Advertising

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Advertising is a way of marketing your business in order to increase sales or make your
audience aware of your products or services. Until a customer deals with you directly and
actually buys your products or services, your advertising may help to form their first
impressions of your business.
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2. Advertising: the benefits
Advertising can:
- provide basic information such as your contact details and website address
- increase sales by telling potential customers about your product or service
- tell customers about changes to your service, new product launches, special offers
and improvements
- prompt specific action - perhaps getting customers to visit your premises or website,
or use a discount voucher by a specified time
- remind existing customers about your business
- change people's attitudes and perceptions of your business
- help to create or develop a distinctive brand for your business
- generate awareness of your business
- develop a particular market niche or position
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3. Types of advertising
Local advertising
Advertising locally can benefit any business, especially small businesses and sole traders.
Examples of local advertising include:
- leaflet drops
- supermarket boards, postcards in shop windows
- advertising space rented at railway stations, bus stops or on buses, roundabout
islands, leisure centres or doctors' surgeries
- local organisations' newsletters, programmes and magazines
- a sign outside your business premises
- local and regional newspapers, magazines and directories
Internet/online directories
Advertising on the internet can be cost-effective and gives national and international
coverage that you may otherwise be unable to afford. Examples of internet advertising
include:
- Advertising on your own website
- Advertising your business on other websites
- getting into an online directory
Trade and technical press
If your business sells to other businesses, advertisements in these publications can be a
useful way of gaining sales, product enquiries, higher profile, trade partnerships and even
potential investors.
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Cinema
Local cinema advertising offers a captive audience with a long dwell time for your
advertisements.
Radio
Local advertisers place about 70 per cent of advertising on the radio. An advantage of radio
is that people listen to programs while doing other things. In some cases radios are on the
whole day. Commercials last about 30 seconds. Radio stations are more specialized in what
they broadcast. One radio station offers pop music and has a younger listening audience; the
other may broadcast classical music with older listeners. The ads can be chosen according to
the group of people who listen.
Newspapers
Almost half of a newspaper is made up of ads. Local papers have ads of local companies,
but nationwide newspapers also advertise products that are sold all over the country. Most
papers are published daily so new ads, like products on sale or movie openings can be
placed every day. Newspapers sell advertising space in all sections of their paper. In most
cases ads of products will be put in the section they are related to.
Display ads are big ads that can take up from a few cm to a full page. They have
illustrations, headlines and lots of information on a certain field.
Classified ads appear in a separate section of a newspaper. Most of them only have a few
lines and list homes, cars for sale, furniture or other things that private people want to sell or
buy.
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Magazines
Magazines mostly appear all over the country and are used by national advertisers. In
contrast to newspapers they are read when people have more time. They are kept for a few
weeks or even months. Better printing quality and colour ads are among the advantages of
magazines.
Many special magazines are made for groups of people. The ads that appear there are
especially for these groups. A computer magazine, for instance, may have many ads related
to computers, printers or scanners.
Direct mail
Direct mail consists of leaflets, brochures, catalogs or letters, that are mailed directly to
people. Mail-order companies profit from this kind of advertising. Some mailing lists send
information to all the people others only have special lists according to the jobs that people
have or their age or income. Direct mail costs a lot of money, but advertising companies can
be sure that they will reach the people.
Outdoor signs
Large colourful outdoor signs can easily catch the attention of by-passers. But these ads
must be short and simple because viewers see them only for a few seconds.
The main signs are posters, billboards and electronic displays. Billboards are owned by local
companies that rent them to advertisers. Sometimes ads are painted on buildings. Electronic
billboards have large displays where ads change very quickly. They are the most expensive
kind of outdoor signs.
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Television
Television combines sound and moving images. It is one of the most expensive forms of
advertising, but on the other hand it reaches a very wide audience. Advertisers buy time
from TV stations to broadcast their commercials. This time is cheaper at times when fewer
people watch TV, as in the early morning hours and gets very expensive during prime time
evening shows. Sometimes advertisers pay a lot of money to get their ads on TV during
special programmes, like the Olympic Games or the Super Bowl.
Infomercials have become very popular in the last few years. They are normal TV shows
that focus on the sales of certain products. Details on how to buy the product (telephone
numbers etc.) are repeated many times during the programme.
Some TV stations also sell advertisers product placements. For example a brand of pizza
can a car can appear in a scene of a TV show.
Internet
Internet advertising is becoming more and more important. Especially young people spend
less time watching TV and more time on the Internet. The Internet has the advantage of
being available to people around the world at all times.
Ads range from banners to pop-ups. Companies that spend a lot of money on advertising
often create their own Internet site for a certain product. Web users are often asked to fill
out a form that asks them about their daily routines, where they live, how old they are, how
much they earn etc. Companies use this information to find out what kind of people visit
their websites. Sometimes ads are sent via email. Because a lot of unwanted emails (spam)
are sent throughout the world many people don't like this.
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4. Advertising campaign planning
Advertising can increase sales by telling potential and current customers about your new
product launches, special offers and improvements. Apart from reminding current customers
about your business, advertising can also help to create or develop a distinctive brand for
your business.
Target your customers
Many businesses launch advertising campaigns to boost sales, increase brand awareness or
launch a new product. You could consider an introductory offer to give people an incentive
to visit or call.
However you will need to decide whether your target audience is local or regional, national
or international, or a mixture. This will affeect the type of media you select. You should find
out from the media business and other independent sources about their circulation or
audience figures. Figures can normally be broken down into age groups, average income
and other useful indicators.
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5. Advertising: value for money
You should work out a maximum budget. Identify which options give the best possible
return - it could be one or two adverts in a more expensive medium, or several adverts in
cheaper outlets.
If it's your first campaign, reduce your risks by seeking advice from other people in your
industry and finding out what works for them.
Get information about the media you're considering - particularly figures for the audience or
readership and how close they are to your target market.
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6. Advertising campaign monitoring and management
A good advertising campaign can pull in the orders - but make sure you can deal with the
response. You should determine the expected response level and check you have enough
resources to meet it.
You may need a system to ensure leads aren't missed. For example, you could design a
standard enquiry form to be used by people fielding calls. The main aim is to find out as
much as possible about what the caller wants.
Monitoring an advertising campaign
Each time you take an enquiry or make a sale, ask how the customer heard of you. This lets
you know which advertising or other marketing activities are most effective. Check to see if
there are any patterns in enquiries relating to when and where your advertisements are
displayed.
If you include vouchers in print advertisements, use a different code for each publication
they appear in. This allows you to pinpoint where incoming vouchers have come from.
You should look at the kind of sales each advertisement generates and whether they have a
good profit margin.
Note that some advertisements may have delayed results. One person may order the next
day, another might wait a few weeks or even months. More expensive products may not be
purchased very often by consumers, and so your advertising may be targeted at keeping
your brand at the front of people's minds for future reference. Advertising aimed at
increasing brand awareness is always harder to measure because it does not transfer directly
into sales.
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7. Write an advertisement
An advert should be tailored to the type of print media and the potential reader's interests
and habits. For example, if you sell gardening equipment, you might write a longer advert
for a gardening magazine - where you can assume that the reader is already interested in the
subject and so is more likely to read all the text. Likewise, you might write a shorter advert
for a more general newspaper.
A good advertisement should have:
A well-targeted headline - this should catch the reader's attention and make them want to
read on.
Clear design - don't clutter the layout and avoid small or complicated typefaces. Make sure
your contact details are easily visible.
Well-written text, or 'copy' - good copy draws attention to the benefits of the product or
service and should answer the question, 'what's in it for me?'
Remember that businesses have a duty to ensure their advertising is legal, decent, honest
and truthful. The Advertising Standards Authority has information on advertising codes.