Creative Advertising: Ideas For A Creative Approach To Marketing

Creative Advertising

Today, our consumer market is full of the same type of proposals, as well as ways to advertise. The only thing that can “catch” the buyer is creative advertising moves. That is why creativity in advertising directly affects the indicators of marketing effectiveness and profitability of entrepreneurial activity. The conclusion is one: creative advertising is one of the main elements of the entire marketing program.

Creative advertising is a term in modern marketing, consisting of two concepts …

  • Advertising: These are various forms of dissemination of non-personalized information with the use of any means and techniques aimed at increasing the attracted interest in a particular object, as well as maintaining attention from the target audience.
  • Creative: A term widely used by advertisers in the 90s of last century. It is based on the creation. In fact, the creative is an idea in the broadest sense of the word.

Proceeding from this, creative advertising is creativity used to promote an object in the consumer market and maintain a loyal attitude towards it with the use of unique methods, unconventional concepts and non-template models.

Encouraging consumers to consciously or unconsciously choose the advertised offer is the main objective of creative advertising.

Creative Advertising

The concept of “creativity” has a framework that distinguishes it from the definition of “creation” …

1) Creativity does not mean creativity, inspired by the writer’s inspiration; it corresponds to a clear direction to the goal advertised by the advertiser. Creative activity in marketing is always guided by knowledge, for whom, for what and why this advertising product is created.

2) Creativity in advertising is based on the conscious receipt of any effect using the techniques of contemporary art, giving the advertised object the desired character.

3) Creative advertising affects the choice of the consumer through the use of memorable, non-standard, unique, non-template ideas.

4) The main task, which is solved by the use of creative advertising in the marketing program, is the formation in the subconscious of the consumer of the bright image with which the advertised product or service is associated. This method is carried out by using non-standard texts, slogans and unusual media elements in the advertising product.

“Pseudo-Creativity”

On such creative advertising the look always stops, it is remembered and often becomes the subject of discussions. Sometimes it even shocks! The distinctive feature of such pseudo-creative advertising moves is that they do not cause associations with any product, in other words, a person does not remember what exactly they offered in this advertisement. These decisions do not affect the effectiveness of the marketing strategy and do not contribute to the profit of the company-advertiser.

A pseudo-creative advertising product exists separately from the proposed facility. Often the authors of such products “advertise” their own creativity at the expense of the advertiser.

Creative Advertising

Types Of Creative Advertising: From Online Games To Public Toilets

Stand out in the general advertising flow, break through the “advertising noise” and increase the effectiveness of the campaign at the lowest cost will help the application of achievements in the field of non-traditional advertising approaches.

The following creative types of advertising are divided …

  • Standard
  • Non-standard

There is a classification of creative advertising by type of promotion …

  • Outdoor
  • Interactive
  • Interior
  • TV advertising

By type of advertising objects is divided into …

  • Advertising of goods
  • Advertising services

Creativity can be traced in the following types of advertising

1) Creative advertising on the subjects of the street landscape (benches, lanterns, urns, garbage cans, asphalt)

Creative Advertising

A vivid example of this approach is the image on the asphalt of footprints going to the advertised object. This method is relevant for shops, service centers, cafes and other places and is not costly.

2) Creative advertising on fences

Creative Advertising

Large and memorable images in inaccessible places (for example, on a fence along the railway tracks) attract special attention. They are aimed not so much at the attention of urban residents, but rather at the views of hundreds of travelers who remember such a picture.

3) Creative outdoor advertising on balloons and airplanes

Creative Advertising

Such creative advertising of services and goods is gaining increasing popularity at mass events. Advertising images can be in the form of a logotype placed on the surface of the unit, “fly” on tapes with inscriptions attached to an air vehicle. Especially memorable is the moment when a crowd admiring the balloon from the top pours a lot of colored flyers with advertisements.

4) Advertising on / in public toilets

Creative Advertising

Creative outdoor advertising on the doors of this public place not only surprises, but also for a long time is remembered. Place the emblem and the slogan of your company on the public toilet door, and people who are standing in line or inside this room will always have something to read.

5) Creative advertising in retail places

Creative Advertising

Points of trade – the very place for creative advertising. Use bright images of celebrities or popular songs that sound in the sales area. There is no doubt that this will attract the precious attention of people.

6) Advertising on the body of a person with a creative approach

Creative Advertising

An example of this kind of advertising are people, “live mannequins”, standing in glass cases and dressed in clothes with a logo or company name.

7) BTL shares

Creative Advertising

Particularly effective in promoting a product or service are BTL-actions. One of the options for holding a BTL-action is a sociological survey, during which several times the advertised product is mentioned and its main consumer characteristics are spoken out. Another creative idea of advertising is the free distribution of related products (for example, 3D glasses, if the company sells modern TVs with a 3D image function).

8) The use of incompatible in one advertising product

Creative Advertising

Such an advertising move, as the distribution of leaflets in crowded places, is familiar to many entrepreneurs: people are not very willing to take advertising materials. But if you approach this from the other side and give the leaflet strongly recommend not to take them, the majority of people will be interested to take into consideration all the information stated on the advertising medium.

9) Creative advertising on pets

Creative Advertising

So, to one souvenir shop in Jaipur (India) customers are called to look at a trained goat with an unusual coat color. No tourist can pass by the amusing “seller”. Yes, this store is always ahead of the sales of its competitors!

10) Using the 25th frame

Creative Advertising

For effective advertising, even prohibited practices are not a verdict. Everyone knows the 25th frame, which affects the human subconscious, is still used by some companies. Do not forget that the use of subliminal impact is prohibited in many countries.

11) Non-standard creative advertising in the media

Creative Advertising

Examples of non-standard approach in advertising: the product is advertised on a special additional cover of the magazine or on a separate insert, with the liner differing in the quality of the paper, due to which the magazine opens exactly in the place of the liner. A sample of the product passed into the printed edition (smashed with a cream, a bag of coffee, a discount card, CD-disk, etc.)

Non-standard approach in advertising is visible on non-native media …

  • Disks (computer, music, etc.)
  • Calendars
  • Thermometers
  • Wall posters in doctors’ offices, in hairdressing salons, in service centers)
  • Free magazines in waiting areas
  • Posters attached to airplanes, helicopters, airships
  • Aroma marketing
  • Laser inscriptions and drawings in the sky and on buildings

12) Creative advertising in the Internet space

Creative Advertising

To date, this type of advertising outperforms many traditional methods of promoting goods and services in terms of efficiency. For its short existence, advertising on the Internet has acquired various forms and types and continues to develop rapidly. Examples of Internet marketing are: blogs, online diaries, splogs (site-blog, created to promote third-party sites, the place of redirection of visitors traffic), advertising in social networks, teaser advertising, etc.

13) Cross advertising

Creative Advertising

Promoting your offer through the banner networks, you have a high probability that the advertised product will simply be lost in the flow of information laid out by competing companies. Specialists of the advertising agency that proposed this approach noticed that the conversion of unique cross-banner ads is significantly higher than the same indicator for promotion through advertising sites.

14) Viral advertising

Creative Advertising

 

 

Viral marketing is gaining increasing popularity among advertising techniques in the Internet space. This type of advertising is all known in everyday life “word of mouth”: the information sent in view of its interest extends from one Internet user to another. The wider the circle of distribution of the advertising module, the more effective the advertising campaign will be.

15) Creative Advertising with videos

Creative Advertising

Short video files with ridiculous or shocking content that contain advertising information are increasingly being used as a tool for viral marketing. Here the main thing is not to overdo it and not to become a “pseudo-creative”.

16) Creative advertising through the services of search engines

Creative Advertising

Interesting creative advertising from one of the search engines: the media-context network Google offers everyone to use the service ClicktoCall, which allows you to contact customers with organizations in the absence of the latter’s own site. To call a company, a person will simply need to click the link.

17) Online games

Creative Advertising

Advantages of this type of advertising are the unobtrusive promotion of goods during a computer game. The enthusiastic player does not notice how well-known brands are accompanied by the entire gameplay. An example of such effective advertising is the interpenetration of the real life of the player and its virtual actions: to restore the vital forces of the hero you need to “eat” a hamburger or to empty a soda can of a well-known brand, while the hero of the game moves on a car of a popular brand,

18) Direct mailing

Creative Advertising

Today, the Internet is full of services offering to send out a commercial offer on personal e-mail mailboxes. When using this type of advertising, do not forget that the distribution by the subscribers who agree to it is much more effective than spam. The subscription can be collected by any method (attraction to an interesting information resource, application of the landing page, questioning, etc.). Having disclosed the information on the company’s pricing policy, one can get an additional item in the buyer’s loyalty, because it will not need to spend time searching for the value of the interest Product or service.

In the end, creative advertising is creativity used to promote an object in the consumer market and maintain a loyal attitude towards it with the use of unique methods, unconventional concepts and non-template models.

Advertising Industry Content Table:

The Definition of Advertising Exposure

The Functions of Advertising

The Advertising Objectives

The Types Of Advertising

The Advertising Industry

The Concept and Basic Information about The Advertising Market

The Development Of The Advertising Market

The Interaction Of The Main Subjects Of Advertising Market

Creative Advertising: Ideas For A Creative Approach To Marketing

Internet Advertising: All You Need To Know About Online Advertising

Internet Advertising

This article will provide a description of online advertising or Internet advertising, information on the means of online advertising, its purpose, features, specifications and methods of application.

Internet is a global system of computer networks combined, which serves as a physical basis for the World Wide Web or WWW and other data transmission systems. Nowadays the word “Internet” often meant not a physical network, and the World Wide Web, which forms the global information and communication space.

Internet advertising, or advertising on the Internet includes a variety of graphic and text advertising material placed on the Internet. Internet advertising market has begun to take shape in the mid-1990s, however, before the start of the 2000s, the Internet was not considered by advertisers as a priority advertising platform, although some of them already carried out online support for advertising their products and services. However, the rapid development of the World Wide Web, and some of the features of Internet advertising have meant that the policy of advertisers in the use of the Internet has changed.

Internet Advertising

Since the mid-2000s, the Internet is one of the main channels of information impact on consumers. This is due primarily to the following factors …

  • A constant and steady increase in the number of Internet users and the time of their presence in the network;
  • Development of wireless communication technology, mobile devices and mobile Internet;
  • Development of the Internet economy
  • The prevalence of e-commerce;

Development of the technical management of Internet advertising platforms and systems analysts, allowing quickly and precisely measure the impact of online advertising.

Currently, the Internet is actively developing as an advertising channel. In this case, the basic principles and technologies of Internet advertising are very different from those in traditional media such as television advertising, radio advertising, press advertising. Therefore, unlike television or radio, that are relatively passive media, the Internet requires active participation: in the Internet environment, nothing happens until then, until the user performs an action. The exchange of information in real time and feedback make the Internet an effective tool of advertising in terms of the quality of the contact with the consumer.

To date, we developed three most common types of use of the Internet as an advertising channel …

  1. Placement of advertising information on websites
  2. Attracting visitors to the website publisher
  3. Search consumer goods and services among the internet audience

The choice of the type of online advertising, the specific advertising media and formats depend on the advertising goals, the technical capabilities advertiser, selected ad platforms and a number of other parameters. The effectiveness of advertising on the Internet is a result of many factors, among which, above all, the quality characteristics of the target audience of advertising and the extent of its coverage, the characteristics of advertising media, as well as design, context, placement, visual and content features advertisements.

Internet Advertising

Features Of The Internet As A Channel Of Distribution Of Advertising

Internet is one of the most important global markets, media advertising and attracted more and more attention of advertisers. This is due to primarily with a considerable variety of online resources is extremely high capabilities of their target segmentation, increase in the number of services offered and a huge audience. Knowing and the optimal use of the opportunities offered by advertisers diverse online marketplace allows advertising campaign very different focus, cost and scale, while achieving effective results.

Planning and implementation of advertising campaigns on the Internet requires the advertiser knowledge of its individual features. Among the most important are the following …

1) Interactivity: The Internet is an interactive medium, and therefore provides a significant involvement of the consumer. Every Internet user has the opportunity to not only passively receive information, as in the case of traditional media, but also actively interact with it, based on their interests and preferences, selecting the most relevant to the resources and content, engaging in communication with others and so on.

These same properties have interactivity and Internet advertising, that is, the user can directly interact with it. After seeing an advertisement, the user can go directly to more information about the advertised offer. For this, user have to click the mouse on an advertising medium, followed by the transition to a website publisher, where the user can get this or that information about the object of advertising or perform the desired advertiser action. It is this feature distinguishes the online advertising from advertising in traditional media.

2) Lecture hall: In economically developed countries, the vast majority of the population has regular access to the Internet, and the total number of Internet users is comparable with the number of viewers, with separate groups of consumers spend on the Internet much more time than watching TV. The rapidly growing Internet audience is an area of intense interest for many advertisers, as it is active, educated and, as a rule, the solvency of the company.

At the same time, some advertisers may face the problem of limited audience only Internet users. This is because the user must not only have access to the web, but a minimum set of knowledge required for working with computers in general and the Internet in particular. The spread of this type of media can be substantially limited in regions with poor infrastructure, as well as among certain social groups.

3) Targeting: Targeting mechanism allows the highlight of all available Internet audience only the part that meets the specified criteria, and show ads to user. To distinguish between direct and indirect targeting. Direct targeting aimed at the choice of the target audience, directly were interested in offering goods or services. Indirect targeting is aimed at an audience that is a target for interconnected with the proposed type of goods or services. Internet allows for more accurate than any other type of advertising media, the advertising information to focus on the target groups on various parameters (up to a specific recipient).

Internet Advertising

Internet advertising can be focused on target groups on the following criteria …

  • On the territorial and geographical coverage (you can restrict your ads from showing certain geographic regions selected by the advertiser);
  • Time display (allows to time ad serving day and days of the week chosen by the advertiser)
  • Interests and preferences of users (you can restrict your ads from showing in accordance with the interests of the visitor advertising site);
  • Socio-demographic characteristics (to limit advertising by age show, sex, income, positions, and so on);
  • Technical specifications (to limit ad serving on various technical parameters);
  • The number of ad impressions (allows you to adjust the amount of advertising media shows one user).

In addition to these criteria for focusing may be employed and others, but the collection of relevant information about Internet users is associated with the need additional studies.

4) Media measurement: The Internet is a much more measurable form of media than traditional channels, and provides opportunities to study the behavior of target consumers, including accurate means of analyzing the effectiveness of advertising. When analyzing the efficiency of traditional forms of advertising used by consumer surveys, with the aim to establish what type of advertising has attracted consumers. Based on the survey results, conclusions about the effectiveness of various promotions.

In addition, indirectly on the effectiveness of the advertising company is judged by the increase in revenue, the number of visitors interested in the advertised product or service, and some other features. To study the reaction of consumers to these or other promotional activities on the Internet and analyzing the effectiveness of Internet advertising, there are far more comfortable and precise tools that keep records of the number of times an advertising medium of Internet users. The number of clicks on it, the subsequent interest or failure, users of transportation routes and a plurality of other parameters.

All this information is collected, processed by special software and used for targeted advertising impact on Internet users. By analyzing the information received on the reactions and actions of users, an advertiser has the ability in real time to assess the effectiveness of the campaign as a whole and each of its components individually.

At the same time it can make operational changes to the current campaign (to replace the ineffective advertising media, adjust the content of advertising, to increase or decrease the intensity of advertising on specific sites, to change the focus and other settings). A key differentiator of online advertising from any other is the ability to keep track of each advertising exposure, so the Internet to the advertiser – the most optimal means in terms of the quality of the contact with the consumer.

Internet Advertising

The Main Forms Of Internet Advertising

The advertisement that the advertiser intends to convey to the target audience on the Internet, can be represented in different ways. In online advertising, there are a variety of advertising media and formats. The number of these formats is constantly growing with the growth of the Internet audience and as this audience is becoming more aware and selective. Internet is continually evolving as an advertising channel, as Internet advertising service providers are in a mode of continuous improvement of its promotional offers.

To date, the most widely used the following types of online advertising …

1) Media advertising: Placement of text and image advertisements on websites, which are advertising platforms. Typically, media advertising is in the form of banner advertising. Banner is a graphical representation of the hyperlink, refers to the targeted advertising source. Banner may contain both static image and text without images and animated elements, video and interactive objects. With display of the advertisement can be static or dynamic.

2) Text advertising: Placing text advertisements on websites that are advertising platforms. This type of online advertising is a text ad with a hyperlink that refers to the source of targeted advertising that is integrated into the overall content of the website pages and looks like a part of it. Showing text ads can be static or dynamic.

3) Contextual advertising: Placement of text and image advertisements on web sites that represent contextual advertising platforms. Contextual placement of online advertising based on the content of advertising material according to the context (content) web page on which the ad unit. The bearer of such advertising can be text, image, or a combination ad. Compliance of promotional materials and their contextual sites determined using the advertising service. A variety of content is search advertising, used in the search engines. Its distinguishing feature is that the demonstrated choice of advertisements is determined by taking into account the user’s search query. As a rule, search engine advertising is placed next to search results and has the form of text ads. It is believed that this type of online advertising is one of the most effective, since the content of advertisements most closely matches the user’s current interests.

4) Teaser advertising: Placement of text and graphics advertising materials on the websites, which are advertising platforms. This type of online advertising combines the features of media, text and contextual advertising and is a short blurb with intriguing text and eye-catching image that contains a certain amount of information about a product or service, and the hyperlink is sent to the targeted advertising source. It is believed that the teaser advertising has more opportunities to attract the audience, as it stimulates the natural curiosity of man.

5) Promo site: Advertising materials in the form of a website, which is a presentation of the offer advertised. Despite the fact that the website itself is not an advertising format, enable consumers to obtain detailed information about a brand, product or service may be regarded as an independent form of advertising communication. The main objective of the promo site presentation of the goods, services, brand online. Most often, a promotional site is used as an additional marketing tool in the integrated advertising campaign. Usually one promotional website dedicated to a single product and the most focused on the interaction with target users. Audience at the promotional website is usually carried out by means of other types of online advertising.

6) Spam: The mass mailing of unsolicited messages advertising by e-mail. By itself, the principle of distribution of advertising messages via e-mail at first seemed quite acceptable form of direct marketing, but quickly became uncontrollable, and after that, and a negative reputation. At present, the laws of many countries provide certain types of liability for such activities. However, it is obvious that spam brings some economic benefit of its customers, since its intensity is not only not declining, but growing. This means that some of the users, in spite of the dislike for spam, still enjoys advertised through spam in goods or services.

Internet Advertising

In the end, here we have describe all the possible information about Internet advertising. We are going to describe about other advertising media as well. Keep support us by your valuable comments.

Advertising Media:

Television Advertising: All You Need To Know About TV Advertising

Radio Advertising: All You Need To Know About Radio Advertising

Press Advertising: All You Need To Know About Print Media

Internet Advertising: All You Need To Know About Online Advertising

Press Advertising: All You Need To Know About Print Media

Print Media

This article will provide a description of advertisement in the press, information about advertising in print media, their purpose, functions and features, as well as detailed descriptions and sample images.

Press is the print media with high selectivity, effect on various types of mass audience. Originally meant for the press community periodicals intended for the general reader. With this understanding, due and origin of the term “press” from the name of the first mass of the newspaper “La Presse“, published in Paris in 1836 (the French word Presse means printing process , that is, ink transfer under pressure from the printing plate to the paper and the ability to mass replication of print). With the development and differentiation of the periodicals formed group of mass periodicals for their intended purpose, content, nature of the audience and other parameters. Currently, the term “press” is commonly understood as the whole set of mass periodicals intended for the general reader.

Key features of the periodical: the regularity of the release; potential trend to continue based editions of the publication without a deadline of termination; common name of all issues; the presence of an ascending numbering of the publication’s, volumes, numbers; the presence of the editor or the editorial board headed by the chief or managing editor.

Advertising in print media includes various advertising materials, placed in the press. They can be divided into two main groups: advertisements (which include various types of modular, horizontal, the classified, invest advertising) and advertising publications (which include a variety of articles, reports, surveys, carrying direct or indirect advertising).

The effectiveness of advertising in the press is a result of many factors, among which are: circulation, the volume of sales, the qualitative characteristics of the audience, distribution region, frequency and others. Demand for all periodicals on media advertising market is determined by the following basic parameters …

  • Specialization and / or thematic publications focus.
  • The nature and characteristics of readers edition.
  • Circulation – The total number of printed copies of the publication.
  • The territory of distribution of publications.
  • Frequency of publication release.
  • The sales volume of the publication (retail sales data and subscriptions, as well as the number of copies distributed free of charge).
  • Rating editions (total number of subscribers as well as to view and read the publication for a certain period).
  • The cost of advertising exposure.
  • Specific technical factors that influence the effectiveness of advertising: the typesetting technology and printing quality of the publication, as well as design, context, location and features of placing advertisements.

Based on the analysis of these factors is chosen edition (or several editions), which leads to the maximum number of indicators or the most important one.

To advertise in the press to be effective, advertisers need to fulfill three conditions …

1) To choose the right media for advertising, the correct choice of media is commonly understood as the choice of publications with the best characteristics for the target audience advertising.

2) Create high quality and adequate selected media advertising model. Under quality, advertising layout meant the layout of the advertisement, which corresponds exactly to the subject, the expectations of the target audience and the format of publication.

3) Maximize the use of media opportunities. Ways to increase the effectiveness of advertising in the press means the maximum use of its features, which include: the optimum placement of context; the optimal choice of the date and day of the week offering; optimum choice of places on the strip or band; the use of additional media opportunities (topical applications, VIP-subscription, mailing, stickers, attachments, and so on).

The Structure Of The Press Media Industry

The number of forms of print media organizations and their respective kinds of media is very large. Below are the main forms of media, which today form the basis of the structure of the periodical press industry and can be used as advertising media …

  1. Newspapers
  2. Magazines
  3. Consumer publications.
  4. Reference books.

1) Newspapers

Newspapers are printed periodicals issued by brief intervals on inexpensive paper and containing news, analysis, entertainment, leisure, consumer, reference, advertising and other relevant information, as a rule, addressing population defined territory (district, city, region, country), or persons united by a common interest or activity.

Depending on the type and purpose of the newspaper have different release dates (from 1 to 7 times per week), a variety of formats and print runs. The most common: the periodicity of 1 times a day, 3 times per week 1 time per week; continuous numbering; the use of large paper sizes (newspaper format); black and white printing; printing on sheets of loose-leaf. The paper can be produced in a short time, a limited specific activity (conferences, festivals, etc.). Along with the main issue, the newspaper can be published in an extended version at the expense of applications. The paper can be produced both paid and free of charge.

The Main Types Of Newspapers

PERIODICITY

PUBLICATION TYPE

GENRE FORMAT

SPREAD

Daily newspapers (morning or evening).

Weekly newspapers.

Sunday papers.

The flagship publication.

Sunday supplement to the main edition.

Topical application to the main edition.

Special edition of the newspaper.

Business newspapers.

Social and political newspaper.

Industry newspaper.

Advertising and information newspaper.

Entertainment newspaper.

Mixed paper.

National newspapers.

Regional newspapers (national, provincial, territorial).

Local newspapers (city, district).

Some features of the newspapers …

  1. Large, compared with other printed media, circulation; high efficiency; high tend to spread the coverage area.
  2. Officially, as a rule, many of the decisions of public authorities at all levels take effect only after their official publication in the newspaper.
  3. The relatively low level of selectivity in conjunction with a wide coverage of audience. As a rule, each newspaper has its own audience, size of circulation, socio-demographic, occupational and other characteristics. For example, national newspapers have a readership, which includes the heads of government agencies, large enterprises and organizations; in turn, the regional newspapers have a strong position in the local market information, as well as write about the problems of the region and maintain close relationships with readers.
  4. Short duration of “life” of advertising compared to advertising magazine.
  5. Low cost advertising. The relatively low unit cost of the ad contact due to the large scope of audience.
  6. Low or medium quality printing.

2) Magazines

Magazines are printed periodicals issued at intervals of not less than 1 week are made, as a rule, the more expensive, compared to newspapers, paper grades, and containing information addressing people, united by a common interest, activity, economic, political, social preferences, and other features.

Depending on the type and purpose of magazines, have different release dates, different formats and editions. The most common: the frequency of 1 time per week (weekly), 1 time per month (monthlies), 2 times a month (bi-monthly magazines), 3 times a year (quarterly magazines); Annual numbering; full color printing; printing on sheets stitched. All magazines are constant thematic headings of officially approved as such for the edition. Along with the main issue, the magazine can be published in an extended version at the expense of applications.

The Main Types Of Magazines

PERIODICITY

PUBLICATION TYPE

SPREAD

Weekly magazines.

Monthly magazines.

Issued every two months.

Produced on a quarterly basis.

In the thematic areas:

  • Universal magazines.
  • Specialized magazines.

By the nature of the audience:

  • Magazines for certain interest groups.
  • Magazines for certain professional groups.
  • Magazines for certain age groups.
  • Magazines for women and men.
  • Magazines for certain ethnic communities.
  • Magazines for certain religious communities.

For its intended purpose:

  • Business Magazines.
  • News magazines.
  • Trade journals.
  • Entertainment magazines.
  • Popular science magazines.
  • Literary and art magazines.
International magazines.

National magazines.

Regional magazines.

 

Some features of the magazine …

  1. Small, compared with the newspapers, the circulation; relatively low efficiency; smaller coverage areas spread.
  2. The presence of prestigious publications factor. Magazines are the most efficient vehicles for placing branding.
  3. The high level of selectivity of the audience. Because of the high level of selectivity, magazines (especially professional) represent one of the most effective means of transmitting the advertising appeal or other target groups.
  4. The long duration of “life” of advertising in comparison with newspaper advertising.
  5. The high cost of advertising. Relatively high unit cost of one advertising contact.
  6. High quality printing.

Advertising Opportunities Of Newspapers And Magazines

Newspapers and magazines have traditionally occupied the bulk of the advertising segment in the press. This situation is due to a significant variety of newspaper and magazine types, highest overall audience reach and significant opportunities for its target segmentation.

Modern publishing houses that produce newspaper and magazine publications, tend to have two main sources of income from the sale of publications (subscriptions and retail), and from advertising. At the same time, it was advertising revenues play a key role, averaging between 50% and 80% of all funds earned by publishers. This economic model allows advertisers to effectively use the advertising opportunities of newspapers and magazines.

In connection with the increased needs of advertisers, the high competition in the market, as well as orientation towards publishing houses on the effective use of own capacity (information, creative, technical, and a popularization of opportunities), modern advertising services provide advertisers range of advertising services. Each service includes a variety of options for advertising impact on the audience publications that meet marketing objectives, strategies, tactics and budget advertiser.

In today’s newspapers and magazines, advertisers can take advantage of various types of advertising: a modular, horizontal, the classified, invest, sponsor, and others, as well as produce original models and various promotional materials, conduct market research, to carry mail, conduct special promotions, and so on.

3) Consumer Editions

Consumer publications are printed periodicals, which are newspapers or magazines intended for consumer goods and services. The three most common types of consumer publications …

  1. Advertising publications for consumers.
  2. Corporate media for consumers.
  3. Industry publications for consumers.

3.1. Advertising publications for consumers:

Advertising publications for consumers are printed periodicals, which are newspaper or magazine of free and / or paid advertisements designed for the mass market and covering different areas of the consumer interests of the population. To this type belong publications that publish only advertisements. There are two main types of organizations such publications …

  1. Advertisements are accepted by advertisers free of charge
  2. The publication is distributed free of charge.

3.2. Corporate publications for consumers:

Corporate publications for consumers are printed periodicals issued specific enterprises, institutions, organizations and associations thereof for the purpose of information influence on the final consumers of their products and services.

3.3. Industry publications for consumers:

Industry publications for professional users are printed periodicals intended only for consumers, professionally associated with a particular industry or activity (administrative, industrial, commercial and other).

4) Reference Books

Reference books (Directories) are printed periodicals issued, as a rule, with an annual periodicity (sometimes every few years) for consumer reference information about the enterprises, institutions, organizations, products and services. The most popular representatives of this type of publications are local telephone directories such as the “Yellow Pages”, as well as guides for the goods and services. Also widespread and various specialized and industry directories that publish advertising information corresponding to the profile of these publications.

The Audience Of Printed Media

Audience most print media are of the type with a high target audience segmentation. As a rule, each edition is more or less exactly positional media interested in attracting a specific target audience. Most publications have a clear understanding of your audience and works specifically for them, trying to reach a wider audience both at the expense of competitors in the same segment of the publishing industry, and by increasing the ratio of audiences duplication.

At the same time, the exact qualitative and quantitative determination of the specific audience publication can be a particular problem for the advertiser. The fact that the claimed circulation of publications usually do not correspond to the real and the more realizable. Although the circulation of periodicals is an important indicator of its popularity and the corresponding impact on advertising pricing, reliability of published figures and the amount of circulation in many national markets is almost impossible to control.

Therefore, to more accurately determine the popularity of each particular edition attracted independent rating service, determined by various surveys rating ratio and the target audience most represented on the print media market. As a rule, the rating reports are to advertising agencies and advertisers the main criteria when discussing the possibility of including a specific publication in the media list.

Features Of The Print Media As A Channel Of Distribution Of Advertising

Print media are one of the most important global markets advertising media. This is due, primarily, with a considerable variety of print media types, extremely high capabilities of their target audience segmentation and enormous: it is estimated that in developed countries, the total number of readers of publications is comparable with the number of viewers. Knowing and the optimal use of the opportunities offered by advertisers diverse market of print media allows advertising campaign very different focus, cost and scale, while achieving effective results.

Planning and implementation of advertising campaigns in print media demands from the advertiser knowledge of individual media features, serving as an advertising medium. Among the most important are the following …

1) High audience loyalty to the publication: Most readers of newspapers and magazines (assuming the immutability of their direction and editorial policy) is inherent in the highest loyalty rate for the publication of all other media. Studies show that readers are more and much longer remain committed to publications of their choice than the TV channels, radio stations or programs: the vast majority of the audience publications considers the habit of certain newspapers and magazines positive fact of their daily lives, and more than half read one and the publication of more than five years.

Thus, by publishing advertisements in some print media, the advertiser enters into communication not only with a specific target audience, but with more informal community of followers of the media, who read it for a number of years and, therefore, share the views of the editors and authors of articles, accustomed to a certain form of the material, design, style, and other features. All this must be taken into account for advertisers when choosing an advertising message strategy.

2) The credibility of the publication: Audience loyalty to a particular publication is largely based on trust, which readers are tested as to the information published in this publication, as well as to the peculiarities of its interpretation.

Advertisers should be aware that some of this confidence (although probably very small), under certain circumstances, it may be “moved” by readers and advertising posted in the publication. To do this, you must abide by certain general tone of statements, a common method of constructing a “true” message, which is characteristic for this media.

3) Features of the press read: Despite the fact that a lot of people for a long time to read the same newspapers and magazines, reading way communication model between the reader and the magazine gradually modified (such as changes over time and publishing, and the people themselves).

According to recent studies, the current process of reading the periodic media to a large extent based on the “previewing” the vast majority of readers indicate that rarely read the entire magazine or newspaper from beginning to end, with the reading of the articles, as a rule, preceded by a general view, viewing pictures, read announcements, offsets and crashing, and only then comes the most interesting reading materials.

An advertisement in the press is perceived by the reader in the following order: first – a general view; secondly – headline reading; Third – reading text. Therefore, in order to contact the reader advertising reached the third point; the ad should fully get his attention. All this must be taken into account for advertisers in the planning of advertising in print media, using a thorough approach to the placement, and appearance of advertisements: it is likely that attract the attention of the reader an image or eye-catching title would be more important than the message it small print helpful information mass of product or service.

4) Loyalty to the advertisement in the press: The research conducted in recent years, the relations of different audiences to the fact of the presence of advertising in different media show that magazines and newspapers readers are advertising with more enthusiasm than advertising in other media. So, more than half of readers believe advertising in print  media a useful source of information, and a fifth of readers believe that a large way advertising adorns every magazine and makes it more colorful and attractive. This attitude gives advertisers the print media a definite advantage.

Creation Of Advertising In Print Media

The process of creating advertising for accommodation in print media consists of the following steps …

1) Definition of strategy: Based on the overall strategy of an advertising campaign is determined by a group of objectives, the achievement of which should contribute to advertising in a particular publication. Thus the basic value has as a format (resolution) advertisement (band reversal module) and its location in the publication (fourth cover, one of the inner cover, the first turn, the central turn, the first band, and so on), because “the prestige of the place” the most characteristic feature of print media, which must be justified by a corresponding” promise “of the advertising message.

2) Development of the fundamental layout: The principal designer develops the layout, based on the characteristics of the approved strategy and advertising concepts. In principle, the layout provides space for all elements of the future of advertising (logos, text, headings, main image, and so on), as well as defined primary artistic device (the main idea), on which advertising is based.

3) Creating text and headings: In accordance with the strategy of the advertising message and based on the approved layout copywriter develops fundamental text for advertisements and options header.

4) The choice of illustrations: The fundamental layout can include the use in advertising of various images. If advertising is designed to accommodate full-color illustrated magazine, the quality of the illustrations must meet the highest requirements. The source of high-quality illustrations are, as a rule, special image library and micro stock. If necessary, the exclusive advertising photography can be ordered for a photograph.

5) Creating a desktop layout: When all components of the layout ready and approved, the designer creates a working model of advertising, which is a composition of real elements that must be included in this advertising: images, graphics, text and title.

6) Creating the final layout: Working model submitted for approval by the advertiser. After making the necessary changes (if required) and perform some technical procedures ready ads (final layout) is transferred to the established publication for accommodation.

In the end, here we have describe all the possible information about press advertising. We are going to describe about other advertising media as well. Keep support us by your valuable comments.

Advertising Media:

Television Advertising: All You Need To Know About TV Advertising

Radio Advertising: All You Need To Know About Radio Advertising

Press Advertising: All You Need To Know About Print Media

Internet Advertising: All You Need To Know About Online Advertising

Radio Advertising: All You Need To Know About Radio Advertising

Radio Advertising

This article will provide a description of the advertising on the radio, information on the means of radio advertising, their purpose, functions and features.

Radio is an electronic media outlet with low selectivity, affecting a wide audience. The radio station is a device or set of devices for receiving and / or transmission of radio waves. By the term “transceiver” as technical means, commonly understood as a transmitter and a transceiver technical means, as well as broadcast complex, i.e. a radio transmitter with associated equipment (studio, communication channels and power antenna for receiving and / or transmitting radio waves). The term “radio” as a means of mass information, commonly understood as the enterprise (institution) media, engaged in broadcasting. The “station” may not have their own technical facilities, and rent airtime from other broadcasters. As a media, station must be registered and licensed in the appropriate state institutions. Depending on the format and topics of the broadcast may be news, music, sports, educational and so on.

Radio is not a highly profitable sector of the advertising industry. Thus, in many economically developed countries of the world today, the number of commercial radio stations is much higher than the number of commercial television stations, but the total radio revenue is much less television revenue. This is because the radio as an industry is a local media with low overhead cost and therefore with low incomes. Thus, in many countries a significant proportion of small radio stations on the verge of profitability, as their main source of income are revenues from local advertising, often very limited. This is typical for countries with a developed system of commercial radio, and for the countries where leading positions are taken by public radio.

The Structure Of The Radio Industry

Types Of Radio Stations

Here are the most common methods for the labeling stations, depending on the characteristics of having a decisive importance for advertisers.

Coverage area:

  1. Local radio stations.
  2. Regional radio stations.
  3. National radio stations.

Broadcasting format:

  1. Music formats.
  2. Information formats.
  3. Combined formats.
  4. Specialized formats.

Broadcasting organization:

  1. Independent radio stations are, above all, numerous regional radio stations, which entered the market before the advent of large national radio.
  2. Radio stations included in the radio network are the local offices of major national radio stations. They translate the central radio program, occasionally interrupting her own production and local advertising. At the same time own, a radio program must comply with the general format of the central station.

As advertising media usually used on local and regional radio stations as well as the coverage of each of the stations depends on the power of the transmitter and from the radio network capacity (if the station is a network) that allows the advertiser to accurately plan the volume and quality of potential advertising impact on the target audience.

Types Of Mass Broadcasting

To date, we developed four basic types of mass broadcasting …

  • News broadcasting: With this type of broadcasting, music broadcast on the air almost none. Usually it is cyclical newscasts with constant updating of information, as they become available, alternating advertising inserts. Sometimes news reports are added and short talk show.
  • News and music broadcasting: With this type of broadcasting relation information and music, information is 60-70 percent to 30-40 percent against music.
  • Music and news broadcasting: With this type of broadcast ratio, information and music respectively reversed 30-40 per cent and 60-70 per cent of the information of music.
  • Music broadcasting: With this type of broadcasting of information, including short headings and news releases, not more than 10-20 per cent of airtime, and the rest of the given music.

To date, these forms of broadcasting are the basis of the structure of radio industry in developed countries.

The New Broadcasting Technology

The development of communication technologies and equipment led to the emergence of fundamentally new ways of broadcasting and means of signal delivery, among which in the first place, it may be noted …

1) Cable radio: Implements radio broadcast over cable television networks, providing high-quality sound in the absence of radio interference. The most widely used cable stations received in the US, where cable radio networks are transmitted mainly music programs, and the promotion of such services to subscribers television networks positioned as “radio for those who are tired of advertising”, i.e. the possibility of creating advertising communication on cable radio channels are now almost completely absent.

2) Digital radio: It represents transceivers system based on digital radio broadcast. It is assumed that the digital broadcasting gradually supplant the analog, however, unlike television, where conventional cathode-ray television receivers may be adapted to receive a digital video signal via analog-to-digital converters without substantial loss of image quality, the introduction of digital broadcasting require radio acquisition of new digital radios, i.e. substantial costs, which, according to some experts, the mass listener is not ready yet. However, digital radio has significant advantages over analog: high sound quality, the complete absence of interference, the ability to take an unlimited number of radio stations almost anywhere in the world.

3) Internet radio: Performs digital radio broadcast over the Internet, providing high-quality sound in the absence of radio interference. It is in its infancy, so to give any clear predictions about the models for its future development and promotional opportunities seems it is premature.

Aspect Broadcasting

Radio passed a complex way of evolution since its inception. Its main media strategy, which was formed during the radio the greatest popularity in the first half of the XX century, was determined by the fact that it was the first way of the mass organization of family and collective leisure. At the initial stage of the broadcast radio programs were created on the principle “all for all and for all”, and it was at this time that the term “broadcast”, signifying the omnipresence and all-embracing radio.

However, in the middle of the XX century, this strategy was intercepted by TV, where the mass audience began to leave, and with it the advertisers. Television showed advertisers new possibilities in the creation of a mass audience. Since advertising was (and still is) the only source of revenue for radio stations, advertising outflow made radio industry to seek new software and business strategies. The solution was found in the transition to the concepts of aspect radio; contribute to better meet the information and musical tastes of the audience.

Transition broadcasting to listener’s niche service concept was the beginning of the process of segmentation of a mass audience. Strong competition from television and the development of the advertising industry, the emergence of a growing diversity of music styles and subcultures caused defragmentation audience broadcast and the subsequent emergence of numerous formatted radio stations. The final transition to the radio strategy narrow formats due to a significant increase in the number of cars that were for personal use.

Today, almost all vehicles are equipped with radios, so the inhabitants of developed countries, in the life of the car that plays a significant role as a means of daily transportation, get much of the information from radio broadcasts. At present, almost all radio stations base their commercial policy on clear differentiation audience. That differentiation is gradually returned to radio audiences and with it the advertisers. Despite the fact that now the radio is not leading advertising vehicle, radio attracts advertisers accurate and comprehensible targeted at specific audience segments.

Broadcasting format characterizes the genre content, theme, style of presentation broadcast radio programming aesthetic norms, manner of leading programs, structuring program elements and other specific features of the organization transfers. Thus, the format – a set of genre, theme, program and other features, forming the concept of broadcast.

All broadcasting formats are divided into four main groups:

  • Music formats.
  • Information formats.
  • Combined formats.
  • Specialized formats.

Certain broadcasting format is the economic basis of radio industry, so the format is often determined by the marketing orientation of the radio. The choice of format is directly connected with the possibilities of the radio station to attract advertisers through the organization of specific audience segments. In this sense, the format implies a certain framework, conceptual station broadcasting mode, reflecting the preferences of a particular target audience.

Such common formats as “radio music”, “news radio”, “radio communication” means the main genre of the radio where every single format can be divided into others. The practice of developed markets shows that the basis of the activities of nearly all commercial radio stations is no more than 20 major formats. However, there are plenty of options for their implementation, depending on the specific national conditions, cultural and musical traditions of the country, the radio position in the national media.

Radio Audience

Audience most radio stations belong to the type of audiences with high target segmentation. As a rule, every commercial radio station is more or less exactly position able media interested in attracting a specific target audience. Therefore, the radio station have a very accurate picture of the nature and composition of its audience. In addition, the size and composition of the audience of a particular station regularly investigated using various techniques specific analytical services, so the advertiser, involving the advertising campaign or another radio station can establish a predictable and focused on a particular target group effective advertising communication. As a rule, consumers are not listening to a radio station, and selects an average of three to six. Therefore, in many cases, advertisers effective advertising campaigns on several radio stations in order to ensure that all target groups of consumers of the advertised goods or services.

As the results of numerous studies, each of the radio refers to one of four types of groups …

  • Fans of the radio: Listen to a few stations, switching from one to another, have certain inclinations and preferences.
  • Radio fans: Constantly listening to one or two radio stations are highly loyal to the selected station.
  • Music lovers: Listen to music only certain genres, switching from station to station in search of favorite works.
  • News lovers: Feel the constant need for information; listen to two or three radio stations, including radio and often for short periods.

Features Radio As A Channel Of Distribution Of Advertising

Planning and implementation of advertising campaigns on radio requires the advertiser knowledge of individual features of the radio, acting as an advertising medium. Radio on a number of parameters has many advantages over other media, but it may be limited. In some cases, radio advertising is extremely inefficient, due, primarily, to such factors as the inability to show the subject of the advertisement or non-representation of the object of advertising and audience perception. As part of the complex advertising campaigns radio advertising is effective primarily as an aid, particularly in conjunction with TV advertising and advertising in the press. Such a complex effect can significantly improve the performance indicators of advertising campaign in comparison with the impact of television is only the means and / or the press.

Advantages and Disadvantages Of Radio Advertising

ADVANTAGES DISADVANTAGES
Radio allows you to reach a certain audience segments using well-defined formats. Radio advertising can be directed to the listeners of a particular gender, age, occupation, income level or education. Fleeting, short transmission time of advertising messages as compared to other advertising distribution channels, the low concentration of listeners (people listen to the radio, doing other things).
Radio advertising is the shortest period of preparation in comparison with other media. This allows advertisers to radio as much as possible to adapt to the peculiarities of the local market, news, weather, and other variable factors. In this case, the advertiser can respond quickly to certain situations and contribute to your ad text changes and additions. The lack of visual range and limitations associated with only the sound representation of the goods or services.
Radio is the least expensive for the advertiser of all media advertising media. Because of the relatively low cost of providing radio advertising ester may be repeated numerous times with a relatively low cost. The cost of production of commercials and low. Total advertising broadcast congestion. Advertising messages are broadcast on the radio in large quantities and are replaced fairly quickly, so students miss many advertisements, while others forget listening to them only partially.
Using sound to create mental images. Radio has the ability to stimulate the imagination of listeners, combining sounds, words, intonation and a variety of audio effects. In the production of commercials using an actor and announcer radio resources employees, so the advertiser runs the risk that his announcement will be heard on the air in the same way as the other ads that station. Such messages are coming one after another; significantly reduce the level of the listening perception.
Radio is the most common media device, characterized by high mobility can be operated without special infrastructure and clear any audience regardless of the level of literacy. Radio installed in a variety of technical devices – radios, alarm clocks, TV, music, mobile phones, portable players. A significant part of the radios installed not only in homes and public areas, but also in all forms of transport. The lack of monitoring of radio and high-quality media measurement, so the effectiveness of the advertising campaign is difficult to analyze.
Radio has an ideal environment for the transmission of frequently repeated messages. The average radio listener listens to the radio for more than three hours a day, so even regular advertising schedule allows him to remember this or that advertising appeal. This ability to repeat radio advertising a large number of times, motivating consumers to purchase the product or service is especially important for advertisers. Total costs of advertisers at the same time are relatively low, and the program policy of many radio stations usually allows providing high output advertising broadcast frequency. The low level of attention of the audience. Listeners perceive many forms of radio as a musical or entertainment background.
Broadcasting covers a vast territory, addresses the audience at any time, and is also an ideal means to reach people in a car. Lack of uniform standards of interaction with radio advertisers.

Forms Of Radio Advertising

There are several common forms of radio advertising offered advertisers the majority of radio stations. Although the search for new effective forms of radio advertising is ongoing, traditional and proven promotional tools occupy a leading position among the most popular …

1) A radio spot in the ad unit: Advertiser buys space in an ad unit, which is broadcast in commercial breaks in a program or between programs. During purchased time (10, 15, 20, 30 and so on up to 60 seconds) the commercial broadcast provided by the advertiser. Number of broadcasts and their time and place in the roller block (beginning, middle, and end) are set in the final version of the media plan, which is agreed by the parties in the process of signing a contract for the purchase (sale) of advertising time.

2) Sponsorship of radio programs: The program, broadcast by the radio station may be completely or partly carried on money sponsor who receives a certain amount of time for placing their ads. In some cases, the sponsor receives and other promotional opportunities: advertisement sponsor and / or the object of advertising leading the program, plot placement of the sponsor and / or the object of advertising, integration site advertising the program, sponsor participate in interactive projects, the joint organization of the sponsor and radio public events and so on. In contrast to the ad unit, a sponsorship message, as a rule, it is a full-fledged part of the program. Sponsorship filling depends on the timing, subject matter and content of the sponsored programs on the radio.

3) Sponsorship of radio broadcasts: Some prestigious reportage programs with predictable rated (e.g. sports matches), the practice of sponsorship broadcasting, which implies that the sponsor pays all expenses for the purchase of broadcast rights and ensure its support in exchange for a certain time to place his advertisement. In cases where the interest in the event is very high (as well as the price of broadcast rights), in the sponsorship pool combines a number of companies that are not direct competitors, which is divided between advertising time according to their contribution to the sponsorship package.

4) Spot radio advertising: Advertiser buys time for broadcast commercials in one particular program that shared ad unit.

5) References: Single or multiple references to the name of the program leading advertiser and / or advertising object.

6) Interview in the studio: Themed interviewing information and advertising, which is leading the program takes from the advertiser or its representative.

7) Radio announcements: Advertising information, which is read out a speaker in the advertising information section. This type of radio advertising is aimed at advertisers with small budgets and offers on local radio stations.

8) Radio log: Thematic broadcast information and advertising.

In the end, here we have describe all the possible information about radio advertising. We are going to describe about other advertising media as well. Keep support us by your valuable comments.

Advertising Media:

Television Advertising: All You Need To Know About TV Advertising

Radio Advertising: All You Need To Know About Radio Advertising

Press Advertising: All You Need To Know About Print Media

Internet Advertising: All You Need To Know About Online Advertising

Television Advertising: All You Need To Know About TV Advertising

Television Advertising

This article will provide you a brief description of television advertising or TV advertising, on its appointment information, features, specifications and the most common formats.

TV (Television) is an electronic media outlet with low selectivity, affecting a wide audience. Synthesizing the image and sound, it provides more extensive communication capabilities when compared with many other types of advertising media. The effect of presence brings television communication with forms of interpersonal communication, so the TV in the perception of the audience closer to other media costs to the direct, immediate, two-way communication. Television is one of the most powerful and effective ways to deliver advertising messages to different types of audiences and thus guarantees the highest possible total audience coverage. Due to qualities, it has become a priority channel for the dissemination of information for large advertisers, producers of goods and services of mass consumption.

The Structure Of The Television Industry

The number of forms of television broadcasting organizations and their respective types of television systems is very large both in technical and in the software, a creative attitude, which greatly affects the character created with their view of television advertising.

To date, the foundation structure of developed countries, the TV industry consists of the following forms of broadcasting …

  • Wireless nationwide TV channels.
  • Combined (wireless and cable), national television networks.
  • Cable and satellite TV channels.
  • Regional (local) TV.
  • Interactive TV.
  • Syndicated television program delivery.

1) Wireless nationwide TV channels:

Wireless nationwide television channels provide a television signal by the majority of the population. National channels are free for spectators and in some countries have the status of “public television”, the quantity and quality of advertising, in this case specifically regulated by government or other state regulations. In addition, the requirements for the commercial side of the TV advertising in national and public channels in various countries sometimes contains very significant and well-defined limits on the content of advertising messages.

2) Combined national television networks:

Combined (wireless and cable), national television networks constitute a system of local and regional television stations that broadcast (on a commission or other basis) program provided them a certain broadcaster – program producers. At the same station, the translator can transmit broadcast television productions of several networking vendors. In addition, depending on the method of delivery of TV signals, the features of the contract with the manufacturer of software and technical capabilities of the local TV station, repeater TV network programs can be distributed as a cable or wirelessly.

National television networks are most popular and effective form of television advertising. Since every television network, as well as any station, is a commercial enterprise, no restrictions (other than those stated in national laws on advertising) on the content of advertisements on them, as a rule, do not work, which significantly stimulates the advertising producers in their creative pursuits. In addition, the number of advertising messages and their place in the broadcasting schedule determined solely by commercial considerations that often displeases viewers, but provides (due to the large amount of advertising and the large capacity of its rotation) high efficiency impact on the audience. This is due to the fact that the quality and rating of the program, broadcast on television networks (in the countries where they were developed), significantly higher than that of public television programs.

Currently, in most developed countries are the main national television network television advertising media, while few countries separating the television industry for such independent segments as public broadcasters and TV networks, have not yet fully happened.

When you advertise programs to television networks, advertisers have the opportunity to choose between two placement strategies: global and regional. When using a global strategy advertising space is purchased directly from the manufacturer (owner) network programs, which then distributes advertisements on the network segments in accordance with the media plan. If the advertiser is aimed at an audience of a few specific regions, within the framework of a regional strategy they can buy advertising space in the local (regional) television advertising that provide placement of commercials in an appropriate television network programs.

3) Cable and satellite TV channels:

Cable and satellite TV channels are the most common type of Pay-TV. Typically, these channels have a certain genre specialization and positioned as a family, children’s, sports and so on. Normally Pay-TV channels do not sell advertising space and broadcast advertising, with the exception of non-profit social projects (and then only in very limited quantities). At the same time, cable and satellite Pay-TV channels are quite interesting for many advertisers, as the audience of any of these channels has a distinct target dominant and its value is known exactly.

Therefore, large advertisers (along with channels administration) have resorted to various advertising methods, e.g. sponsoring shooting television programs and television, which are then, broadcast on the channels as a standard intracranial products. Doing so as some large corporations, ordering and paying, for example, television films about the history of inventions and scientific discoveries that are directly related to the activities of these companies.

4) Regional (local) TV:

Regional (local) television plays an important role as an advertising medium in the event that a repeater national network television. At the same time, creating their own programs, including news, regional TV channels collect sometimes very large audience that can be successfully used in promotional strategies, as the price of advertising time in some programs of local TV stations can be an order of magnitude lower than in the nationwide (with almost complete duplication of the TV audience).

5) Interactive TV:

Interactive TV is a translational system with feedback channel, i.e. a system in which television information is transmitted only by the compiler to a television receiver, mounted on the side of the viewer, but also back from the viewer to the broadcasting company. This feature gives the viewer the opportunity to personalize the content of television programs and their playing time. Currently, the concept of interactive TV has increased significantly and includes various options for the viewer to interact directly with the source of television information. Interactive TV has not received a great development, but gradually, as the development of communication technologies, it began to gain momentum.

There are several existing iTV models, of which the most successful in terms of business opportunities are as follows …

  • TV programs on demand (viewer signed up for service and making a monthly fee, using a special remote control and menu in advance selects a program from the list – after a while they could see them).
  • Paid television viewing (the viewer receives the ordered program on the hard drive home computer or a special video terminal, and the fee for the amount of “pumped” information and a pay-per-view programs ordered).
  • Straight double (viewer, subscribe to the service can watch the program ordered in real time – ordered and immediately looked up, and the payment will be charged at time of review).

Although the technical difficulties with the operation of such systems software can be considered as a whole, overcoming advertising opportunities such media types remain poorly defined.

6) Syndicated delivery of television programs:

Syndicated television program delivery is the delivery of television programs within the television stations of the system, syndication: programs produced or purchased in the framework of the syndicate, is only available to its members. This system is particularly prevalent in the United States, where the number of local television stations is extremely large, and to fill the air, more or less high-quality programs, such syndicates are formed. TV stations can be combined into syndicates and other grounds: the industry, language, religion, and so on. Features syndicated market of television advertising media depend on the particular type of syndication, the number of its members, the value of total enrollment and other factors.

TV Audience

The basis for determining the cost of selling advertising time channels is rated television programs obtained by applying special techniques viewers counting. At the same time, of course, impossible to calculate exactly how many viewers actually gathered outside the TV at the moment, to watch a particular program. Therefore, channels, and advertisers have to be satisfied as the source of pricing data provided by different TV advertising, each of which uses a special, different from the other measurement method. If the results of the different telemetry not so different from each other, the average of the results is usually regarded as statistically significant.

The most common methods of telemetry to date are as follows …

1) Telephone surveys: The most archaic, and at the same time most suitable in some cases telemetry method. It carried out as a normal telephone survey in which respondents are asked to answer a series of questions about their television advertising, with respect to different TV programs and so on. The results of such surveys usually do not provide statistically significant responses to most of the questions posed by natural imperfections technique, but for regions and areas with a predominantly rural populations and small towns, where other types of survey is not economically justified, the phone remains the only source of information about viewers the perception of the different channels and programs.

2) Diaries: This method is based on the consent of the members of the sample to keep a detailed diary of their contacts with the TV: mark time on and off, viewed TV programs and channels on which they broadcast, as well as the “residence time” for each channel. Ideally, the total blog can give fairly accurate results, however, in practice, only a small portion of respondents Journal honest: most prefer to make it abstract data reflecting the real situation only partially.

3) Software Audimeter: Audimeter is an electronic device with an internal memory, which is mounted on the respondent’s television and records all the manipulations that the respondent makes with the television remote control: the time on and off the TV, the moments of switching channels, and so on. This method provides the most objective assessment of the TV audience, but has a number of drawbacks: study result largely depends on the sample quality; the ability to conduct large-scale studies is limited. In addition, audimeter registers only “soft” information, without telling anything about the nature of the audience, while advertisers is important to know which family members watched a particular program and ensure it a high rating.

4) Integral audiometer: Solve the problem described above, you can use the advanced audimeter that, in addition to “Program”, provides for the collection of information at the level of the audience: TV is controlled by a special remote control with special buttons for each member of the family, which must be pressed whenever required enable (disable) the TV or change the channel. This method provides significantly more useful information; however, its widespread use is also limited by considerations of cost-effectiveness and integrity pressed.

5) Clusters: For more statistically accurate information about the structure of the method of viewers, geodemographic groups (clusters). Each cluster is a certain type of informal community of people living in the same territory. After identification of the clusters (the number can reach up to 50), the researchers conducted a total survey in the area with the use of different methods, adequate type of cluster and the number of people entering into it. Clusters are formed on the demographic and socio-economic principles.

Forms Of Television Advertising

There are a few of the most common forms of television advertising messages that are advertising and media agencies offer the majority of its customers as a template …

1) Place in a television ad unit: Advertiser buys space in an ad unit, which is broadcast in commercial breaks in a program or between programs. During purchased time (10, 15, 20, 30 and so on up to 60 seconds) is demonstrated commercials provided by the advertiser. The number of impressions and time as well as place in the roller block (beginning, middle, and end) are set in the final version of the media plan, which is agreed by the parties in the process of signing a contract for the purchase (sale) of advertising time.

2) Sponsorship of TV programs: The program, broadcast channels may be wholly or partly carried on money sponsor who receives a certain amount of time (in the beginning, in the middle, at the end of the program) to place their ads. In some cases, the sponsor receives advertising and other opportunities in the program: the cyclical placement of the logo, the logo part in the design studio, mention of the name of the sponsor in the words of the master program, participation in the credits, and so on.

3) Sponsorship of television broadcasting: Some prestigious reportage programs with predictable rated (sports matches, championships, etc.) the practice of sponsorship broadcasting, which implies that the sponsor pays all expenses for the purchase of broadcast rights and ensure its support in exchange for a certain time to place advertisement. In cases where the interest in the event is very high (as well as the price of broadcast rights), in the sponsorship pool combines a number of companies that are not direct competitors, which is divided between advertising time according to their contribution to the sponsorship package.

4) Participation in the television program: Advertiser does not buy advertising time in a certain program and a certain pre-agreed form of participation in it. For example, one of the representatives of the company-advertiser management can participate in a TV show or game show as a guest, and it is accessed, the master must several times throughout the program to mention his title and company name, which formally as a sponsor of the show is not stated.

5) Spot TV advertising: Advertiser buys time for broadcast commercials (or the right to some special form mentioning your name or slogan) in one particular program (e.g. weather forecast) is shared ad unit.

6) TV Ads: Advertising information, which is read out a speaker in the advertising information section. This kind of television advertising aimed at advertisers with small budgets and offers on the local TV stations.

Particularly Television As A Channel Of Distribution Of Advertising

Planning and implementation of advertising campaigns, television requires the advertiser knowledge of some important features of the television, acting as an advertising medium. Among the most important are the following …

1) Total coverage: Television provides the highest possible total coverage of the audience and by placing advertisements on different channels and at different times of day of television, we can ensure that the majority of the population (which looks TV) see the infomercial. At the same time, however, it ignores the fact that the mass television audience cannot in any degree be targeted, since all attempts have focused on the impact on any target of the TV audience with a special telemetry and artistic techniques, the most adapted to the tastes of favorite segment as a rule, do not lead to any results.

Excessive partisanship TV story often turns its complete ineffectiveness – the target audience begins to feel that it’s trying to “catch”, while the representatives of the other target groups such methods cause severe irritation. Therefore, advertisers , planning advertising campaigns on television, it should be noted that although the figures cover offered by advertising and credit rating agencies, always look very impressive, the percentage of “useless coverage” of any of the TV audience, tend to be very high: the effectiveness of television advertising, except for quantities covered by the audience is made up also of the many other components.

2) Artistic power: Television is capable of maximum emotional contact with the viewer. Compound movement, text and music to any TV products (including advertising) could have a powerful impact on the viewer. Among other TV media creatively located closest to the art of cinema, to make available to the creators of TV commercials significant arsenal of artistic techniques and tools that provide a variety of different combinations of images and their values, and a high level of audience involvement in what is happening.

3) VBM: Television as an advertising industry has unique tools to change the value of people and objects. The basis for this phenomenon is virtually a monopoly position in the field of active television communications: the vast majority of viewers in the developed countries (i.e. the vast majority of the population) recognizes the television means of communication that best suits the present stage of development of society. On the other hand, is largely decentralized nature of television has never been considered by most viewers factor in democratizing the relationship between man and the TV channel: no matter what channel is that no matter broadcast communication scheme, recognized by the audience as a natural, is as follows: “those who are a little bit, show us something that much, and if we look at them, then they are entitled to it. “

Thus, the man on TV, once it becomes a “hero” and “value” to others increases, even though the man is completely not changed and remained exactly the same as it was before the show on TV. If “they” showed them, therefore, it becomes part of the value that “they” are in our eyes. The same applies to items that are also becoming “heroes”, having been on the TV screen. This phenomenon explains why even frankly weak advertising can be very effective: the fact of the presence of the product on the air in the proper quantity gives him more and sometimes very tangible value.

Advantages and Disadvantages Of Television Advertising

Advantages Disadvantages
Simultaneous visual and sound effects. The high cost of production of a television commercial.
The high degree of viewer involvement in what is happening on the TV screen. Simultaneous viewing audience advertising on only one channel.
A variety of themed TV programs allow the selection of the target audience. A short transmission time of advertising messages as compared to other advertising channels.
Strong psychological impact associated with the personal nature of the appeal to the viewer, making the advertising appeal close to the effectiveness of personal selling. Steadily negative attitude on the part of viewers to an interruption on TV commercial breaks.
The relatively low unit cost of the ad contact due to a huge audience coverage. At a cost of television advertising is among the most expensive distribution channels of advertising.
Control over the time of communication of the consumer advertising with advertising appeal.
The possibility of the viewer to order the advertised goods or services directly from the TV screen.

Creation Of Television Advertising

The process of creating television advertising consists of the following steps …

1) Definition of strategy: With the totality of the results of marketing and other research, as well as on the basis of the approved marketing and advertising strategy creative group defines the basic strategy of the future television program, deciding what will be sent to major advertising impact, achieve a primary goal (audience response) should contribute to the planned roll and etc.

2) Development of the main ideas: The main idea is some global acceptance (Art, Technology, and Scene), through which the main strategic tasks of TVC as part of an advertising campaign can be addressed most effectively.

3) Development of scenario plan: Once the decision about the main idea is accepted, it developed the overall scenario plan for the future of television advertising. Scenario plan is a script-based: it identifies the main nodal point of the story such as how to begin, what ends, and what can and cannot occur in the middle.

4) Script writing, creating storyboards: TVC scenario developed in several embodiments, and is usually accompanied, storyboards – small schematic drawing showing a general frame content in each of the episodes: in this manner all elements of the script are more apparent, making it more definitely contribute to clarify and supplement scenario.

5) Organization of the crew: Some of the major advertising agencies are composed of permanent production and shooting department, which does not require the separate crew for ordering the shooting. In other instances, advertising agencies cooperate with production studios or individual independent producers. Organization of the crew assumes that the customer roll (advertising agency or advertiser) selects and approves director nominees, the operator, the right people, defines the system of financing and the work schedule; coordinate the scheme with the agency and so on.

6) Preparation period: Pre-production is a complex and sometimes very long process, which consists of the creation of the director shooting plan, the choice of nature to shoot (construction of scenery), Casting (choice of lead actors and extras), test shooting, work on the style, costumes and etc.

7) Shooting period: Shooting is the work directly on the set (sites) with the result that there is all necessary to create a movie shooting (filmed) material.

8) Installation and scoring: In the process of shooting each episode is removed, usually a few times (duplicated), so that when installing the roller director selects the best frames, then an editor sequentially connects them in accordance with the mounting sheet prepared by the director. After scoring, consisting of recording text and music, and compounds (video and audio synchronization series), the roller is represented to the customer (advertiser) for approval.

In the end, here we have describe all the possible information about television advertising. We are going to describe about other advertising media as well. Keep support us by your valuable comments.

Advertising Media:

Television Advertising: All You Need To Know About TV Advertising

Radio Advertising: All You Need To Know About Radio Advertising

Press Advertising: All You Need To Know About Print Media

Internet Advertising: All You Need To Know About Online Advertising

Advertising in the Travel Sector – Is it effective?

Advertising in the travel sector is highly competitive. With thousands of travel retailers all competing for your business. In this article we take a look at some of the travel advertising tactics and if they truly work – making your head look twice at bargain deals.

Online Advertising

The online market has got to be one of the toughest to break. There are many established brands out there which have monopolised the travel sector through online advertisements and huge teams that make each website efficient and well optimised. So how do new businesses cope with the ultra-high demand needed to compete in the travel sector? Let’s take a look at Travangelo, who are a flight comparison website. By offering better deal than a lot of its competitor, brands like Travangelo stand out from the crowd. Advertising is also key, hiring a digital marketing agency is important to make sure the website is ranking well and it’s also well optimised. If you are thinking of competing in the travel sector, here are some things to consider:

  • Pay per click
  • Advertorial banners
  • Search engine optimisation
  • Infographics & high quality content with sharing
  • Social media paid placements – Such as Facebook Ads

With a lot of hard work and the features listed above, you will be able to advertise alongside the biggest online brands around the globe.

Television Advertising

TV advertising has always been a popular way for big brands to make themselves house hold names. TV advertisements can be costly with creating your advert and purchasing the allocated time slot. If you are considering TV advertisements, be sure to sponsor a TV program that is relative to your target market. Be sure to portray the correct tone of voice for your brand as you will be put in front of millions of viewers.

Having interesting or funny TV advertisements can also help your online presence, especially if your content goes viral.

Radio Advertising

If you understand that a lot of your target market are listening to the radio, be sure to look into radio advertisements. Radio ads can be a cheap alternative to TV advertisements and if you do this with an agency, you will be able to get national advertisements for a fraction of the cost. If you can, see if you can get a celebrity to voice your ad. Familiar and popular voices can really help make your advertisement stand out compared to the rest. This will help generate sales and leads for your business.

Traditional Graphic Design

Sometimes the oldest techniques can still be the greatest. Advertising design can be a hard market to break as there are so many cutting edge designs these days. When designing your advertising image, be sure that your resolution is correct to begin with! Prepare for the kind of advertisement you are doing, for example you could advertise on the following:

  • Billboard design
  • Trainline posters
  • Viral posters – for example, posters you see on the wall

All of these techniques can work very well, especially if you are dedicated and have a clear idea of what you would like to do. So many times in advertising, mistakes are made and this can not only affect you, but also affect your brand and your rate of growth. Think hard about what your tone of voice is and what you are offering and you will be successful in your advertising campaign.

The Interaction Of The Main Subjects Of Advertising Market

Subjects Of Advertising Market

Between the subjects of advertising market a variety of functional relationships are formed – from partnership to competition. It is believed that partnerships are usually established between the advertiser and of advertisements. It is these relationships are the cornerstone of the entire advertising process. Advertiser is the central figure in subjects of advertising market and the consumer of advertising services, therefore, advertisement producer is necessary, on the one hand, as much as possible to consider its consumption needs, and on the other hand, the rational use of the resources available to it.

Competition forces of advertisements to think about the interests of advertisers, as only if there is demand for advertising services it can sell them. The main purpose of advertisements and distributors of advertisements is to make profit through timely and profitable realization of advertising services. To achieve this, the data subjects have to establish and realize their competitive advantages, to produce competitive products, to determine the target group of consumers and advertising services a niche market.

Economic relations between the main actors of the advertising market are coordinated through a pricing mechanism that maintains the balance in the market between production and consumption, supply and demand. Historically, the advertising market have developed some form of financial relationships between the customers of advertising and executing advertising. Among the most common forms of compensation for customers advertising works production are the following …

  • The payment of the fee.
  • The payment of fees.
  • Hourly rates (contract prices).
  • Mixed payment (commission + hourly fee or a commission fee +).
  • The payment of additional fees in the form of bonuses.

Further development of the financial relations between advertisers and advertisement producers shows that in response to the increasing demands of advertisers, advertisement producers start to use different forms of compensation, which depend on the outcome of their work, that is, on what actually is the contribution of the advertisement in the change in the position advertised object on market. It is this trend is beginning to be traced in the relationship between the major advertisers and advertising producer.

Competition In The Subjects Of Advertising Market

On the subjects of advertising market, as well as in other markets, the law of competition, according to which there is to improve the quality of advertising services, a decrease in their prices, as well as the objective process of exclusion from the advertising market of substandard and expensive advertising services.

Advertising services competitiveness expressed by a set of qualitative and cost characteristics that provide its benefits on the advertising market among similar services. The level of competitiveness of advertising services is strongly influenced by market factors such as the degree of satisfaction of the demand for specific advertising services, the capacity of the individual market segments, the presence and number of competitors, pricing policy.

Competitor – person, group, organization, competing to achieve identical objectives: in an effort to have the same resources, benefits, occupy a superior position in the market, produce and sell the same kind of goods or similar goods, increasing their sales by reducing sales rivals. Competitors faced by the organization, it is the producers or sellers of similar products, different individual parameters (parametric competitors), appearance and functions (trade competitors) or trademarks (unbranded competitors), and producing a fundamentally different products with high short-term replacement.

There are various types of competition: fair – unfair; price – non-price; intra – inter-industry; effective; effective. In general, to distinguish between price and non-price methods of competition. Price competition is based on price. Reduced prices for advertising services strengthens the market position of the organization compared to the competition, while the price increase for services reduces its competitiveness. Non-price competition is based on improving the level of service and quality of service. Increasing the quality characteristics of product advertising, the organization receives a significant advantage over its competitors, which could serve as the basis for the purpose of higher prices. If the organization keeps the price of their services from the competition level, the higher quality allows it to occupy a leading position in the market, increase the number of users of its services and the size of the occupied market share.

Price competition is kind of competition, which is based on lowering the price and is based on reducing the cost of services. At the same time, in a civilized market systems do not allow dumping, that is an artificial reduction of prices with the aim of ousting and ruin a competitor and gaining a monopoly position in the market. Price reduction is possible either by reducing costs or by reducing profit. Thus, to achieve the goal, which implies an offer price for its services, lower than the price of similar services to other commercial producers, the organization must either reduce the costs of providing services, or consciously go on a loss of profit to keep for a larger market share. Lowering the price usually forced, economically disadvantageous to the advertisement producer event, as in the end it leads to lower profits and thus may limit the further development of the business.

Non-price competition is kind of competition, which is based on the sale of services of higher quality and reliability, achieved through technical excellence, as well as using all legal means, in addition to lower prices, in order to attract new customers. This competition, in which the advertisement producer improves the quality of services and their conditions of sale (marketing), leaving the price unchanged. In this case, the epicenter of competition between the advertisement producer are such non-price service parameters as their novelty, quality, reliability, prospects, compliance with international standards, ease of maintenance and others. Thus, non-price competition is carried out in different directions: innovation (update) services, improving the technical aspects of services and their adaptability to the needs of consumers.

The State As The Subjects Of Advertising Market

The state acts as such a subject. It is a special subjects of advertising market – it cannot be considered, because of the specificity and magnitude of the impact of its functions, or to primary or secondary to the subjects. State function on the advertising market – the legislative and controlling – the state establishes the “rules of the game” in the market are monitored. The reasons for government intervention in the market process of production and consumption of advertising services have an objective character. The main functions of the state control on the advertising market concerns control of inappropriate, prevention and suppression of monopoly and unfair competition.

The functioning of the modern advertising market is impossible without state regulation – a system of legal, organizational and economic forms and methods of influence on the market processes in order to protect the rights and interests of all market participants. The need for government regulation due to the fact that the natural flow of market processes in some cases gives rise to contradictions of monopoly elements, imbalances and so on. State regulation is aimed at ensuring the legal and economic conditions for the smooth functioning of the market economy, free competition, protection against monopoly and administrative pressure.

Advertising Industry Content Table:

The Definition of Advertising Exposure

The Functions of Advertising

The Advertising Objectives

The Types Of Advertising

The Advertising Industry

The Concept and Basic Information about The Advertising Market

The Development Of The Advertising Market

The Interaction Of The Main Subjects Of Advertising Market

Creative Advertising: Ideas For A Creative Approach To Marketing

The Development Of The Advertising Market

Advertising Market

The advertising market is part of the economic system is functioning in unity with other markets and developing within the framework of the general laws of the market economy, ensuring social demand for advertising services. In 1980 – 1990, it was the active development of the advertising industry almost worldwide. Particularly active this process took place in all over the world.

Currently, the advertising market is a segment of the developed economies of many countries in the world and includes an extensive system of economic, legal, social, cultural and other relationship to emerge and develop between the main actors of the advertising market, advertisement producer, advertisement distributor and consumer advertising.

There is a close economic relationship between them, which is the basis of the advertising process and the functioning of the market as a whole. The state of the advertising market in the framework of a given economy is directly dependent on the general economic situation in the country, so the promotional activity in the market is sometimes seen as a kind of indicator of economic development.

The Basic Tendencies Of Development Of The Advertising Market

1) Globalization: Modern advertising market is an integral part of the global economy, and therefore on it with one hand, the same processes as in the global economy as a whole, on the other hand has its specific phenomena. The overall trend for the world economy – globalization, i.e. the integration of social and economic process, in which the world is transformed into a single market. The process of globalization is due to several factors, such as the activities of multinational companies active on a global scale; increase in the concentration process and monopolization; the accelerated development of global media and global information exchange; interpenetration of different cultures and the introduction of uniform cultural standards, and others.

2) Integration: The activities of transnational and multinational companies in the global market has led to the integration processes, combining its economic actors, deepening their cooperation, the development of relations between them. Economic integration has proved, especially in expanding product market and technological relations, sharing of resources, combining the capital, creating favorable conditions for economic activity, removal of barriers to mutual. These processes have led to the fact that multinational companies and promote their brands have become leaders in the global consumer market with a turnover equivalent to the budgets of many states. Who is the leading global advertisers lead the markets of most countries in the world, and their advertising costs account for a significant part of the national advertising market.

3) Concentration: The high level of competition on the market led to processes of concentration of its subjects through mergers and acquisitions: the advertisers in the face of industrial and commercial enterprises, and distributors of advertisements in the face of the media. As a result of mergers and acquisitions is an increase in economic efficiency, since they are accompanied by a reduction of parallel structures (administrative, research and organizational). Benefits of the merger for the subjects of the advertising market are manifested in the following …

  • Reduced competition and intro enhanced the company’s position in a particular market;
  • Cost reduction is achieved by combining the serving production units with the same function;
  • Increasing the market value of the merging companies;
  • Deepening diversification of production;
  • There is a strengthening of economic power at the expense of attracting new financial mechanisms, access to sources of information, and so on.

4) Network: One of the important features of modern advertising market is the development of a global network of advertising agencies due to the fact that advertising has become transnational, and advertising agencies – international. With the development of globalization and the increasing level of competition more and more important in the advertising market becomes fast and flexible adaptation of the internal structure and external linkages agencies to increase global needs of advertisers.

In order to share the risks, improve efficiency and optimize control systems, new forms of organization are formed, inter-institutional coordination and cooperation both vertically and horizontally, which are called “networks”. One of the most important characteristics of the network is considered to be a mutual agreement of the parties to adhere to common priorities and interests within the framework of the overall development strategy. Network helped reduce multiple parallel administrative, research, and organizational structures, as well as reduce the negative features of the administrative hierarchy of the system, on the one hand, and the fierce market competition – on the other.

For the modern advertising market is characterized by the consolidation of the process – the absorption of large advertising agencies small and the formation of holding companies. This allows the advertising holding company to minimize costs and provide a diverse range of advertising services to large advertisers that are interested in expanding markets for their products or services. Formation of large advertising agencies of their global networks began in the mid XX century. Currently, the global advertising market leading several groups of companies that collect the most profitable part of the advertising business, which allows them to control a significant share of the global advertising market.

These groups were formed by the process of mergers and acquisitions around the world many agencies and companies specializing in the field of strategic communications, public relations, market research, promotion, creativity and related activities. Now almost all of the largest advertising agencies are networked and include global advertising holding companies, while continuing to operate under their own names. With its customers network advertising agencies linked to exclusive contracts of advertising campaigns around the world or in particular regions. The close, long-term cooperation with the customer, established traditions adaptation of advertising campaigns to local conditions and monitoring their effectiveness make the communication network advertising agencies and companies with which they cooperate, strong enough.

5) Diversification: The concept of “diversification” expresses one of the trends of the modern advertising market, is associated with increased activity of market participants, primarily advertising agencies, and the output of their activities beyond the core business. The process of diversification due to increased competition in the market and the increasing complexity of advertising.

Diversification allows the subjects of the advertising market at the same time act in several market segments and insures in case of an unforeseen situation worsening on one of them, helping to respond flexibly to changes in the situation. Diversification in the advertising business has been widely developed in recent decades; it has contributed to increase business agility and integrated to meet the diverse demand for advertising services. Diversification businesses advertising services combined with specialization and combining of different types of promotional activities, allowing them to benefit in maintaining its leading position in the market.

The Development Of The Global Advertising Market

The global advertising market is a sphere of international promotional activities related to the systematic sustainable operations on purchase and sale of advertising services, organization resting on the global networks of advertising agencies. The global advertising market emerged and developed in the process of deepening and expanding economic integration, the development of world economy and international trade, transnational and international companies.

Between the global and the national advertising market, there is a close relationship and interdependence. Now there is a convergence of conditions of world and national advertising market, and consequently the working conditions to them. Under the influence of the global advertising market changing quantitative and qualitative parameters of the particular national markets by their preferential alignment to a higher level: the transition to uniform standards of production and services, alignment of the global and national levels, standardization of forms and methods of work, and so on.

State and prospects of the global advertising market are closely linked to the general economic situation in the world. At the same time, the global market has features that distinguish it as against any national market, as well as their combination. The subjects of the global advertising market does not formally belong specifically to one country, so it is assumed that the global market has a relative autonomy, independence and special conditions of the organization of advertising services. The material basis for the formation and development of the global advertising market – the international division of labor, while national advertising markets are based on the social division of labor within the states. However, despite the relative independence and autonomy of the global advertising market, its development is directly dependent on the state of the economies of developed countries of the world.

Development Of The National Advertising Market

National advertising market is a sphere of advertising activity on the scale of a country. State of the national advertising market is largely due to the specific features of the country’s development. Its formation began in the early 1990s, with the first stage of this process was spontaneous, owing to the lack of experience in the advertising market conditions and the legal framework governing the advertising business. In the mid-1990s, there is an integration of the network advertising agencies. As a result of the integration was a process of selection of leaders, at the same time part of the subjects of the advertising market was becoming more homogeneous.

In the second half of the 2000s resulted in the basic processes of formation of the advertising market : formed legislative framework, the basis of which was the Federal Law “On Advertising”, complete the process of consolidation of major advertising agencies, the level provided in the advertising market has grown considerably, there has been some harmonization of relations operators of the advertising market with customers and the media. There was also a system of self-regulation, including non-profit organizations, capable of regulating lying outside the sphere of legislative regulation of the relations between market participants. Currently, at the initiative of these organizations is developing the general principles of cooperation in industry standards.

In recent years, the ratio of the volume on the main sectors of the advertising market looks the same as in developed countries; with the only difference that the advertising market while lagging far behind in terms of the world level. On this basis, it is possible to identify the still developing, not developed. If we consider such a measure the degree of development of advertising in the country, as the ratio of advertising expenditure to Gross Domestic Product (GDP), it remains more than modest in the economy. Backlog also exists in the level and effectiveness of advertising services offered by agencies. However, the main feature of the national advertising market is a dynamic development due to the relatively favorable economic situation, the flexibility of the industry structure, quick response to market developments, the high rate of turnover of capital and the ever-increasing demand for advertising services.

The advertising market has traditionally be divided into national (where the advertising carried out by a national media) and region. Regional market, in turn, can be divided into capital and other regional markets. As a regional market of advertising are considered regions, territories and country. The basis for the differentiation of the national advertising market is the geographical, economic and administrative division.

The advertising market, as the world is heterogeneous, its different segments has its own peculiarities of development. In recent years, the fastest growing segment of the advertising is Internet advertising or Online Advertising: its growth rate twice the performance of the advertising market as a whole. At the same time, the segment of advertising in the press continues to reduce the dynamic that is already close to zero growth. One of the key factors influencing the state of the national advertising market is government regulation, both at the federal and local levels. This factor largely determines the dynamics of individual advertising segments, in particular segments of outdoor advertising, development of which has a negative impact many legislative restrictions at the local level.

National advertising market remains today on the opaque, so the official data on its volume does not exist. A number of organizations on a periodic basis to release their expert opinions on the development of the situation on the advertising market, based on their data. Data from multiple organizations are published in the form of periodic reports and include an overview of the current state of the national advertising market, estimate the amount of the overall market and individual segments, as well as development forecasts.

Advertising Industry Content Table:

The Definition of Advertising Exposure

The Functions of Advertising

The Advertising Objectives

The Types Of Advertising

The Advertising Industry

The Concept and Basic Information about The Advertising Market

The Development Of The Advertising Market

The Interaction Of The Main Subjects Of Advertising Market

Creative Advertising: Ideas For A Creative Approach To Marketing

The Concept and Basic Information about The Advertising Market

The Advertising Market

The Definition Of “Advertising Market”

In a narrow, economic sense, the advertising market is a place where the supply and demand for advertising services, and where there is the cost. The advertising market is an independent sector of the economy, in which the interaction of subjects of the market – advertisers, advertisement producers, advertisement distributors and consumers of advertising.

In a broad sense, the advertising market is a social institution designed to provide public demand for advertising services. It is part of the social system and evolves with the evolution of the economic, social and cultural processes. Therefore, the concept of “advertising market” can also act as a category representing a broad system of economic, legal, socio-cultural relationship to emerge and develop between the actors of the market.

Terms Of The Advertising Market Functioning

Advertising activity at its core, this is primarily an economic phenomenon, which arises and develops in the framework of the general laws of the market economy. For the functioning of the advertising market requires a number of socio-economic conditions …

  • Economic Freedom of the market subjects advertising – the right to dispose of to create products, set prices, to assign profits and so on.
  • There is a requirement in advertising services and effective demand among the consumers of advertising services.
  • The presence of advertising service providers, creating an offer.
  • The presence of competition between manufacturers of advertising services.
  • A well-developed market infrastructure.
  • The presence of regulations and laws governing the relationship of market entities.
  • Lack of state administrative control over the advertising activity and market participants.

The Main Functions Of The Advertising Market

The advertising market creates and regulates the relations between market participants on an economic basis. Economic relations between the subjects of the market are coordinated through a pricing mechanism that maintains the balance in the market between production and consumption, supply and demand. Acting as an economic regulator, the advertising market has the following main features …

  • Brings together the interests of advertisers and of advertisements on an economic basis, based on the needs of advertising services, expressed in terms of demand.
  • It helps to eliminate imbalances between supply and demand for advertising services and brings them into line with market needs.
  • Inform market participants through the economic indicators of the economic processes taking place in the market.
  • Creates conditions for the development of the advertising business, stimulating its effectiveness, identifies leaders – who knows better market conditions, who have lower costs and higher quality advertising services.
  • It eliminates the deficit in advertising services and expands the possibilities of business entities.

Due to the process of development of both society and relationships associated with various aspects of the subjects of the market, the regulatory functions of the advertising market increasingly complex.

Economic Fundamentals Of The Advertising Market

In the economic system of the advertising market there is in unity with other markets and developing within the framework of the general laws of the market economy. On the advertising market, as well as in other markets, there are phenomena such as supply and demand for advertising services, costs and profits, market conditions, price, pricing, competition and so on.

The economic system of the modern advertising market operates on the principles of self-regulation. It performs the function of self-supply and demand for advertising services. The specific ratio of supply and demand is manifested market conditions, which develops and changes under the influence of numerous factors, including the scope and structure of the advertising market.

For the natural development of the advertising market is characterized by the balance of supply and demand, or a surplus of supply over demand, which should help lower prices for advertising services.

Supply and demand: The basic concepts of a market economy, which describe the behavior of buyers and sellers in the market system.

Demand: A form of expression of the need for advertising services, the intent of potential advertisers to buy advertising services in a certain place at a certain time and to a certain extent. This intention is combined with an advertiser to pay for advertising services.

The proposal: A set of advertising services to the advertising market. The direction and degree of change in the basic indicators of the advertising market, including supply and demand for advertising services, the level of their prices, their sales, indicating the market sellers activity and advertising services customers, form the concept of “advertising market conjuncture.”

Principles Of Classification Of The Advertising Market

The advertising market is a generic term that includes a diverse system of markets. Modern advertising market is a multi-level economic system. The classification is based on the advertising market as a system of different criteria can be laid. The advertising market can be classified as follows …

  • On the territorial scope (global, national, regional, local);
  • Advertising Industry (the market of TV advertising market of radio advertising, market advertising in the press, the market of outdoor advertising, the market of online advertising);
  • On the function and purpose (the market of commercial advertising, the market of political advertising, the market of social advertising );
  • Development dynamics (highly dynamic, banner and the shrinking demand);
  • On the prospects for the development (and highly promising perspective of little promise and unpromising);
  • The level of competition (perfect competition, the market of pure monopoly, monopolistic competition market, oligopoly market);
  • According to the degree of monopolization (completely monopolized market, monopolized market, non-monopolized).

Territorial and Sectoral Classification Of The Advertising Market

The advertising market is localized within the territorial entities, the scope of which are different. The supply and demand for advertising services, forms of supply, terms of advertising agents functioning depend on the scale promotional activities, characteristics of the territory covered by a particular advertising market. Territorial criterion is very important, since testing the effect of certain territorial conditions, the advertising market gains space delineated within which it formed the main socio-economic characteristics.

According to the scale of activity and the territorial coverage of the advertising market can be classified as follows …

  • The global advertising market: Covers promotional activities at the international level, in different countries and regions of the world.
  • National advertising market: Covers the advertising activity on the scale of a single country.
  • Regional advertising market: Covers promotional activities within a specific region.
  • Local advertising market: Covers promotional activities within a specific region, city or town.

According to many experts, the advertising market should be divided into national and region. Regional market, in turn, it is advisable to divide the capital and other regional markets. The basis for the differentiation of the national advertising market is the geographical, economic and administrative division.

The advertising market is also a combination of several sectoral sub-markets, in particular …

  • Market TV advertising.
  • Market radio advertising.
  • Market advertising in the press.
  • The market of Internet advertising.
  • The market of outdoor advertising.
  • The market transit advertising.

Each submarket has a volume level of supply and demand, its pricing principles, its own specifics of advertising services, and other characteristics.

Advertising Types and Services

Advertising services is a paid advertiser process, including the organization of interaction between the customer service and its producer, to bring the process of information about the object of advertising in the form of promotional information, the process of organization and implementation of distribution of the advertising information.

Advertising services is the main object of relations of subjects of the advertising market, acting in the market as a commodity. The concept of “goods” includes not only physical objects but also services. In the commodity, market system is called everything that can satisfy a need and an object of exchange (purchase and sale) in the market.

Advertising services possess all the attributes of the products are created in the process of activity, accompanied by material, labor, financial costs, have use value. Advertising services are provided to individuals or organizations that, as a customer of advertising services, act on the advertising market as advertisers.

Advertising services is a synthesis of the material and non-material production. The intangible part services include full service and creativity (intellectual) of the advertising process. For materiel, include the entire manufacturing sector (production of advertising).

Modern advertising market requires a wide range of proposals and a set of advertising services, both specialized and complex, to meet the different requirements of advertisers. All advertising services can be divided into three types …

  • Services for the design, planning and organization of advertising communication.
  • Services in the production of promotional items.
  • Services in placing advertising in its distribution.

These core services involve a wide range of additional services: market research, consumer behavior, competitors and media, printing and delivery of promotional products, consulting and auditing in the field of advertising, and others. Some of these services are often inseparable from the main.

The specialized include all types of advertising services, if they are provided to the customer-advertiser differentiated that is separate from other services, or in various combinations. It can be accommodation services, the development and execution of advertising products. The service in the field of advertising is the most widespread demand among advertisers in different categories, so this specialized service in the advertising market has the biggest offer.

Our customers advertisement producers offer accommodation services to a variety of media (media) to print (flyers, posters, brochures, catalogs, and so on); in transit (all types of vehicles); stationary (boards, panels, and so on); related to the media (newspapers, magazines, radio and television), as well as many others.

The specialized services include on creative (development of advertising texts, original models, scenarios, strategies and ideas) and performance (production) of advertising products. Integrated advertising services are considered development and implementation of an advertising campaign, which includes all the main types of advertising services.

The Level Of Demand and Supply Level For Advertising Services

In the process of interaction between the subjects of the advertising market generated supply, demand and price of advertising services and advertising space.

From a macroeconomic point of view, the demand covers advertising services in the scale of society. However, demand has always focused on a specific product or service and its level in different markets different. Therefore, in trade there is always a high demand for advertising services – the vast majority of advertising orders received by manufacturers and trading companies, which constantly are in need of large amounts of commercial advertising.

Therefore, from a microeconomic point of view, the demand is considered in relation to a particular market at a particular group of consumers. From this point of view, there are several types of markets in which there is a high demand for advertising services. These include, first of all, the market of consumer goods, which combines the demand for advertising goods and services of mass use.

Demand is a form of collision intentions systemically two market participants and only considered in conjunction with the offer. Therefore, in many respects it depends on the level of demand from the supply level. It is the ability and willingness of the advertisement offer your advertising services on the market for sale at a certain price and a certain quality. At the current advertising market, there is a high demand for high-quality advertising. From this perspective, the level of supply in the national advertising market still lags behind the level of demand, but at the same time increase the level of competition makes commercial producers to improve the quality of advertising services.

On the advertising market, as well as in other markets, the law of competition, according to which there is to improve the quality of advertising services, a decrease in their prices. As a result, the competition takes place with the objective process of displacement of the advertising market of substandard and expensive advertising services. To stay on the modern advertising market, the advertisement must constantly reduce the level of costs, and if they go beyond a certain market rules, its activities become uncompetitive.

Competitiveness of services expressed by a set of qualitative and cost characteristics that provide its benefits on the advertising market among similar services. The level of competitiveness of advertising services is strongly influenced by market factors such as the degree of satisfaction of the demand for specific advertising services, the capacity of the individual market segments, the presence and number of competitors, pricing policy. The greatest competitiveness, as a rule, have new items to the services rendered for the first time, meet the current demand or cause the emergence and development of the new requirements.

Advertising Market Infrastructure

Like other markets, the advertising market has its own infrastructure. As the infrastructure of the advertising market performs a set of different organizations contributing to the functioning of the advertising market as a whole.

The structure of the infrastructure of the advertising market consists of research, marketing, consulting organizations, studying the behavior of consumers, creative and production organization, the result of which is a promotional product, communication networks, media, and other means of dissemination of advertising information, goods and services market as a whole, the impact of ways to consumers and so on.

Their main task is providing the main subjects of the advertising market – especially advertisers and commercial producers, information on the state and prospects of development of the advertising market, its separate segments, to assist in determining the strategy of advertising campaigns, determining the methods of influence on consumer advertising for maximum efficiency.

Advertising Industry Content Table:

The Definition of Advertising Exposure

The Functions of Advertising

The Advertising Objectives

The Types Of Advertising

The Advertising Industry

The Concept and Basic Information about The Advertising Market

The Development Of The Advertising Market

The Interaction Of The Main Subjects Of Advertising Market

Creative Advertising: Ideas For A Creative Approach To Marketing

The Advertising Industry

Advertising Industry

Advertising industry is a sector of the economy, which defines advertising as a product of economic activity and provides a social need for advertising services.

Promotional activities are special kind of communication activity of people who have an economic basis and accompanies humankind throughout its entire history of the development. Historically, advertising emerged and developed in the course of the evolution of society, associated with the transition from subsistence to commodity production, the emergence of the market the market of goods and services means the dissemination of information about the proposed sale goods and services, as well as the consumer market of the advertised goods and services.

The deepening of these processes advertisements gradually turned into one of the main ways of conquering markets. Historically, the long-term advertising concept meant everything connected with the spread of information society of goods and services, using all available resources at the time of communication.

Gradually, the development of advertising has led to the fact that promotional activity was transformed into a special social institution that provides a public demand for advertising services. Production base of the institution is a complex activity that is accepted to define the concept of “advertising industry”.

Socio-economic development, the spread of media and technological innovations have led to the formation of a new community of people aimed at getting commercial benefit, wanting to effectively use the profits, and therefore in need of advertising information about products and services. During the formation of the market environment, develop different sectors of the advertising business that has provided advertising as an independent activity. The totality of these factors influence the emergence and initiated the development of the advertising industry.

The concept of “advertising industry” was formed with the purchase of an advertising nature of mass activity. Researchers see it as a complex inter-branch system, which operates as part of the economic sector and is represented as a field of professional activities related to the production of material and immaterial goods, works or services.

Systematic management of such activities, system interaction advertising market entities to participate in various economic sectors and spheres of business activity, the presence of companies producing promotional items and providing advertising services, suggests that promotional activities acquired industry features.

Modern advertising industry is a well-established subjective structure that defines advertising as a product of economic activity. At the heart of the functioning of the advertising industry is the production of promotional products and advertising services.

Organization of production within the advertising industry, as well as in other sectors of the economy, is the development of specialization and cooperation of enterprises, ensuring the optimum concentration of production through a combination of large, medium and small businesses, the establishment of industry infrastructure, as well as advertising companies service system, which is carried out creative, research, marketing, consulting and other organizations.

The characteristic features of the structural completion of promotional activities, allows us to consider advertising as the industrial system is the development of enterprises of various types of advertising, producing a comprehensive advertising product and / or provide only advertising services, the establishment of numerous professional community, as well as involvement in the process of advertising the various actors of economic cooperation.

As a result, there was a development of the whole system in a modern economy – the advertising industry, which is based on a set of enterprises, which are characterized by the unity of the economic destination of manufactured products, the homogeneity of production and technical base, the specificity of the composition of staff and working conditions. The relations between the between the participants of the industrial community, the state and society based on laws and codes in advertising, taken at both the national and international levels.

Advertising Industry Content Table:

The Definition of Advertising Exposure

The Functions of Advertising

The Advertising Objectives

The Types Of Advertising

The Advertising Industry

The Concept and Basic Information about The Advertising Market

The Development Of The Advertising Market

The Interaction Of The Main Subjects Of Advertising Market

Creative Advertising: Ideas For A Creative Approach To Marketing

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