Advertising has been and continues to be one of the main . Since before digital media, advertising was already exploited, be it by pamphlets, posters, radio and various other means of promotion.
There are many concepts in advertising that must be learned and applied by those who market products or services. In the end, by learning more about each term, you can understand what strategies need to be better worked on so that the promotion of your products is successful.
If that’s the case for you, here are 11 principles of advertising that will show you how to explore these tools to promote your product.
You’ll find:
Understanding advertising better
The word advertising, in its etymology, designates the act of making something public.
This promotion process can occur in various ways. The higher the global technological level, the greater the number of communication channels capable of transmitting and propagating ideas.
Thus, advertising must be understood as a complex of practices that tend to give visibility to an idea.
taking him to advertising is the act of making a service or product public, making new people meet and get in touch with a brand.
Difference Between Advertising and Propaganda
Despite being very close concepts, it is possible to point out significant differences between advertising and propaganda.
For a better understanding of this contrast, we will briefly show the concept of each of these terms.
Advertising
It is a form of communication, as a general rule, that uses various means to attract the attention of consumers.
In advertising, characteristics of use, durability, comfort and others related to the product are valued.
Advertising is expected to attract customers, awakening in them interest in the product and its differentials.
Precisely for this reason, advertising, in general, is paid, demanding from the agent a certain investment of time and effort to achieve its objective.
Propaganda
Unlike advertising, propaganda is generally free. Thanks to the fact that it has its origins in the individual right to transmit their ideas, either orally or in any other way.
Propaganda is endowed with an ideological charge, once the subject transmits his opinion, arguments and positions.
A clear example of propaganda is electoral propaganda, used to promote government programs.
Despite the free character, the propaganda also points to conversion. That is, other people are expected to follow the same understanding or ideology that was shown in the propaganda.
Continuing with the example of political propaganda, with regard to people following the same idea, we note that it is one of the main factors responsible for the outcome of the elections. The better the propaganda, the higher the number of votes.
Types of advertising
Advertising is the character of something that is public, through promotion in the most diverse communication channels.
There are several types of advertising, such as online, offline, word of mouth, among others. But we are going to stop here at the top 3.
Online advertising
Online advertising for the promotion and sale of products can be done through networks and digital media. You can explore, for example, the sites, blogs, video platforms and online ads.
offline advertising
Despite the great success of the digital market and online media, which gave rise to online advertising, traditional advertising remains strong.
In this concept all advertising media that occur outside the virtual environment are grouped.
An example: inventory liquidation campaigns, events that aim to promote the brand on special dates, posters and banners scattered around the city.
These are advertising techniques that still generate a great impact on the results of companies, especially if the business is not completely online.
Word of mouth advertising
Finally, one of the oldest types of advertising in the world is what we call word of mouth.
People communicate at great speed, mainly in the digital world. If before a person told another person, who in turn told another and so on, today, only one person manages to share information with hundreds, maybe even thousands of others.
That’s why it’s important to invest in your as they are excellent sources to attract new consumers to your business.
Online advertising is the key to success
Despite having a huge impact, offline advertising is losing more and more space to online advertising.
There are some factors that justify this advantage, such as the ease of measuring results, the greater reach of campaigns, the ease of testing and improving ideas.
Thinking about it, and to help you better promote your product, we are going to focus on the main concepts of online advertising so that you can use them in your strategy.
1. Target audience
The target audience, better known in the digital market as can be understood by the ideal fraction of the population that shares common tastes and interests, related to the product that is intended to be sold in the market.
It is not feasible to try to serve all audiences at once, so the segmentation and delimitation of an area of action is very important.
The greater the degree of compatibility of tastes and interests of the members of a group, the greater the chances of success of advertising campaigns.
The target audience must be delimited even so that it is possible to think of specific concrete strategies that meet the tastes shared by that consuming part.
2. Campaign budget
The campaign budget is the volume of resources that will be made available and used in each of the advertising campaigns.
With the increase in communication channels, making a campaign budget is essential to avoid unnecessary expenses.
The budget must be thought to optimize the results. Therefore, invest in campaigns that can really reach the audience you expect.
3.ROI
Thealso known as return on investment, is an important metric that allows you to analyze how much the entrepreneur is earning and spending by carrying out advertising campaigns.
ROI analysis is vital for entrepreneurs to better understand their marketing strategies.
With this result, it is possible to identify the best promotion channels, the real impact of the campaigns and the best sources of profit.
4. Ads tool
Ad tools like are platforms that allow advertisers to create and manage targeted advertising campaigns.
More than simply creating and releasing an ad on the market, these tools make it possible to define the target audience, whether by age, location, level of education and other parameters.
Ads produced in ad tools are capable of generating paid traffic, as opposed to organic traffic (traffic from content marketing, without direct capital expenditure).
5. Metrics
The metrics can be understood as the measurements of the results obtained in the advertising campaigns.
One of the reasons why online advertising is much more advantageous than offline advertising is the large number of existing metrics.
In addition to being able to obtain an incredible variety of data, such as the number of ad views, the number of clicks, the cost per click, the time spent by the user on the landing page, the number of conversions, all this information is can monitor in real time.
(Take advantage to know ).
6. Cost per click
The cost per click represents the value for each click made by the user on the advertisement. This is one of the main metrics when it comes to paid ads.
The value per click is calculated by dividing the total value of the campaign (cost per customer) by the number of clicks made by users (people affected by the advertising campaign).
When the value per click is predetermined, the advertiser knows exactly what the value will be to pay each time a user clicks on that ad.
7. Cost per thousand impressions
The cost per thousand impressions, in turn, is calculated based on the cost of promoting one thousand ad impressions.
It is very similar to the cost per click, with the difference that the value is charged every thousand displays of the advertisement.
8. Cost per acquisition
Different from cost per click and cost per thousand impressions, cost per acquisition involves making a .
The customer is only charged when a user performs an expected action, such as filling out a form or even making a purchase.
9. Copy
Copy or is an English term that means copywriting. It is about the use of a specific language for the virtual environment, with the aim of attracting customers and leading them to carry out an action.
Much of the sales made online is due to copy. This is because copywriting uses elements of persuasion and which leads the consumer to buy the product almost unconsciously.
10. Remarketing
The it is nothing more than marking a user who has already frequented a certain site and, from then on, going on to approach him with advertisements from that site, generally for a period of thirty days.
When we search for a specific car on Google and then start seeing ads for that car everywhere we go, we are experiencing the impacts of remarketing.
We have been marked and, from then on, we will receive information related to the product we are looking for in the form of advertisements.
Remarketing is an excellent advertising strategy, as it induces the user to make a purchase. By having shown previous interest in the product, the opportunity that it acquires it is great.
11. Word-key
The keyword can be understood as the term used by users to search for products and services in online search engines.
When we enter Google to search for a product, we do not insert a large text, but specific words, which help narrow down the results.
These words are known as keywords and they help in the optimization of the material published on the Internet.
To increase the visibility of a site or blog and make it appear in the first results of search engines, it is essential to correctly use the main keywords of your niche in the published materials.
When advertising is explored to its fullest, the results achieved by the entrepreneur tend to be incredible!
Finally, and to have even more ideas on how to promote your business, take advantage of reading our post with Learn about the best concepts to promote your product.
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