Every business needs a set of marketing initiatives to promote its brand and to gain market leadership.
These actions, called the 4P marketing term,
are one of the most important and integral principles of this field.
In the upgrade section of the product, which is one of the P (Promotion),
we face a series of promotional measures,
one of the main of which is advertising.
Advertising in the marketing literature has a special place,
so that advertising takes place in any business in any industry.
Promotions have several methods,
but at a glance we can say that advertisements are always moving from the media to their audience. .
In the context of the text,
we try to understand the concept of advertising and its infrastructure in plain language.
In general, the medium of the individual is the means or position in which the message is transmitted from the sender to the receiver.
The definitions in the field of communication science are very much for the media.
But what we have in mind is the concept of advertising media.
Any medium or tool that sends message and slogan of advertising or message marketing
and marketing to target audiences and responds to them is called the advertising medium.
The media are generally divided into three categories:
sensory perception media (time and space),
semiotic media (line and music language) and transitional technical media
(written media, radio, television, Internet),
which are in Advertising area is generally used in third category.
These media include visual media such as TV, the Internet, magazines
and newspapers, as well as audiences such as radio, which we’ll outline in detail.
What media should be selected for message transmission?
One of the most important business concerns is always the selection of appropriate media for advertising,
businesses generally can adopt two approaches to the media:
Media Focus Approach and Media Dispersion Approach
In a media focus approach, businesses use all their media and advertising budgets only in a few media and do not use many media.
This approach is generally due to the fact that these businesses are uncertain about the effectiveness of all the media,
and on the other hand, they fear that this massive presence in all media will make customers go wrong and buy a rival brand
(one of the common problems Unplanned and new brands).
In the media dispersion approach, businesses have a strong presence and use of all of them without limitations and with a heavy budget in all media.
But the important thing is paying attention to the type and nature of the product being advertised.
For example, if the product has a general audience and a large number of people use it,
they should use mass media,
such as television, radio and newspapers
(such as cleaners, children’s health drinks, soaps, shampoos, etc.) . But if the goal is to attract the attention of customers who want to
show window shopping, they should use sales point strategies
(focus on persuading the customer at the place of purchase), and …
Types of Advertising Media and their Effectiveness
Now that we are familiar with the concept of media and
major approaches, we should look at the popular advertising media:
Television has been one of the most influential media in history.
The media is being updated daily by its readers and provides broad access to businesses.
Television has always been a special place for people with two entertainment and media activities.
According to a research conducted in 2008,
television is the most prestigious medium among media outlets.
The most influential and convincing medium is also recognized.
Research in Iran also confirms the immense impact of television.
Studies show that TVs with high penetration rates are the most popular media in the country.
According to the research conducted in Tehran and the cities of the country,
the penetration rate of television in the country is over 60%.
Also, networks 3 and Tehran are more influential than satellite networks. According to a survey, 85% of people spend more than an hour watching television.
That’s 35% of those watching over 3 hours of watching TV.
Between the hours of the night, between 21 and 24, the most frequent hours (with 75%),
there is no significant difference in income between the different groups.
Gender is also seen by women more than men on television.
Considering the widespread use of television programs and
the fact that TV viewers are loyal to programs, and not to television itself,
it must pay particular attention to the time of the advertisement. The cost of television advertising depends on the type of network
(number of contacts and network coverage) as well as its broadcast time
(most viewed hours from 8 to 11 pm).
These figures are very heavy for many businesses, and if these businesses use television advertising,
they will not actually have any funds for other forms of advertising.
This point clearly shows that businesses must be sure of the effectiveness of television advertising
for the large amount they pay.
To order playback time, advertisers should include “accessible programs”,
“the effectiveness of different programs” and “access rates” reach “.
Types of TV ads
Businesses can have various forms of TV advertising, including public adverts, advertising reportage, participation and
sponsorship in making plans and promotions in provincial networks
(a cheaper way, and with limited impact).
Radio among popular media is one of the most commonly used tools. Radio with its unique features, such as mobile capability, weathering,
and most importantly the active engagement of audiences with radio in a variety of applications
(in contrast to television,which is a passive media),
the conditions for establishing an intimate relationship with
Creates a high speed between companies and audiences.
Businesses that have television commercials can use this opportunity to
turn their radio ads into a radio advert,
since research has proven that 75% of consumers think of it as radio advertisements.
Also, in integrated marketing – the main feature of which is durability – radio can be used.
Radio advertising also governs the same principles of television advertising
(effectiveness, broadcast hours, etc.).
The press and newspapers have the largest volume of advertising,
for example, in the United States,
the third-largest after the television and magazine belongs to the written media.
The benefits of advertising on written media is that small-sized,
small-sized businesses can easily benefit from these types of advertising.
This type of advertising is also very useful for businesses based on local customers.
Other benefits include the following points:
Paint is visually pleasing to readers. Color printing is the best choice for magazines.
Longer shelves or useful lives give the reader time to evaluate the details of the advertiser and
allows for more complete messages to be transmitted to the reader.
Posting: Promoting products in special journals can bring product images to the reader.
Improving the audience. Choosing an audience:
Selecting an audience in newspapers is much more efficient than other media.
The selective and predictable environment of journals enables advertisers to carefully plan and regulate their campaigns.
Access to target groups at specific geographic locations
and large-scale large markets at reasonable costs. Provides.
An important point to note in advertisements in print media is the commitment and
circulation of publications, publications are generally less than what they claim.
For this reason, businesses need to be informed of the actual circulation of publications.
The Internet has the fastest growth in marketing communications
and is becoming the dominant medium of marketing in the near future.
The benefits of online media can be low, goal-oriented, global, interactive, high-impact
(due to the ability to accurately target customers based on behaviors, backgrounds, interests and geography).The internet has also enabled the smallest companies to access the market globally.
Of the types of internet advertising you can:
Advertising banners display ads on specific websites and are usually sold at cost per thousand views.
But the important thing about advertising banners is that when the ad is displayed (so-called “load”),
the user may not see it deliberately or because of the bustle of the page.
This problem can be solved using videos and widgets.
The key to success in using banner advertising are:
The banner should be in a place where it can be viewed more
(preferably where the scrolling body is visible)
There is a consistency between the placement of the banner and its content.
Preferably use a trigger message to perform a specific action,such as the “Free Trial”, “Buy Now”, “Join Now,” and the like.
The bigger the banner is the more effective
Search Engine Marketing (SEM)
Search engines are one of the most common ways people can find information and products.
Google is the top search engine among search engines. Search engine ads (such as Google AdWords have become more attractive)
because the cost of a pay-as-you-go payment is click-through, and
this ensures that the user has actually seen the ad and has chosen it.
In total, search-based ads are fast, effective.
Optimization for search engines (Search Engine Optimization SEO )
SEO is a process to improve the volume of website visits through browsers such as Google and Yahoo.
For a website, appearing on the front page of the search results is ideal.
There are various factors to influence the location of websites,
such as popularity, content, and structure in natural searches.
Still, with all the disadvantages of this approach,
email rendering is an appropriate tool.
Of course, if the user is interested in receiving the email and not sending a cookie.
Another important thing is customizing email that increases the effectiveness of email.
A social media called Web 2 or Web-generated content is also called
This new web-based functionality made it possible for people to talk and interact
with the people who gave them the power they had previously enjoyed in
the hands of conventional media.
If the user likes the product, it can advertise it
(just like public relations in marketing) and
make thousands of advertisements more effective.
Social media have changed the way consumers receive information,
and they have changed the perception of what branding is doing.
In other words, the most successful companies are those that allow users to manage their brand and
transfer them more than the perception of the brand by the company.
In this way,
the customer is interacting with businesses and
communicating with the business, as well as businesses,
they understand the customer preferences and
get feedback quickly and get a lot of good ideas at a low cost.
Another common practice in advertising is the use of environmental spaces.
Billboards, stanzas, advertising in
metro space, buses, distribution tracks, and
so forth are of a variety of environmental advertisements.
Environmental advertisements can be beneficial for businesses with
different budgets, due to their various forms.
Any business that fits its budget and
advertising strategies can use these methods.
Mobile marketing is one of the ways that has grown dramatically in
Iranian society and is constantly growing.
If this method is used deliberately and does not harass the contacts
(preferably the people themselves are asking for a text message),
they can perform well.
But it should be noted that this method does not have
a specific place in branding and brand consolidation,
and it has only a notification function and should be used in
conjunction with other methods.
In the end, it can be concluded that advertising should use a mix of media.
Of course, it’s smart, given the nature of the product.
If this does not happen, much of the business is wasted.
The damage that can not be compensated, therefore,
should be clever choice considering the penetration rate of the media and
the target group and, of course, the budget of the company.