Advertising has been in use for quite some time now. Especially, for marketing businesses, brands, products or services using digital technologies on the internet. As well as, through mobile phone apps, display advertising, and any other digital mediums.
While by the same token, digital marketing channels are systems based on the internet that can create, accelerate, and transmit product value. From producers to a consumer terminal, through digital networks.
As of today, digital marketing moves at the speed of light. So, to keep up, you need a strong foundation with the judgment to think critically, act independently, and be relentlessly creative.
That’s why, for instance, an online ads agency (like jmexclusives) leverage on various digital channels. Such as Google Search Console, Social Media, email, and its website for various reasons. Like to connect with their current and prospective customers.
No, it’s not your logo, your product, or your tagline that matters alone but good Brand Building Tools & Methods. Bearing in mind, when advertising, your brand is all about your customers, clients or even product consumers.
What is Advertising?
Advertising is a marketing tactic involving paying for space to promote a product, service, or cause. The actual promotional messages are called advertisements, or ads for short. The goal of advertising is to reach people. Most likely to be willing to pay for a company’s products or services and entice them to buy.
In short, Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or services by an identified sponsor. Or rather, any communication, usually paid-for, specifically intended to inform and/or influence one or more people.
Of course, Yes! You’ve got a 30-second spot, a catchy jingle, and a clever slogan but there’s more to Advertising. Bearing in mind, an average human is exposed to around 5000 advertising messages in a day.
Eventually, some of the Best Advertisements come in many shapes, sizes, and forms. Therefore, try and zero in on the types of people who are more likely to need or want your goods or services. And also, those willing to shell out hard-earned cash for it. In that case, it is important that look at various characteristics.
- Paid Form: Requires the advertiser (also called sponsor) to pay to create an advertising message, to buy advertising media slot, and to monitor advertising efforts.
- Tool For Promotion: Employing an element of the promotion mix of the organization’s marketing strategy.
- One Way Communication: Whereas, brands, and businesses communicate to their potential customers through different mediums.
- Personal Or Non-Personal: Non-personal as in the case of TV, radio, or newspaper advertisements. Highly personal as in the case of social media and other cookie-based advertisements.
- Gender Marketing
- Age Targeting
- Education Level Targeting
- Income Level Targeting
- Location Targeting
By more precisely defining who your target customer is, you can better choose advertising vehicles that will reach more of your target customers for less money.
In face to face sales, and when we talk about Demographic Targeting, people skills and verbal ability are essential. For one thing, it’s necessary to communicate emotion and thereby influence emotion.
How this translates to the online world is communication through imagery. However, there is only so much emotion you can get from a static image. Therefore, in that case, to get even higher conversion rates, audio or video recordings can be very effective.
With more personalized and targeted sales messages that convey emotion, imagination, and empathy.
How did Advertising begin?
As can be seen, from my earlier definition, Advertising is a form of communication. Especially, that is sponsored and has a message promoting or selling or trying to sell a product or service or an idea. It is classified as a form of marketing communication.
For your information, Thomas J. Barratt is known as the father of modern advertising. Guest in London he was working for Pears Soap Company. He devised an effective advertising campaign for the product which involves the use of images slogans phrases and catchphrases possibly the first time.
One of the slogans “Good Morning! Have you used Pears’ soap?” was very popular in its day. Since then advertisement has expanded and grown exponentially. Barratt focused on consistently associating the Pears’ brand with high culture, domestic comfort, and quality.
In his time, Barratt used a proprietary magazine, contests, promotions, packaging, and celebrity endorsements to market the product. Well before his time, Barratt stressed the importance of developing and maintaining a strong and exclusive brand image for Pears. And of emphasizing the product’s availability through mass campaigns.
Which are the Types of Advertising?
This is true for most ad networks. However, there also are ad networks that focus on particular kinds of inventory and ads:
- Mobile Ad Networks, focus on the traffic generated via mobile web and mobile apps and work with the corresponding ad formats.
- Video Ad Networks serve ads via inventory, associated with online video content.
Most Online Ad Network Platforms offer website owners and marketers to signup as advertising publishers.
When the beginners could not pass through the minimum criteria for publishing advertisements, ad placement services could ban the publisher for not fulfilling the requirements.
In the Advertising process mentioned above, Barratt introduced many of the concepts that guide our advertising today. And as of today, there are different forms and methods of advertisement which are utilized by marketers to promote or sell their product or service. Let’s take a look one by one.
1. Print Advertising
Printing is the slowly decreasing form of advertising. There were days before the evolution of television when printing was a major source of advertising. And was considered to be one of the most effective media. But since the explosion of television usage, print advertisements have taken a backseat.
The main disadvantage of print advertising is the shelf life of the ads is short. However, because its reach is solid, print advertising is one of the most expensive and most effective types of advertising.
2. Online Advertising
Online Advertising, Digital Advertising or Online Marketing is a form in which the message is conveyed via the internet. For every website ads are a major source of revenue.
Advertising online has become very popular in the last decade. And has surpassed the expectations of most of the advertising experts. In fact, 60% of Google revenue is generated from ads and the same goes for Facebook. In terms of pricing advertising online is very cheap. Compared to all other forms of advertising.
The major disadvantage of online advertising is at times people do not click on the ads and the message does not reach the targeted audience. Also setting up online ads requires technical expertise which may not be possible for everyone. Digital advertising and online advertising are one of the fastest-growing types of advertising channels.
Ads on YouTube, Facebook Ads, Ads displayed on Google search results page are some of the examples of online advertising.
3. Television Advertising
About a decade ago television ads were the most popular form of advertising. Events like the super bowl, international cricket games, Olympics were the top attractions for advertisers to advertise about their products. To some extent, it still is effective for most advertisers.
But with the advent of online streaming of television on mobiles, marketers have now moved from television to online as their preferred advertising medium. Another form of television ads is an infomercial.
An infomercial is a specially designed advertisement for information and awareness of the public. The term infomercial comes from the combination of words information and commercial.
Although it is costly, Television Ads are to date one of the best types of advertising and have the most fantastic reach for a large audience.
4. Radio Advertising
These mostly consist of audible advertisements or jingles. While some consider this to be an ineffective form of advertising there are still many followers listen to the radio every morning.
Every single feature and benefit of the product has to be explained on the radio. Unlike other sources where the customer can see the product inside.
5. Email Advertising
While some have classified this under internet marketing, E-mailers have gained a separate category owing to the fact of personalization. Whereby, the emails sent from companies have a more personalized message. Including a personalized greeting that makes E-mailers more effective than most of the forms of ads.
In addition, SMS advertising or SMS marketing is the major source of mobile ads. Users are informed about the product or service in 160 or fewer characters. This was when the internet was not available on mobile phones.
Once mobile phones got access to the internet all internet advertising flowed to mobile. And experts suggest that mobile ads will be the only major advertising strategy for almost every company in the near future.
The difference between online ads and mobile ads is that online ads can be accessed from any device. Like a computer or laptop, mobile advertising is only available through mobile phones.
6. Theatre Advertising
These are one of the costliest forms of ads since people cannot skip it to change the channel or move away.
Many of the companies have started opting for movie ads since it ensures that the entire message reaches the audience. And, unlike online advertising, the audience cannot interfere until the advertisement is over. Movie ads are different from placement ads.
Additionally, Product Advertising or Product Placement is commonly known as covert ads. Wherein a product is quietly embedded in the entertainment media. Most of the times there is no mention of the product. Although the audience sees the product.
There could be a few TV shows where product placement has been used. With so many people subscribing to Netflix and Amazon prime, product placement is increasingly being used. And it’s one of the popular types of marketing.
7. Magazine Advertising
These are also known as periodical advertisements in which a weekly fortnightly or monthly magazine are used for advertising.
Ads are printed in the corners or on the entire page of the magazine and sometimes even an extra page might be inserted simply for advertising. In addition, Ads are categorized and segregated according to the magazine category. For instance, business magazines will feature ads from Rolex Watches. While entertainment magazines will feature ads from high branded apparel.
Brochures are specific advertising materials used to promote a particular product. Usually given at a point of sale and are also handed out at different locations. However, it does not use any base like magazines and is independent.
8. Newspaper Advertising
Newspapers display a huge number of ads in them, right from matrimonial services to job hunt, to the notifications and circulars from the Governments.
Newspapers were the extremely popular form of advertising in the early 20th century and to some extent it still is. But, with the advent of the Internet and digital advertising newspapers have moved to tablet pcs.
9. Outdoor Advertising
It consists of displaying large posters of banners or hoardings with the advertisement. These are displayed on the side of the road, and on the glass of large buildings. Or even on specifically targeted places that have huge inflow from the public.
Equally important, outdoor blank space advertising is a newer form of marketing that ensures a large reach of the audience. Examples include the spaces of metros, buses, cabs, flight seats & movie theatre seats (where advertising is done on the removable seat covers), etc.
Since a huge number of people use these facilities and they have a long shelf life, they have proved very effective.
10. Global Advertising
This is more of a strategy that the type of advertising but some have classified these as a separate type of advertising.
In Global Advertising, a single Ad runs throughout all the countries where the product is present. Irrespective of the audience and their language.
Who is an Advertiser?
An advertiser is an entity on the buying side of the mobile marketing ecosystem. In the context of mobile advertising, the advertiser is often an app or a brand. Looking forward to spreading a specific message about their product. For example, new user acquisition, and retargeting campaigns.
Advertisers buy ad space from mobile publishers and ad networks, who help them communicate their message to users who would be interested in hearing that message. For example, a gaming app (the advertiser) will purchase space from an ad network. Who then shares advertisements for a promotional offer for that game.
The most successful advertisers are those who are able to accurately measure the value of their audience and can target their marketing spend based on ROI.
Where Do I Advertise?
Traditional ad outlets include newspapers, magazines, TV and radio stations.
Here are examples of advertisement channels;
- Roadside billboards
- Sides of buildings
- Electronic newsletters
- Print newsletters
- Inside bills
- Product packaging
- Restaurant placemats
- Event bulletins
- Store windows
- The sides of cars and trucks
- Subway car walls
- Airport kiosks
- Sporting arenas
- YouTube videos
How Do I Create Effective Ads?
To accomplish this, ads have five main components:
- Headline – This is the key attention-getting message. “Got milk?” is a perfect headline. Or Wendy’s old, “Where’s the beef?”
- Subhead – Some ad headlines need clarification, much like a book’s subtitle.
- Body Copy – The meat of the advertising message occurs in the main section.
- Image – Unless you’re advertising on the radio, including a product photo, or image illustrating a key benefit is critical.
- Call-to-action – At the end of the ad you want to invite the consumer to take a step towards doing business with you, such as calling a toll-free number, visiting a website, texting a certain number, or pulling into the drive-thru window.
While promotion is the only way to guarantee that your message will be seen or heard, it is expensive. In comparison to other marketing methods.
For that reason, it is more popular with large corporations and brands than small businesses.
In conclusion, the internet still provides a number of ways for publishers to make money. Particularly from the traffic that passes through their websites each day. And generally, most successful monetization efforts involve finding a strategy specific to a site’s target demographic.
Whereby, there are some strategies that universally work better than others. If you are looking for more ad serving networks, take a look at 24 Best Ad Networks For Publishers [2020 Update].
With this in mind, What do you think about Advertising? If you have further inputs or additional contributions, please Contact Us. You can also share your questions for answers in the comments section below this blog.
Here are more useful links related to this or more of our blog topics;
- Advertising Networks | Everything you Should know
- Social Media | Why is It such an Important Online Tool?
- Brand Building Tools & Methods for Beginner Marketers
- Lead Generation | How Do I Increase Online Conversions?
- Page CTR | How to Increase your AdSense Click Rates