6.ADVERTISING
Advertising its one of the main methods used for promotion and its part of the marketing mix too
servs for introduce new products onto the market, promote it, attract customers, improve company’s, image and increase
the market share. There are two types
informative advertising: informs a target market, so when a new product is placed on the market the consumers can know
what it is and does. This type is often used by the government and charitable organizations.
Their use it to encourage people to change their actions, also some health organizations use disturbing images or messages
to shock people in some situations, like the images on the cigarettes packagins.
Persuasive advertising it creates brand loyalty and has the goal to evoke an emotional response in the costumer. Persuasive
advertising uses a comparative approach when a brand gets compared to other brands of its same category so they
can illustrate the superiority
another means used are slogans, they are simple phrases used near a brand to share a persuasive message because if people
remember the message, it can tempt them to buy the product
advertisements can be seen in a wide range of media, we find different advertising media,
print advertising like leaflet or magazines; broadcast like television or radio; outdoor like posters or shopping bags; digital
like internet or mobile phone and brand like tv shows
advertisers have to consider many factor when selecting an advertising medium, like
the target market that helps advertisers choose the appropriate medium for their target
location because the choice can be very influenced by where the target market its located
product there are indicated channels of media for particular products, you have too choose the one that valorises the
product
cost advertisers need to calculate how much they are able to pay, so they can choose the right media
reach, frequency and impact how many people will reach the advert, the number of times it will be seen and how it will
impact
Digital advertising refers to the use of the Internet for advertising. Includes:
-Search engine advertising, where an advertiser pays for an ad to appear if someone searches for a product.
-display advertisements, such as pop-up ads and web banners that appear on pages
-company-generated advertising, where the company uses its website or blog to communicate;
-indirectly acquired advertising, such as reviews.
Display adverts are the boxes on websites, they can be banner ads, pop-up ads, or even videos that start playing. If
viewers click on the ad, they are directed to the web page with information about the brand or company.
Advertisers usually pay a small commission each time their ad is clicked, pay-per-click
Social advertising: Advertising of products and services via social media as has become a fundamental part of advertising
campaigns. Businesses can post directly on their pages, pay for influencers or social media ads. One of the main
reasons social media is popular is that advertising can be personalized.
