Types of advertising on the Internet: one is good, but many are better

What does advertising mean?

The word advertising comes from the Latin reclamo - “to shout out”. But don't take it too literally. Flashy advertising is already unnecessary and dangerous. Her vulgarity will scare you away, not attract you. This means that advertising communicates about a product without consent. Like a gossipy neighbor who comes and talks about her own and other people's problems. And it is impossible to interrupt her.

Advertising is a message about a service or product. Without it, even the highest quality and inexpensive product will gather dust on the shelf. But this is not just a dry story. Words and pictures are selected to attract attention and provoke a purchase. Not everyone can create effective advertising. This takes months and years to learn.

The advertising includes:

1. Product/services.
2. Manufacturer.
3. Salesman.
4. Information product – text, advertising images, product websites.
5. Company.

Participants in the advertising process:

1. An advertiser is a specialist who composes and distributes advertisements.
2. Advertiser is the owner who needs to promote goods/services.
3. Consumer – the target audience of a product who buys after viewing an advertisement.

Other advertising industry terms:

• Media planning is a detailed strategy for an advertising campaign. It contains a description of the results to be achieved, sites for placement, budget;
• reach – part of the target audience that paid attention to the advertisement;
• sampling – distribution of product samples, business cards and flyers;
• Puppy is a cunning sales method. The potential buyer is given the product in his hands or left for some time. This name was given because it is difficult to return a puppy once you have had time to hold it in your arms.

Functions

An advertising poster for the lottery, which also contains socio-political propaganda: overcoming illiteracy and the fight against drunkenness.
Unknown artist. USSR, 1929 According to William Wells, advertising performs 6 main functions[7]:

1. Creates awareness of products and brands. Information about products and brands.
2. Forms a brand image. Formation of product and brand image.
3. Convinces people. Convincing potential buyers to purchase goods.
4. Creates incentives to take action. Stimulating demand for goods.
5. Provides a reminder. Providing reminders to purchase goods.
6. Reinforces past shopping experience. Reinforcement of past shopping experiences.

Role in modern society

• Economic (profit making);
• Social (achieving socially useful goals);
• Political (formation of loyalty to the social management system);
• Ideological (a factor influencing the formation and formation of a person’s worldview);
• Psychological (influences the desires and dreams of the buyer without appealing to his mind);
• Educational. In the process of viewing advertising, as well as introducing new technologies of goods and services about which it broadcasts, a person can gain information from absolutely all areas of life (from the reasons for the appearance of plaque on the tiles in the bathroom to the latest innovative developments in computer technology);
• Aesthetic (cultural). In many advertisements, colors and sounds are chosen very well, which can influence a person, causing him to want to implement the advertising offer or at least pay closer attention to it. Advertising is most effective if the message appeals to poorly differentiated market segments with similar personality characteristics, values ​​and lifestyles. Cultural traditions and features of the economic environment form the basis for existing differences in advertising styles. To create an effective semantic load of advertising messages, knowledge of the specifics of national sociocultural traditions is necessary. At all stages of creating advertising products, it is important to take into account the sociocultural determinants of the consumer environment. Without understanding the deep socio-psychological foundations of a unique socio-cultural code, recorded in the historical memory of the people and reflected in culture in the form of traditions, mental archetypes, socio-cultural norms, it is impossible to achieve the goal of advertising communications.

Why is advertising needed?

The ultimate goal is to increase profits.

Intermediate tasks:

• increasing brand awareness;
• sales growth;
• searching for new ways and places of sales;
• building loyalty;
• consolidation of high positions in the market;
• the conviction that you need to take a targeted action: buy, register, vote.

Fortunately, all these goals can be achieved without hypnosis and NLP. Such things are prohibited by the federal law “On Advertising”.

Advertising industry

Currently, the development of advertising has led to the fact that advertising activity has been transformed into a special social institution that satisfies the public need for advertising services. The production basis of this institute is a complex of activities, which is usually defined by the concept of “advertising industry”[9]. The concept of “advertising industry” began to take shape in the modern economy with the acquisition of mass advertising activities. The systematic conduct of advertising activities, the systematic interaction of subjects of the advertising market with participants in various sectors of the economy, the presence of enterprises producing advertising products and providing advertising services, suggests that advertising activity has acquired the features of an industry.

How it appeared

Advertising is the same age as trade relations. The money hasn't been invented yet. There was only an exchange of things, and advertisements were already being written. The proof is the found Egyptian papyrus offering to buy a slave.

Before the invention of writing, there was oral advertising. It was carried out by street vendors and artisans. In our times, these are promoters.

Examples of the first posters of ancient times are rock paintings.

Advertisers appeared in ancient times. They wrote advertisements and placed them on stone structures in the city center. During holidays and crowds of people near the squares, advertisements were read out publicly.

The appearance of modern advertising that we are familiar with is associated with the advent of the printing press. It was a new beginning for marketing.

Thanks to printing, advertisements were produced in batches and distributed to hundreds of people.

The first printed advertisement appeared in a London newspaper. It offered a reward to those who could find 12 missing horses.

The father of professional advertising is the doctor and journalist Theophrastus Renaudo (1586 - 1653). He was the first to publish private advertisements.

The first advertising agency was opened by Volney Palmer in 1842. It was in America.

The history of social advertising begins in 1917. Then James Montgomery Flagg’s poster “The American Army Needs You” came out.

A few years later, similar calls began to be made in the USSR.

Notes

1. Along with sales promotion, public relations, personal selling, sponsorship, etc. - see Ponomareva S.V. Advertising, Neva, 2004, p. 9, ISBN 978-5-7654-3302-7
2. F. Kotler. Marketing Basics. Chapter Advertising
3. Federal Law of the Russian Federation of March 13, 2006 No. 38-FZ “On Advertising”
4. E. M. Kanevsky. TSB advertising
5. The latest philosophical dictionary / Comp. A. A. Gritsanov, 1998
6. Tangate, Mark, 2020, p. 21-25.
7. Advertising: Principles and Practice, page 20
8. Strictly speaking, in accordance with the Federal Law “On Advertising” (Article 2, paragraph 9), product placement advertising is not
   :

   This Federal Law does not apply to... mentions of a product, means of individualization, the manufacturer or seller of the product, which are organically integrated into works of science, literature or art and are not in themselves information of an advertising nature.

9. “Advertising industry” - concept and definition.
10. Residents know better. What is the benefit for Muscovites from advertising on their homes? "Rossiyskaya Gazeta" No. 5021(197), October 19, 2009
11. Beauvais Ahrens.
    Modern advertising. - M.: Dovgan, 2001. - ISBN 5-88731-001-4.
12. Sergey Solyushin. The role of advertising in conditions of imperfect competition

Advantages and disadvantages

Kinds

By purpose

• Commercial (economic) advertising. The target of economic advertising is the consumer (potential buyer), by offering a product to whom, you can receive a profit from it in return.;
• Social advertising goes beyond economic objectives and is aimed at achieving charitable and other socially beneficial goals: popularizing a healthy lifestyle among the population; support for vulnerable groups of the population; combating environmental pollution; popularization of public organizations and foundations whose goal is to help people around them, in particular children.
• Political advertising (including election advertising). Nowadays, it increasingly acts as a means of fighting for voters, for their votes. It is with its help that some parties and politicians are trying to win a place in power.

There are also purpose-specific types of advertising:

• Counter-advertising is a refutation of unfair advertising. In the Russian Federation, an article was provided as punishment for unfair advertising by the previous federal law on advertising of 1995.
• Anti-advertising is information designed not to increase, but to reduce interest, or to discredit goods, enterprises, and trademarks.
• “Specs spots” are “advertising” videos shot by private individuals that are perceived by the viewer as official advertising.

By location and method of placement

Advertising on the streets of Osaka
ATL is highlighted in marketing communications

and
BTL
segments.
ATL advertising is the so-called traditional types
: advertising in the media, OOH (outdoor and indoor) and printing. The remaining advertising options are classified as BTL communications.

Advertising in the media

The most common and traditional type of advertising is advertising in the media.

• Television (video in an advertising block, advertising break, text in a creeping line, television advertisement (for example, in Teletext), virtual advertising, sponsorship).
• Radio (commercials, less often “jeans” - “as advertising”).
• Printed (there are advertisements in the press and others: prints, leaflets, stickers, business cards).
• Internet advertising (advertising on the Internet: text blocks, banners, video advertising, contextual advertising, SMM, blog advertising, map advertising, Pixel advertising, “tag cloud”, selling texts, etc.)

Outdoor (outdoor advertising)

Outdoor advertising includes advertising that is placed on special temporary and/or permanent structures located in open areas, as well as on the external surfaces of buildings, structures, on elements of street equipment, above the roadway of streets and roads or on them, as well as on gas stations.

Outdoor advertising is divided into street and transport advertising. There are many formats and options for placing street advertising, the most popular of which are city lights and billboards. Advertising on transport is placed on public transport, on private cars, in the subway (transit advertising can be both external and internal).

Internal (Indoor advertising)

Indoor advertising includes advertising placed indoors. First of all, this is advertising at points of sale (outlets), airports and train stations, cinemas, business centers, entrances, elevators, places of entertainment and sports, educational and medical institutions, etc.

BTL advertising

• For reference service
• Direct mail (also known as direct address advertising
  or
  direct mail
  )
• Product placement (from the English product placement) is the introduction of advertising of a product or service into the storyline of a movie or other product of the entertainment industry.[8]
• Fan advertising
• Viral advertising (“word of mouth”) is advertising based on information transmitted from person to person.
• Cross-promotion is cross-advertising of two or more goods (services), based on mutual benefit.
• Payment terminals - placement of advertising videos on monitors (main monitor and second monitor).

Who to order from

It seems that the specialty “marketer” is synonymous with an advertiser. No, there is a huge difference between them. A marketer studies the market, the consumer, and develops a strategy without which the advertiser will not be able to do his job.

You can order promotion from a digital or offline advertising agency. If your budget is tight, look for online marketers on freelance exchanges. Newcomers are ready to work almost for a review. But this is Russian roulette. You'll be lucky if he's just not a hyped pro. But you can also run into an amateur. Then your image and advertising budget will suffer.

About bad faith

Not so long ago, advertisers inserted the 25th frame into commercials. The human brain is capable of noticing 24 frames per second. The next one simply settles in the subconscious. For example, a movie could be playing, and a picture of a burger was discreetly inserted. The viewer did not see this, but his subconscious did. But scientists have refuted the influence of the 25th frame on human consciousness. We can sleep peacefully.

Signs of fraudulent advertisements:

1. Damages the reputation of other companies.
2. Information or product is prohibited by law.
3. One product is presented as another.
4. Contains false information.
5. The price and terms of the shares are understated and embellished.
6. State symbols, music, famous personalities are used without approval.
7. The results of research and testing are false.

Example 1. In 2012, a young mother from California filed a lawsuit against the manufacturer of Nutella. He promoted the sweet spread as a healthy product for children. The composition of nut butter differed in each country. Contained 20 g of sugar and 11 g of fat, which can no longer be called healthy food. He paid her $3,000,000 and denied that advertising information.

The spread can cause infertility, diabetes and rarely cancer. This is not exactly a suitable product for a children's breakfast.

Example 2: The Federal Trade Commission issued a $2,000,000 fine to the brain training app Lumosity. Reason: deception in the commercial. The company claimed that their product improves school performance and prevents multiple sclerosis and Alzheimer's disease. But this had no scientific evidence.

If your competitors are harassing you with false advertising, feel free to complain to the antimonopoly service.

Here is the same video about the application.

Literature

• John R. Rossiter, Larry Percy.
  Advertising and promotion of goods = Advertizing communications & promotion management. — 2nd ed. - St. Petersburg: Peter, 2002. - 656 p. — ISBN 5-272-00241-5.
• Jim Aitchison.
  Shocking advertising. How to Create the World's Best Print Advertising for Brands in the 21st Century = Cutting Edge Advertising: How to Create the World's Best Print for Brands in the 21st Century. — 2nd ed. - M.: Williams, 2007. - 512 p. — ISBN 981-244-557-9.
• Gary Dahl.
  Advertising for Dummies = Advertising For Dummies. - M.: Dialectics, 2006. - 288 p. — ISBN 0-7645-5377-1.
• John Philip Jones.
  Advertising business: activities of advertising agencies, advertising creation, media planning, integrated communications = The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications. - M.: Williams, 2005. - 784 p. — ISBN 0-7619-1239-8.
• Baudrillard J.
  System of things. - M., 1995. - P. 135-163.
• Ilyasov F.N.
  Unpredictable advertising // Communication. - 2001. - Issue. 5.
• Ilyasov F.N.
  Advertising civilization = Is the transition from advertising competition to quality competition possible // Sociological Research. - 2009. - Issue. 7. - pp. 95-100.
• In Realistic Literature: Emile Zola
  . Victim of advertising. // Emile Zola. Collected works in twelve volumes. T. 1. Tver, “Alba”, Moscow, “Fiction”, 1995.
• Romat E.V.
  Advertising. — 5th ed. - St. Petersburg: Peter, 2002. - 544 p. — (Textbooks for universities). — ISBN 5-94723-211-1.
• Uchenova V.V., Starykh N.V.
  History of advertising. - St. Petersburg: Peter, 2002. - 304 p. — ISBN 5-94723-431-9.
• Mamontov A. S.
  Cross-cultural analysis in the aspect of advertising // Knowledge. Understanding. Skill. - 2005. - No. 1. - P. 111-116.

• Mark Tungate.
  World History of Advertising = Adland.
  A Global History Of Advertising. - M.: Alpina Publisher, 2020. - 270 p. — ISBN 978-5-9614-5094-1. Zakharova, V.V. Advertising activities
  [Text]: textbook / V.V. Zakharova;
  Ministry of Education and Science of the Russian Federation, Pacific State. Economic University - Vladivostok: Publishing house TSEU, 2011. - 207 p. : ill., table; 21 cm; ISBN 978-5-93362-604-6 Meliksetyan, E. V. Advertising activities
  : textbook / E. V. Meliksetyan.
  - Krasnodar: Ecoinvest, 2006. - 243 p. : ill., table; 20 cm; ISBN 5-94215-048-6 Berezina, T. A. Advertising activities
  : Textbook.
  manual / T. A. Berezina, A. I. Golubeva, L. V. Sologubova; M-in general and prof. education Ros. Federation. Balt. state tech. University "Voenmekh". - St. Petersburg. : Balt. state tech. univ., 1999. - 43, [1] p. : table; 20 cm. Popkov, V. P. Advertising activities
  : Textbook.
  allowance / V.P. Popkov, M.O. Potolkova; Ministry of Education Ros. Federation, St. Petersburg. state engineer-econ. univ. - St. Petersburg. : SPbGIEU, 2003. - 105, [2] p. : ill., table; 20 cm; ISBN 5-88996-370-8: 300 Oganesyan, A. A. Advertising activities
  : Lecture notes / [Auth.: Oganesyan Anna Armenakovna].
  - M.: PRIOR Publishing House, 2002. - 160, [1] p.; 21 cm. - (To help the student).; ISBN 5-7990-0702-6 Korol, A. N. Advertising activities
  [Text]: textbook / A. N. Korol;
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  [Text]: course of lectures / N. G. Tiunova;
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