Advertising as an engine of commerce

The statement that advertising is the main driving force for a successful business all over the world is undoubtedly true. After all, it is with the help of advertising companies that millions of people around the globe learn about a specific product or brand, thereby increasing not only the popularity of a single product (brand), but also bringing significant revenue to advertisers. That is why it is customary to refer to advertising as an "engine of commerce", and neglect of it, in all respects, blocks the development of business.

As for the term "advertising", it is understood to mean a set of tools, methods and techniques aimed at the emergence and consolidation of the sustainable interest of potential consumers to the product and / or brand. There are several types (ways) of conducting advertising campaigns. First of all, it is advertising in the media (or, briefly, the media). Advertising in the media is represented by advertising companies that are conducted on television, radio or in printed media, by means of placing relevant television, radio spots, or printed information blocks in newspapers, magazines, etc. The undoubted positive aspect of this kind of advertising is the mass coverage of the target audience.

However, over time, advertising in the media is gradually giving way to its predominant position (in view of the fact that an increasing number of people prefer the Internet media) to the second form of advertising - advertising on the Internet. Internet advertising at the moment is the most promising, and at the same time no less effective way of carrying out advertising campaigns than advertising in the media. Having the same positive quality - the maximum coverage of the audience, Internet advertising is much cheaper and has a number of additional advantages (for example - no need for retail space, thereby reducing company costs (so-called "Internet commerce")). The key moment in the use of Internet advertising is the availability of your own corporate resource (site), which allows potential customers to get the most complete idea about the company and the products it offers. What should be the site? Here, first of all, you should pay attention to the following aspects inherent in a truly high-quality corporate project:

- Creative - beautiful and stylish design;

- Uniqueness - the difference between design solutions and content from competitors' sites;

- Simplicity - an intuitive interface for all visitors to the site;

- convenience - the availability of additional information services to help customers.

The third way of conducting advertising campaigns is the so-called outdoor advertising. This is perhaps the biggest category, including the placement of information advertising messages on banners, pillars, billboards, placards, signs, stands, other advertising structures, including the placement of advertising on public transport. Here you can also include a different type of promotion (distribution of leaflets, booklets and other printed products to the public). The main feature of this method is predominantly the "local" nature of the advertising company, that is, within a single district or locality. Thus, one of the advantages of using this method of advertising is the step-by-step availability to the sales center (store, office, warehouse).

The choice in favor of one or another type of advertising is carried out taking into account the direction of doing business. However, nevertheless, the maximum effect is reached by means of application of the complex approach (a combination of separate kinds of advertising).