The best examples of product advertising. The best examples of product advertising How to make advertising interesting

Before determining where to deliver motivating information, you need to figure out how to make advertising sell better. Below we will talk about proven methods that allow entrepreneurs to get maximum results. I’ll say right away that I’m not an advertising genius and I didn’t come up with anything myself, these methods were invented a long time ago and have already proven their effectiveness!

What are advertising texts for?

Advertising as such has existed for hundreds of years. Even in ancient times, people used advertising to attract potential customers, for example, sellers at fairs composed sonorous and funny rhymes to attract the attention of the buyer.

Advertising created for the purpose of demonstration must attract the attention of the client, accustom him to the appearance and sound of the brand, so that the buyer forms an image of the desired product in his head. This is what the advertising campaigns of most major brands are focused on.

Motivational advertising is aimed at direct response from the buyer. That is, after watching the video or reading the text, the recipient should have a desire to call and order a product or use a service, etc. The effectiveness of advertising directly depends on it, so you should not neglect such a powerful development tool.

What is the difference between bad and good advertising copy?

At first glance, it seems that writing advertising texts is as easy as shelling pears. But in reality, it turns out that not everything is so rosy. Look around: our world is full of advertising. Wherever you turn your gaze, you will find examples of advertising texts: on the street, in public transport, on social networks, etc. At the same time, some ads catch your eye with a juicy headline, while others you didn’t even pay attention to, not to mention the desire to buy something. This is the difference between good advertising text and bad and ineffective one.

Bad ads convey dry information about a product or service.

For example, “The farm “40 years without a harvest” offers high quality products: meat, dairy products, sausages. There are discounts. Delivery within the city is possible. Phone number for inquiries: 5-555-555.”

This is what most commercial advertisements look like. Agree, this is not a very attractive offer, despite the fact that there is no doubt about the high quality of the products. This text is rather pale and gets lost among the general mass of similar advertisements.

What if you try to slightly change the presentation of information?

“Are you missing a juicy shish kebab made from fresh meat? Do you want real country milk, like grandma's? 40 Years Without a Harvest Farm will deliver the highest quality products straight to your home! To do this, you just need to call 5-555-555!”

So how? Sounds a lot better, doesn't it? Such an ad will definitely attract the attention of a potential buyer. And if he doesn’t immediately decide to dial the company’s number, then at least he will remember its name and when he needs these products, most likely the choice will be in their favor.

Any business requires practice and over time you will learn to write the best advertising texts that will make the buyer immediately want to purchase a product or use a service.

Sales text structure

Remember how at school we all wrote essays following a strict plan for constructing the text? It’s exactly the same here, although the structure of the advertising text is somewhat different from a school essay.

Any selling text consists of simple elements:

• A slogan that can appear either at the beginning or at the end of the text;
• Title (a succinct phrase that attracts attention);
• Body text (the main element of the text);
• Echo phrase (final element of the text).

When writing any text, try to structure it, i.e. break it down into logical paragraphs and, if necessary, highlight subheadings. All this is necessary to make reading easier. Agree, no one is interested in reading huge, boring sentences that are a whole paragraph long.

When forming sentences into paragraphs, try not to make them too long either. The optimal paragraph size is between 30 and 50 words. Less is not worth it, more is not necessary. Approximately every 3-5 paragraphs can be separated by subheadings so as not to bore the reader.

It would not be superfluous to use lists in the text (either numbered or bulleted). Organizing information into a list makes it easier to digest the information.

Imagine that all the information you want to present in the text looks like a pyramid. You should give it out starting from the bottom, that is, from the most important, gradually moving to the secondary.

It is imperative to indicate the company’s contacts in the ad, starting with the address and telephone number, since these are the main ones (people do not always have the opportunity to use the Internet). It is advisable to leave all contacts and additional information: email, website address, directions by car and public transport, office opening hours.

In essence, there is nothing complicated in the structure. The main thing is to choose the right words, because, as you know, a word has enormous power and can both hurt and heal.

How to write advertising text and make it selling

In order to answer the question of how to write selling texts, you need to understand why and for whom you are writing them. And for advertising texts to be truly effective, you need to write them correctly. Of course, not everything will work out right away, but with some diligence and training, after some time you will be able to write decent and effective texts. In the meantime, you can use the following algorithm:

Step 1: Determine where the text will be published

Where you are going to place your ad will depend on its size, style, presence or absence of pictures and videos. Adjust your text to the selected advertising space:

• As a rule, ads on social networks are limited to one or two sentences, so learn to formulate clear and concise phrases;
• In a newspaper format, you will most likely already have a paragraph or even a column;
• For a web page, the volume of text becomes quite impressive and already amounts to several thousand printed characters.

Be that as it may, any format requires clearly formulated thoughts, specific information and a minimum of unnecessary words.

Step 2: Adapt to the target audience

Think about who your main customers will be. Of course, ideally, compose a text such that after reading it, any person would immediately want to buy your product.

However, in real life, it is almost impossible to write a text that would equally attract the attention of, say, an informal teenager and a literary critic. Since these categories of the population differ in habits, behavior, manner and style of communication, they will be attracted to completely different texts.

Any text can be classified into one of five styles: scientific, business, journalistic, artistic and colloquial. When writing an advertisement, you should not use the first two, since their effectiveness will be zero. Most texts are written in a conversational style.

And, conversely, when writing text for young people, it is worth using a conversational style, which is more informal, understandable and enjoyable for children and adolescents.

Step 3: Formulate the title

This stage can be the most difficult in writing advertising text, because an attention-grabbing headline is already half the success. If the title of your advertising article is vague or uninteresting, the reader will simply pass by without being interested in the product.

Therefore, it is very important to formulate a short and at the same time succinct name. Marketing research shows that names with emotionally negative connotations are more attractive. Using this little trick, you can create great headlines and grab the attention of potential customers.

Avoid obvious questions in the title like: “Do you want a new fur coat?...”. There are millions of such questions in the advertising world and the consumer is already quite tired of them. Try to come up with intriguing, emotional headlines that will be difficult to ignore.

And so that your shocking, mysterious headline does not look like a lie, it is immediately followed by a linking sentence with the main text, which will contain the whole point about your product or company. This link is needed to hold the buyer’s attention so that he wants to read the text to the end.

Step 4: Create a desire in the client to buy the product

Here you will need to manipulate the consumer, making him want to buy your product. Make a person think that he will have a much better life if he gets your product or uses your service.

And here, again, you can play on human emotions. Feelings of nostalgia for childhood (“…pancakes like grandma’s…”) or concern for the client’s health (“…it’s easy to quit smoking with our help…”), etc. will serve as excellent tools.

Step 5: Formulate small sentences and meaningful phrases

This is how the quality of an advertising article is determined. By formulating small, easy-to-understand sentences and organizing them into small paragraphs and paragraphs, you create effective, easy-to-read text. Try to avoid cumbersome compound sentences. After all, if the client loses interest at the very beginning of the message, then the effect of such text will be zero.

Step 6: Focus on benefits, not comparisons

Many copywriters make a similar mistake: in their advertising texts they compare a product or service with a similar product from a competitor. It's not entirely effective. It will be much more useful to talk about the direct benefit that the client receives by ordering the product from you.

Step 7: Use feedback from other customers about your products or services

Often, someone’s positive review serves as a very powerful incentive to buy a particular product. Therefore, when writing advertising texts, feel free to use this tool to attract customers.

Step 8: Attract attention with small time-limited bonuses

“Free” bonuses are an integral part of any advertising, having a powerful psychological impact on the consumer. We are all very pleased to receive gifts and bonuses.

Therefore, if your product costs more than 1000 rubles, try to accompany it with free bonuses or small gifts. But only these bonuses should be limited in time. The word “now” produces an effect similar to the effect of a sale and stimulates the client to purchase a product or service.

As a bonus, you can use something that is not too expensive for you, but useful for the client.

Step 9: Simplified ordering procedure

The sequence of actions should be extremely simple and clear: “Make a call right now...” or “Fill out a simple order form...”. For a quick order, everything should be as clear and easy as possible.

Models for composing advertising text

EDP ​​model

It is obviously popular and is suitable for short sales ads of 3-4 sentences.

If your ad text is limited and you cannot write out the entire offer, then this model will be an effective alternative. This model is ideal for contextual advertising, on bulletin boards, flyers, business cards and so on.

Stands for: limitation/call to action/suggestion.

Offer or suggestion- This is some kind of advantageous offer that is made to the client. Ideally, it should stand out from competitors’ advertising, for example, in terms of the properties of the product, its benefits for the client and the uniqueness of the selling proposition.

Example of an ad: “Product with a 53% discount”; “3 for the price of 2” and so on.

These are the messages that instantly create value for the client.

Choose your offer that will be most attractive to customers, and also find an effective way to convey it.

Here are some working examples: “first lesson is free”; “installation is free” and so on.

Deadline or restriction for purchasing an offer. If its goal is to attract attention, then the limitation motivates the client to buy right now. In other words, its goal is to make sure that a person does not postpone the purchase “for later”, but purchases the product and uses the service right now.

A time limit of 2-3 days works very well.

Example: chairs for 99 rubles, only 2 days!

It's much easier to change deadlines on the Internet. For offline advertising, this is a little more complicated, so the promotion period is often extended to several weeks.

Call to action is an explanation to the client of what he needs to do right now to get the result he needs (buy your product).

Example: buy and get a discount!

Nowadays, due to the large flow of information, a person needs to have a step-by-step explanation of the procedure. You may have noticed how effectively a commanding tone works in communication.

Order “come here”, “do this”, and you will see that people willingly obey, because they do not need to bother their heads with a bunch of unimportant things. They will be happy to shift the responsibility of making the decision to you.

Advertising is exactly the case when the client doesn’t care at all. He needs a solution to some problem, and you must provide it, explain what needs to be done to get it. Make it easier for your clients, tell them how easy it will be for them to cooperate with you.

AIDA model

If you need to write a selling text or letter, then use this model. This is a way of writing selling advertising text, based on certain verification criteria that influence a potential client.

Attraction - attracting attention, must be implemented in the first part of the text. Your goal is to “catch” the client’s attention. The best way would be a flashy headline, a catchily worded offer.

Examples: secret ways...; what they are keeping silent about... and so on.

With the first paragraph, you motivate to continue reading the text, revealing some secrets, and creating a kind of “trailer” for the text. Many media outlets do this.

Interest - interest. You need to create interest in your products among potential clients. Describe well the prospects for using your product and the negative consequences if he tries to do without it.

Be sure to describe the benefits of purchasing your products in this part of the text. It is known that people do not make purchases for the drill; they need straight holes. Describe the client's possibilities and prospects if he makes holes in the wall with your drills!

Deadline - deadline. We have already noted that this is a limitation. You are artificially creating a shortage of supply and a buying rush for your products. Most often this is a time or quantity limit.

Since you have the opportunity to write a detailed text, describe the reasons for the restrictions. Tell the customer why there is a shortage, why time is so limited, and so on.

Action - action. What does a person need to do to purchase your product right now or get results that very minute?

It's great if you give your customers a choice.

According to this model, your actions should follow the following sequence:

1. attracting attention to your product;
2. arousing interest and desire to buy your product;
3. setting restrictions at the peak of desire so that a person wants to make a purchase now;
4. Explaining to the potential customer what he must do to receive the product right away.

A striking example of how this model works is the TV show “Shop on the Sofa.”

This model will be effective for online stores, websites, etc.

CEWD model

It involves influencing the emotional component of a potential client. This model will work both on paper and orally.

According to this model, you will need to sell to the right side of your prospect's brain. This kind of advertising is good because emotions are determined by the right hemisphere of the brain, which you will influence.

Let's decipher the abbreviation CEWD.

The goal is the preparatory stage. You choose what goal you are pursuing, what you will describe to a potential client, and formulate the end result to which you are trying to lead the client. Formulate a clear goal for yourself, what you want, what result you want to achieve, what the client should do, etc.

Emotions are preparation. You must determine the emotion that will sell the product. Emotionally describe all the benefits that the client will receive; be sure to tell us about the process of manufacturing and using the product.

We must understand that the number of basic emotions is extremely limited. Emphasize fear, love, superiority, power, greed, pride.

After setting a goal, establishing the desired emotion and describing your benefits, you can move on to the next, practical stage.

Visualization. At this stage, you need to paint a picture that will evoke the required emotion, and at its peak, all you have to do is complete the deal.

In the picture and world you create, the potential client should feel comfortable and warm from your offer (product, service). Convince the person that he will receive all the benefits that the product provides.

The next point will be final. It's about action. At the peak of emotions, you give the person specific instructions, that is, his strategy for purchasing the product right now.

This model is similar to the AIDA model. It differs only in its focus on emotions and appeal to them.

The sequence of your actions when using this model:

1. goal setting (heading and first paragraph setting the goal);
2. determination of the desired emotion (the key emotion is described);
3. visualization (describes the benefits of the product);
4. action (describes the client’s actions to purchase a product or service).

Model PPHS

This model was known back in the time of Socrates. It is relevant and effective today. This advertising method is especially good when a potential client hesitates for a long time and cannot make a decision. Experts say that PPHS will be more understandable for novice entrepreneurs who have decided to realize themselves in the field of buying/selling.

Let's consider the features of using this model.

"Pain" or pain. You will need to describe in all colors the nuisance, the problem of a potential client, which your product will help get rid of.

"Pain More" or more "pain". You are reinforcing the problem, meaning you are telling what will happen if the problem is not eliminated right now.

"Nore" or hope. At the peak of the described problem, you need to give the potential client a solution - your product (service).

"Solve" or decision. Now you must sell the solution to the problem, in particular describe the benefits, advantages of the proposal, as well as how to purchase it.

This is what many websites selling anything for weight loss do.

Writing advertising messages is an exciting, creative process that can be endlessly improved. Creating a special reality, working with emotions and associations, motivation - all these are just some of the features of advertising text that a skillful author uses to achieve a certain result.

Use only reliable information. Using unverified or deliberately false information, you risk getting into an unpleasant situation, so carefully check your texts every time.

More specifics, less water. By using general phrases in the text, you scare away the potential client, since he does not get the feeling that the information is truthful. It is best to use specific numbers and data - such text will inspire more confidence in the consumer.

Use personal information. Often the consumer identifies himself with the hero of the advertisement. This technique has been used quite actively for a long time, which has led to an oversaturation of the advertising sector with identical first-person advertisements.

Decorate texts with adjectives and adverbs. There is a fairly widespread opinion that when choosing a product, the consumer is guided only by logic. This is wrong. People are very emotional creatures. Emotions influence our behavior and actions. And the success or failure of the advertising campaign will depend on what emotions a person experiences while reading your advertising text.

To begin with, you can create a rational core of the text, and then breathe into it emotions and colorful descriptions of the buyer's life with your wonderful product. Try to use bright emotions to attract the buyer’s attention and force him to purchase your product. Use lively language, not just a dry presentation of information.

An indispensable guarantee of product quality. Any client who doubts a purchase will become much more confident if he has at least a hypothetical possibility of returning the product. By guaranteeing the quality of your product, you dispel the fears and doubts of your client, thereby gaining his trust.

Conclusion

• Advertising text should be bright, clear, bold, filled with emotions and attractive to the consumer;
• It should not contain unnecessary information and, especially, untruth;
• He must have clear goals (motivation to buy a product, use a service, watch a movie, etc.);
• The text should be as informative as possible, as well as beautiful and understandable for the target audience.

You can find examples of selling texts anywhere - just open several online store sites, or better yet. Which texts caught your attention and why? What's special about them? What did you like and what didn't you? By answering the questions and reading this article, you will become a little closer to answering the question of how to write advertising texts that will help in...

In conclusion, I want to say that these models of writing advertising text are not a panacea; you can come up with something of your own, add, mix, but the main thing is not to “overdo it.” But the main thing is to know that what is written above has already been tested on many people and shows good results! And one last piece of advice... Check your texts before releasing them to the masses. Let's read them to your colleagues, friends, acquaintances, etc. If they are interested in your product or service after reading, then the text has a greater chance of success. Something like that.

Ask your questions in the comments, share your ideas and let's discuss! And most importantly, provide your services efficiently and sell only necessary and high-quality goods, then selling will be much easier.

For a modern entrepreneur, the problem of “how to produce” has long given way to another – “how to sell” the product of one’s production. Here it is worth remembering the common phrase: “Advertising is the engine of trade.”

But more often than not, we see the opposite - low-quality advertising causes negativity or does not attract attention at all. What is effective advertising? First of all, it is the one that leads you to your intended goal. Many will think that this goal is profit. But advertising may not be aimed at making a profit. For example, are you going to change your product range or close your business?

Then the goal of your advertising will be to sell the product as soon as possible, even with a small profit. Or, for example, image advertising. It promotes the company as a whole, not the product, and sets itself long-term goals. But first of all, you need to determine who you will sell your product to. All factors need to be taken into account: age, gender, nationality, education, income level and much more. Thus, the range of interests of the target audience is more accurately outlined, which must be taken into account when creating advertising.

For example, advertising of products and services for the elderly should be in a conservative style, with a retro design, indicating a discount and without frills. If this advertising is aimed at a youth audience, then an emphasis on prestige, fashion, and the convenience of the product offered is required. But you need to take into account that faceless, boring advertising will not attract anyone. The consumer needs to evoke pleasant sensations, captivate him and arouse interest. Effective advertising should immediately attract the consumer's attention to the product. A clear, holistic image of the brand must be created.

In an advertising message, the consumer must know how he will benefit from your product. The greatest success will be if you promise the consumer those qualities of the product in which he is most interested, of course, subject to their usefulness and competitiveness. An important point in advertising is quality and its image. When a product represents an example of high quality in the eyes of the consumer, the prestige of the product increases. If advertising is unattractive, then the consumer, as a rule, thinks that the product is no better.

An important component of advertising is a single advertising message and a single image, which must remain unchanged for years. Thanks to this, the “snowball” effect is realized. Large companies have been shaping the lifestyle of potential consumers for a long time by creating legends. A good legend is the basis for the success of such an advertising company.

It will not be superfluous to know that in the market sphere there is a Pareto principle: “80% of beer is drunk by 20% of beer lovers.” In other words, 80% of the company's profit comes from 20% of regular customers. Therefore, in advertising you need to strive to appeal to a permanent active buyer, and not strive for a wide audience coverage.

Experienced businessmen know an inevitable fact: sooner or later the number of clients begins to decrease. Under no circumstances should the situation be left to chance. How can you be sure that the money invested in advertising actually works for you and does not enrich the company producing this advertising? The practical tips below will help you navigate.

1. Advertising must stand out from the crowd. If you advertise similar to competitors' advertisements, announcing the same discounts, conditions and special offers, you will lose customers, as they will find it difficult to choose among the same information. The buyer, as a rule, chooses something new and unusual, even under conditions of purchase that are not entirely favorable.

2. Habitual phrases and stereotypical sentences like “Quality and inexpensive” have long set people’s teeth on edge. It is better to specify such promises and provide them with clear examples. That is, advertising like: “we make furniture in 3 days” will attract more attention than the boring “quickly” to the buyer, plus the presence of several images of goods of different price categories, which also indicate the cost, will be a clear source of information for the buyer about the benefits of your offer .

3. Focus on specifics. Psychologists say that accurate numbers act on a person’s subconscious, inducing trust. The more detailed the number your future client sees in the ad, the more believable it will look to him, and the more likely he is to respond to your offer. For example, if you offer 12.87% per annum, the consumer will see you as a more accurate and accurate person. The integer in this case can be taken as formal promises.

4. The advice concerns television advertising. The “picture” of advertising and its sound must be approached with great attention. Advertising should evoke positive emotions. If your product is featured in a commercial, showing it in action has the greatest effect.

You sell dishwashers - in your advertising video, a charming girl takes clean, sparkling, already washed dishes out of the dishwasher. In any case, the advertising video should show how easy and pleasant it is to use your product. Another option is consumers who are satisfied with life and themselves. In this case, the advertisement will have the motto: “Buy this and be like us!”

5. Inexperienced and unprofessional advertising makers often make them with erotic overtones. In this case, we can say that the customer’s money was wasted: there is a fine line between sensual and inappropriate, funny and vulgar. It will take a long time to wait for an increase in sales from such advertising. A beautiful girl can attract attention specifically to the product, if your product is clothing, perfume, expensive cars. In most other cases, there will be the opposite effect - attention will be attracted simply by an interesting picture and nothing more, your product will go unnoticed.

6. Never forget the buyer's personality. Make advertising with meaning, with soul, so that your sincere love for your business can be felt. Consider the following example: It happens that people constantly go to a small store in their backyard, despite the fact that there is a supermarket nearby.

What can happen if you leave advertising in the background is clearly illustrated by a sad example. Until 1998, the Mothercare children's goods chain operated in Moscow and the Moscow region. When it ran into financial problems, Mothercare's board cut all types of advertising to almost zero, leaving only one flagship store in Moscow.

But when the time of crisis passed, it turned out that the corresponding area of ​​the market was already occupied by other companies. Thus, the Mothercare brand was displaced by competitors. You should always remember the importance of advertising. The manufacturer must be able to stay one step ahead of events, predict changes in demand for a product, and, with the help of advertising, shape the priorities and habits of the consumer, and not follow his lead.

Whether you are opening a small fabric or grocery store, or are thinking about the prospects and benefits of tire fitting in your own garage, sooner or later you will have to think about advertising your business.

By the power of thought
Good for those who work as a franchise. No need to rack your brains: the main office will give you instructions, layouts and banners will be provided – just use it. What if you do it yourself, and even from scratch? How to attract the client's attention to your point of sale?
Of course, first you have to sit down and use your head. Think about what result you want to achieve: recognition and fame or stable sales. See where and how competitors advertise: whether they rely on outdoor advertising or advertising in the media. Decide whether you are working for the future, or whether you need it faster and more. And, of course, you shouldn’t forget about the specifics of your business.

You can contact a professional agency, where the client manager, having received a clear technical specification, will pass it on to a designer, specialists in naming, branding and other esoteric knowledge. But here lies the main advertising secret: if you are able to give a clear technical specification to specialists, it means that you know exactly what you want, you can imagine how it should look, therefore, you are able to advertise yourself.

Ideally, you should start with the name. Or, if you want to be on trend, with naming. We remember the specifics, and we understand that a store selling tights and stockings cannot be called “Dead Loop”. Or maybe if you just want to be original. Then you and the company engaged in the repair and decoration of premises have the right to call “Hook Hands”. One caveat - just in case, avoid mentioning official dealers of anything. For example, a small car service may be called “Toyota Repair,” but only for the time being. Until those same official dealers find out about you.

Have you chosen a name for your newborn business? Wonderful. As the yacht was named, so it sailed. Now this name will be on pavement signs, banners, newspapers and on fences.

Advertising. Take externally
Outdoor advertising is one of the most popular channels for distributing advertising information. The information can be graphic or text. It can be placed on special temporary or permanent structures, or attached to the walls of buildings or elements of street equipment.

Outdoor advertising conveys information to the consumer from billboards, electronic displays, roof installations, pillars and banners. Ideally, it is in harmony with the urban environment. The pursuit of harmony is also supported by various supervisory bodies and committees.

Stationary advertising structures do not change location. Where agreed and paid for, that’s where it will hang. Temporary structures are usually placed somewhere near the enterprise or retail outlet; during the day they inform passers-by about the opening hours of the enterprise, about the services provided, and provide the address and telephone number. And in the evening they are removed.

Huge posters are placed on permanent installations. Typically, panel structures are located along busy highways, or in high-traffic areas.

Do we want the picture to come to life? We place advertising on a large outdoor screen. Here we have dynamics, a play of color, sound, and an emotional impact on a potential client. Examples of such advertising can also be seen in crowded places, at bus stops, and train stations. But we will think about such advertising when we get rich.

By the way, you can add speakers by installing a pneumatic figure near your enterprise. This is an inflatable figure made of thick fabric. It can have any shape, its dimensions are limited by wind loads.

Signposts and portable structures can be placed at the entrance to the building, on the sidewalk, or in the pedestrian area. But here you will have to think through the design in order to stand out from the background of a dozen or two of the same structures standing nearby.

Other common outdoor advertising formats: rooftop installation, billboard, supersite, superboard, video screen, prismatron, stele, citylight, banner, flag composition, firewall, electronic scoreboard, light box, road sign, pillar, advertising on public transport, advertising in elevators, metro and parking lots. Do you want to place advertising information on the balloon? You can do this too.

With my eyes wide open
Outdoor advertising has a significant advantage over other types of disseminating information about goods and services. You can turn off the TV and radio, hide from the street radio in an MP3 player, throw away the newspaper. But no one will move around the city with their eyes closed. Willy-nilly, out of boredom, a potential consumer will study everything that is covered with a public transport stop, one way or another he will catch his eye on a billboard, sooner or later he will trip over a pillar.

Outdoor advertising guarantees wide audience coverage and long-term impact. In addition, by placing outdoor advertising, the advertiser, as it were, “marks” the territory, clearly indicating the geographical boundaries of the impact of advertising information on a potential client. And outdoor advertising is much cheaper than producing and renting a video on radio or TV.

But we also need to note the shortcomings? So here it is. First: under the influence of various atmospheric phenomena, outdoor advertising can deteriorate. Fade, rust, tear. Or it could be blown away by the wind. And it’s good if your poorly secured advertising medium doesn’t fall on someone’s head. Therefore, the condition of the advertising structure must be constantly monitored.

The time of visual contact of a viewer with outdoor advertising is approximately one second. No one will perceive a large amount of information in such a short time. Therefore, either the advertiser must constantly update the picture, or order articles in newspapers and magazines. In short-term advertising campaigns, it is impossible to use outdoor advertising, or it is extremely difficult for the same reason.

There is no place for anarchy
As mentioned above, some outdoor advertising formats have clearly defined requirements. Outdoor advertising should not provoke or offend, but should be in harmony with the urban environment.

Therefore, special supervisory and control bodies, various commissions and committees are vigilantly ensuring that no invitingly naked or offensively dressed girls smile on billboards, so that the play on words does not cause indecent associations. And advertising structures should not impede the movement of pedestrians and vehicles or spoil the architectural ensemble.

This is why the Russian Federation Law “On Advertising” exists, which should be carefully studied by everyone who intends to advertise on their own. In addition to the federal law, there are many regulations of regional authorities. Moreover, various departments are also making adjustments. For example, the placement of advertising on vehicles may be determined by orders of the Ministry of Internal Affairs.

So before you release information about you, an entrepreneur, to the masses, contact your municipality. It is better to consult and be safe in advance than to go to court and pay fines later.

Business cards. Tested for centuries!
The first business cards appeared in China, between the second and third centuries BC. By a special decree of the emperor, Chinese officials were obliged to have cards on red paper with their name and position written on them. These cards can still serve as an example of restraint and aesthetics: no unnecessary details except the name, surname and position.

A modern business card is a compact carrier of information about a person or organization. With the obligatory indication of contacts. Business cards can be cardboard, plastic, paper. For those who want more expensive ones - business cards on mini CDs, made of wood or metal.

A business card can be personal and contain contact information about a specific person - the president of a company or a refrigerator repairman. Personal business cards are usually exchanged in an informal setting. A personal business card contains the first name, last name, phone number, email address - everything that its owner wants to tell about himself. By the way, personal business cards are also popular among freelancers.

First and last names are not indicated on a corporate business card. It contains information about the company, its scope of activity, a list of services, a location map, and a web address. Such business cards are convenient to hand out at presentations and conferences. Since they are purely advertising in nature, the design should make you want to keep such a business card for as long as possible. Although the design here will depend on the corporate style of the company.

At official meetings and negotiations, people exchange business cards. This business card is narrowly focused on a potential client. It indicates the name, surname, position, company name and type of activity. The design of such a business card is like that of the ancient Chinese: nothing superfluous. A business card without an address is a violation of etiquette. No decorative fonts, no italics.

The convenient format of business cards gives the widest scope for their distribution. Layout in mailboxes, distribution into the hands of the buyer. You can negotiate with your colleagues about a kind of cross-promotion: you put a pack of tire shop business cards on the counter where they sell oils. And the company that sells motor oils, in turn, puts a stack of its corporate business cards on the counter in the tire shop.

The most popular business card size is 90 × 50 mm. A widely used size that matches the size of credit cards: 85.6 × 53.98 mm. These dimensions, by the way, coincide with the size of the sections of wallets or purses.

Why are leaflets good and convenient? Even in times of total illiteracy, thanks to the design of leaflets, information could be conveyed to any person - in the form of drawings and caricatures. Distributing a leaflet is easy - you can stick it on a door, throw it out of an airplane, or put it in a mailbox.

Advertising leaflets are distributed on the streets, placed on special stands, and inserted into newspapers. Therefore, the customer faces the most important task - to develop a leaflet design in such a way that a potential buyer of his goods and services will be interested in it. The design depends on the distribution method. Leaflets distributed through mailboxes and promoters must be bright and memorable. If you plan to send it directly to customers who are already familiar with the company, then the leaflet can be calm and discreet.

Booklet- a close relative of the leaflet. Essentially, a booklet is a double-sided leaflet folded in half or three.

Another brother of the leaflet - flyer. It is slightly smaller in size and usually contains information about discounts, product benefits, and events. Flyers are used in cases where you need to attract as much attention as possible in a minimum amount of time. This format is widely used in promotions as handout material. Often a flyer is a free ticket to an event.

Stickers (stickers) are printed on self-adhesive paper and are intended for gluing to any surface. The sticker can contain additional information that is not included on the label, or can be placed on the packaging to prevent tampering.

In general, the widest range of printing services is offered to the attention of a beginner, but quite strong individual entrepreneur. With their help, you can launch an effective campaign to promote your product or service.

Advertising is a method of promotion that allows you to sell more goods faster. Its distinctive feature is that advertising is not addressed to anyone personally, but is designed simultaneously for millions of people. It allows you to inform the target audience about the qualities of the product, convince them to give preference to one or another manufacturer and force them to act instantly. This method of promotion is effective using the media. And since recently the Internet has become the most influential and widespread media, good advertising on the World Wide Web will certainly ensure success. So, how to create it to be justified? There are many nuances here.

Specifics of Internet advertising

Before creating advertising on the World Wide Web, you need to understand the distinctive features of publications of this type. The Internet as a mass media has completely different specifics. In the modern world, it is impossible to imagine a successful project without its promotion using electronic resources. The advantage of this direction is that it allows you to reach the largest possible audience. And this is a very difficult task.

Successfully influencing customers is already an achievement, but no one will refuse to attract customers with different psychotypes. After all, this allows you to popularize your business among completely opposite circles, that is, make a big profit. It is quite difficult to achieve such a result, but by using various means of mass persuasion, you can choose the most successful option.

Any guide on how to properly create advertising begins with choosing a way to achieve the goal. In internet marketing, this list is quite wide:

• Media. It is presented in the form of colorful bright banners that beckon you to purchase something. Products are presented, as a rule, in the form of images. If an idea is well thought out, then it is well remembered by users, because it has a greater impact on them.
• Contextual. This type of advertising is more highly specialized, it is aimed at a specific buyer. Such advertising is fully consistent with a person’s interests and is placed in appropriate places: and ads that are issued by search engines depending on the user’s request.
• Viral. This is advertising, the distributors of which are the users themselves. That is, investments on the part of the supplier, manufacturer or SEO specialist are minimal, since the dissemination of information is provided by the clients themselves. These are interesting and unusual ideas that you want to show to others.
• Placement in online games. More often than not, the product being promoted is somehow related to the game itself. Perhaps it is created specifically for a specific scenario. Such advertising is also aimed at its target audience.

The effectiveness of online advertising is assessed by how much it catches the eye and stimulates the purchase of goods. The advantages of this method of promotion are its targeted message (personalization), relatively low cost, instant access to information, and interactivity. The popularity of advertising on the World Wide Web is due, among other things, to the fairly high purchasing power of the audience.

ACAR classification

Many organizations wonder how to create advertising on the Internet. Some of them even identified their own classification criteria by which they divide various methods. For example, the IAB divides online advertising into two subtypes - branding and performance.

But more widely recognized and widespread is the division of methods of promotion on the Internet according to the method of the Association of Communication Agencies of Russia. According to ACAR, Internet marketing techniques can be divided into search advertising and display advertising. Their place in market share is approximately the same. The latter has a slightly greater advantage.

The first-time admissions segment has increased by sixteen percent over the past year. In total, this brought the creators about sixty billion rubles. However, it is worth noting that there has been a decrease in traffic from paid advertisements. This situation is typical not only for the Russian, but also for the foreign market. The difference between the domestic one is that the two largest companies, Yandex and Google, are actually monopolists in the field of search advertising.

Display advertising represents everything that the user sees in applications. The exception is advertisements in search results and classifieds, which are placed on a paid basis. The association has identified three main subgroups of display advertising. These are videos, banners and text and graphic blocks.

Free advertising option

How to create advertising? There are two main methods that differ from each other not only in the method of execution, but also in the material basis. The advantage of the paid method is that for the money there is a high probability of getting a really good result. A free basis is only justified when the advertising is done correctly. After all, even something done with one’s own hands (even if done by a non-professional) can bring good income.

In order to popularize a product, advertising is used primarily. Organizing an advertising campaign on your own is quite possible by posting certain content on your own electronic resource, various blogs and pages on social networks. Of course, the money spent will be zero. But effectiveness depends only on successful semantic content.

Other marketing tactics include forums, videos, message boards, Q&A services, and social media data.

The main rule is that you need to take the time and think carefully about your advertising campaign plan. You can’t write low-quality text and hope for a positive result.

If there is an opportunity to work on the basis of affiliate programs, then you should not neglect it. By advertising other people's links on your electronic resources, you can greatly help others. Moreover, partners will then happily respond to such a request.

Also, when registering on forums through which you would like to promote a project, it is better to indicate the real location of the company or seller. Since if false data is revealed at the IP address, the profile may be blocked.

For a harmonious and appropriate description of your products, it is better to use discussions and contacts.

Paid advertising option

This method is more effective, but only if the financial costs are justified. Of course, if the company has enough funds, then why not use the services of professionals who can competently and correctly fulfill all wishes.

As a rule, “freelance artists” carry out online promotion of goods very competently. The main implementation tools are to include keywords that describe properties into useful and interesting content for potential buyers. The main goal is to attract the attention of potential buyers. It is not difficult to describe a product or service to a person with imagination, but only professionals in their field can correctly formulate their thoughts into contextual advertising.

Specialized advertising agencies probably know how to create an advertisement for a product and get crazy revenue for it. Recently, due to the active implementation of Internet technologies, entire divisions have appeared in such organizations, specializing in marketing techniques on the World Wide Web.

Such companies will help to use the budget allocated for product promotion in the most rational and productive way. A whole team of relevant specialists will study the specifics of the business, the prospects of the industry, and apply the most effective marketing techniques.

Increasingly, companies with a request to create product advertising began to turn to such agencies. Many people understand the feasibility and justification of professional advancement. In this regard, many Internet organizations have appeared that provide this opportunity.

Specialized services

Increasingly, people want to know how to create advertising in Yandex.Direct or Google Awords. This is not surprising, because these services are the most popular for solving problems of this nature. They are paid services, but in the future the money spent will pay for itself.

If you don’t want to figure it out yourself, you can contact a person who specializes in contextual advertising. A director will help you make your productivity as great as possible with minimal investment.

Another way is an automated promotion system. An example is the Click service. This platform helps you save money and work independently with contextual advertising of both Yandex.Direct and Google Awords. Another advantage of the system is that it protects beginners from mistakes, thereby improving the results of their work.

Advertising on social networks

How to create an advertisement on VKontakte or any other social network? Why is promotion through these electronic resources so popular? The main reason for this is the prevalence of social networks in society. Nowadays there is practically no person who does not have an account on at least one social network. This is confirmed by the fact that about ninety percent of the Internet audience have personal pages on Facebook, Odnoklassniki, VKontakte or Instagram. Such conditions for an advertising campaign are, of course, attractive. In addition, you don’t need any special knowledge to promote, because creating a group and account is not difficult.

Advertising on social networks is called targeted. Its advantages over other types of promotion are a familiar interface for users, which helps create a comfortable environment and more effective perception of advertising. Another advantage is the opportunity to communicate with potential buyers. This makes it possible to understand the shortcomings of the product and gain new ideas.

To demonstrate a product, you just need to upload a photo or video. The ease of use of this option is undoubtedly important.

To obtain information and access to the user, there is no need to force him to go through an additional registration procedure. It is enough for a person to simply join the community.

Advertising on VK

How to create an advertisement in VK? Since VKontakte is one of the most popular networks, the question is quite logical. To legally promote products using this social network, you can use two methods. The first is the VKontakte network itself, and the second is the Sociate service. The operating principle of both methods is very similar.

Promotion through groups guarantees a constant and large audience. Advertising, which is not difficult to create yourself, can recommend users to another community, site or company. It is posted only for a certain period, during which it will occupy various positions in the feed. You can agree that the advertisement will remain in first place for several hours, after which the group administrator can supplement the wall with other posts. The user only selects the hours and days on which the advertisement will be placed. It is not necessary to personally communicate with community administrators, since the system works automatically. The exchange also provides a report on how many views, shares and likes a particular post has received.

Experts recommend advertising in thematic groups. It’s also worth checking your subscribers, because the community may be large, but there are very few real people. Therefore, it is better to initially place yourself in inexpensive groups and analyze the results. Advertising will be most effective where there are fewer bots.

Targeted ads are a more expensive option, but also more effective. It is more suitable for instantly finding clients. Such advertising is shown only to people of a certain category. And a social network will help sort the right users.

Advertising in the news feed appeared in 2016. However, it is still a fairly crude development. This type of advertising campaign allows you to promote only a recording, but not a group or other electronic resource.

A similar service has already been implemented by the Sosiate service. By the way, its advantage over VKontakte is that the separate platform has more informative statistics and presents convenient reports. Also, in some cases, the network takes a lower commission from groups, so promoting through it may be cheaper. For long-term and productive work, it is better to choose this service. In addition, it is perfectly integrated with other social networks, such as Instagram and Odnoklassniki.

Advertising in Odnoklassniki

How to create an advertisement in Odnoklassniki? This can be done in two ways - free of charge and with certain financial costs. The essence of the latter lies in choosing the service with which the ad is created. Then you need to come up with semantic content, select targeting settings and send the campaign for moderation. Afterwards, you should pay the invoice and launch the campaign.

The main services for such promotion include:

It takes a certain amount of time to get by on your own and not spend a penny. First you need to register and add as many people as possible as friends. Next, you need to establish contact with everyone and request an announcement of a site, product or service, indicating a link to them. This way you can create advertising for your store. Of course, it is better to motivate people. Over time, it is worth identifying buyers and creating a subscription list. This will allow for simplification in order to offer products periodically. If you manage to popularize an entire community on this social network, then a permanent audience will be guaranteed.

Advertising on Facebook

How to create It is enough to follow the following points:

1. While in your account, go to “Advertising Manager”. There you can see a special window for creating an advertising campaign. In response, the “Manager” will ask you to select a promotion goal.
2. Next, you need to segment the market by geographic, demographic and psychological characteristics. If you don't know how best to create an advertisement, pay special attention to this point.
3. Select advertising placement. This means that you need to decide on where to place your advertisement. There are two setting modes - automatic and manual.
4. At this point it is worth deciding on the financial part. The display schedule will depend on it, that is, how much and when the advertisement will be shown.
5. Optimization and selection of bets.
6. The choice of design, which will directly determine the memorability.
7. Supplementation with images or videos.
8. Attach title, text and links.

Advertising on Instagram

First you need to create an account on Facebook. The second step will be to create your own public page and link your bank card. There is also the option of promoting through a regular account, but it is used only to popularize local services. At the moment, it is possible to create three types of advertising posts:

• square and rectangular photographs with text;
• square and rectangular videos with text;
• a series of photographs in the form of a gallery.

The difference between advertising through the Facebook service and bloggers is that the former takes a percentage only of the result. And promotion with the help of celebrities equals a fixed amount that must be paid regardless of the success of the advertisement.

How to create advertising determines the method of implementation. The first way to create an advertising campaign is Direct. It is not included in the official Facebook services, but it can be used to send messages only to a targeted audience.

The second method is the most popular - video. That is, the user cannot view the content he needs without advertising. There is a chance that a person will become interested and even follow the link provided.

Create a personal Facebook page. Your personal page will provide the first introduction to you to those users who are interested in your brand or your personality. While most of the page's visitors will be your friends, it's worth remembering that sometimes employers also look at a candidate's Facebook page before scheduling an interview.

Develop your professional presence using LinkedIn. LinkedIn has quickly become the world's largest professional network, and many employers often turn to LinkedIn to find qualified candidates for open positions.

• Showcase problems you've had to solve in the past in various positions, rather than just listing your responsibilities. List these accomplishments in the characteristics field for each of your positions.
• Convert your goals into keywords that you list in your profile. Other users find your page based on keywords, so you must ensure that your keywords make a truthful statement about your experience, accomplishments, and goals. For example, if you are a graphic designer, find a way to express your skills in different words: “graphic design,” “website design,” or “graphic content creation.”
• Build connections. The LinkedIn network is a very important part of connecting with people in your field. Add fellow students, current and former colleagues, and users from your geographic region and industry.
• Prove your skills. Ask people in your contacts to validate your skills to increase your level of credibility. If you don't feel comfortable directly asking people for testimonials, take the time to solicit appreciative reviews from those you've provided services to.
• Upload a professionally taken personal photo. A good quality photograph should show you in your work attire and appear experienced and friendly.

Be active on Twitter. Twitter is a fast way to spread short messages of 140 characters or less. It's great for reporting on current events or delivering immediate, explosive news. Due to the limited length of messages, the manner in which you write them is very important.

• Update your Twitter several times a day. To gain a following on Twitter, you need to be extremely active. Showcase your accomplishments and projects with links to clips, relevant articles, and images.
• Use strictly professional content if you are marketing your brand or services. Create a separate account for professional activities, and use another one to communicate with friends and relatives (if necessary).
• Think carefully about how to write each message. Word choice, grammar, political correctness - they are all extremely important for presenting yourself on the Internet. Be sure to proofread what you are about to send.
• Don't hold back your creativity and sense of humor. They are important for gaining like-minded followers. Periodic newsletters with funny expressions will help you find them.
• Forward important messages from trusted sources. This may include forwarding messages from other users about you or your field of activity, or about an upcoming event.

Increase your exposure with a blog. A personal or company blog is an integral part of your online presence because it provides limitless space to create your primary source of information. Use it to provide subscribers with news about your professional activities, travel and/or personal life.

• Update your blog regularly. You need to write something new in it several times a week to maintain an active presence.
• Insert photos into your messages. Visual stimulation is just as important as the textual content of your messages. Include your own or other relevant photographs that will break up the text and keep readers interested.
• Keep your posts to 1,000 words or less and target a specific audience. To keep your readers interested and gain a loyal following, posts should be short so that readers find them readable. Long essays are more likely to turn off readers who are looking to quickly find readable content online.