There is no universal recipe for an effective business. Success is the product of many factors. One of them is the advertising message used. What types of advertising do we distinguish?
What is an advertising message?
The advertising message is the most important part of the process marketing communication. It is a certain message with a promotional color, sent to specific recipients.
The message consists of:
- text, audio or visual content,
- advertising sloganwhich is the essence of a brand or a specific product,
- elements identifying a given company, i.e. logo, name, appropriate colors, certain graphics, etc.
The idea behind the advertising message is to encourage recipients to buy a certain good or use a specific service. Advertising disseminates information about the company (or its specific services / products) and promotes it in a specific community. The goal is to build brand recognition and generate satisfactory sales profits.
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Two categories of advertising messages
We can divide advertising messages according to two main criteria. The first one concerns the subject of the advertisement. We will replace:
- product advertising - shapes the recipient's awareness of the existence of a given product brand, its purpose is to highlight the values of the product,
- company advertising - otherwise corporate advertising; presents the name, trademark and personality of the entire company.
The second classification is based on the sources and methods of financing and divides advertising into:
- individual - the costs of the campaign are covered by the sender of the message,
- joint - at least two companies participate in financing advertising.
Advertising channels
The history of advertisements begins 3000 BC. It is assumed that this was when the first advertisement appeared - the papyrus of Thebes. In antiquity, advertisements usually took the form of simple commercial signs hung just above the entrances to taverns or shoemakers' shops. There were also clay advertising signs informing about important cultural and sports events.
Advertising began to develop with the invention of printing in the mid-15th century - the first press advertising message is considered to be a message containing instructions for clergy about Easter.
Later, radio and television appeared, and with them new forms of advertising messages. In 1994, he made his debut advertising banner on the internet.
Today, advertisers have a wide range of possibilities. They can conduct promotional activities in various channels and in many ways. In the world of marketing, advertising stands out:
- press releases,
- television,
- cinema,
- postal,
- Outside,
- internet.
What is each of them characterized by?
Advertising in the press
Although advertising messages in the press are not the most modern promotional techniques, they are still very popular among advertisers. Advertisements appear both in daily newspapers as well as in weekly and monthly magazines - general and specialist. From the advertiser's point of view, a better solution is to publish an advertising message in specialized press, because it allows reaching a selected segment of the target market and thus increases the effectiveness of advertising.
Advertising messages in the press may take the form of:
- native articles or sponsored,
- press releases concerning important events in the life of the company.
The advantages of press advertising messages include: high frequency of information transmission, wide reception, the ability to quickly place an advertisement and the ease of contact of the recipient with the advertisement. Today, many newspapers additionally have their own e-editions, which significantly increases the reach of published advertisements. The shortcomings of newspaper advertisements are: the short life cycle of a newspaper (especially daily newspapers) and the declining popularity of newspapers among recipients.
TV advertisement
Television advertising combines word and image, which allows you to promote products in many different ways. Television is a mass medium that reaches the general public, not specific target groups. It is therefore a suitable marketing channel for large, global brands that operate in different market segments. In addition - due to the greater popularity of television among the elderly - it works perfectly as a promotional tool in campaigns targeting the so-called generation. baby boomers.
The disadvantages of advertising messages on TV are:
- high costs of production and broadcasting advertising,
- hindered reception and proper understanding of the advertisement due to the short duration of the spots,
- the need to reserve airtime long before the proper broadcast of the advertisement.
Advertising message on the radio
According to a study conducted by the National Media Institute, nearly 11.2 million households in Poland (77%) listen to radio - which confirms the enormous marketing potential of radio. Through it, you can reach hundreds of thousands of people of various age groups. Moreover, radio advertisements are simple, quick and cheap to prepare.
Unfortunately, for many listeners, the radio is only a pleasant background for other activities - the recipients do not focus on the content transmitted on the radio, which may reduce the effectiveness of advertisements. The disadvantages are also considerable competition and short broadcasting time.
Postal, cinema and outdoor advertising
Postal advertising messages are a form of direct marketing. They usually take the form of advertising lists, catalogs, guides, leaflets, brochures, trade magazines, sometimes even samples of goods. The greatest advantages of postal advertising include: selectivity, convenience for the sender and recipient, and relatively low cost of preparation. The disadvantage is the growing discouragement of recipients from this form of advertising.
Cinema advertising is similar to broadcasts on television - the difference is a much lower range. The cinemas are usually visited by young and middle-aged people, which significantly limits the possibilities of using the cinema as a promotional channel.
Outdoor advertisements include signs, billboards, advertising poles and showcases. The effectiveness of such advertising messages depends on their location. The best results are achieved by those located in city centers, along main streets and road and highway lanes. Outdoor advertising is cheap, constant and common.
Modern marketing, i.e. internet advertising
In today's market, dominated by modern technologies, advertising messages on the Internet play the first fiddle. Via the network, you can easily and quickly reach thousands or even millions of carefully selected recipients, build a high one brand recognition and thus increase sales efficiency.
Among the most popular tools internet marketing we will list:
- advertising banners,
- e-mail marketing,
- pop-ups,
- positioning,
- blogvertising,
- sponsored articles.
As you can see, an advertising message can take many different forms. Which ones are best for your business? We will be happy to help you create an effective advertising campaign! contact us and check how we operate.