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Small business and advertising: what, how and why

Advertising is the engine of trade and a very important component of any business. In our time, when competition is growing every day, when more and more new ways to attract customers and develop your enterprise appear, advertising plays a very important role, sometimes even a key one.
It often happens that small businesses have no other chance to make themselves known than by providing good and high-quality advertising. But ignorance of the basic laws of advertising for small businesses entails serious problems. Many entrepreneurs think that by hanging a big board, buying advertising on the Internet, or creating a group on social networks, they will begin to receive orders in dozens, or even hundreds. But over time, the understanding comes that advertising does not work, and if it does work, it is completely different from what is expected of it. What to do in such cases? To be honest, it’s better not to allow such cases to happen, and before planning your advertising budget, understand the basics a little, understand what a small business needs to do and what should be abandoned.
Today we will talk to you about the 5 main advertising mistakes that small business owners make, we will give advice and recommendations on what you need to pay attention to and where to start.
Of course, this is a basic course, and a lot will depend on your specific case. But it doesn’t hurt to know the basics on which everything needs to be based in the future.

1. Avoid branded advertising
You have a small business that does not have huge advertising budgets, therefore, you should not advertise a brand, slogan or trademark. You are not Coca-Cola, not McDonald's, not Mercedes, so why copy the advertising methods of these global market giants?
Believe me, your target customers are not interested in half-page slogans and brands. They don’t sell, and you shouldn’t spend money on making your logo recognizable. The name of the company, which is emblazoned on the floor of the screen, will also not do many advantages - remove it.
Managers of small and medium-sized businesses who want to “hit the ground” and advertise their logos can lose a lot and send their advertising budget down the drain. You don’t have huge sums of money allocated annually for advertising, you don’t have the margin of safety that world-famous companies have, and most importantly, you don’t have the right to make a mistake. Each mistake can be very costly, and if you fall once, it will be very difficult to get up.
The question arises: if you don’t copy the market leaders, then what advertising should you use, what should you rely on, what should you strive for?

2. Advertising should be based on direct response principles.
The response from each of your advertising messages, from each delivery, from each transaction and other operation should be measurable. The basis of successful advertising is statistics and control. You must clearly understand how effective this or that method is, how many clients per month, week, day saw your advertisement, how many came, and how many made purchases. You need to be able to calculate the conversion rate, and clearly understand the pros and cons of various types of advertising.
Advertising must be profitable. If you invested a dollar and received five, then this advertising works, it is effective, you can budget even more for its maintenance. But if you invested ten dollars, and come out with two, then immediately stop such advertising. Advertising should work and bring in money, and not “advertise the brand” and the name of the company.
The biggest mistake many entrepreneurs make is that they have no idea which advertising really works and which doesn’t. Having hung a big board and advertised on the Internet, they cannot track what is more effective and what should be developed more and what should be suspended.

3. One message - one idea.
Very often, entrepreneurs try to save on advertising by placing several different ideas in one message, which are not always homogeneous and understandable to a potential client. Quite recently I saw a billboard that was divided into 4 parts, each of which read: “Delivery of cement and sand”, “Removal of construction waste”, “Search for workers”, and some other third message to people. I wouldn’t have paid attention to this vinaigrette if it weren’t for my thoughts about this article and the search for suitable material for it.
The advice is simple - don’t try to cram more than one idea into advertising. This will not save your budget, but, on the contrary, will reduce the effectiveness of advertising to a minimum. You need to be able to formulate one juicy, bright, high-quality message to your target audience, and try to convey it as effectively as possible. It’s better to have one idea implemented well than to have several mediocrely buried.

4. If your market is everything, then it is nothing.
Such a paradoxical title, but it has a completely logical explanation. There is a very serious misconception that you need to reach as many audiences as possible, occupy a large part of the market, and move in all directions.
Don't try to sell everything to everyone. Create a clear target audience. Even if it is a very narrow and specific niche, you will work precisely, with a greater likelihood of returns and orders. The narrower the niche, the easier it is for a potential client to understand that you are addressing him specifically. After seeing or reading your advertisement, a person should say: “Oh! Yes, this is about me.” Then it will be much easier to sell the goods to such a person. Wait, did I say sell? No not like this. It will be easier for a potential consumer to buy a product from you. People don’t like it when something is forced on them and sold to them, but they really like to make their own choices and buy consciously.

5. All concentration is on the market, not on the media.
A very big mistake of many entrepreneurs is the desire to show up everywhere. At some certain point, the understanding comes that you need to advertise somewhere else so that the company is noticed, recognized, recognized, and talked about. But what is the effect of this? As I said before, advertising should sell, not advertise a logo and name.
If you have free money and you want to spend it on advertising, then think about whether you know your market and your potential clients well enough? Would it be better to make certain calculations, study the needs and behavior of consumers, understand the target audience and methods of influencing them? Use your free money to study, and only after that can you talk about media advertising.

At the initial stage of creating his own business, an entrepreneur needs to make himself known and attract clients. Therefore, you need to figure out which advertising is the most effective for small businesses, taking into account a very modest and limited budget.

The role of a competent advertising strategy

At first, every beginning businessman faces a number of difficulties and problems. As long as his products and services are unknown to suppliers and potential customers, he will be treated with a certain amount of mistrust.

Therefore, the first priority should be to create an impeccable business reputation, which will be evidence of:

• solvency;
• responsibility;
• reliability.

It is very important that advertising works simultaneously in two directions: on the one hand, it emphasizes the most important strengths and advantages of your company, and on the other hand, it focuses public attention directly on the quality of the products or services you offer.

Advertising Tools for Small Businesses

Since one of the main distinguishing features of a small business is a very modest budget intended for various purposes, it is necessary to choose advertising tools that are at the same time:

• simple;
• accessible;
• effective.

To promote yourself and your company, you can try several methods, and then compare them and draw appropriate conclusions.

These include:

• telephone marketing;
• distribution of leaflets;
• printed advertisements;
• inscriptions on asphalt;
• creating your own website;
• writing press releases.

Telephone marketing

The concept of telephone marketing means nothing more than calling a wide audience of your potential clients. These can be both individuals and companies. The main purpose of such telephone calls is to convey information about your products or services, as well as to encourage a potential client to place an order.

To get positive results, you must not only sincerely love your job, but also have the gift of persuasion. This kind of business advertising has been used for a long time, but it has a significant drawback - even if the people you call have free time to listen to you carefully, there is no guarantee that they will become your clients.

On the other hand, your telephone interlocutors may turn out to be people who will be very interested in your products or services - and you will be lucky. In any case, this method is good only at the initial stage and in combination with other advertising tools.

Leaflets

Distributing leaflets is a long-known, popular and proven advertising for business, especially at the initial stage of its development. Printing leaflets will cost you very little, and will definitely bear fruit in the future. Such an advertising tool should be made on thick, high-quality paper, have a stylish and eye-pleasing design, as well as concise and clear content.

The distribution area for leaflets is any crowded places and streets, as well as mailboxes in apartment buildings.

In addition to leaflets, you can also use printed advertisements designed in a similar way.

Lettering on the asphalt

Speaking about the negative aspects of this method, it should be noted that it:

• can sometimes be taken lightly;
• is prohibited in some places;
• short-lived.

But there are also certain advantages. A bright, laconic and witty advertising inscription made with special paint in a crowded place will definitely not go unnoticed by passers-by. It is possible that some of them will become your regular customers.

In contact with

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Every entrepreneur knows: in order to increase income from the goods produced or services provided, you need to use advertising. But not everyone is aware of what types of advertising are most effective and allow you to get greater benefits at lower costs.

Concept and types of effective advertising

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

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

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

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

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

What are the types of effective advertising on the Internet?

Online advertising is suitable for any entrepreneur. Its key features are accessibility and interactivity, and it uses planning and performance monitoring systems to attract large groups of consumers. Therefore, it doesn’t matter what you produce and for what audience. The Internet opens up enormous opportunities for you.

contextual advertising

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

Display advertising

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

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

Types of banners:

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

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

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

Teaser advertising

This is a small image and small text that briefly describes the product. Teaser means attracting attention. Its main techniques are tantalizing headlines and bright, memorable images that can arouse the user’s curiosity and encourage him to go to the site.

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

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

Advertising in thematic blogs

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

• Banner, media advertising, presented in the form of an image, which should be very original and will be remembered by the visitor for a long time. In order for a person to follow the link to the manufacturer’s website, the banner must look the most non-standard and eye-catching. This type of promotion may be annoying, but the effectiveness and efficiency here is much higher than traditional methods.
• Contextual advertising helps increase sales. It is used together with banner and text and is shown only when interest in the product is shown.
• Text advertising describes products through a text ad. It is memorable thanks to its laconic slogan.

Advertising on thematic sites

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

Advertising on social networks

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

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

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

Advertising on social networks appeals directly to the target audience, as it allows you to target based on various characteristics: location, gender, age, type of activity, interests. This is its undoubted advantage.

Advertising on news portals

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

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

Search Engine Optimization (SEO)

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

Effective optimization options:

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

E-mail newsletter

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

The most effective types of outdoor advertising

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

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

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

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

You need to understand what type of outdoor advertising you want to use, and, based on this, come up with the text of the message. If this is a type of “moving” advertising, that is, one that people quickly pass by, then the text will be catchy and large, containing only basic information. If this is the type of "static" advertising in trains or elevators, where people will have more time to read, then you can write more information.

It is better to use the full range of design techniques (type, font, size, shading) to make your information easier to perceive. The result depends on the number of people passing by. The cost varies depending on location, material, size, type. You can choose a not very expensive option that meets your goals.

The most effective types of modern advertising on TV and radio

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

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

Ticker. Few people read and remember ads in the form of a creeping line at the bottom of the screen. But it's cheaper than making videos.

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

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

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

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

A large number of videos can be shown in one block. Viewers remember the first and last ones best.

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

Musical screensaver. This is such an effective type of radio advertising in which the text is better remembered, as it is presented in rhyming form and accompanied by music. Musical accompaniment promotes better perception of information due to the ease of presentation and conciseness of the text. For example, on New Year’s Eve everyone goes around singing a song from a Coca-Cola advertisement: “The holiday always comes to us with Coca-Cola.”

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

The most effective types of advertising at all times

1) Business cards– an effective type of self-promotion, a way of presenting information about yourself and posting your contact information. A business card is a sign of mutually beneficial business communication. By exchanging them, connections and partnerships begin to be established. In any company, all employees have their own cards, which contain the name of the company, information about a specific employee: full name, position and contact information. This is not only information, but also a type of advertising for the company.

Technologies used in the production of business cards:

• Silk screen printing method;
• Foil stamping technique;
• Thermal rise;
• Risography.

2) Prospects– these are small books containing information about a product or company. Brochures use text and photographs that describe and depict the advertised product. For printing brochures, high-quality paper with all kinds of finishes is used - it is very important that your products are pleasant to hold in your hands and want to be looked through. To achieve the desired result, high-quality materials that are pleasant to the touch and eye-catching bright pictures and texts with beautiful and contrasting fonts are used.

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

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

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

Letterheads are required for internal and external use. In a company, they can be used to issue orders, draw up accounting reports, and conduct internal corporate correspondence. When communicating with clients, you can use forms to draw up contracts and commercial proposals, price lists, and send business letters.

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

Envelopes come in the following types and formats:

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

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

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

Folders come in the following types:

• Die-cut folders with one or two flaps;
• Folders with one or two adhesive flaps;
• Plastic file folders;
• Clip folders;
• Accounting folders of the "Crown" type with a locking clip;
• Plastic folders with ring clips;
• Leather executive folders with embossed logo.

Cardboard folders can be decorated by lamination, offset printing, foil stamping or embossing, offset or UV varnishing, and silk-screen printing. For marking plastic products, foil stamping, silk-screen printing and pad printing are used.

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

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

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

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

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

8) Booklets– this is a type of effective advertising printing that achieves high information content at a low price.

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

Booklets can be produced by:

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

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

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

In the production of this type of advertising products, four paints, lamination or varnish are used. Lamination gives an advantage against rain, so it costs more. Cold lamination is used for large format posters. Films for it can be expensive, but they will not spoil the images. If you need a large print run, then the best way to save money is to use offset varnish during printing.

For better results, posters (posters glued to a corrugated cardboard base using lamination) and figure models (wide-format posters glued to a rigid cardboard base and cut out along the contour) can be placed at points of sale.

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

Preparing a brochure is an important and serious matter. You need to know exactly what the goals of the release are. An effective design should be considered in accordance with the information content. Embossed cardboard for the cover, tracing paper inserts, or the use of additional color can all enhance the appearance of the product. To add originality, you can order a pocket version or with horizontal stripes.

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

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

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

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

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

If your company decides to participate in promotions, then nothing will bring you better results than using pocket calendars. They are perfect for advertising small products, such as cosmetics, perfumes, sneakers, phones or tablets, and various types of alcohol. Making pocket calendars with medium circulations will not be too expensive. It is not recommended to order a circulation of less than 5,000 copies. Believe me, they will sort it out with a bang.

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

There can be a great variety of calendar design options. It can be made according to your wishes. Price and terms depend on the complexity of the order.

What type of advertising is most effective?

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

But do not forget about such a serious aspect as the quality of advertising printing. Good products in the modern world are not always guaranteed. For production, you should choose only those companies that have already proven themselves in the market with many years of experience. In this regard, you can safely trust the Moscow printing house “SlovoDelo”. Among its long-time clients are restaurants, salons and telecom operators, taxi services and shops. Everyone needs high-quality and effective printing. By becoming a partner of the SlovoDelo company, the client receives:

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

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

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

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

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

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

• This gives us the opportunity to combine efficiency with the skill of fulfilling orders, delighting our customers with high-quality printing;
• This helps to implement even large orders in one day if a ready-made design is available;
• This ensures that the likelihood of an order not being completed on time is reduced to zero.

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

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

4) The printing house has an excellent catalog with samples:

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

5) The SlovoDelo company offers flexible prices.

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

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

In contact with

Advertising shapes mass consciousness and dictates consumers' lifestyle. Its role grew even more with the emergence of consumer society. What are the main secrets of effective advertising? What you should pay attention to? How to convey information to consumers as effectively as possible and increase sales? Let's dive right here and now into all the intricacies and find out the main aspects of effective advertising!

3 main rules for selecting the most effective advertising

Rule #1. The goal is to increase customer flow and sales

1) There is a problem. The main task is to get the attention of the target audience), make them listen and take a closer look at your offer. First, you need to show that your target audience has a problem that requires a solution.

Examples:

• Are you ready to start losing weight today?
• How to get out of debt and get rich?
• How to look 43 at 63?

2) Solving the problem. The attention of the target audience has been attracted - next you need to show them the solution to the problem. This will be an extension of your promotional offer.

Examples:

• The new supplement guarantees weight loss of up to 7 kg. per month.
• You need to carry a magical amulet in your wallet for good luck and wealth.
• The cream helps prevent wrinkles by enriching the skin with a wide range of vitamins, microelements and amino acids.

The potential client has received an answer to his question, but is hesitant to make a decision. This could be for different reasons: compare with other proposals, wants to think about it, saves it in bookmarks. Next, you need a push that will lead him to you.

3) Unique offer. At this stage, you should answer the questions: why should the client choose you? How does your offer compare favorably with that of your competitors? Form these answers into your sentence. Yours Uniqueness is the main highlight of effective advertising. The client is almost ready to take action, but he needs one more push.

Examples:

• Natural composition: B vitamins activate metabolic processes and reduce appetite.
• An amulet, according to a ritual based on the power of prayer, is made and tied to a specific person, in his name.
• In our cosmetics we give preference only to natural ingredients. Before going on sale, our cosmetics undergo dermatological control.

4) Limitation. Don't leave any chance to think! Choose a temporary or quantitative limitation. Your potential client will definitely want to be among the lucky ones. The main purpose of the constraint is to force the client to act faster.

Examples:

• The first 100 packages are discounted -50%. There are 7 promotional items left in stock.
• Only until December 31st: promotion 20% discount and free delivery!
• First 12 customers +50 ml. cream as a gift.

5) Call to action. The final touch of successful advertising is a call to action.

Examples:

• Hurry up to order now to feel the update. Click (button “Order”)
• Click here and place your order now
• Today only you can order the cream with a 43% discount and receive a gift. Hurry! The number of products is limited.

The same advertising campaign can bring different results in different industries and in projects of different scales. However, these general rules can always be applied and will give maximum results. Be bold - test advertising texts or layouts - test your hypotheses, scale and become a profit.

How to evaluate the effectiveness of an advertising campaign?

You can use several methods for analysis:

Method 1. Find out from the client how he found out about you. Pros: this method does not require any costs. Disadvantages: the client may tell a lie, he may forget where exactly he found out about you, such a question may scare off the client.

Method 2. Use different email and phone numbers. You can create several phone numbers and several contact emails and use them in different types of advertising campaigns. Thus, the most effective campaign will be the one that registers the largest number of sales.

Method 3. Use unique codes. You can add a unique code to your promotional offer (for example, a promotional code for a discount). Thanks to this method, you can accurately calculate the number of conversions and sales volume.

Method 4. Utm tags. If you advertise on the Internet, then each advertising source must be marked with UTM tags. To do this, use Google's URL Composer, for example. Now, when placing advertising links on the Internet, you will clearly see in Google Analytics where the referral came from and how many orders there were.

Method 5. IP telephony. If most of your Clients call you instead of leaving a request on the website, then the best option would be to implement IP telephony or a call tracking service, for example, Ringostat.

In short, depending on where the person came to your site from, he will be shown different phone numbers. Accordingly, depending on which number will be called more, you can find out the most effective source of advertising.

P.S. All methods can be combined with each other.

You've probably heard dozens of myths about the effectiveness of advertising, so I suggest dispelling them immediately.

1 Myth first. “Advertising doesn’t work. Why invest money in it?

Advertising works. Of course, using old methods or incorrectly determining the type of advertising campaign for a particular business will not bring the desired number of customers. But it will be enough to identify effective selling chips and this will significantly increase efficiency.

2 Myth two. “Advertising requires a lot of money”

But! With a minimal budget, you can use direct response advertising and test the effectiveness of various low-cost advertising sources. For example, SMS or Viber mailing, email marketing, targeted advertising in social media. networks can be launched with a budget of $3 per day, etc.

3 Myth three. “The more often and longer an advertisement is shown, the more effective it is.”

Indeed, in an advertising campaign, its duration and consistency are important. The “more often is better” principle leads to overspending of the advertising budget in the hope of increasing sales. In most cases, there is no expected result.

It is worth considering other more important factors that influence the success of an advertising campaign. For example, the demand and quality of the product, the quality of the advertising offer itself. You should conduct a comprehensive analysis of advertising and only then make a decision on the frequency and duration of its displays.

The advertising industry is becoming more and more surprising. Luxurious, exciting and the most expensive advertising delights us. The most expensive commercial in history is considered to be an advertisement for the MCE (Melco Crown Entertainment) casino. An impressive cost of 70 million dollars! Hollywood actors were invited to filming: Leonardo DiCaprio, Brad Pitt, Robert De Niro and Martin Scorsese. Thus, the company advertised its branch in Macau, where, according to MCE's plan, the Asian Las Vegas will be located.

Pros and cons of different types of advertising

Outdoor advertising on the streets

The effectiveness of outdoor advertising is determined by the transmission of information in the background. There are such forms of outdoor advertising to suit every taste and budget:

Pros:

• Large audience coverage: the ability to reach people living in a certain city or area;
• recognition/prestige;
• unobtrusiveness - “flickering in the background”;
• creative;
• for special offers and mass promotion products - the best option;
• low price possible.

Minuses:

• difficulties at the starting stage;
• competition;
• inaccurate targeting;
• short contact with the target audience.

Printable advertisement

The following types of print media can be distinguished:

• Newspapers magazines.
• Flyers and brochures.
• Calendars.
• Posters.
• Business Cards.
• Catalogs and directories.

Pros:

• Reaching specific audience segments.
• Reputation management.
• Exposure time.
• Unobtrusiveness.
• Thematic.
• Budget control.

Minuses:

Advertising on TV and radio

Television advertising remains the main means of attracting the attention of audiences who do not use the Internet. And just like television, radio advertising provides a wide audience reach.

Pros:

Minuses:

Online advertising remains the only growing segment of the market. The trend of advertising budgets shifting continues to gain momentum.

Main contextual advertising services:

• Yandex. Direct.
• AdWords

Pros:

• Quick start.
• Effective cost control.
• The ability to finely target your audience.
• Increasing awareness of a brand, company, product, promotion.
• Statistics.
• Minimum budget.

Minuses:

• Restrictions on external display.
• Difficulties in starting on your own.

Advertising on social networks

Pros:

Minuses:

• The need for constant monitoring and modernization of the site.
• Competition.
• Temporary resources.

Search Engine Optimization (SEO)

Pros:

Minuses:

• A website is required.
• Availability of specific knowledge.
• The influence of search engines and the level of competition.

Despite the fact that offline advertising is still in demand, online advertising still occupies a leading position due to the ability to control the budget, target settings, limitless media possibilities and detailed and extremely detailed statistics.

Effective advertising for different areas

Service industry (b2c)

For trading (b2c)

You should not constantly use the same promotional offer; change it at least once a month.

B2B advertising

Top 7 most effective moves in advertising history

1. Philip Morris was the owner of a tobacco shop during the war. He began producing cigarettes when he noticed that soldiers were uncomfortable smoking pipes. Thus, thanks to the idea and advertising, the largest tobacco corporation in the world was born.
2. “Love and Other Medicines” - this is how they renamed Maupassant’s book “Donut” and it was instantly sold out. And when the title was changed to “How the Slaughter of a French Prostitute Was Happened,” circulation increased 10 thousand times.
3. Vladimir Ulyanov carried out a large-scale political revolution, using advertising only in the newspaper.
4. Harley Davidson motorcycles became world famous thanks to bikers who, having received discounts on the company’s services, got tattoos with the Harley brand name.
5. BMW products were featured in one of the Bond films, GoldenEye, and subsequently received orders for more than $300 million.
6. Napoleon Bonaparte made a grand advertisement for his country and currency: he spread the news that a bank check for a million francs was sealed in one of the 5-franc coins.
7. The Coca-Cola company has the largest advertising budget and the most expensive brand in the world.

Secret No. 1. Heading. The first thing a reader notices is a powerful headline. The title should be catchy. The main emphasis should be on what you offer.

Secret No. 2. Create a unique selling proposition. Focus on the uniqueness of your product, write the text in an interesting and intriguing form, and make your potential customer feel your product in their hands. Use a limitation (set a time frame for your offer, limited number of products, etc.). The ad must contain a call to action - “call now”, “order right now” and others.

Secret No. 3. VIZD formula.

• B - Attention
• I - Interest
• F - Desire
• D - Action

First, we capture the reader’s attention, then we arouse interest, then we create a desire to own a product, service, or commodity, and we tell what actions need to be performed.

Secret No. 4. Focus on benefits, and not on the features of the advertised product or service.

Secret No. 5. Guarantee. If your products or services have warranties, be sure to mention it. Guarantees always strengthen confidence in the company.

Secret No. 6. Easy to order.

Secret No. 7. Ease of payment.

Secret No. 8. Experiment. Unfortunately, there is no universal recipe for effective advertising. Everything is individual for each project. Experiment, test hypotheses, try new things, analyze effectiveness and success will definitely await you.

The main principle is to be as close to your audience as possible. A person acquires both a product and the values ​​associated with this product. An important rule is that your idea should be simple and understandable to everyone, and you will definitely succeed!

Anna Grib, SMM specialist

What advertising is the most effective? How necessary is it for small and large businesses? These and other questions arise for everyone who starts doing business and is faced with the fact that in order to grow sales and promote their own product, they need to talk about their business.

Types of advertising

Today you can present information about your activities in completely different ways. Before you start promoting your business, you need to familiarize yourself with the types of existing advertising and choose the most suitable one for yourself. This is required in order to understand what is the most effective advertising for a construction company, for example.

Most of the information messages we see are commercial advertising aimed at attracting buyers, but there are also social and political ones.

• external - presented in the form of billboards, posters on public transport, signs, signs, etc.;
• through the media - television, radio, newspapers and magazines;
• internet banner, social networks, contextual advertising, hyperlinks.

The role of advertising in business

Advertising is not just a luxury. This tool is necessary for every entrepreneur to disseminate information about himself to the target audience and promote his name in the ranking of enterprises. This will help present you as a reliable, solvent and responsible company.

When using competent marketing, you can easily answer which advertising is the most effective for your business, and in addition create a positive image, emphasize the advantages and form a loyal attitude towards the company.

You should not assume that small businesses do not need advertising, that only word of mouth works here. This is wrong. In any case, advertising helps to tell potential buyers about the company and promote the company’s product on the market.

It is important to choose a type that will not affect your budget too much, but at the same time will help you promote yourself and increase recognition.

Small business: how to advertise it

Small businesses, like big ones, require advertising, which you shouldn’t refuse, even if you don’t have extra funds. You should know: the decisive period in the development of any activity is the first 2 years, when initial acquaintance, adaptation and recognition occur. During this period, promotion should be as intense and eventful as possible.

Before deciding on the method of promoting an enterprise, it is worth studying as much information as possible on the question: what advertising is the most effective? Statistics are a convincing thing and, with the help of specific data, will help you make your choice.

It is important to focus on specific offers and refuse to use template words such as “cheap”, “fast”, “with guarantee”, “profitable”, etc. If such methods once had a good effect on potential buyers, now it is does not attract, but even repels. People need specific numbers, an understanding of what they will pay for.

Methods to increase sales

There are several methods and types of advertising, each of which is aimed at increasing sales and making profits, but all these are not spontaneous actions, but a clearly thought-out strategy. Which advertising is the most effective for small businesses can be understood after some time, but it is a fact that any type is subject to a certain structure:

• problem - if you are selling a product or service that can help with a solution, then when advertising you can use interrogative sentences: “Tired of waiting for prices to fall?”, “Are you tired of paying too much?” etc.;
• solving the problem - after the question has been asked, you give the answer in advance that it is your company that is able to solve it and on favorable terms;
• the offer is unique - many companies can provide assistance, but you must be different from them and offer something that will further attract the target audience;
• limitations - people may be interested in your product and service, but they will think about purchasing later in order to think it over thoroughly. It’s worth introducing a time or availability limit so that people can make purchases faster;
• call - after interest and desire to purchase appears, the buyer must immediately see where to call, how to order, how to pay.

How to attract consumers?

What advertising is the most effective? Statistics confirm that not every company can afford to talk about itself on television or radio, since it does not have a lot of money. Of course, before advertising on one or more sources, the owner studies data showing the most effective methods. But it’s worth remembering that each area of ​​business has its own type of promotion and its own indicators that are effective.

According to statistical data using the example of plastic windows in the city of Ufa, the cost of one attracted client varies greatly in different ways. Advertising was given on the radio, in newspapers and magazines, outdoor advertising, in the help desk and on the Internet. The cheapest promotion was on the Internet, where 42 rubles were spent, and the most expensive on the radio was more than 15 thousand rubles. This suggests that on the Internet you can customize advertising specifically for your client, control the budget and determine the cost of the contact.

Budget advertising in small business

1. Telemarketing - calling potential clients can attract buyers, but they can also repel them. Advertising in this way must be correctly composed: the text must be short, but succinct and understandable. However, this method is ineffective and can repel people.
2. Sending messages to email addresses and on social networks - this type takes time, but does not require financial investment. It is also ineffective, but it can attract a certain percentage of buyers.
3. Leaflets. This type of advertising, of course, requires certain investments: it is necessary to print the material in a printing house, preferably in color, which will attract people more. This is a recognized marketing tool, but only if it is written correctly - good text, bright pictures, high-quality paper. It should be distributed on streets with high traffic.

How to evaluate effectiveness?

What is the most effective advertising method, and how to evaluate it? After this tool is launched, the owner will want to know how advertising affected sales, whether it is worth using it in the future or whether it is better to change something.

There are two measures of advertising effectiveness: communication (i.e., how well and accurately the message conveys information to the target audience) and financial. It is worth knowing that this indicator partly depends on the owner, who determines the budget, strategy, parameters, and partly does not depend, because there are uncontrollable factors: characteristics of the audience, advertising time, legal requirements.

But the assessment of efficiency depends on the specific market situation: how many similar firms are there, what methods were chosen and why? For small businesses, it is recommended to organize promotions using direct click methods, i.e. the result should be comparable: they launched an advertisement for ten rubles - they received thirty, which means it works. They launched it for five rubles - they received three, the method does not work and the company goes into the red.

A complex approach

It is impossible to give the same assessment of the effectiveness of advertising for each area of ​​​​business and use the statistics of the results of one company to analyze another. This method will only waste your budget and will be of no use.

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