertising on the outskirts. But in the city center, impressive funds will be required.

• Advertising billboards are placed along the roads. This option is effective, but it is difficult to remember contacts. Large print, catchy words are required. It is desirable to install several information boards. It is worth remembering that placement on the non-working side is cheaper, but ineffective.
• Stretching- advertising placed above the roadway on a poster with text. Both pedestrians and motorists see the message longer. Therefore, the indication of contacts and addresses is quite justified here.
• Pointer– an arrow pointing towards the advertiser's office.
• Signboard- a small shield in front of the entrance to the office. The advantages of this type are simplicity and budget. The brightness of the design and large font size will attract attention from afar, so this is an effective business advertisement.
• pillar- a design indicating the name, phone number and list of company services. Such a carrier is installed near her building.
• sandwich man- A person dressed in an original costume is guaranteed to attract the attention of passers-by.
• Pneumofigure is an inflatable three-dimensional figure. Quite an original way, and effective advertising for business.
• Adhesive applications- posters and stickers. Such advertising is pasted on the walls, placed in the subway and entrances.
• A message about the company and the services it provides can be placed on a bus that runs around a certain area.
• elevator advertising- the method is simple and effective. A person rising home has nothing to do, and he involuntarily reads an ad and even writes down phone numbers and addresses.

Distinguish between dynamic and static outdoor advertising. Past dynamic people move. There is little time to read it, and therefore the text needs to be clear, concise, written in large print.

The use of backlighting, various combinations of types and sizes of fonts, the brightness of colors increases the effectiveness of advertising. The more people pass by the announcement, the more attention is paid to it. Hence, the efficiency is increased.

Placement price is affected by location, dimensions, material, manufacturing complexity. For some options, the costs are minimal, and choosing the right one will not make you regret the money spent.

What is the most effective advertising for small businesses? Internet advertising is constantly evolving. Although it is still inferior to traditional methods, it has many advantages. The first and very significant is the relatively low cost.

And the second is reaching the target audience of any size. Typically, sites specialize in certain topics. If the clientele uses the Internet, then why not turn to network advertising. It remains to choose the appropriate sites that are interesting to consumers and you can act.

On the Internet, it is possible to combine all types of media advertising. So you can hear, see and read advertisements posted on the Internet.

• Banner, the most popular tool on the web. Any information or image can be placed on it. A link to the company's website is available. There is no limit to the size of the banner. But the larger it is, the more expensive the price. For publication, the topic of the resource must be similar to the target audience of the advertiser.

To increase efficiency, it is worth finding out the direction of the site. Prerequisites - interesting text, suitable colors and placement in the top corner of the page. The banner should not irritate site visitors.

Just do not forget that a tenth of Russian users do not use graphics, turning it off. It's also true that small businesses can't afford banners because of the high cost of placing ads on the main pages of popular sites.

• A few lines near the main text- text ads. It can also represent an entire article about the company.
• Video- the way of accommodation is expensive. These videos are similar to television. Such advertising is actively used by large businesses. Hidden advertising is sent or placed on the network for a fee. This is the main principle of viral advertising.

The first is texts and banners on pages similar in content to advertising. For site visitors, this method is less annoying, it is more useful for the advertiser.

The cost of advertising on the network is affected by the duration of placement and the number of impressions. If you pay for a week, then this is the first way, payment by the number of views is the second. That is, for how many views the placement is designed for, you will have to pay for so many.

Guerrilla Marketing

Guerrilla marketing is gaining incredible popularity. For small businesses, this is a very good option. Costs are only temporary, and money will not have to be spent. Social networks, blogs and forums have become real advertising platforms.

Here they exchange opinions. On the forums, such statements are perceived as recommendations from independent experts, which are worth listening to. The promotion is hidden.

mass media

It is profitable to place such advertising in printed publications purchased by readers, since an educated audience is valued for its ability to pay. The traditional method remains in demand.

• Modular advertising- a brightly decorated part of the strip. She is immediately noticeable. Important information is indicated. Since reading is possible at any time of the day, the relevance remains throughout the week. The proposal interested - enough to open a newspaper. It is desirable to place advertising three times on the first, second, penultimate and last pages, making it bright. Moreover, the larger the size of the banner, the better.
• Classified Ads cheap due to grouping by headings. Usually, only the necessary characteristics are indicated in the line. But this ad is lost among other ads. But it is cheap, and a small business can afford such a company.
• Text advertising touts a product or service to increase credibility. The price is higher for other species, and not all consumers read such articles.
• Before placing the media, it is important to study to determine the geography, audience and circulation. A positive reputation is also important: there is zero trust in publications in the yellow press.
• A television- the most popular and accessible type of media. But this method is very expensive, time is especially valued. Therefore, small businesses are advised to use local or regional TV networks. Placing a video there is cheaper, but the geography of the channel and the distribution of products must match.

The videos are shown in blocks, and the best option is the first one, until the channel switching has begun, or the last one, when everyone has already switched back. Purchase - forward, as sales are distributed over the year.

The radio audience is youth. In an audio message, the listener will remember neither the address nor the phone number. In a music saver, information remains in memory for a long time. It is important to take into account the time when advertising on the radio: evening or morning are the best options. It is better to place on non-local waves and pick up several frequencies to increase the chance of hitting an ad when switching.

There are many advertising options, and the main thing is to choose the right one. High-quality and unbanal in any case will not go unnoticed. It is recommended to use budget methods, combining several types to increase performance. Do not forget about monitoring the effectiveness and measuring the number of visitors a few days after the release of the company. Only by such measures it is possible to determine the best carrier that brings maximum benefits.

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Every entrepreneur knows that in order to increase income from the product or service provided, you need to use advertising. But not everyone is aware of what types of advertising are most effective and allow you to get more benefits at a lower cost.

The concept and types of effective advertising

Advertising is a type of communication between people in which information is disseminated about something, mainly about a product or service. Man has used its services for centuries. For quite a long time it was believed that this concept is associated with the exchange of information through all available means of communication. With the development of advertising activities, many new types of communication have appeared. These are areas such as exhibition activities (Exhibition Activities), branding (Branding), public relations (Public Relations), sponsorship (Sponsorship), direct marketing (Direct Marketing), advertising at points of sale (PointofSale), promotion of goods and services ( Sales Promotion) and many others. Advertising activity can be aimed at solving various problems, which gives rise to a large number of its varieties and distribution channels.

In the 21st century, with the advent and rapid development of technology, more than 20 different types of advertising have appeared. Businesses now have a huge choice of which effective type of advertising to use for their companies and which type of this product will bring the most benefits. Now any organization, fund, firm and even a simple person who produces something cannot do without promotion. It is necessary to convey to a potential audience information about an activity, product or service. Due to the wide variety of means and prices, everyone can resort to his help.

As a rule, the larger the organization, the larger the amount it allocates for its promotion. Such effective investments bring high income. And as profits grow, the size of the advertising campaign increases so that as many people as possible learn about new products. Therefore, well-known brands, which have a much wider scope than those just starting their business, allocate huge funds to maintain a positive company image so that people do not forget about their existence. Business growth inevitably leads to an increase in the budget allocated for these purposes.

It is believed that the more expensive, the better. With advertising, this is not always the case. It is not necessary to pay a lot if your audience is not large, as this will not be effective. That is, you do not need to tell the whole country about the product if your customers are concentrated in only one city. In this case, it is better to choose a more economical type of promotion. However, advertising has its own characteristics and nuances that you need to know in order to get the maximum result with a small investment.

What effective type of advertising is more suitable for promoting certain types of products and services? All goods can be divided into "emotional" and "rational". For the first type, it is better to choose television, radio or the Internet, where contact with the audience is possible. And for "rational" goods, newspapers, magazines, urban outdoor banners or serious websites are more suitable. At the same time, it is important to understand the specifics of your products and target audience in order to determine the type of media that can better convey information. Lots of options. You need to explore all the possibilities, correlate them with the desired result and understand which effective type of advertising is suitable specifically for your company. Pay attention to factors such as cost, region of distribution, time and place, number of contacts with potential customers.

What are the types of effective online advertising

Internet advertising is suitable for any entrepreneur. Its key features are accessibility and interactivity, it uses planning and performance management systems to attract large groups of consumers. Therefore, it does not matter what you produce and for what audience. The Internet opens up a wide range of opportunities for you.

contextual advertising

1. Banners and texts. This type is less annoying for web visitors and can be more effective. Ad units appear on sites with their respective content.
2. Advertising in search engines. All effective types of advertising on the Internet space cannot be compared with ads in search engines. They appear when a visitor searches for a product through a search engine. His request is also contained in the ad displayed on the right or left. That is, if this word is “sofa”, then the text will appear on the side: “Buy a sofa” or “Sofa factory will make high-quality sofas and chairs.” In most cases, a person is looking for the product that he wants to purchase. For him to see your ad first, it must be higher in the list and contain the most frequently used words. Then it will become more efficient, but also expensive. The main operators of contextual advertising are Yandex.Direct, Google.AdWords, Begun.

Display advertising

This is a type of communication on the Internet, in which advertising information, consisting of text, graphic or sound materials, is posted on various sites and is focused on the target audience.

In most cases, this type is confused with display advertising because it is aimed at visual perception. But this concept is much broader. It includes different types of visual and audio information: videos, banners, branding.

Banner types:

• Stretch marks- blocks similar to canvases hanging on the street, only located on the sites at the top of the page.
• Richmedia– a flash banner containing animation and sounds that pops up on top of the main page before it is opened.
• Pop under- automatically pop-up window, which, when you try to close it, opens a new tab with an advertising page.
• Banners-"explosions"- a type of module that appears on the page at first in a small size, and when you hover over it with the mouse, it expands to full screen.
• Imitation banners- banners resembling a message from a social network (Vkontakte or Facebook) in size, located at the bottom of the page on the right or left.

Types of video ads:

• Prerolls(pre-roll) - videos that a site visitor watches before opening the page he needs.
• Mid-rolls (mid-roll) And postrolls(post-roll) - clips shown in the middle or at the end of the video material selected by the viewer.
• Overlay(overlay) is a graphic banner that is displayed during video playback.

Display advertising is one of the most effective types of modern advertising, bringing much more benefits than the traditional version. This is achieved through clear targeting, that is, the ability to determine from the entire audience only that part of it that fits the specified criteria. A video or banner is shown depending on the thematic focus of the site. The audience can be adjusted by display time, region, frequency and other parameters, which helps to attract more attention of potential customers.

teaser advertising

This is a small image and small text that briefly describes the product. "Teaser" means attracting attention. Its main techniques are teasing headlines and bright, catchy pictures that can arouse the user's curiosity and encourage him to go to the site.

To make this advertising more effective, it is better to use the services of teaser networks. This is a network of partner sites where you can place your ads and earn money on it. They have a wide and flexible range of settings for choosing the target audience or for geotargeting. Here are some examples of effective types of teaser networks: Kadam.ru, Direct/ADVERT, Visitweb.com, RedClick.ru, TeaserNet.com.

Such effective types of modern advertising as teaser ones depend on the originality of the chosen approach - it should distinguish you from the already boring and annoying usual promotional campaigns. But if there is no individuality, the result can be an effect that is completely opposite to expectations.

Advertising in thematic blogs

These are reviews and messages on forums, blogs, websites. They are addressed to a specific user. If a person decides to purchase some type of product, then when searching on the Internet, he pays attention to reviews about it, purchased from a particular manufacturer. Based on these responses, under which advertising is disguised, the client makes his choice. He believes that since people use the product, it means it is good and of high quality.

• Banner, media advertising, presented in the form of an image, which should be very original and be remembered by the visitor for a long time. In order for a person to follow the link to the manufacturer's website, the banner should look the most non-standard and attract attention. Perhaps this kind of promotion will be annoying, but the effectiveness and efficiency here is much higher than with traditional methods.
• Contextual advertising helps to raise sales. It is used together with banner and text and is shown only if there is interest in the product.
• Text ads describe products through a text ad. It is remembered thanks to a laconic slogan.

Advertising on thematic sites

This is an effective type of advertising, in which various sites act as a platform for placing ads. They can be presented in the form of text, animation or a graphic banner. The main feature here is that advertising and site content should be thematically similar. This type is able to attract a very large number of potential buyers. At the same time, site owners receive a good income from advertising. They earn a certain percentage from a click, that is, from each click on a link posted on the site to the advertiser's portal. Some do not like to search for goods through search engines or may not be aware of the existence of this type of service. Advertising on the site allows such people to decide that they need a particular product. If there are thousands of them, you will get a serious income that encourages site owners to develop their business.

Advertising in social networks

This is an opportunity to convey information about products to the target audience through announcements or the creation of special groups, organizing promotions. This effective type of advertising is different in that almost everyone uses social networks, and this gives even greater audience coverage.

1. Social networks of a general format- the most common type. These are VKontakte and Odnoklassniki for Russia and Facebook and Bebo for the West. Here users can chat, show photos, watch movies and listen to music. Advertising campaigns carried out in such social networks are guided by the target audience. You can also post ads in thematic groups.
2. Professional social networks- these are such types of social networks as the Russian "My Circle", "Professionals" and "Rb.ru" and the Western "XING" and "Linkedln". They are aimed at representatives of a particular profession. Here, employers are looking for employees and vice versa. Everything is subject to working moments: company news, corporate reports, various types of press releases are published in the feed.
3. Social networks by interests. Interests can be of different types: cinema, music, books or modern technologies. On their basis, people unite. Russians love MySpace and Last.fm the most. In the West, "MyAnimeList" is popular. Here, ads should be of a certain theme, suitable for the needs of the audience.

• Viral Marketing- this is a type of dissemination of information about a product or service, in which people themselves transfer information to each other. The most effective way is to use a video that is first posted on social networks specializing in video (“YouTube”, “Vimeo”, “RuTube”), or in thematic groups on VKontakte, and then the users themselves begin to distribute this video among their friends.
• Guerrilla Marketing contributes to the formation of an opinion about a product or service. Potential buyers trust people with personal experience more than advertising in official sources. Effective guerrilla marketing works like this: a person creates an account on a social network and begins to create an environment for himself, makes acquaintances, and participates in discussions. When trust in him grows, the main actions begin - it is necessary to praise the desired product and scold competitors. You can write posts on your page or in thematic discussions. The main thing is to talk about supposedly your own experience, this method allows you to inspire confidence among readers.
• Articles and publications posted on certain social networks will be more useful than those published on professional sites. Finding your target audience is much easier on social media. It makes no sense to publish an article about the release of a new book or film on highly specialized sites dedicated to literature or cinema. The best result from such a publication will be achieved when it is placed in the Vkontakte thematic group, where the number of subscribers exceeds a million.

Advertising in social networks appeals directly to the target audience, as it allows you to set up targeting according to various criteria: location, gender, age, occupation, interests. This is its undoubted advantage.

Advertising on news portals

It can be present in the form of PR articles (articles with a veiled advertising message), content advertising (text blocks with similar topics) or regular banners (pop-up blocks). Such an effective type of advertising is placed on specialized news sites and helps to attract the attention of a large circle of people who are accustomed to following the latest events on these portals. A wide audience coverage is formed due to the fact that news appears every hour. Both leaders and ordinary people, who need to keep abreast of the situation in the world of politics and economics or in the field of culture, visit news portals several times a day. They share the information they are most interested in with friends or post links to specific news on their social media profiles, drawing even more attention to the resource. And they all see advertising information on this page. By clicking on a banner or text, potential customers go to the advertiser's website and, if they are interested in a product or service, make a purchase, which means that the advertisement has justified itself.

Some entrepreneurs, as well as their managers, do not like to give direct advertising because it will not bring enough profit. They believe that the most effective type of modern advertising is articles in various media. But it is quite difficult to write a good article in which the advertising component is not obvious. Therefore, it is better to write press releases. This is a small text, the main function of which is the presentation of a new product or service, announcing an event in the life of a company or an invitation to an event. Such articles come out less expensive than usual ones, due to their brevity and conciseness. And they convey information to the audience in a more specific and effective form.

Search Engine Optimization (SEO)

This is a special type of content preparation, designed to be the very first to display information about the site when requested in any search engine. That is, if a person drives a certain word or phrase into the search, then the same words must be present in the texts on the site in a certain way so that it appears among those found one of the first. After all, often a visitor looking for information or a product on the Internet does not go further than the initial page with a list of possible resources that a search engine gives out. Therefore, being at the top of the list is extremely important to get visited more often.

Options for effective optimization:

• White optimization. It includes all types of optimization that do not contradict the rules of search engines. This means the correct compilation of the content of the site itself, its internal content, as well as actions outside it: disseminating information on other sites, publishing press releases and articles, using the possibilities of social networks and affiliate programs. At the same time, a link to the resource is always indicated, clicking on which the visitor gets to the optimized site.
• Gray optimization. This type of work involves the use of key phrases in the texts. Sometimes they violate the laws of the Russian language: “Milk is a dairy product containing milk fats.” To make the work of the optimizer more efficient, it must take place in several stages. First, the most frequent requests in search engines for a specific category of goods are identified. The most frequently used words are selected from the received words, and key phrases are compiled on their basis. Then it is determined how many such phrases should be reflected in the text, as well as their density, the number of exact occurrences and with possible morphological and grammatical changes. Based on these data, an article is being written that will be published on the site.
• Black optimization. This includes all types and methods of site promotion that affect the algorithms of search engines. The following options are possible: using texts on the page with a large number of effective key queries (doorways), placing hidden text, using “single-pixel links”, using the cloaking technique. This is a kind of optimization when one page is shown to the user, and another is created for the search robot.

E-mail newsletter

Sending emails containing information about new products, services, events or any other information that needs to be conveyed as quickly as possible to subscribers and target audience. The main advantages of this type are fast notification, maximum audience coverage at minimum cost. Regular mailing is a type of advertising that is most effective in terms of creating a positive reputation of the company among potential customers, confirming its reliability and guaranteeing the production of quality products.

The most effective types of outdoor advertising

What effective types of advertising exist today? To answer this question, let's analyze another type of advertising that does not require large investments and has long established itself as a very effective way to convey information about a product or service to the consumer. This type is outdoor advertising. It includes all types of promotion that are used on the streets of the city, that is, everything that any passer-by on the street or a person standing in a traffic jam can see. This method is aimed at the widest coverage of consumers and does not cost very much money.

The purpose of outdoor advertising is to remind about an existing product or to tell about the location of the organization so that a person can easily find it. In the design, it is better to use an attention-grabbing picture and a concise, effective description. It is not recommended to place a more serious type of information in this way: a person is unlikely to perceive it correctly on the run. This feature can narrow the circle of advertisers.

Important points for effective outdoor advertising are the correct use of design in the design of content (so that it is easy to read and quickly perceived), as well as the choice of a suitable place for placement (to attract the eyes of passers-by and be noticeable).

1. Shields. Surely everyone saw the poles with shields familiar to us, located near the sidewalks and roads for cars. This type of promotion attracts attention, but it is important to understand that small inscriptions are not noticeable. The expected result will be achieved if the most important text is written in large letters and as simply as possible. It is also better to place the information on several billboards so that the potential buyer will definitely pay attention to it. An important message must be placed on the working side of the shield, that is, facing the flow of people. The image on the other side will not be as effective as few people will turn around to read it.
2. Stretch marks. This is a type of canvas stretched over the roadway. They are easier to perceive due to the longer contact. Addresses and phone numbers that the viewer will not see on the billboards will be quite effective here.
3. Pointers. They are designed to orient the buyer in which direction the company or store is located. They are made in the form of arrows indicating the direction, therefore, they will not let your client get lost.
4. Signboard. This is a small billboard with the name of an office or shop, located in front of the entrance to the building. It can attract attention from afar if you use a bright design in the design.
5. Pillars. These are folding structures on which the name of the company, its coordinates and the services provided are written. Usually they are located next to the building where the company is located.
6. Sandwich people. This is the name of the promoters who distribute leaflets or announce something into the microphone. To draw attention to themselves, they dress up in colorful clothes, costumes of animals, cartoon characters or hog dogs.
7. Pneumofigures. These are voluminous inflatable figures of different sizes that attract attention with their unusualness.
8. Sticky application. This includes stickers, posters pasted on street poles, in entrances, in the subway and trains, on the walls of houses.
9. Urban structures. Here we list the booths and pedestals within the city, on which advertising is placed. The most effective form is stops.
10. Advertising on and in public transport can be on buses, subways, trams, trolleybuses, electric trains and trains. This also includes advertising on taxi cars.
11. Advertising in elevators. This view is very meaningful and effective, because while a person is traveling to the desired floor, he has time to read all the information posted on the walls.

You need to understand what type of outdoor advertising you want to use, and, based on this, come up with the text of the message. If this is a kind of "moving" advertising, that is, by which people quickly pass, then the text will be catchy and large, containing only the main information. If it's a kind of "static" ad on trains or elevators, where people have more time to read, then more information can be written.

It is better to use the full range of design techniques (type, font, size, fill) to make your information easier to perceive. The result depends on the number of people passing by. Cost varies by location, material, size, type. You can choose a low-cost option that meets your goals.

The most effective types of modern advertising on TV and radio

Radio and television today is an integral part of the life of every person. Television is now used as the main way to convey information to the consumer. Since there is a TV in every home, advertising placed on TV, one way or another, reaches everyone. Therefore, it is the most expensive. And the point here is not only the price for the video, for the recording of which a large number of professionals are involved: actors, screenwriters, directors, editors and advertisers. Most of the money will have to pay for airtime, which is very expensive. Therefore, only large brands can appear on federal TV channels. Smaller businesses are encouraged to use local or cable channels. At the same time, do not forget about the region where your information is distributed. A product distributed only in Moscow will not be sold if advertised in Samara.

Videos. This is the main type of effective television advertising. Its average duration ranges from 15 to 30 seconds. Viewers will perceive the original and colorful picture better, because during the existence of television, everyone is already tired of primitive commercials and changes the channel during the commercial break. Therefore, to record the most catchy plot, it is better to turn to professionals. Indeed, in the opposite case, the money spent will be simply thrown to the wind.

Ticker. Ads in the form of a running line at the bottom of the screen, few people read and remember. But it's cheaper than making videos.

Teleshopping. This is the name of the type of special programs where products are demonstrated, and the presenters talk about their advantages, while simultaneously showing them in action. Purchases can be made by phone.

Sponsorship. Becoming a sponsor of a program or film screening means creating a positive image for your company. Small businesses cannot afford such activities on central television, but on a local channel it will be much cheaper.

Effective advertising on television is determined by the time of its broadcast. During prime time, most viewers turn on the TV, that's when it should appear. The most efficient hours are: in the morning from 07.00 to 07.45 and from 09.15 to 10.15 and in the evening from 20.30 to 21.30.

An important component is the plot of the program or film during which your video is shown. Negative emotions from viewing can also be associated with the advertisement seen at that moment.

In one block, a large number of videos can be shown. Viewers remember best the first and last.

Airtime on federal television is sold out rather quickly. Everything is already sold out a year ahead, so you need to think about placement in advance.

Music saver. This is such an effective type of radio advertising, in which the text is better remembered, as it is served in a rhymed form and accompanied by music. Musical accompaniment contributes to a better perception of information due to the ease of presentation and conciseness of the text. For example, in the New Year everyone goes singing a song from a Coca-Cola advertisement: “The holiday always comes to us with Coca-Cola.

As with television, more people will listen to ads on radio in the morning when they drive to work and in the evening when they return home. A greater result can be achieved by submitting an ad to several radio stations and paying for the maximum number of repetitions. Advertising will constantly sound on different waves and at different times, which over time will lead to remembering this brand of goods. This can help you choose your product over your competitors.

The most effective types of advertising of all time

1) Business cards- an effective type of self-promotion, a way to provide information about yourself and post your contact information. A business card is a sign of mutually beneficial business communication. With the exchange of them begins the establishment of ties and the establishment of partnerships. In any company, all employees have their own cards, which contain the name of the company, information about a particular employee: full name, position and contact information. This is not only information, but also a form of advertising for the company.

Technologies used in the production of business cards:

• silkscreen method;
• Foil stamping technique;
• Thermal rise;
• Risography.

2) Brochures- These are small books containing information about a product or company. Prospectuses use text and photographs to describe and depict the advertised product. Prospectuses are printed on high quality paper with various finishes - it is very important that your products are pleasant to hold in your hands and make you want to look through them. To achieve the desired result, high-quality, pleasant to the touch materials and eye-catching bright pictures and texts with beautiful and contrasting fonts are used.

3) Forms is an effective form of advertising. In the modern world, all reputable firms use letterheads with their logo for documents. This gives a sense of the company's reliability as a business partner and distinguishes its papers from others on the tables of clients. Such sheets determine the importance of what is printed on them. This is a big plus for the company, so any organization needs such help. A company that uses letterhead to print its documentation is always treated positively and more respectfully than other companies that have not yet realized the full benefits of this effective type of modern advertising.

Letterheads don't just include contact information. A properly developed design gives an idea of ​​the organization's activities, its life credo, promotes recognition and the formation of a good reputation among the audience. The visual impression helps in solving many problems that cannot be fixed over the phone. The use of layout, graphic elements of corporate identity, color and font, convenient presentation of information, selection of special types of paper - all this has a positive effect on the image of the company.

The letterhead contains such types of information as a logo, address and other contact information. It is better to come up with its design in accordance with the general corporate style, because harmony in all details will lead to the best business results. But if the latter already exists, then the form can be finalized separately.

Letterheads are needed for internal and external use. In the company, they can issue orders, draw up accounting reports, and conduct intracorporate correspondence. When communicating with clients on letterheads, you can draw up contracts and commercial offers, price lists, and send business letters.

4) Envelopes are another effective form of advertising. In the era of virtual communication, e-mail correspondence and skype negotiations, receiving a paper letter in a company envelope will become an unforgettable event, and respect and trust in your company will increase.

Envelopes come in the following types and formats:

• Standard E65 envelopes (110x220mm) with and without a window (used for sending business letters and letterheads folded in three);
• C5 (165x229mm, non-standard postcards or cards, as well as A4 sheet folded in half);
• C4 (229x324mm) with top and side flaps (business correspondence, magazines, brochures, flyers).

It is important to consider the fact that envelopes can be made or sealed. Making to order has a number of advantages: the selection of any size and type of paper, its shade and other characteristics. The only drawback is that the circulation must exceed 5 thousand copies, which is not always necessary. Products made in Russia will be an order of magnitude lower quality than those made in Europe. However, the order in the latter is carried out only for large circulations. If you need a small amount, it is better to use ready-made factory envelopes. Their printing will be cheaper, but the choice of material and paper will be limited.

5) Folders- a type of printing that has practical application. The corporate logo on them is one of the types of the most effective company advertising that will constantly work for you. After all, you can store important documents in folders, and your logo will catch your eye every time you open it, and this is a constant reminder to customers.

Folders are of the following types:

• Die-cut folders with one or two flaps;
• Folders with one or two glue flaps;
• Plastic file folders;
• Clip folders;
• Accounting folders like "Crown" with a lock clip;
• Plastic folders with ring clips;
• Leather executive folders with embossed logo.

Cardboard folders can be decorated with lamination, offset printing, foil stamping or hot stamping, offset or UV varnishing, silk-screen printing. Foil stamping, silk screen printing and pad printing are used for marking plastic products.

Corporate folder presents the company as a solid and respectable organization. Therefore, visually, it must match - it should not be ashamed to come to a business meeting with it. In this regard, only contact information and the company logo should be applied.

6) Notepad. The main purpose of the notebook is to effectively advertise the company whose logo is printed on the cover. The type of notebook does not play a big role: it can be a small checkered notebook or a solid book with a leather cover.

7) Leaflets- one of the most effective types of advertising. It can be used to judge the quality of the product. It should contain an interesting design, be varnished and made on high-quality Finnish paper, and then your company will not go unnoticed.

Three main components of a leaflet: a picture, text describing the product and contact information with the company logo. When advertising technical products, diagrams and graphs are drawn up for greater clarity.

Any promotional product should encourage the consumer to take certain actions. Depending on the specific purpose, the leaflet may have a special design, made in color or black and white, be printed on various types of paper of any size, contain a list of prices or just talk about the benefits of the product.

8) Booklets- this is a type of effective advertising printing, which at a low price achieves high information content.

They come in A4 format (210 x 297 mm) with two folds and A3 format (297 x 420 mm) with one fold.

Booklets can be made by:

• Laminating;
• lamination;
• Full or selective UV varnishing;
• Embossing;
• Embossing or coating with offset varnish.

The three main components of a booklet are the same as those of a leaflet: a picture, text describing the product and contact information with the company logo. When advertising technical products, visual diagrams and graphs are also drawn up.

9) Poster. Posters are placed on information boards and are used to attract the attention of the audience. They can be promotional, informational or image-supporting in nature.

In the manufacture of this type of promotional products, four colors, lamination or varnishing are used. Lamination gives an advantage over rain, so it costs more. Cold lamination is used for large format posters. Films for it can be expensive, but they will not spoil the images. If you need a large print run, then the best way to save money is to cover with offset varnish when printing.

For a better result, posters (posters pasted on a corrugated cardboard base by laminating) and figure models (large-format posters pasted on a rigid cardboard base and cut out along the contour) can be placed at points of sale.

10) Brochures- this is such an effective type of advertising printing, which is an excellent solution if you need to make a presentation of a product or arrange a large amount of information.

The preparation of a brochure is an important and serious matter. You need to know exactly what goals the release pursues. An effective design should be considered in accordance with the information content. Embossed cardstock for the cover, tracing paper inserts, or using a complementary color will all enhance the look of the product. To give originality, you can order a pocket version or with horizontal stripes.

11) Covers. A company logo on the cover is one of the most effective company advertising types that will constantly work for you.

12) Calendars. What type of advertising is the most effective among printed products? The answer is obvious - this is a calendar, the most popular and effective type of advertising printing. Use it not only as a stationery, but also as a platform for your own promotion, which does not cost much, but brings benefits in different places throughout the year.

The origin of the word "calendar" goes back to the Latin "calendae", that is, calends. Kalends in ancient Rome were called the first days of each month. And the word "calendarium" called the type of debt book, where every month records were made of debts paid on the first day. The modern meaning of the word as a system of reporting days, months and years, appeared much later.

The popularity of calendars is growing every year. This is the most convenient way to introduce your company among customers. It would be strange not to use a practical object as a business gift. Each entrepreneur gives it to his partners and clients. But now this paper product has become so diverse that you will have to work hard to make the calendar with your company logo stand out, and it would be desirable to use it as a working tool. For this to happen, professional design must be used, because on the desktop of a top manager, the product can be seen by numerous potential customers. You can be original and order not an ordinary, standard-looking calendar, but, for example, a specialized one: accounting, lunar or with important dates.

The main advantages of such an effective type of advertising printing are the possibility of its practical application, combined with the undoubted potential for expanding your audience. Its service life is much longer than other types of print advertising. It will always be visible, unlike various types of flyers, booklets or brochures that can only be used once.

If your company has decided to participate in promotions, then nothing will bring you a better result than using pocket calendars. They are perfect for advertising small goods, such as cosmetics, perfumes, sneakers, phones or tablets, various types of alcohol. The production of pocket calendars with medium circulation will not be too costly. It is not recommended to order a circulation of less than 5000 copies. Believe me, they will understand with a bang.

The second type of economical and effective calendars is poster. They look like posters, only they have a calendar grid. Produced for distribution at points of sale. The main A2 format is produced by large format printing. The A3 poster will turn out to be too small to be able to hang it on a wall, and A1 is more expensive.

There are a lot of calendar design options. It can be made according to your wishes. The price and terms depend on the complexity of the order.

What type of advertising is the most effective

This analysis showed that the most effective type of modern advertising is advertising on the Internet and printing. It is important that when these two types are used together, the consumer will receive more information, and the degree of impact will be stronger.

But do not forget about such a serious aspect as the quality of advertising printing. Good products in the modern world are not always guaranteed. For production, it is worth choosing only those companies that have already established themselves in the market with many years of experience. In this regard, you can safely trust the Moscow printing house "SlovoDelo". Among her long-standing clients are restaurants, salons and telecom operators, taxi services and shops. Everyone needs high-quality and efficient printing. Becoming a partner of SlovoDelo, the client receives:

• Bright and clear advertising;
• Recognition and demand;
• High business results.

Any company uses all kinds of effective advertising to promote its name. Printing in this business is one of the leading positions. Today, not a single company that cares about its reputation and wants to be successful in business and achieve results can do without high-quality printed products. Therefore, it is so important to choose the right reliable partner - the printing house that will not let you down and will work for a positive image of your company together with you. After all, advertising printing is the face of your company. Typography "SlovoDelo" is exactly what you need. She uses proven methods in her work. It is already clear from numerous reviews that no one regretted choosing this printing house. SlovoDelo takes into account all the individual characteristics of its clients and is proud that it can effectively help achieve good results, bring any wish to life and increase profits.

Here are six facts about the SlovoDelo company, thanks to which the client will always be satisfied:

1) The printing house has its own production, due to which it takes full responsibility at every stage of work:

• We guarantee the quality of the finished product. This means that as a result you get well-made products that you can safely present to your customers and business partners;
• We closely monitor the timing of the order. We do not allow ourselves to betray the trust of people. Because we understand how important it is that our customers do not let their customers down.
• Our main focus is on advertising and periodical printing;
• We work directly! You do not have to pay for the services of intermediaries.

2) In its work, the SlovoDelo printing house uses only new professional equipment and modern technologies:

• This gives us the opportunity to combine efficiency with the skill of order fulfillment, delighting our customers with high-quality printing;
• This helps to realize even large orders in one day with a ready-made design;
• This ensures that the probability of order not being fulfilled on time is reduced to zero.

3) The office and production of the printing house are located in the same building:

• Thanks to this, we have the opportunity to improve the skills of project implementation, to do it more flexibly, quickly and with the most effective result;
• The building of our modern office is located near the center of Moscow, which allows our clients to easily find us and not spend a lot of time on the road.

4) The printing house has a wonderful catalog with samples:

• Our customers immediately determine how effective and high-quality material we can offer, and choose the best option for themselves;
• Our priority is high-quality printing, on which we do not save money.

5) SlovoDelo offers flexible prices.

6) Mobility is the main credo of the printing house:

• We do our best to help our customers. Our managers can come to your office, saving you time to effectively resolve all pressing issues;
• We are always in touch and ready to give competent advice. You can contact us by phone or mail. Contact us and we will solve your problems;
• We quickly make the calculation of the order. You immediately get all the numbers you need.

In contact with

As you know, advertising is the engine of trade. If you want to promote your business and increase the number of sales, then you should definitely use it for marketing purposes. But not every promotion works today - people simply do not pay attention to various promotions and streamers, so its effectiveness tends to zero. In this article, we will look at which advertisement is the most effective (statistics compiled on the basis of an analysis of dozens of sources), and which directions are most popular today.

Advertising types

Today, there are several key types of advertising that can be used to promote an existing business. It can be divided into commercial, social and political. Of course, we are only interested in commercial advertising, which is aimed at attracting visitors and increasing sales - the rest does not apply to business as such.

It is divided into several types:

1. Classic outdoor, that is, located on the street. This type includes various signs, posters, signs, billboards, etc.
2. Using the media (television, newspapers, magazines, radio).
3. Using the Internet (banners, contextual advertising, social networks, links).
4. Printed products (leaflets, stickers, announcements, etc.).

There are other types of promotion, but the ones described above are the most common.

Why is it needed

Some aspiring entrepreneurs believe that advertising, as such, is not needed - just make a good product and they will quickly find out about you. Such word of mouth really works, but in very narrow niches and if you need to attract not a constant stream of customers, but only a limited number. Such a promotion will be effective for small companies that provide services that take a lot of time (for example, repairs that drag on for 2-4 weeks).

How to promote small and medium businesses

It is believed that the key term for a small business is 24 months after opening, for an average business - the next five years. If the company survives this period and can occupy a niche, then it will continue to follow the beaten track. That is why in the first two years, small and medium-sized enterprises need serious support and maximum progress in all areas.

What types of promotion to choose for small and medium businesses? It all depends on what exactly you are doing, but, in fact, you can use all the options. Modernwill bring people from the street to you, contextual advertising - people from the Internet, promotion in social networks will allow you to create your own groups of fans, promotion in the media - the general population. But you need to understand what exactly you plan to advertise and compare the available opportunities with your product.

For example, it is practically useless to advertise youth paraphernalia on TV and newspapers, since your target audience simply does not use such sources of information. But Internet promotion and social networks will be most welcome. Therefore, carefully consider your marketing strategy, draw up a portrait of your target audience, and only then spend money.

How to increase sales

There are several ways to increase sales, but there is no universal answer to this question. The fact is that everything is too individual and depends on many factors: type of business, target audience, budget, etc.

1. State the problem, preferably with an interrogative intonation. For example, if you sell mattresses, then “Does your back hurt in the morning?” etc.
2. Offer a solution to it as if only you could solve it.
3. Show that your offer is unique and compares favorably with other companies.
4. Try to give people less time to think and decide “the promotion is valid until such and such a date”, “there are so many units of goods left”, etc.
5. At the end of the sentence, you should make a call to action so that the person wants to make a purchase, for example, “contact”, “call”, “order”, etc.

Such simple ways will attract the attention of users and form the right opinion in them, pushing them to buy your products or services.

Minimum investment with maximum efficiency

Next, let's look at how to attract the maximum number of target audience using a minimum budget. It is believed that the most effective advertising - on the Internet, In addition, you can choose the target audience you need by age, gender, place of residence, interests, etc.

But it is impossible to dwell on one type of promotion, since this will lead to the "puppeting" of the business - you need harmonious promotion from several sources.

What else is effective? Oddly enough, but this is outdoor advertising and various flyers, mailing lists, reporting information in social network groups and forums. In this paragraph, word of mouth should also be considered - with the right approach, it will bring new customers who can move into the category of regular ones.

Rules for evaluating the effectiveness of advertising

If you're starting a new business, then you basically need to learn on your own how effective different types of advertising are and what to focus on. It is impossible to say unequivocally about the effectiveness of one type of promotion and the illiquidity of the second, because in two different situations for two identical companies they may differ.

Efficiency is measured in two key ways:

1. Financial (how much sales increased after the company started).
2. Communicative (how accurately the advertisement hit the target and conveyed the necessary information to the target audience).

These indicators directly depend on the developed marketing strategy and the allocated budget. You don’t have to think that you can independently promote a brand using only improvised means and spending a couple of thousand rubles a month on it - this method is good only for micro-businesses in small towns, where everyone will know about the opening of a company or store anyway, because they are all in sight.

Explore new directions and monitor the effectiveness of advertising

Practice shows thatin a bundle, that is, part of the outdoor, part - printing, part - the Internet, part - the media. But in all these parts, you need to choose a suitable niche, set up a company correctly, set priorities, etc. You need to calculate efficiency as follows - how much profit came for each ruble spent. For example, you spent 1000 rubles on a context, while it brought you 25 thousand. From here we derive its effectiveness.

Integrated analytics

In the previous paragraph, we said that you should choose advertising for effectiveness, directing efforts to the most profitable options. But the fact is that it is impossible to evaluate everything in numbers. For example, contextual advertising usually brings you sales, but at the same time it practically does not promote the brand - a person simply does not remember where he bought it, he just followed the link and got what he needed. But advertising in the media or printing can bring a minimum of sales, but at the same time it forms the image of your company in the audience, which will later result in general recognition. That is why any marketing actions need to be evaluated comprehensively - one option brings sales, the second brings recognition, the third takes your place and crowds out competitors, the fourth is ineffective, but the budget for it is practically not required. Such an assessment will help you see all this from a height, and not in parallel - try to look at the whole picture, and not just at specific fragments.

What is considered the most effective

Practice and statistics give an unambiguous answer to this question - all “cheap” methods have almost zero efficiency. There is a completely logical explanation for this: the cheap advertising market is littered with millions of offers, thousands of companies are spinning on it that do not have budgets, experience, or a promotion strategy. It is very difficult to compete with them, and it is pointless - even if you can break into some free / cheap niche, then you can simply be bought out. Therefore, do not bet on cheap options. Set yourself up that without high-quality, competent marketing, sales will be extremely small. Therefore, it is better to hire a qualified marketer for yourself than to study it all from scratch, fill bumps and make classic mistakes with millions of similar companies.

Attention:if you do not have the resources to hire a qualified marketer or team, then you can turn to an outsourcing service. You will develop strategies, directions, prompt actions, and then you will move on your own.

Outsourcing is a great option for small business - you do not have to create a separate workplace, pay taxes, make social payments, etc., you will pay for a specific job.

Do you want to organize successful and effective advertising? Draw a portrait of your target customer. Determine his age, gender, social status, interests, etc. For example, if you sell craft beer, then your client is a man aged 22 to 35 years old, with an average income. If you sell household goods in a convenience store, then your customer is a woman, aged 28 to 55, married, with a low-middle income, etc.

How to advertise an online store

Today, almost any business has its own online store, or at least a business card website, which contains contact information, scope of activity and price list. let's consider examples, how to advertise such a business. Suppose our online store sells prescription glasses and sunglasses.

First of all, we define the target audience. In our case, since the list of goods is wide, it will be three directions: young people who are likely to be interested in sunglasses, pensioners whose eyesight has already become worse than in their youth, and middle-aged people who have to wear glasses. At first glance, this target audience has nothing in common, but it can be grouped by income level, promotion paths, etc.

So, if we advertise exclusively on the Internet, then you can bet on the phrase “inexpensive glasses”. Further develop it - “sunglasses for stylish people” or “accurate selection of diopters, detailed consultations”, etc. If you have a warehouse or office, then you don’t need to cycle solely on the context - outdoor advertising, leaflets, ads in the media are quite suitable, newspapers. Youth can be attracted through social networks by creating groups and posting photos, interesting information, pictures in them. Middle-aged people also actively use social networks, so you can intercept this part of the audience. For pensioners, it is more correct to focus on television, radio, newspapers, attracting them with discounts, low prices, consultations, etc.

Afterword

Remember that even after studying alland attracting dozens of visitors, you should not forget that you need to form a loyal audience. Practice shows that people become attached to “points” where they liked it, where everything went quickly and without problems. Therefore, do not forget about audience support - arrange drawings among buyers, hold promotions, offer discounts, etc. - this way you will create a strong backbone that will not let you down even in a crisis.

In contact with

The World Wide Web is one of the most important media. If earlier people mainly drew knowledge from radio, newspapers and television, now almost all content has gradually migrated to the Internet. The Internet is used by hundreds of millions of people around the world. Mostly its audience is young and solvent. Not surprisingly, marketers have come to view the online space as a great place to promote commercial products and make money.

Today, online advertising has become one of the most profitable industries in the world. She has already surpassed other types of promotion and is not going to slow down. For example, official data from IPG Mediabrands shows that in 2017, global spend on online product presentation amounted to $209 billion. This is 6% more than the cost of advertising on TV. There are all prerequisites for the fact that in the near future the Internet will become the absolute leader, and other means of communication will go down in history.

If you're planning to master the art of PR, take a look at the Web right away. Sooner or later you will come to it, so it is worth starting to comprehend its subtleties in advance.

Benefits of online advertising

1. Web Promotion requires relatively low cost. If in order to launch a commercial on TV, you need to shell out a tidy sum, then on the Internet it is quite possible to find popular sites where you can order promotion at an affordable price.

2. Large audience coverage. As a rule, a particular site is not limited to one region. Hypothetically, your ad can be seen by the entire Russian-speaking population of the world. By the way, many online stores use this: note that they often deliver goods far beyond the country of origin.

3. Possibility of fast feedback. There are a lot of ways to communicate with customers on the Web: you can create a page with reviews, indicate your e-mail and phone number, ask the customer to leave their details, etc. Establishing daily contact with everyone is as easy as shelling pears.

4. Full product demonstration. Imagine you're advertising a clothing store on TV with a 30-second clip. What can the viewer understand from it? Will he search your store? Will it rewrite your email address, even if you show it full screen in huge font? Hardly. But if a person finds an identical online store, he can immediately click on an advertisement and view the entire assortment in a few minutes. Obviously, stores that have official websites and established promotion on the Web are more successful than their competitors.

As you can see, online advertising is a powerful mechanism. However, in order to use it competently, you need to distinguish between types of online promotion. Each product has its own version. You cannot advertise the sale of aerated concrete blocks and public memes in the same way.

The main types of online advertising

1. Contextual.

You have probably noticed that if you drive into a search engine, say, a Meizu smartphone, an LG TV or Raffaello sweets, information about these products literally begins to haunt you at every turn. This is not an accident. That's exactly how it works.

Its scheme is as simple as possible. Special systems and read the requests of each user. Interests are automatically recorded and then suitable advertisements are offered to the person.

• search engine;
• thematic.

The first is targeting the keywords you google. The second is used within individual online resources. For example, if you are interested in a black dress in an online clothing store, in the future you will be offered similar black dresses, or items from the same brand.

The main disadvantage: a person is not necessarily looking for what he wants to buy. Maybe he's just writing an article about smartphones. To offer him contextual advertising is an empty shot.

2. Targeted.

This type of advertising is somewhat similar to contextual advertising. True, he focuses not only on the interests of the public, but also on socio-demographic characteristics. Its name comes from the English word target - goal. This is the whole point of the principle. The marketer determines the target audience of the product and offers it pointwise to each member of the selected group. Let's say you are promoting a toy store for children under 3 years old on VKontakte. Therefore, you need to target young moms and dads. You are looking for people of age whose status says "married" or "married" and also "has a child." They offer a banner with a teddy bear.

To save money, many ways have been devised to rationally use targeted advertising. Some experts place it at a certain time of the day. Others focus only on a particular region. Third

pay attention to the gender and age of the potential client. Fourth combine all these options and add something of their own. It all depends on the prevalence of the product and the size of the budget.

Main disadvantage: Usually people go to social networks to relax and chat with friends. At such times, they are not particularly attuned to unscheduled purchases, so your ad risks going unnoticed.

3. SEO.

The success of any site, whether it's an online store or a famous photographer's blog, largely depends on the position in the search engine. If it is on the first page of Google or Yandex, then it will fall into the field of view of most users. And if he modestly huddles at the one hundred and twentieth position, God forbid that at least 5% of the audience get to him. Few people have the qualities of a researcher. As a rule, people choose one of the first options offered. Therefore, SEO promotion is highly desirable for everyone.

Main disadvantage: There are many subtleties in SEO that are inaccessible to the average person. Therefore, optimization is entrusted to specialists who know a lot about semantic analysis. Their services are priceless.

4. Banner.

Banners are good because they instantly sink into a person’s soul. bright picture will be deposited in memory faster than even the best text. There are many precedents when, after launching a competent banner ad, sales increased by 50% or more.

Banners are divided into the following types:

• static;
• animated;
• interactive

The latter are considered the best option. If a simple picture or GIF may not impress the user, then ignoring a poll of two options is much more difficult. And after the first interest arises, you can win over the client further.

Main disadvantage: because of the phenomenon banner blindness people often don't notice the pictures on the sides of the site. There are so many banners that the brain of an average person perceives them poorly.

5. Email newsletters.

6. Teaser.

“Find out why Pugacheva beat Kirkorov” or “Vanga predicted the end of the world in 2018” are the clearest examples of teaser advertising. To create it, a headline is used that instantly attracts attention, as well as a revision - the main message, where a loud phrase is explained and there is a call to action.

Teaser advertising is not necessarily clickbait with a catch. It is used not only by network marketing tricksters, but also by serious companies to promote branded items on the market. Sometimes they launch ads in a complex way, sometimes the headline comes out a few days before the release. Warming up public interest, the authors create intrigue.

Main disadvantage: because of Pugacheva, Kirkorov, Baskov, Goji berries and super-remedies for breast cancer to teaser advertising little trust. Alas, unscrupulous manufacturers adore her.

7. Video advertising.

Many entrepreneurs are aware of the popularity of YouTube and are trying to run video ads. I must say that it brings good results. Videos are perceived with a bang by the public, especially if they are interesting and informative.

• viral videos that you can send to a friend or post on your wall;
• teaching notes (this presentation method is very common among various online schools);
• image clips aimed at presenting the product from the best sides

Video advertising is also good because it can be used to really track the reaction of viewers. People will rate the video with likes, leave positive reviews, and also criticize. With this, you will see what you are doing well and what needs to be improved.

Main disadvantage: a good video will have to spend a lot of money. At a minimum, you'll need a good camera, good editing, and an adequate script.

8. Native.

Native advertising is a message that unobtrusively fits into the surrounding context. Imagine that you are reading an article about the most effective ways to learn English. And, dwelling on each of them, you notice a remark that such and such a school actively uses this technique in teaching students. It would seem that they are completely neutral references, but in fact they appeared in the text for a reason.

Main disadvantage: unobtrusiveness often plays tricks on native advertising. Because of this people often overlooked hidden message.

9. Bulletin boards.

For some reason, this option is undeservedly forgotten. Many associate message boards with the sale of used items for three pennies and think that this site is not at all suitable for promoting modern projects. But in vain. Avito is still visited by many people, and so far it is not going to go down in history.

Here it should be noted right away that bulletin boards are just one of the ways to increase your customer base. Don't place all your hopes on him. However, with the right approach, it can give a good result. For the effect to really be, you need to make a selling ad. Clear photos, the most complete list of contacts, keywords in the title, simple and intelligible text are the keys to success.

Main disadvantage: so that your message does not sink to the very end, it must be constantly raised. This is a rather troublesome task and often not free.

10. Spam and viruses.

Since this method of advertising exists, it is worth remembering about it, however, we are extremely do not recommend to use them. First, it is not pure from a moral and ethical point of view. Secondly, its effectiveness is in question. Your potential customers are not idiots. Gone are the days when most Internet users were led to incomprehensible offers and followed dubious links. Viral ads that pop up all over the screen do not push a person to buy, and spam is immediately deleted from the mailbox. Therefore, if you want to gain an audience and make people believe you, choose a different promotion method.

The effectiveness and cost of advertising on the Internet

We have already understood that Internet advertising is useful for a product. We also figured out that it can be done in many ways. However, online ads do not guarantee successful sales. Running ads is a risk anyway. A lot depends on the mood of the public, the professionalism of the content maker, the relevance of the offer. You can insure yourself on all fronts, but there are times when even the best ideas fail.

Do not rush to get upset. Product promotion is not a single event that happens once in a lifetime, but a process that lasts for years. Even if your initial strategy fails, you can tweak it until it starts working.

Contrary to popular belief, marketers do not rely on intuition. They have clear schemes by which they check the effectiveness of online advertising:

1. Hit. In Russian, a hit means the number of visits to a resource. This indicator, in isolation from everything else, says little. You can click on the link at least a thousand times from one computer.

2. Host. This refers to the number of unique users who are interested in the resource. You can map unique IP addresses to hits and find some correlations.

3. CTR. In common parlance, this abbreviation is called clickability. It takes into account the number of impressions of an advertising message to the user, as well as the percentage of responses to it.

4.CTB. This is the conversion rate. It shows the number of casual visitors who become customers.

5. CTI. This indicator is responsible for counting interested visitors. An interested person is one who has thoroughly viewed the site, and also repeatedly returned to it.

6. ROI. Return on investment.

All data is taken from special counters. Professionals evaluating the effectiveness of online advertising can learn a lot from these numbers. They clearly show how the average user reacts to the information offered to him. Based on his behavior, you can successfully change the PR campaign until it starts to work in full force.

How to start advertising?

And now we move from theory to practice. Since you are reading this article, then most likely you have a project that is waiting to be promoted. So what should be your first action?

Here you should immediately make a reservation that a lot depends on the amount that you expect to invest in promotion. If you have an unlimited budget, you can order a number of promotional mentions from top bloggers and rest on your laurels. But if you expect to spend money sparingly, you will have to build a more complex scheme.

Inexpensive, but effective means of online promotion are:

• targeted advertising;
• thematic contextual advertising (and CCM);
• site optimization.

Most likely, you will have to repeatedly catch the eye of users. From the first time, your sales are unlikely to skyrocket. Therefore, it is worth stocking up on finances and running ads regularly for some time.

Another important aspect is the platform for promotion. If you are a beginner, we advise you to start with search engines and social networks. This is where the largest concentration of potential customers. AdWords Search Network, Yandex.Direct, VKontakte, Facebook and Instagram are almost win-win options. Many started with them, and most were satisfied with the result. Below you will find more sophisticated ways to advertise, but for now, choose proven methods.

Conclusion

In the article, we examined online advertising from all sides. We figured out what it is, identified its types, learned how to test its effectiveness, and also gave a couple of tips for running your first ads. From all that has been said, we will draw a few final conclusions.

Firstly, always approach online promotion wisely. As you already understood, there are many ways to properly promote a product on the Web without investing millions. Try to choose options that are highly likely to work. Ruthlessly discard bad ideas. Remember that your income depends on it.

Secondly, use all possible ways. Don't get hung up on one thing, especially if you see that this option is ineffective. Practice shows that the best results are achieved by those businessmen and marketers who are not afraid of change.

Third, developing a PR campaign on the Web is no less difficult and responsible task than launching advertising on TV. This article only gives you the basics of online marketing. If you are just starting to comprehend it, a long and painstaking work awaits you. There will be mistakes at first, like everyone else. The main thing is not to give up if something did not work out.

We hope that our material has become useful for you, and you will definitely apply the knowledge gained in practice. Let this article be the first brick in building a successful career!

The main feature of advertising for small businesses is that it pays a minimum of attention to the brand, that is, the company itself. Unlike large multinational corporations such as, say, Coca-Cola, you can hardly afford to work on brand awareness, so you need an approach that .

Focus on specific offers and refrain from using "general" words such as "a lot", "cheap", "profitable" and others. A quarter of a century ago, this approach was effective, but today's society prefers numbers. No one will go to a store that offers "the cheapest sofas in the city," while a store that sells "sofas for 10 thousand rubles" will be full of buyers.

Run promotions

If your offer is not only specific, but also limited, the effectiveness of advertising will increase: the less time you give a potential buyer to think, the higher the chance of making a sale. In addition, this will reduce the likelihood of a potential client leaving for a competitor.

When a person sees an advertisement for teapots for 500 rubles, he thinks about buying hypothetically, that is, he simply takes note that such and such a company has such and such a price for teapots. If he doesn't need the kettle yet, he won't buy it.

But if he sees that the offer is limited, and it is possible to purchase goods at the offered price, for example, only until the end of the month, he begins to think about buying from a practical point of view: if he does not need a kettle today, but may need it tomorrow, then it is better to buy it now at a low price than to pay twice as much later.

Special price

This method has been used everywhere for decades, but does not lose its effectiveness: indicate the “old price” next to the price. At the same time, the "regular" price should be noticeably higher than the "special" one - this will enhance the effect of the "limited offer". The principle here is the same as in the case of “general” words and specific figures: seeing how much more expensive the product will become at the end of the “promotion”, it will be much easier for the buyer to part with the money.

The most effective types of advertising

The advertising format must be chosen taking into account the specifics of the business and the target audience - something that demonstrates high performance in men under 35 may cause only a minimal response in women over 45.

And even if all your childhood you dreamed that when you have your own business, you will advertise it on TV, it is better to refuse this option: high-quality advertising on TV is expensive and it is ineffective for small businesses.

Instead, it is better to pay attention to other formats:

• leaflets: they can be delivered to mailboxes, or handed out on the street. It is better to distribute, as this allows you to distribute advertising exclusively among the target audience;
• announcements in elevators and entrances: a very popular (and very effective) approach - the longer a person travels (or waits for an elevator), the higher the likelihood that he will read your ad, respectively, placing such ads in the highest buildings gives the best result;
• : advertising on the Internet is the most inexpensive, and it is simply irreplaceable for working with a young audience - be sure to create a community on a social network and place ads on several popular thematic sites;
• in newspapers: it is better to advertise through newspapers business - construction, education, cleaning, etc.;
• signs: it is best to place signs, banners and billboards in the immediate vicinity of the office or store.

How to evaluate the effectiveness of advertising

It's not about how much you spend, but how much you end up earning from it, so the most important indicator for you should be ROI, that is, "return on investment." If you spend 50 thousand rubles, and as a result of the actions taken, the profit increases by only 20 thousand - refuse such advertising. Remember that you should not work for her, but she should work for you.

As you can see, the most is the one that shows good results for a specific business and a specific target audience, and costs less than it brings. True, to find the right format you have to experiment a little. But it's worth it, no doubt.