The advertising traditional, one defined offline, takes place in the “physical” world while online advertising is moving into the Internet; simplifying to the maximum we can take this distinction as good, even if in some circumstances the nuances between online and offline advertising are more subtle. But my goal is to make your life easier, indeed easy reading, so no technicalities and big words that can confuse and put you in difficulty, beyond your knowledge in this sector, whatever they may be.
Despite the massive use of digital marketing in today’s landscape, prints and out-of-home (OOH) advertising are still among the most effective when it comes to reaching a localized target audience. Whether you are promoting a business that caters to the communities around you, or you want to expand the reach of your brand to new communities, using OOH advertising can be your best strategy.
As the technology around OOH advertising improves, we are also seeing some very creative campaigns, new and exciting content, and even OOH advertising being used as a part of a more integrated, online-and-offline campaign. Here are some of the creative OOH advertising campaigns you can draw inspiration from.
The Delta Dating Wall
Delta Airlines is in a relatively traditional industry. While there have been some interesting marketing and advertising campaigns from the airline industry over the years, the majority of ads focus on the actual service. This makes Delta’s Dating Wall campaign even more interesting.
The Delta Dating Wall is a campaign in which it partners with Tinder. Delta decorates a corner in Brooklyn with a beautiful display of nine popular travel destinations. There is a big tagline on both sides which says, “World Travelers Are More Likely to Be Swiped Right.” It is a play to Tinder’s swipe feature.
Singles can then take pictures and post them to their Tinder profiles to gain more attention. The design of this OOH advertising is also catchy and fresh, drawing more attention to it in the process. Delta concluded the campaign with a key message, “until you take the trip, we’ll help you fake the trip with these backdrops.”
The Wilshire Grand Center
The Wilshire Grand Center is a new skyscraper in Los Angeles that quickly becomes an advertisement for itself. The unique shape of the 1,100 feet tall skyscraper is only the beginning. There is lighting set up on one side of the building which starts at the bottom and goes all the way to the top.
This lighting setup is highly recognizable from the colors it displays. You always know that you are looking at the Wilshire Grand Center no matter where you are in Los Angeles. The building also gets featured in some news shows on NBC and other networks.
What’s interesting is how the lighting is actually a fully-functional 3D display that can also show videos. If you are looking for an OOH advertising opportunity that creates the biggest impact, you can get in touch with KEVANI and work on a campaign using the Wilshire Grand Center.
Smirnoff Made in America
The family behind the brand Smirnoff fled the USSR in 1917. Vodka, however, remains a product associated with Russia until today. These facts make Smirnoff’s Made in America campaign that much funnier.
In a series of OOH ads, Smirnoff shows a big “Made in America” tagline, followed by a remark underneath it, “but we’d be happy to talk about our ties to Russia under oath.” It is a play to the current Russia election meddling investigation and it gets people talking about the ads.
These campaigns show how OOH advertising, when used creatively, can create both online and offline buzz. Find ways to use OOH advertising to boost your brand awareness by drawing inspiration from these ads.
When talking about graphic design applied to marketing and promotion strategies, it is important to remember that not all designers have the same skills, and in marketing matters, for any business, it is important to apply some rules or advice so that the design of all the marketing material has better possibilities of reaching its objective, which is to put in the minds of the people, and the print advertising that promotes and induce the public to purchase.
Also remember that when it comes to small businesses, there is a disadvantage against the large advertising companies that exist everywhere, however, these tips will help us to make printed material, ads, posters, postcards, cards of presentation, etc. They can compete with the greats and not get lost in the crowd.
1 – Avoid saturation
Too many elements in a small space can distract the eye of the viewer, the client or future client in this case, the use of too many graphic elements can make a card or advertising postcard very attractive, but as a marketing element, it can make it difficult for the recipient get the main message, that is why you have to always try to balance between space and image, so that the receiver’s eye can read the most important messages.
This is particularly important when space is limited, as in the case of business cards, flyers, advertising postcards, small brochures, etc.
2 – The size strategy
Try to use large images, instead of very small elements that can be difficult to read, large images in a negative space, tend to draw more attention of the reader.
3 – An image says more than a thousand words
The visual aspects tend to call more attention than words, however, we must try to maintain a balance between the image and the text used, should try to use the image as a reinforcement of the message, and not around. If you are going to combine image with text, try to have at least 50% of the same space on the page, if you need or think it is convenient to use a large image.
4 – Easy reading
Always try that your brochure, flyer or print advertising form, has an accommodation that is easy to read, since what you want to achieve is to read the important information contained in the marketing piece that you are delivering, besides, it is very important that you a look at all the texts and that the message you want to send is disseminated among the spectators around the printed element.
5 – Use of typography
We must take special care in the use of typographies, sizes and colors of the texts, use too many high letters (capital letters), it may seem like a good idea at times, and however, it is not, so we must try to keep the text in its proper proportion, between high and low letters.
You also have to limit the use of fonts, shapes and sizes, since this can give an impression of visual chaos, which would act to the detriment of your message in print advertising.
6 – The key is the consistency
Keeping the information where it is easiest to read and access for readers in any printed marketing element, is the key to such information being remembered and reaching the objective of the advertising material in question.
7 – Be consistent
Again this applies to the entire layout of any printed marketing element, be it advertising postcards, magazine ads, business cards, posters, etc. Maintaining consistency in the entire area of your brochure, card or ad, will make your advertising message be remembered, and above all be read.
The use and results of these print advertising tips will vary depending on the product and / or services that you want to promote.
Advertising strategies, as you know, the engine of trade, and making the engine work for itself is sometimes difficult. The stories of brilliant advertising strategies prove that one creative idea can create a world-famous brand, make a famous unknown company and help to earn real money bags. We are talking about advertising strategies that have changed the world!
The most famous motorcycle in the world is not just a means of transportation, but a cultic bike, embodying the freedom and rebellious spirit of several generations. At the end of the 20th century, the company’s marketing specialists launched a large-scale campaign and changed advertising strategies: everyone who makes a tattoo with the company’s logo will be given a discount to buy a bike. Tattoos with the inscription Harley-Davidson the brand’s fans do and still, although the stock has long since sunk into oblivion. As a result of the promotion, the company received not only increased sales and interest in the brand, but also free lifetime advertising on the bodies of many admirers.
The American spinach company used the product placement for the first time in history, and where would you think? In the children’s cartoon! In 1929, a new animated film with a beloved protagonist, the Sailor Popeye, appeared in the cinemas of America. Whatever obstacles are encountered in the way of the character, he easily overcame all opponents, because he ate spinach, which charged Popeye super-strong. After many years it turned out that Spinach Can paid multipliers to ensure that the screens showed not any spinach, but banks that very much resembled the company’s product. Cartoon was a resounding success, supporters of a healthy lifestyle in every possible way supported the project, which, in their opinion, was aimed at improving the nation, and Spinach Can rubbed their hands, proud of a successfully invented chip.
In the 1950s, Sony announced the release of a portable radio receiver, so small that it could be carried around. Buyers eagerly awaited the novelty, however, when the miracle of technology was collected, it was found out that the size of the radio receiver exceeded the planned one. The radio did not fit even in the shirt pocket, which means the case was failed. The output was found by Akio Morita, one of the founders of the company, who suggested to change the advertising strategies and distributing the receivers in an original way. Sony decided to sell the product with the help of salespeople – people who go to their homes and offer to buy goods. For 6 thousand salespeople around the world sewed special shirts with an enlarged pocket. With the words “It’s very easy to fit in your pocket,” workers with a smile on their faces showed radio receivers in their pockets, which allowed to sell 4 thousand new products on the first day of the team’s work. None of the buyers noticed the dirty trick, and those who noticed saw the problem in the wrong amount of their shirts.
Marketers of the world-famous coffee house chain have turned one very interesting deal that allowed them to capture a new audience of the American market. Starbucks bought their main competitors – the Seattle’s best network, which positioned itself as “anti-Starbucks”, doing the opposite and attracting customers that Starbucks for some reason did not like. Having bought competitors, marketers of the company did not close the acquired coffee houses and did not even change their concept, on the contrary they tried to make the difference between the two coffee-house chains as much as possible. The result – Starbucks received an audience of competitors, which in no other way could not win. Everyone who loves Starbucks goes to Starbucks, everyone who does not like Starbucks goes to Seattle’s best, but the money still stays in Starbucks. A good working scheme,
The American mailing company “Jay Walter Thompson” in the 1940s increased its sales several times and opened the world to marketer James Young. James was the youngest employee in the company, when the problem fell on his head to sell a batch of beaten apples covered with black spots. The idea of Yang was simple: somehow you need to give out the flaws of the product for its advantages. To all buyers who were supposed to get apples, boxes came with letters “Pay attention to these stains. They indicate that apples are grown in the mountains, with sudden temperature changes. Thanks to this, apples acquire a characteristic juiciness, sugar content and aroma. If it turns out that everything we said is not true, you can send all the goods back.” Of course, all buyers were happy to believe in a fairy tale about fruits from the Alpine mountains and subsequently ordered apples with requests “send with specks as last time.” The fantasy of James Young and the credulity of people played into the hands of JWT.
It is now familiar to all Red Bull, who “inspires”, and in 1987, when the drink only went to the broad market, its “chip” from Red Bull was not. A similar tonic effect was given by Coca-Cola and Pepsi, and it was foolish to compete with giant brands. Then the founder of the brand Dietrich Mateschitz decided to distinguish the power engineer from his competitors by the appearance of the package and artificially inflated by the price. He reduced the volume of tare, at the same time he overstated the cost of the goods, made the bank look like a battery and began selling Red Bull not in the beverage department, but in any other department of the store. Surprisingly, things quickly went up the hill. And today many brands artificially inflate prices for their goods and are asked to remove goods from specialized shelves in order to distinguish their company from competitors.
Dewar’s whiskey first appeared in the UK at the end of the 19th century, when gin, rum and brandy were considered the “top” drinks of the English. The founder of the brand Thomas Dewart came up with an unusual advertising strategies: he hired several young people who went to London bars and asked them to sell Dewar’s whiskey to them. Of course, there was no drink in the establishments. With a contemptuous snort, the guys pointedly left the bars disappointed. After a while, Thomas Dyar himself went to the institutions and offered to conclude a contract for the supply of whiskey, the bars happily bought boxes of new alcohol. With such a cunning trick a couple of months later, Dewar’s drank all of London, and a few years later the founder of the company personally traveled 26 countries, offering restaurants and bars to arrange the delivery of their product. The company’s turnover has grown more than 10 times.
Online advertising is gaining very large turnover in the network. So today we will talk about the basic concepts and terms of advertising on the Online. In order to become more familiar with such a tool, you first need to familiarize yourself with the theoretical part.
All these concepts you need to remember, that in the future when creating an advertising campaign online you do not have any unnecessary problems and questions …
Basic concepts of online advertising
Contextual advertising: It is a community of people on whom an advertising message is directed. In such a message, contextual advertising, an advertising banner, a post of some social network, and teaser advertising can be used. All this is generally called an advertising message.
And the target audience are those people to whom we try to convey our advertising. Also these are people who are potentially interested in our some kind of service or goods. It is with the definition of the target audience that any advertising campaign begins.
Display advertising: It is the display of advertising to any user. For example, a user visits the site and sees our advertising banner there, and this will be considered one display. In this case, two types of displays are usually divided: unique and non-unique.
Non-unique impressions are impressions that are considered regardless of the uniqueness of the user. That is, if a person came to the site several days during the day and saw our advertising banner, then it will be three non-unique shows. One user saw three times.
If we considered unique impressions, then the user would go once to the site and see an advertising banner – it would be considered for the show. All other user visits and viewing of the user of this banner would not be counted, since the user already visited the site and accordingly these displays were non-unique.
Keep Reading: 8 Tips For Advertising Online
Basic terms of online advertising
Click: Came from the sound by clicking the mouse button. In terms of the online means the user’s transition to the site. That is, when a person clicks on an advertising banner, on a contextual advertisement or on a link, he goes to the site.
That is, a click is actually the transition to your site of a user from the advertising message after clicking on the banner, clicking on the contextual announcement or on the link. The number of clicks affects the click ability of the ad.
URL (website page address): When you are asked for a URL, you need to give the address of a page. As for online advertising, you are asked to give, for example, the address of the main page (this is the domain) or the address of the specific page of the site that you want to advertise to calculate the media plan. So if you are asked for a URL, then do not be scared at once. This will be the address of your site.
Landing Page (LP): It is the landing page or landing page. This is also a well-known term that is used in advertising. What is it? Landing page – this is any page of your site, which will be transferred to users.
Imagine that you are pointing such page of your site in some kind of advertising message. For example, link this page to a click on the banner. The user went to some site, saw your banner, clicked on it and went to a specific page of your site.
In fact, after clicking on the banner, the user has landed on this page. Therefore from here such name. This is the main page on which the user will come to you on the site after clicking on the advertisement or after reporting some advertising message to him.
An account is a personal account. It already includes the personal cabinet of Google AdWords.
Ban: This is the account lock. If you, for any reason, violate the rules of the advertising platform or system, you may be assigned an account lockout. In general, the ban!
Bid: It is the rate at the auction or the price of the click that you put on the auction in the Google AdWords system. This we will talk in detail in another post.
SEO (Search Engine Optimization): Promotion in the search engines. This is the promotion of your site or a set of measures that are aimed at improving the position of the site in search results.
Search output is a display in search results. For example, in the search engine Google. When a user hits a request (for example, buying a drill), the search results are displayed to him. It is the promotion to the first line in the search results and is called advancement in search engines.
Targeting: Separation or segmentation CA. This is targeting our advertising message to some target audience. Targeting can be distributed by gender, age or geography. We take some big target audience and divide it into different segments.
For example, we can set up so that our advertising banner or contextual advertising is shown only to men or only to women. You can only an adult or only a minor and so on.
So, these were the basic concepts on the subject of online advertising. Now you already know what the target audience is, shows, landing page and much more.
Every successful entrepreneur knows how important competent advertising in the modern business, promotion of the brand, products, services. Even if you produce the best quality product on the market, there is no guarantee that it will be in demand unless there are different types of advertising. At the same time, a competitor that offers a less-quality product, but which untwists it, will receive much more profit due to impressive sales volumes.
It is important that potential buyers are aware of the existence of the product, its advantages. Otherwise, they will choose the one they listened to. But what kind of advertising to choose and what types of advertising are popular today? Let’s understand!
Many types of advertising are popular, what to choose?
Many types of advertising that exist today are very popular. Not surprisingly, having decided to promote their goods, many do not know what exactly to choose. What kind of advertising, so that they works in modern business? It is best to turn to professional marketers or an advertising agency, in the staff of which there are such specialists. They will analyze many types of advertising that you like, will appreciate the features of your company, products, brand and will choose suitable ways of promotion, focusing on a potential target audience. And this is very important!
You may also like to read: How To Advertise? Tips For Beginners
There are many of its kinds. Initially, there was only outdoor advertising in the form of signage. Despite the fact that the technologies have moved far ahead, outdoor advertising is still in demand, relevant and highly effective. Therefore, very many companies use it to promote their delusions, goods, services. It can be advertising in the form of a signboard directly above the establishment or banners, volumetric letters and much more.
Which ads to choose?
What kind of advertising to choose to promote products or services? This is the question that millions of people around the world are asking today. Advertising in modern business includes not one and the same direction, but a whole series of comprehensive measures to introduce “advertising companies” in various fields.
You may also like to read: Creative Advertising: Ideas For A Creative Approach To Marketing
Below are some types of advertising that you can choose to promote your products and services …
- Audio advertising (for example, on radio stations)
- TV advertising (advertising on television – various programs, talk shows, television movies and TV shows)
- Printed products (printing, which includes a huge range of a wide variety of products: business cards, flyers, leaflets, printed catalogs, advertising brochures, calendars and much more)
- Outdoor advertising (light boxes, passes, all kinds of signs, advertising in shop windows
- Advertising on transport (branding of vehicles of the company in its brand colors or pasting of transport with stickers with any specific offer)
- Internet advertising (one of the most powerful types of advertising, which is developing rapidly every day)
- Advertising in YouTube (advertising your product, services or pages on the Internet with the help of the popular mega YouTube service)
Now very popular is advertising in the media. No wonder, considering how many people watch TV, listen to the radio, use the Internet. On the radio and television advertising, most often, is offered in the form of commercials. Also, it often goes as part of sponsoring a particular program, event or event. It is very effective to advertise in social networks, of which there are many now and a huge number of people use them.
Why is it better to entrust the promotion of the product and brand to professionals?
They are professionals; they know their business and will be able to make the most effective promotion project. For example, the entrepreneur himself can spend tons of money on advertising on TV, but it will not bring much effect. Why? Most likely, he chose the wrong way of advertising, not the time, because the target audience did not watch TV at that moment, etc. One could spend much less money, but get a better effect if the right types of promotion were chosen.
You may also like to read: The Concept and Basic Information about The Advertising Market
So, let’s sum up, answering the question: What kind of advertisement to choose? The following points are very important …
- Choose the type of advertising that fits your business the most (this can be consulted with professional marketers who are very knowledgeable about these issues).
- Define the target audience – to understand who specifically will be directed your advertising and act in accordance with who will be calculated your advertising, which you have chosen.
- Having decided on the type of advertising and target audience, we choose the strategy of product promotion – here again it is better to consult professional marketers, because the success of the advertising campaign largely depends on this.
- We form a suitable advertising budget. Choose a budget intelligently, without overpaying for unnecessary options to you. For example, you sell children’s hats and, correspondingly, your Central Asian children and their parents, and you are offered to cover the interests of students and pensioners. This makes no sense, because there will be no response from such advertising.
- Analyze the advertising campaign at every step to correctly allocate the budget of the advertising campaign and adjust the strategy as necessary.
These days, many entrepreneurs and corporate leaders are thinking about what they can do to facilitate success in the ecommerce sector. If making your brand more successful online is important to you, know that operating strategically can increase your likelihood of attaining the results you want. With that idea in mind, consider implementing some or all of the following ecommerce strategies as you begin your internet marketing journey:
1. Conduct Thorough Target Market Research.
If you’re serious about ecommerce success in 2017, you need to get serious about doing your target market research. This research is an inalienable component of your online advertising process because it helps you understand things like the motivations, ideological perspective, and shopping behavior of your audience. Once you have this knowledge, you can carefully structure your online advertising process to ensure that you’re really appealing to and connecting with the individuals who are most likely to be interested in your product or service line. The central, inalienable component of the target market research process is asking questions. Below you’ll find some key questions that can help you really learn what members of your target audience are all about:
• What are the buying patterns of the customers? For example, do they purchase subscriptions or buy things as the need arises?
• When is the best time to contact members of your audience regarding the brand? Is there a time of day when they’re more likely to be home to answer a telephone call?
• Where do your customers live? In one state? Across America? Or do you have a global audience?
• Why do customers buy things from you as opposed to other businesses operating within your industry?
• What is the ideological perspective of your customers? Are they conservatives, moderates, liberals, radicals, etc.? What political party are they affiliated with?
• What is the average age of your customers?
2. Utilize Responsive Web Design Services.
In addition to conducting thorough target market research, make sure that you consider the value of investing in responsive web design services. These services are important because they empower you to make your online store accessible to those who use electronic devices such as smart phones. Remember that if a smart phone user accesses your website only to learn that the page loading time is abysmal, she or he may leave before making a purchase. The individual might even discourage other people from visiting your website to make purchases or learn more about your brand. This is just one of the reasons why obtaining excellent responsive web design services is an important and inalienable component of the ecommerce process.
Keep in mind that responsive web design is not the only web development strategy you can use to make your online store absolutely incredible. Another technique you may find beneficial is the use of web hosting services. These services help make your site secure and can also assist with other important processes such as file transfer. Companies such as Network Solutions are pleased to provide clients with these services.
Pursue Ecommerce Success Immediately!
Two techniques you can use to grow your company in the online realm include conducting thorough target market research and utilizing responsive web design services. Start incorporating these ecommerce techniques into your organization’s growth plan so that you can keep your business in a state of expansion within the digital realm!
A beginner entrepreneur often spends a lot of money on advertising campaigns. But it can hurt to spend these funds in vain without plan. It is difficult for a person without experience to understand how to advertise correctly, since it does not always understand the principle of its work.
How To Advertise To get the desired result from advertising and save your money?
The experience of marketers and advertisers suggests that the ways of advertising promotion for different areas of activity are different.
You may also like to read: Creative Advertising: Ideas For A Creative Approach To Marketing
There are 3 big branches in business …
- Service sector
How to advertise correctly in production?
If your company has just appeared on the market, you need to attract as much attention as possible to potential buyers. In this case, visual advertising works well, the purpose of which is to “promote” the brand.
You may also like to read: Television Advertising: All You Need To Know About TV Advertising
- Television: For TV-promotion, an advertisement is needed, which is better placed on local or very popular TV channels. The pleasure is not cheap, but the costs are 100% pay off, especially if you use interesting tricks in the video (funny song, famous person, non-standard storyline).
- Billboards: It is also effective for memorizing the brand of the company. Pay attention to the logo and the formulation of a clear trade proposal of your company.
- Plasma panels and media stands: Work in places of good patency (shops, stations, hospitals), where a person is forced to wait for a turn. The look focuses on changing pictures, and time passes faster.
- Magazine and newspaper advertising: Thematic magazines excellently promote your brand. Do not be stingy for an interview, where you can declare yourself as a professional. You can also order advertising on the spread.
You may also like to read: Press Advertising: All You Need To Know About Print Media
A loyal visual policy will lead to the fact that not only buyers but also dealers who offer cooperation will find out about your brand.
How to advertise correctly in trade?
To promote specific goods, several other methods are used …
You may also like to read: Radio Advertising: All You Need To Know About Radio Advertising
- Advertising on radio and television: Effectively and verified. Great audience coverage, fast recognition of your product or store, a hundred percent payback.
- Advertising booklets: Colored and bright – they are effective advertising. In the booklet, indicate prices for new and popular products, especially highlighting discounts and bonuses. Do not forget to specify the address of the store. It’s better to distribute them at the very entrance to the store or scatter them to the mailboxes of nearby houses.
- Advertising in the elevator: The price will depend on the size of the layout. Such advertising is convenient because potential buyers see your ad at least twice a day during the week.
- Printed editions, newspapers and magazines: It is better to order not an ad, but an advertising module in a thematic rubric of local most popular magazines and newspapers.
- Business cards with discounts: They can be handed to customers at the checkout. This will encourage people to come to you again and again.
- Sign and pillar: Called to draw the attention of passers-by to your store the sign must be colorful, and the pillar – informative and intuitive.
You may also like to read: Outdoor Advertising: All You Need To Know About Outdoor Advertising
How to advertise in the service sector?
To promote specific services several other methods are used …
You may also like to read: Transit Advertising: All You Need To Know About Transit Advertising
- Advertising on radio and television: As always, it works well for the service sector, thanks to the wide audience coverage and “visibility”. For TV, an advertising report about your beauty salon or body shop is perfect.
- Private ads: They are ordinary paper ads with tear-off sheets. Entrepreneurs often underestimate this old form of advertising, but it does not lose its popularity. It’s easier to tear off the phone you need than to stop on the go and photograph an announcement or record contacts.
- Printed editions, newspapers and magazines: If your city has newspapers and magazines with the rubric “services”, you can stay there. This way of advertising is cheap. A huge influx of customers should not wait, but as an additional resource to use.
- Advertising on transport: Small companies do not pull large-scale advertising on public transport, but they can order a sticker on the rear window with the name of the service and the phone.
- The Internet: This includes advertising on search, banners, advertising in social networks, posting on city and thematic forums, creating groups in social networks. Internet promotion can be either paid or free.
You may also like to read: Internet Advertising: All You Need To Know About Online Advertising
Choose a promotion channel and give advertising is not the most important thing. It is much more important to correctly analyze the indicators and optimize the advertising campaign so that it is as effective as possible.
This article will provide a description of the print advertising, information on advertising media, their purpose, functions and features, as well as detailed descriptions and sample images.
Print advertising, printing or advertising are a set of media made on specially prepared for advertising printed products, non-periodical publications. It refers to the form of advertising and is one of the most common in the advertising of goods and services.
Print advertising includes various advertising materials, placed on different types of print media advertising information. Number of print advertising formats and the corresponding types of print media is very large. The main types of printed products, which are currently, most widely as advertising media …
Print Advertising – Advertising Directory
Whether or twisted multi-page print edition, which contains a systematic list of a large number of goods or services with pictures and detailed description, as well as other supporting information. It has a high-quality decoration and printing performance, designed for long-term use. Circulation usually a few thousand, sometimes – tens of thousands of copies.
Print Advertising – Leaflet
Stitched multi-page print edition, which contains advertising information about the goods or services with pictures and detailed description. It could also be devoted to a group of similar goods or services. According to the embodiment resembles the directory, but less volume. It has a high-quality decoration and printing performance. The publication can wear pronounced prestigious character. Circulation usually a few thousand, sometimes tens of thousands of copies.
Print Advertising – Advertising Booklet
In contrast to the catalog and prospectus are not stitched and folded several times (in other words, folded in an accordion) edition, which contains advertising information about the goods or services with pictures and detailed description. It could also be devoted to a group of similar goods or services. May have different dimensions, volume and folding embodiments, but in the unfolded state it cannot exceed the size of the standard typographic printing sheet. Is inexpensive and economical edition, to produce large print runs and are designed for short-term use and, in most cases, on a single reading.
Print Advertising – Flyer
Pocketbook or single-fold the print edition, which contains one-sided or two-sided image of the advertised goods or services with a detailed description. Usually dedicated to one product, in rare cases, several similar goods. Designed for rapid distribution in conjunction with a wide coverage. More often than not, because of its efficiency, it is available in large quantities, so among the least expensive media print advertising. Circulation usually dozens, sometimes hundreds of thousands of copies.
Print Advertising – Poster
Large format edition printed on one side designed to be placed inside the premises. Usually dedicated to one product, in rare cases, several similar goods. It contains advertising information provided in the form of eye-catching combination of one or more images and concise accompanying text, which in brief figurative form displays basic feature of the advertised goods or services. To improve the functionality of the poster is sometimes combined with the calendar grid. Circulation from a few thousand to hundreds of thousands of copies.
By the distribution of printed media, advertising information also includes products such as calendars, greeting cards, envelopes, coupons, stickers, various promotional print ads.
This article will provide a description of transit advertising or advertising on transport, information on advertising media, their purpose, functions, and features, as well as detailed descriptions and sample images.
Transit advertising or advertising on transport is a text, graphics, or other visual information of advertising character, which is located inside or outside the vehicle, as well as special permanent or temporary structures located on the transport infrastructure and adjacent territories. It represents advertising information delivery channel with advantageously low selectivity acting on the various types of mass audience. It characterized by a wide coverage, mobility, relatively high levels of exposure.
Transport advertising is carried out on the basis of contracts with the owners of vehicles or persons having property rights on vehicles. In this case, the advertiser, as a rule, does not communicate with the owners of vehicles directly and with agencies operators or companies owners of contracts for the placement of transit advertising, which have special rights on the implementation of specific advertising media or bound by the ad space owners. Agency operators also carry out servicing and disposal of promotional materials.
It should be noted that in the segment of transit advertising placed directly on the vehicles used somewhat more complicated than in the advertising industry as a whole, an administrative regulation by government agencies. Placement of outdoor advertising is regulated not only by the federal law “On Advertising”, but also by the individual decisions of the regional and municipal authorities. Cases of advertising restrictions on vehicles to ensure road safety are determined by the authorized authorities entrusted with the control of traffic safety.
Features Of Transit Advertising As A Channel For The Delivery Of Advertising Information
The efficiency of transit advertising is a result of many factors, so the planning and implementation of advertising campaigns require the advertiser knowledge of its individual features. Similarly, selected transit advertising format guarantees the attention of the target audience to its content, and a considerable variety of advertising media can form an advertising placement program so as to ensure the greatest number of contacts with the advertising message, and therefore the greater memorability.
However, the presence of a variety of different types of advertising media, including transit advertising, leads to the “advertising noise”, especially in big cities: the user can “get lost” in the huge advertising and information flow and miss advertising. However, advertising is placed in the salons of public transport, can long hold the attention of the recipient because of the absence of other stimuli.
There are five of the most important requirements for transit advertising …
- Provide coverage of the modes of transport used by the target audience the advertiser.
- Often out of sight.
- To attract attention.
- Be concise and easily perceived in the process of movement.
- Be understandable to a mass audience.
Due to these requirements and relatively low selectivity of transit advertising is used primarily as an aid in the framework of integrated advertising campaigns to support and advertising supplements placed in other media. Such a complex effect can significantly increase the performance efficiency of an advertising campaign.
Advantages and Disadvantages Of Transit Advertising
|Wide coverage. Public transport has traditionally been the most popular means of transportation, so has a well-developed infrastructure.||The lack of selectivity. Transit advertising is almost does not reach a certain audience segments, that is, it can not be aimed at customers of a particular gender, age, occupation, education, and so on.|
|Coverage of local markets in combination with a high frequency of advertising impressions. Transit advertising is used as an effective means of influencing the mass audience of the local markets, where selectivity does not play a significant role. In conjunction with the outdoor advertising it provides wide coverage of the mobile population in the local markets in a relatively short period of time. In this case, transit advertising provides a high level of frequency with mobile coverage of the population.||Transience, brevity of the message. Transit advertising is used to transfer simple and short messages as complex or long messages will not be received by the audience.|
|Flexibility. An advertiser can choose to advertise the vehicles used by the representatives of its target audience, which results in partial selectivity and significantly increase the effectiveness of advertising.||Reaching only the specific audience for advertisements placed in public means of transport (e.g. working women and men who use public transport).|
|High exposure. Advertisements placed in the salons of public transport, can long hold the attention of the recipient.||Limited advertising space. Size is a key means of attracting attention, however, transit advertising, except for some formats cannot provide advertisers large size media advertising information.|
|The low cost of advertising exposure. At a cost of advertising exposure transit advertising refers to the least expensive channel of distribution of advertising. Thus, in the public transport enjoys a significant number of people, it provides a low cost of advertising per customer.||The need for frequent monitoring. Despite the relatively low cost of advertising exposure, the use of transit advertising is often associated with relatively high maintenance costs of promotional materials due to the need for continued monitoring and replacement of ads that are spoiled, erased or damaged in any other way. The cost of this service is usually included in the total advertising budget.|
The Main Means Of Transit Advertising
Transit advertising is divided, two main groups …
1) Outer transit advertising: Located on the outer surfaces of vehicles, and on special permanent or temporary structures, located outside the transport infrastructure.
2) Internal transit advertising: Placed inside the vehicle, as well as special permanent or temporary structures disposed within transport infrastructure.
Vehicles used for advertising, divided into the following main groups …
- Public land.
In use the outer surface of the vehicle, and its inner space as an advertising medium.
Advertising, placed on the outer surface of the vehicle exterior is advertising plates and is subdivided into two main groups …
1) Roof advertisements: It is placed on the roof of the vehicle.
2) Onboard advertising: It is located on the sides of the vehicle (on the back, front and lateral sides).
Advertisements placed inside the vehicle is divided into three main groups, according to the channel of transmission of the advertising message …
1) Video advertising in the vehicle cabin – advertisements on the video screens and displays in various formats.
2) Audio advertising in the transport cabin – audio advertisements.
3) Static advertising in transport salon – advertising boards, posters, leaflets, stickers of various formats.
Transport infrastructure used for advertising, divided into the following main groups …
- Railway stations.
- Bus terminals.
- Fuel stations.
By advertising space of the transport infrastructure include buildings, premises and adjacent territory of the said facilities. Advertising outside the building and in the surrounding areas of these enterprises are located in special permanent or temporary structures, and, as a rule, does not differ from outdoor advertising in other areas. Advertising within the transport infrastructure, as a rule, is generally consistent format outdoor advertising, placed in other locations.
This article will provide a description of the outdoor advertising, information on advertising media, their purpose, functions and features, as well as detailed descriptions and sample images.
Outdoor advertising is a text, graphics, or other visual information is advertising that is placed on the special permanent or temporary structures located in the open space, the external surfaces of buildings, street elements equipment above the roadway of streets and roads. It is a delivery channel of advertising information with a low selectivity acting on the various types of mass audience.
Outdoor advertising refers to the oldest form of advertising and currently remains one of the most common in the advertising of goods and services. In recent years, the advertising industry is actively developed, offering advertisers increasingly complex and technologically advanced solutions, such as innovative advertising platform integration in the urban space, new interactive formats of communication with the customer, improving the planning models and measure the effectiveness of outdoor advertising projects, and so on.
The structure of the outdoor advertising industry consists of the following basic forms of organization of the enterprises, which usually interacts advertiser …
- Owners, contractors – Owners of advertising constructions and carriers or holders of contracts for outdoor advertising.
- Agency dealers – Companies that have special rights on the implementation of specific advertising media or narrow concrete proposals contractors.
- Agency brokers – Companies that specialize in outdoor advertising purchases for advertisers and are bound by the owners of advertising carriers.
- Manufacturers of advertising – The company who specialize in the works for the production of outdoor advertising.
It should be noted that in the outdoor advertising segment is used more complex than in the advertising industry as a whole, the administrative regulation on the part of government agencies. Outdoor advertising is regulated not only by the federal law “On Advertising”, but also by the individual decisions of the regional and municipal authorities, as well as due to the various restrictions and bureaucratic procedures.
Features Of Outdoor Advertising As A Channel For The Delivery Of Advertising Information
Outdoor advertising stand somewhat apart relative to other advertising media. This is due, primarily, to the fact that the main purpose of the majority of media to be used as advertising media is not publication of advertising: newspapers advertising, television advertising and radio advertising are created and function as socially significant sources of public non-commercial information, for which advertising is element important, but not the main one. In turn, the means of outdoor advertising are intended solely for the delivery of commercial advertising information that cannot but affect the attitude towards them audience, according to many studies, most people think of outdoor advertising (especially outdoor) irritant, significantly worsening the urban landscape.
Such an attitude in no small measure contributes to the fact that outdoor advertising cannot “turn off” or ignore the other in this way that is contact with the inevitable. Given the similar reaction to the ubiquitous outdoor advertising, advertising concepts developers sometimes advise advertisers to resort to special, nonstandard creative strategies during campaigns.
The effectiveness of outdoor advertising is a result of many factors, so the planning and implementation of advertising campaigns require the advertiser knowledge of its individual features. Similarly, the selected outdoor advertising format guarantees the attention of the target audience to its content, and a considerable variety of advertising media can form an advertising placement program so as to ensure the greatest number of contacts with the advertising message, and therefore the greater memorability. At the same time, a wide variety of advertising media leads to “advertising noise”, especially in big cities: the user can “get lost” in the huge advertising and information flow and miss advertising.
Therefore, in order to be effective outdoor advertising, the advertiser is necessary not only to resort to the eye-catching creative solutions, but also to carefully choose the right means of advertising and placements. So, sometimes even local accommodation creates an impression of massive campaigns and is remembered for a long time consumers. Additionally, outdoor advertising can be targeted: the precise placement of it is not only able to reach the target audience, but also to direct its flows in the right direction.
There are five of the most important requirements for outdoor advertising …
- Often out of sight
- To attract attention
- Be concise
- It is readily perceived on the go
- Be understandable to a mass audience
Because of these requirements outdoor advertising, is used primarily as an aid in the framework of integrated advertising campaigns to support and advertising supplements placed in other media. Such a complex effect can significantly increase the performance efficiency of an advertising campaign. At the same time, the most effective advertising for its use of those goods and services that can be represented by a laconic images and brief text. Additionally, outdoor advertising is often used for fashion, as well as for the audience reminders of the virtues already known her goods and services and how to buy them.
Advantages and Disadvantages OF Outdoor Advertising
|The inevitability of advertising contact. Outdoor advertising can not “turn off” or ignore the other in this way, that is contact with the inevitable.||The lack of selectivity. Outdoor advertising is almost does not reach certain segments of the audience, that is, it cannot be aimed at customers of a particular gender, age, occupation, income level or education.|
|To read the advertisements do not need additional devices.||Transience, a short time of perception of advertising messages as compared to other advertising distribution channels, the low concentration of consumers of advertising.|
|Wide coverage of local markets combined with a high frequency of ad impressions. Outdoor advertising is used as an effective means of influencing the mass audience of the local markets, where selectivity does not play a significant role. It provides a broad coverage of the mobile population in the local markets in a relatively short period of time (an average of 30 days). In this case, the outdoor advertising provides a high level of frequency with mobile coverage of the population.||High coverage of the audience does not guarantee memorizing advertising. Outdoor advertising provides a sufficiently high level of coverage, and sometimes good memorization of advertising messages. But the high level of exposure does not mean a high level of memorization. Originality and entertainment advertising messages are important criteria in determining the ability of the audience for his memorization, but in practice, people often are not able to remember what they saw.|
|Variability in accordance with the needs of individual markets. Outdoor advertising can be used in the local markets, regionally and nationally. However, even within a single market, as a rule, it is possible to set accents exactly where it is needed, which leads to a partial selective audience.||Concise messages. Outdoor advertising is used to transfer simple and short messages as complex or long messages will not be received by the audience.|
|Most of the possible advertising space. Size – a key means of attracting attention. Outdoor advertising provides advertisers the largest size of the available media advertising information. The use of color printing advertising with bright lights, and sometimes in conjunction with the dynamic elements, allowing advertisers to attract the maximum attention of the audience.||Steadily negative attitude. Most people consider outdoor advertising (especially outdoor) irritant significantly detract from the appearance of individual buildings and the urban landscape as a whole.|
|Easy identification of the appearance of the advertised offer (goods or services) or brand. If the advertising message is relatively succinct and imaginative, and the overall design of a distinct, urban street can be an excellent means of raising awareness of the new brand at the highest level frequency of ad impressions. This form of advertising is especially well established it upon reading potential customers with new offers or trademarks.||Complex administrative regulations, restrictions and bureaucratic procedures for advertising. Outdoor advertising is regulated not only by federal law, but also by the individual decisions of the regional and municipal authorities, as well as due to the various restrictions.|
|The low cost of advertising exposure. At a cost of advertising exposure outdoor advertising refers to the least expensive channel of distribution of advertising.||The high cost of advertising. Despite the relatively low cost of advertising exposure, the use of outdoor advertising is often associated with relatively high costs of production and placement of advertising materials. To this it is also added the need for constant monitoring of the state of advertising media and structures. These costs can be prohibitive for many advertisers.|
Features Of Perception Of Outdoor Advertising
When placing the outdoor advertising are critical parameters such as means of advertising and placement. The greater the distance from which clearly and accurately perceived image and the lower the rate of movement of people in this place, the better the impact of advertising. The vast majority of consumers of outdoor advertising time eye contact necessary for reading text and viewing images, not more than a few seconds. Studies show that using a static image rendering advertising appeal should be concise and catchy, contain one illustration, and not more than seven words. Nuances of design of advertising appeal, such as fonts, colors, graphics and three-dimensional objects, visual, dynamic, and lighting effects, should be focused on a particular customer segment the offer advertised. Therefore, the development stage of the design project of outdoor advertising requires a certain knowledge of consumer psychology and characteristics of visual perception.
For outdoor advertising are critical parameters such as viewpoint and angle of view. Viewpoints to consider when choosing the location of advertising. The best is a placement with a maximum of viewpoints. The angle of the vehicle driver and a pedestrian are different, the angle of view of pedestrian walking in a crowd, and a single pedestrian will also be different due to the characteristics displacement and the angle of view of the driver and passenger will be different due to the difference of their location in the car.
Perception of outdoor advertising not only depends on viewpoint and angle of view, but also from its location in the surrounding area. Advertising medium is perceived not only in itself, but also with a portion adjacent territory and surrounding objects. Related to this is one of the famous paradoxes of outdoor advertising, which is that it must at the same time and combined with the surrounding environment, and stand out from it.
In the experiments to study the visual perception revealed the following …
- Attract human attention, as a rule, place a dense cluster elements to create the impression of mass;
- In the early stages of perception clearly distinguished coupling points forming regular geometric figures or fragments thereof;
- Focuses on close and thereby affecting the elements to each other;
- In the case of the predominance of amorphous placement of elements, attention is drawn first of all space allocated points, for example separated from the other by small gaps;
- Using points easily created dynamic and static composition, wherein the first of them lead to both eyes of the observer in the intended direction of movement.
Of course, these general principles work differently in specific circumstances. So, the perception of outdoor advertising has a different psychological specificity for drivers of cars and pedestrians, so advertising aimed at drivers who runs a little differently than for pedestrians. In all cases, the amount of information on advertising media should take into account the cognitive abilities of a person.
Fixed Assets Of The Outdoor Advertising
Outdoor advertising is a great variety, so the advertising message that the advertiser intends to convey to the target audience, can be represented in different ways. In outdoor advertising, there are a variety of advertising media and formats, and the amount of media and formats is constantly growing.
All means of outdoor advertising are divided into two main groups …
1) Stationary advertising media: For stationary advertising media are advertising media with a permanent placement. Stationary advertising media are divided into detached and placed on buildings and structures. Freestanding advertising media, as opposed to mounted on buildings, have an independent foundation or accommodating portion.
2) Temporary advertising media: By the time advertising media are advertising media which do not have permanent placement and placed within a certain period of time.
All means of outdoor advertising are divided into certain formats. Outdoor advertising format is determined by the size of the advertising surface, i.e. the height and length of advertising images. To date, the most widely used these advertising media formats (height × width, m)
- Billboard: Billboard 6 × 3.
- Super board: Billboard 3 × 12 × 12 4.
- Supersite: Billboard 10 × 5 × 12 5 × 15 5.
- City board: Billboard 3.7 × 2.7.
- City format: Advertising structure 1.2 × 1.8 internally illuminated.
- Pillar: Triangular pedestal 1.4 × 3 with internal illumination.
- Panel-mount bracket: Advertising structure 1.2 × 1.8 internally illuminated.
- Banner-hauling: Advertising banner 1 × 12.
- Poster: Poster 1.75 × 1.85.
These formats are considered standard, and now make up the vast majority of advertising media in the advertising market of outdoor advertising. Despite the fact that the search for new formats of advertising media is being constantly tested and traditional advertising formats occupy a leading position among the most popular. The operators of outdoor advertising networks and companies offering services on its placement continue to actively improve both network and advertising means inventing new ways to enhance their effectiveness.
Main Place Of Outdoor Advertising Location
Designated outdoor advertising locations are divided into the following main areas …
1) Municipal and private territory, infrastructure:
- Strips road drainage, roadside zone dividing strips;
- Open space;
- Sidewalks, pedestrian areas;
- Parks, gardens, recreational facilities;
- Outdoor furniture;
- Enclosures for permanent and temporary.
2) Real estate, including residential, public and other buildings and facilities …
- Walls of buildings and structures;
- Roofs of buildings and structures.
All advertising objects of the outdoor advertising, regardless of their type, size and location, are subject to mandatory registration with the regional and municipal authorities. At the same time in different regions of the rules of outdoor advertising, differ markedly. Rules are governed by special provisions on the procedure for the placement and operation of outdoor advertising. The basis for the placement of outdoor advertising is the so-called approvals, of which, as a rule, include permission for the right of distribution of outdoor advertising, the passport of advertising space, the approved project and the contract with the owner or other person has the right to place advertising.
Definition of places of outdoor advertising is based on the urban zoning, existing in a particular city. Traditionally, the area of a major city is divided into three zones, within which there are different requirements for placement of outdoor advertising …
1) Heritage area: It includes areas adjacent to the monuments of architecture and culture, monuments and places of worship; monuments of architecture and culture; nature reserves, monuments of nature and landscape art. Placement of outdoor advertising in the area of heritage, as a rule, is not carried out and only permitted on the temporary fencing reconstructed buildings.
2) Special zone of the city of destination: It includes the central line; areas in the central and important streets and avenues; square near the railway stations; the area around the government buildings. The urban area of special purpose high requirements for the appearance of outdoor advertising and set a ban on the placement of certain types of advertising violating the architectural and spatial environment of the city.
3) General purpose urban area: It includes the rest of the city: visits, entrances to the city, a typical residential development, landscaped areas, and so on.
The cost of outdoor advertising depends on the zone in which it is located. Accordingly, the principle of advertising media are divided into categories (first, second, third and so on).
Outdoor advertising can be one of the following models of outdoor advertising locations that maximize coverage of the target audience …
1) Gossamer: A model in which all advertising media are located in close proximity to the advertised object (e.g. commercial enterprises, service, office advertiser), penetrating the surrounding urban infrastructure. Generally, the closer is the advertised object, the “heap” and “thick” carriers are placed. Sometimes outdoor advertising media are used as pointers to the advertised object.
2) Backbone: A model in which all advertising carriers are arranged along the major (most lively) city highway. Location can be of two types: one-way (all carriers are rotated in one direction of motion) and bilateral (carriers turned in the direction of any of the parties to the motion).
3) Breeding: A model in which advertising media are located around the city, “heaps” of several pieces (i.e. sockets). Typically, the carriers are placed in places of the greatest congestion of pedestrian and traffic flows: at junctions and intersections of roads, near the area, markets and so on.
4) Expert: Model in which advertising carriers in different locations according to the subjective preferences advertiser or service agency it (e.g., selected from the best of unoccupied seats). It characterized as the most chaotic and the least effective of all the above, but the preparations for the advertising campaign for this model requires much less time.
Features of the application of these models depends on the tasks advertiser, its financial capacity, and the specifics of the advertised goods or services.
Evaluation Of The Effectiveness Of Outdoor Advertising
In general, the effectiveness of outdoor advertising can be no doubt, however, a qualitative assessment of its effectiveness is often very difficult, as the use of standard methods of media planning is impossible. This is due to the following reasons …
1) For outdoor advertising is characterized by great diversity: Advertising media are very different from one another format, location, location, materials used in the manufacture of advertising, image transfer technology and many other features. Therefore, to compare the effect produced by contact with such different advertising appeals problematic.
2) The effectiveness of outdoor advertising: Perception significantly affected by weather conditions, time of day, season, location and many other factors.
3) Outdoor advertising: In fact the only advertising channel in which there is a movement of the advertising message and its recipient with respect to each other. This situation raises many questions regarding the measurement of advertising exposure parameters.
4) Outdoor advertising by the absence of selectivity and a large rotation of auditors: Despite the difficulties, there are certain techniques that allow an advertiser on the probability level to evaluate the advantages and disadvantages of a particular deployment model. The basis for these calculations is the determination of the total size of the potential target audience of advertising, which is made through the evaluation of the volume of the total audience of a particular advertising media location.
The main indicator of the size of the audience is the number of potential advertising contacts (number of people with a practical opportunity to see this in the outdoor advertising unit of time – day, week or month). In the calculation using the data, based on the study of traffic routes, frequency of occurrence of individuals at certain nodal points, the number of vehicles drivers and pedestrians in a unit of time, the probability of visual contact, distance visibility, viewing obstructions, and so on. Additional measurements for different days of the week and month allow output coefficients, which are calculated on the basis of the total audience of outdoor advertising.