Complete Guide on Advertising in 2021 and 3 of the best marketing agencies .

What is Marketing Promotion?

A simple definition of advertising

Advertising means communicating massively with the intention of achieving a certain goal, in order to influence its behavior and induce it to take a certain action. That target can be a customer, a user, a consumer, a voter. The specific act can be a purchase, a vote, a subscription to a medium, a service or a newsletter.

In fact, advertising or advertising marketing is not just about classic consumer goods or services. It's about promoting someone, something, a certain behavior, a place or even an event.

Pros and cons: what about the advertising?

Advertising can convey useful information to consumers and draw people's attention to important causes or issues. It also stimulates the economy by stimulating consumption.

Advantages of advertising

Promoting something means conveying information to a target. Advertising is therefore both a means of information and advertising. This information can have a clear added value and be useful for the target group. Without it, the target audience will not be informed about something that may interest them.

With the multiplication of advertising material, this sector is a real gateway for creative people. Depending on the brands, products and means, it is possible to create very artistic advertising, some of which are still having an impact today. So it is a creative space in itself.

Depending on the context, advertising can also be used for non-commercial purposes, such as B.:

Prevention of some form of abuse

Highlighting a person or a group of people

Reporting on a situation

To convey values ​​and to give hope

All of these benefits are roles that advertising can play as well. We see this in particular in prevention spots against tobacco or alcohol, road safety, physical or moral abuse. These spots are important because they provide a huge amount of information to people who might really need it.

Cultural institutions, events and venues are therefore dependent on advertising to increase their visibility. On a large scale, advertising enables:

to stimulate the economy

Generate income

to actively participate in the health of the commercial sector. In this way, many jobs are preserved and consumption has a positive effect on the income of this sector.

Finally, the media and information sectors also benefit greatly from advertising. Magazines, newspapers, television, whether large or small, advertising is synonymous with income that is essential to their existence and the smooth running of their organization.

The disadvantages of advertising

Advertising is a tool that is sometimes used for deceptive purposes. The target person is z. B. encouraged to take an action or to buy a product without the desired results being achieved. This is a breach of trust that can have serious effects on the advertiser's image, but also on their activities.

In order to achieve their goals, advertisers often rely on identified cognitive biases. By creating new needs, driving excessive consumption, and exploiting emotions rather than the target's reason, advertising can have a negative impact on society.

Weaker or more fragile individuals are sometimes the target of dubious advertising campaigns. Children, teenagers and the elderly are target groups who are regularly addressed by aggressive and destabilizing advertising approaches.

The over-presence of advertising around us creates intense psychological stress every day. Billboards, logos, jingles, flyers, various banners are omnipresent in our environment and sometimes saturate our attention spans. The display of advertising while viewing or listening to a medium also changes the quality of the target person's experience considerably.

Advertising is the field of activity of very large companies like Google, whose main business is IT. These companies gain strong influence over users. The same applies to the press, which can be sanctioned in the event of a disagreement with a customer if the customer decides not to include his advertisements in publications.

Finally, let's look at the social use of advertising, for example during election periods. Depending on the candidates' budgets, not all candidates have the same visibility and their message will not be viewed with the same seriousness by the target audience. This is the case with Instagram or Facebook advertising that appears directly in users' private news feeds.

How important is advertising?

Why advertise The first answer that comes to mind is how the company is doing, its visibility, and its financial health. Nevertheless, the uses of advertising are very diverse and depending on the company's situation, the approach and the uses will change radically. There are four main goals in this area.

Convince you

When your business is starting out, it doesn't necessarily have a customer base to build on. In this case it has to convince its target group of the advantages of its offer. The products offered are certainly of quality, but the target group does not know them and will therefore not attach any importance to them. They may not even know that you exist and that you could meet their needs.

Keep you

Once you've won over your customer base, it's important to keep them so they aren't tempted to go to the competition. What do you have to offer them to make them stay? It's not necessarily about organizing large-scale promotions, it's about building a lasting relationship where your customers have an interest in coming to you again and again. This may be because they have a new need that you can meet, but also because of the information and advice you offer. In addition, if your commercial services are competitively priced and the quality of your offerings is high, you have all the keys to building loyalty with your target audience.

Win

Once you have your target heart, you need to expand and keep growing. It does this by attracting customers from your competitors. This shift depends on your offering and customer loyalty to a brand or product. It will be difficult for some consumers to switch brands of game consoles, cars, or cell phones. On the other hand, competition is tougher in the food industry, which has to constantly innovate to offer new experiences. Identify the needs of your competitor's target audience and see if you can offer them something they don't already have or what you can do better.

Conquer back.

Maybe you lost customers and they went to the competition. In this case, you can opt for a recovery strategy through advertising. In addition to promotions, discounts and sales, how your customers perceive you when you change your image, communicate differently and offer a different experience plays an important role. If they left you for a competitor, it is up to you to analyze the reasons for that churn and make the appropriate adjustments.

The importance for the customer

You're not the only one taking care of advertising. The customer also benefits from it. The main thing, as we have seen, is that he is informed about the products available on the market. By communicating through advertising, you are helping the customer choose the best product for their needs. By knowing the range of products, a customer can compare and make the choice that is best for their situation.

Importance to the seller or producer

Of course, advertising helps you sell better. Customers already have the information and are coming to buy a product they already know. Some of the work is already done, the seller is taking care of leading the customer to purchase.

For a company, advertising is a way of keeping track of things. Competitors' products remain secret until they are published and it is important to keep an eye on the offers and the players behind them. Everyone can position themselves and apply the best possible development strategy.

When a company brings a product to market, advertising helps them gain the visibility and notoriety necessary for their success. The end customer is made aware of the product and will want to try it out for himself.

After all, advertising gives a company a form of indirect legitimation. Its ability to communicate and be visible is already proof of its success.

What is the difference between advertising and marketing?

Advertising is a marketing tool. Marketing is a long-term approach with a strategy and stakes for the company. Advertising is a promotional tool to achieve marketing goals.

The definition of marketing

Marketing consists of analyzing the market and positioning your product. Effective digital marketing knows its target group and their needs inside out and is ideally positioned. This positioning is defined by certain criteria of use:

The use

The price

The goal

A company like Apple that brings out a technically advanced product would not hit a target audience that prefers stability and serenity of use rather than the ability to do many different things that require a longer learning curve. This audience is used to the brand's prices, which are often much higher than those of the competition. This is not a problem for the target group who see their purchase as an investment. It is the only one that really meets the expectations formulated by the Apple customer.

So it's more about following market trends and evolving needs of the target group than actually promoting something. A company's marketing is well done when it manages to quickly explain its value proposition to influence the target audience who will make the purchase.

What is a good ad?

Creating effective advertising is not an easy task. Between the message to be conveyed, the budget to be met, and the constraints of distribution, you have to think twice before getting started. According to Sortlist, good advertising must allow you to build a relationship of trust with your customer while highlighting your services. It must be :

Percussive

Original

Easy to notice

KISS or Keep It Simple and Sexy

You only have a few seconds of attention when your target audience sees your ad. Hence, it is impossible to convey complex messages or to include too much information in your mass communication.

Give priority to what is useful and necessary to achieve your goal in order to make yourself understood. Your customer, regardless of the medium, has certainly seen advertising before you and may be confronted with it afterwards. The simpler your message, the easier it will be to memorize it. One goal, one message, very simple.

A framework that brings all of the elements together can help. Don't hesitate to create one. It's like the overall vision of your ad.

Tell your audience what to do.

It may seem trivial, but some high-impact advertisements don't captivate customers. The reason? The customer doesn't know what to do. Can he buy? If yes how? These questions shouldn't be a problem in your advertising. It must remain clear and understandable what action is expected. Don't hesitate to clearly state what the customer can do by adding details: pre-order with discount, free download, get a quote.

Be creative

Good advertising doesn't take over existing codes without changing something. Add your personal touch to be easily identifiable. It could be the way you target your audience, the aesthetic aspect of your ad, the tone, or anything else that sets you apart. If you want to stand out from the crowd, you shouldn't be like everyone else.

Nevertheless, take the time to have your ad reviewed by different people. Some symbols, pictures, colors have different meanings for different people. It is therefore important to make sure that no one is bothered by your ad for the wrong reasons.

What are the different types of advertising?

If the goal of advertising is to get the consumer to buy, not all techniques for doing this are created equal. There are therefore different types of advertising that are important to know: display advertising, online advertising, digital advertising, etc.

Display advertising or Google Ads

It is any communication that is designed to be displayed on a screen via an image or video, as opposed to print advertising, which requires physical printing on a medium.

Informative and persuasive advertising

The most common form of advertising is to promote a service that happens to be better, more reliable, or more efficient, in a pragmatic way. So it is based on tangible and quantitative information.

The goal here is first of all to attract attention, arouse interest, initiate a form of desire and, finally, urge you to buy. This strategy is called AIDA, like the capital letters of the words to remember.

Since humans are not always rational, this approach has its limits. The consumer can decide to buy based on his feelings, do the same as everyone else, or simply because he believes he is satisfying a need.

Mechanistic advertising

Here the message has to force itself into the consumer's head. The ads are designed to be easily recognizable and memorable, with a distinctive logo, an easy-to-remember slogan, and an audio jingle. Repetition and ubiquity are still widely used strategies in cultural media advertising campaigns. You inevitably came across a Fortnite ad without playing video games. This advertising format is designed to appear everywhere, long and regularly.

Suggestive advertising

Less present today due to the context, suggestive advertising associates the consumer's wishes with a product. One example is the promotion of a shower gel by showing women with perfect plastic who are using it. This type of advertising campaign, regardless of the target audience, is in sharp decline today as it is associated with a sexist and misogynist view of people. This is an interesting example of what change companies need to do to maintain a good brand image.

Which advertisement should I choose?

The answer to this question depends on what you are promoting and what you want to achieve. Analyze your goal and advertise where it is. Depending on whether it's digital, on TV, or in newspapers, you'll get very different results depending on the audience you're trying to target. It is therefore wise to plan your actions and identify the recipients of the message you are trying to get across. You can also contact an advertising agency if you need help.

Advertising is ubiquitous in our modern society and in all its forms, and every company needs a communications budget to gain exposure and make an impression on the public. Advertising is an indispensable sales weapon for the development of a company!

Advertising has the power of influencing to provoke purchasing power. Communication has to be of quality in order to attract the target group's attention and create needs.

In conclusion: what is the role of advertising?

Originally, advertising was more common in western culture. In time it found its way to the eastern world. The period of the 20th century was not conducive to advertising, it was never really noticed. It wasn't until 1960, during the profound transformation of the industry, that everything began to change.

Marketing is taking hold and advertising is quickly finding its place in this big picture. A new wave of advertising is on the way, catalyzing economic liberalism, free competition in markets and the technological advances of the time. There were many big changes at that time:

A strong general growth in purchasing power,

much larger markets

Sharp competition between producers and industrialists.

Society is no longer just about production; it must also bring some form of satisfaction and pleasure to the end user. From then until now, advertising has become a completely indispensable tool.

Killing three birds with one stone by achieving your goals

The results of the campaigns can be searched on three precise axes:

Highlighting a good, a product, a service ...

Work on brand awareness and image

Encourage the target audience to buy

When a new product is launched, advertising plays a major role in half of the sales!

Is there any marketing agencies ?

Some of the best Marketing agencies to work with :

1- ELEMNTS => elemntsmarket.com or elemnts.info

Strategic design and digital marketing agency powered by data analytics, market research, and digital technology. based in united kingdom CEO word : "We can customize a digital marketing strategy using PR, SEO, PPC, Social Media, blogging, and more. We are and love entrepreneurs and want to build a service we would want to use.”

2-DePalma => depalmastudios.com

Building Applications People Love to Use! - 8 yrs. "The quality of their design and UX team was top notch too. They created professional and high-quality designs."

3-Cieden => cieden.com

a digital product design and marketing agency with operations in the United States and Eastern Europe.

We boast a long roster of happy clients, spanning B2C and B2B ventures in govtech, proptech, fintech, healthtech, adtech, e-commerce, APIs and automation, backend dashboards, software interfaces for hardware, and more.