Outdoor advertising structures

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Now we can compare the advertising that some regional companies place on TV and understand the reasons for its ineffectiveness:

the company is a website developer. Its target audience is the B2B segment, for which completely different advertising channels will work;

a store selling auto parts is too narrow a target audience;

a shoe store located on the outskirts of the city - its target audience is limited to the territory.

Radio
The second place in the rating of channels is rightfully occupied by radio advertising. Of course, in comparison with television, this method is less effective, since its influence on a person is limited to only one channel of perception - hearing. If we remember that all people are divided into visual, auditory and kinesthetic, then radio advertising will be perceived only by the second category - auditory.

That is, using this method of advertising placement, we get several risks at once: the number of auditors who listen to the video will be extremely small; of these, someone will turn out to be a representative of someone other than your target audience; as soon as the advertising block begins, many simply switch to another frequency.

It is also worth remembering that radio advertising should contain a different set of information about the company and product than outdoor structures or TV videos. Imagine that a person hears your organization's phone number on the radio. If he does not write it down within the next few minutes, then most likely he will not remember it, and therefore will not be able to contact you.

Radio advertising will be more effective in combination with other channels: television, the Internet, outdoor advertising banners. That is, if necessary, having heard about a company on the radio, a person will easily find its contact information, for example, on the Internet.

Traditional advertising channels with high efficiency
You can promote the site using classic channels.


As a rule, all outdoor advertising impresses hotmail email list potential buyers with its impressive format. A person sees these huge billboards with bright pictures every day, and sometimes several times a day, which certainly stick in his memory. In addition, it has been established that the more often we see advertising from one company, the more we trust it.

Advantages - if the advertising message (picture, text) is composed correctly, outdoor advertising can bring you many more buyers than the same advertising placed on television. Of course, you need to understand that this is unlikely to be feasible by installing one billboard in a city with a population of over a million. An exception may be a banner mounted next to an office or store. Then it will attract the attention of potential buyers passing or driving by, and they will definitely come to you.

On the downside, you have incorrectly modeled the real situation and have not conveyed the feelings and emotions that a person should experience after purchasing your product. Be prepared for the fact that this advertising budget will not pay off and will not attract customers to you.

Printed advertising materials
There are currently a huge number of examples of printed advertising. There are publications with a circulation of several hundred thousand, and there are also small newspapers or magazines published in only 100 or 300 copies. Both can be quite effective if the information is addressed to the right target audience.

What are the advantages of printed advertising? Firstly, a bright, eye-catching picture. Secondly, a person, buying a newspaper or magazine, reads it at a convenient time for him, can return to the pages that interested him most. He can also immediately dial the company's phone number and ask all the questions.

Later, he looks through the magazine again, which increases the likelihood that he will notice your advertisement and show interest in the product you offer. In addition, people are mostly in a more relaxed state and in a good mood while reading the press, which means that the chances of them making purchases in the future increase several times.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
The disadvantages include the wrong choice of print advertising format: line, module, article. Not only the type, but also the location is important. For example, information about a vacancy is placed in a small black and white module at the very bottom of a newspaper page in the middle of the publication. Most likely, you will have to submit an ad several times before one of the potential candidates notices it.

The answer to why your print advertising is ineffective may be quite simple: the wrong target audience and unselling ad copy.