91香蕉黄色视频

Advertising can help your business reach your audience. There are many types. The kind of advertising you choose will depend on who your audience are. You should also consider your budget and marketing goals. Some types of advertising are better for brand awareness while others can help drive sales. 

Consider these common types of advertising and which is suitable for your business:

• Print advertising - you can advertise your business in a range of print publications. This could allow you to reach a wide audience through a national newspaper or magazine. Print advertising can also be niche - eg local newspapers or trade publications. 
• Online advertising - this can include advertising through websites, search engines, social media and video-on-demand. Online advertising can be targeted to very specific audiences. It can persuade your audience to take immediate action, eg make a purchase. It's easy to measure your return-on-investment. 
• TV advertising - this is an expensive option but can have a strong emotional appeal. TV advertising reaches large audiences. It works well for brand awareness campaigns. 
• Radio advertising - radio advertising can reach a local or national audience. Local radio stations can be an affordable option for targeting specific regions or communities.
• Cinema advertising - the key benefit of cinema advertising is that you have a captive audience and can make a big impact. See TV, radio and cinema advertising.
• Outdoor advertising - this can include billboards, bus ads and other out-of-home advertising methods. Outdoor advertising is useful for targeting local audiences and for brand awareness.

Advertising can be anything from your shop sign or a website, to an advertisement in a trade magazine or a 30-second radio commercial.

Advertising can:

• provide basic information such as your contact details and website address
• increase sales by telling potential customers about your product or service
• tell customers about changes to your service, new product launches and improvements
• increase short-term sales with a limited-time offers or discounts
• prompt specific action - get customers to visit your premises or website, or use a discount voucher
• remind existing customers about your business
• change people's attitudes and perceptions of your business
• help to create or develop a distinctive brand for your business to help you stand out from your competitors
• make your business the first choice for customers, ahead of your competitors
• increase brand awareness of your business
• develop a particular market niche or position

Non-sales benefits of advertising for your business

Advertising doesn't always need to be about sales and marketing. You can also use it to:

• recruit staff - a recruitment advertisement should also be a chance to promote your business
• source suppliers and contractors - this also helps to position your business as active and expanding

Target your customers

Decide whether your target audience is local or regional, national or international. See define your target market. Remember that a local business might benefit from national advertising. This could help the business expand into new territories.

You can advertise in a wide range of different media. Using a media mix can help to reinforce the message or information you want to communicate.

Before selecting a particular type of media, you should find out:

• audience demographics - their circulation or audience figures
• audience  size and reach - what the audience penetration, or 'reach', of their product is

Figures can normally be broken down into age groups, average income and other useful indicators. Don't buy advertising space in a certain type of media just because you read, see or hear it yourself. It should always be focused on your potential customers.

Also remember you have a duty to ensure that your advertising is legal, decent, honest and truthful. 

Advertising in printed press publications can be an effective way of reaching your audience. You can target particular groups by advertising in specialist, trade and local publications. National and general interest publications can offer a wide reach.

Advantages of print advertising

The benefits of press advertising include:

• local and specialist publications can help you reach a targeted audience
• an engaged audience who may be looking for coupons and deals
• different advertising options to suit your needs and budget

Disadvantages of print advertising

The downsides of advertising in print publications include:

• it can be hard to measure effectiveness, readership figures don't tell you how many people really see your ad, and response rates can be low
• competition - your advertisement will appear alongside many others, and readers could miss it
• dwindling readership rates - print media is becoming less popular in favour of online content

Types of publication

Different publications will reach different audiences. Make sure the publication you choose to advertise in lines up with your marketing strategy. Some examples include:

• Local and regional newspapers - weekly, evening and morning local papers can help you reach potential customers in a particular geographic area. This includes paid-for and free newspapers. 
• National newspapers - you can reach a very wide audience, however this is not a targeted approach.
• Local magazines - many areas have local lifestyle and country magazines. These can be useful for certain types of upmarket consumer advertising.
• Trade publications - there are many trade, technical and professional magazines. These are read by customers, suppliers and businesses in your sector. If your business sells to other businesses, advertisements in these publications can be a powerful way of gaining sales, product enquiries, higher profile, trade partnerships and even potential investors.

Types of print advertising

 There are a number of advertising options in print publications. The most common include:

• Lineage - usually only in the classified advertising sections and containing only words. Often the cheapest option.
• Display and semi-display - display advertisements are bigger and more eye-catching. They usually appear on editorial pages or in special supplements, eg motoring, recruitment, property, etc and can use imagery.
• Advertisement features or 'advertorial'- laid out like editorial pages but featuring your business. You pay for them, and you may also be given advertisement space.
• Loose inserts (also known as 'mailers' or 'flyers') you supply that are placed inside the newspaper, ie using the paper's circulation to distribute your flyer.

Ask the advertisement department at the publication for a media pack with readership breakdown and rates for different types of advertisement. The quoted rate is only a starting point - always negotiate to try to pay less.

Negotiate for a better advertising deal

Advertising media companies produce rate cards - information on the rates they charge for advertising. But it is usual to negotiate on the final price, according to the type of campaign you want. Negotiating could get you:

• a price reduction
• a repeat that's free or discounted
• a better position in the publication.

You should:

• Mention your budget, but appear undecided about who to spend it with.
• Mention rival media you're considering.
• If you don't need campaigns at specific times, ask media sales teams to alert you when they have one-off deals. This may be when they are seeking to achieve specific monthly or quarterly targets and are willing to consider lower prices.

Remember that most media sales teams will be paid commission, you may find they are persistent. They use their desire to achieve a sale to push their prices down or increase the space you get for your money.

Advertising relies on repetition so prepare to run several campaigns throughout the year. You can get a discount for booking multiple advertisements - a series is generally more likely to be effective than a one-off advertisement anyway. But don't be persuaded to buy more than you need.

Ensure any print advertisement is in the best possible position. Remember that:

• it is widely believed that right-hand pages, especially early right hand pages (those in the early part of the publication), catch the reader's eye the most
• an advertisement selling greenhouses, for example, should be on a page devoted to gardening
• the most effective place for your newspaper advertisement is either page one or three - preferably in the bottom right-hand corner
• if your advertisement has a coupon - for readers to cut out and send in - make sure it is placed at the edge of the page

Remember that the design and content of your advertisement is critical to attracting your target market. This is regardless of its position in the newspaper.

Advertising on the internet can be cost-effective and gives wide coverage that you may otherwise be unable to afford. You can reach local, national and international audiences. It will also allow you to compete with larger businesses in your industry on a level playing field. 

Types of online advertising

There are a range of online advertising options that might suit your business:

• Display advertising 颅- banner ads and other kinds of display advertising allow you to place a visual ad on another website that links to yours. Using a display network service can help you reach targeted audiences through a range of selected websites. See what is display advertising. 
• Search engine advertising - pay per click and paid search advertising helps customers searching for your products and services find you. It is highly targeted and can offer a good return on investment.
• Social media advertising 颅- most social networks offer advertising opportunities allowing businesses to reach a targeted audience.
• Video on-demand - online streaming and TV catch up services can offer video advertising opportunities to a targeted, engaged audience. 

Your own website

When using your own website to advertise your business, you should:

• Ensure your design and position your website carefully for maximum effect. Take time over it, it's important. It can be your shop window, an information provider, a sales person and an order form all in one.
• Consider the user - your potential customer - at every stage. Make it easy for them to find their way around your website, and to order from or contact you. See characteristics of a user-friendly website.
• Keep your website updated and relevant, and check that all pages, images, links, etc open correctly.
• Ensure your website is geared towards increasing sales. Making your site interactive and interesting to browse will help to increase user dwell time and allow you to expand your sales pitch.
• Find out how to exploit search engines, eg Bing or Google. Appearing near the top of a search engine results page can make a big difference.

For more information, see set up a small business website and search engine optimisation (SEO).

To create a good print advertisement, you should:

• write a well targeted headline
• design your advert clearly
• write compelling advertising text - known as copy

Writing an advertising headline

Your advertising headline should:

• Catch the reader's attention and make them want to read on. It might ask a question or inspire curiosity. It may refer to a specific problem, eg a bed manufacturer could ask: "Had another bad night's sleep?" Or it may appear to offer the solution to a problem, eg "Ever wanted to know the secret of a good night's sleep?"
• Not overplay the actual message - people will feel let down if they read on and their expectations are not fulfilled.
• Encourage people to read on if it offers a clear benefit - such as "never have a bad night's sleep again".

You could also use the headline to create a fear of missing out in the reader's mind, eg "last few remaining".

Designing a print advert

When designing your print advert you should consider:

• The way the advert looks as it plays a big part in attracting and retaining the reader's interest.
• Avoiding small or complicated typefaces that are difficult to read. And don't mix too many typefaces in one advertisement - use one or two at most.
• Not cluttering the layout - keep plenty of white space in the advertisement - avoid the temptation to say too much. If your product or service needs more explaining - refer readers to your website or other easily accessible material.
• Ensure your contact details are clearly positioned.

Writing advertising copy

When writing your advertising copy you should consider:

• The amount of text you include. This will depend on the purpose and size of the advertisement. Businesses that want to advertise a sale might have a very limited amount of text accompanied by a headline and a picture of some of the items on offer.
• The print quality of the newspaper or magazine - a small advert in a poor quality publication will be hard to read.
• Making sure the rest of the text follows logically from the headline, builds a convincing case and prompts a response from the reader. Back up any claims with facts. Magazine readers generally tend to dwell on the contents for longer than newspaper readers, so tailor the length of your copy accordingly.
• Drawing attention to the benefits of the product or service rather than focusing solely on the features.
• Writing your advertisements with the reader/viewer - your potential customer - in mind.
• Tailoring your advert to the type of print media and the potential reader's interests and habits. For example, if you sell gardening equipment, you might write a longer advert for a gardening magazine. You can assume that the reader is already interested in the subject and so is more likely to read all the text. Likewise, you might write a shorter advert for a more general newspaper - where the reader's interest may be less easily sustained.

Remember that businesses have a duty to ensure their advertising is legal, decent, honest and truthful. See comply with advertising standards.

Advertising through broadcast media and cinema can help you reach a wide audience. The nature of this media can allow you to use an emotional appeal.

Radio advertising

If advertising on local or national radio, you'll need to research:

• the market
• the type of audience
• the extent of the coverage
• the cost per listener 

Ask the local station for details. You should also .

Remember that most people listen to the radio for music or comment - often while doing other things. Your advert will rely on repetition to have any effect. Consider sponsoring certain features, such as the weather or travel news, to make your adverts stand out.

Production costs are usually low. Your local station will often produce your commercial for you, although if you have an advertising agency, they should do it.

TV advertising

TV advertising can be costly. There are a large number of Freeview, cable or satellite TV channels, and some may be able to offer low-budget advertising packages. Ask them for a breakdown of their and audience profiles before you make a decision. Remember that even with national TV broadcasters you have the option to regionalise your advertising.

Most channels will be able to advise you about how it works and even create adverts for you. However, it is recommended that you seek specialist advice through an advertising agency that is fully aware of current legislation in all the markets that you plan to advertise in. They will have experience in creating strategic campaigns. Production costs of TV advertising can be high. It's important that you get the most from your spending. 

TV product placement is paying to have a product or service included or referred to. This provides further promotional opportunities. It also offers a new source of potential revenue for TV service providers and programme-makers.

Cinema advertising

Local cinema advertising offers a captive audience with a long dwell time for your advertisements. Ask the cinema for audience profiles, case studies of satisfied clients, and details of whether you can target certain films. You can often advertise in the foyer as well as on screen. It's not a good idea to make a business phone number or web address a crucial part of a cinema commercial. Audience members are unlikely to make a note of it. 

'Outdoor advertising' includes every outdoor medium, from billboards to buses. Static adverts rely on location for effectiveness, so make sure you check the proposed sites before booking the space. For moving ads, request information about the bus routes on which your adverts will travel. This allows you to assess the likely exposure the advert will get.

If you are using the campaign for increased brand awareness, you may select fewer adverts over a longer period. Short-term offers would require more sites over a shorter period.

The location of most outdoor advertising spaces means that a large but untargeted audience could potentially see it. Therefore, it will be even more important to use the copy and design of your advertisement to ensure you address your target audience.

The general rule is to keep it simple. Make it clear and don't rely on people noting a phone number or web address, unless it's easily memorable - drivers can't stop and note down details.

There are many types of outdoor advertising sites available including:

• roadside - from phone kiosks to large billboards and banners
• transport - railways, airports, inside and outside buses, taxis and lorries
• retail - sites at shopping centres and supermarkets, trolleys, posters
• non-traditional and ambient - shop signs, leisure centres, washrooms, tickets, petrol pumps, takeaway lids

Certain businesses choose to advertise when their target audience is most likely to buy their product or service.

• seasonal advertising - a toy retailer might focus much of its advertising efforts around the run-up to Christmas
• business-to-business advertising - if you sell to other businesses, you should work out when your customers will have the budget to spend

Other businesses focus on advertising during their quieter periods:

• there鈥檚 less competition, so your ads stand out more
• you can attract more customers during slower times, helping you build a customer base before your busier periods.
• it can improve cash flow and reduce your dependence on peak seasons.

The reasons behind a campaign

Many businesses launch advertising campaigns simply to boost sales or increase brand awareness.

You will need to step up your advertising for the launch of a new product. 

New businesses will want to consider some form of advertising to let people know they exist. You could consider an introductory offer to give people an incentive to visit or call.

Can you plan the campaign yourself?

You need to think carefully about what you want to achieve. Consider the message you want your audience to take away. Remember - advertising is only effective if you reach your target audience with a message that makes them want to buy or at least find out more.

You may be able to design and produce a straightforward advertisement for printed media yourself - see how to write an advertisement. However, most print advertising organisations have in-house services if you can't do it yourself.

If your advertising needs are more demanding than an occasional, low-priced local advertisement, it may be worth outsourcing to an advertising agency. See work with an advertising agency. This is only suitable if you are prepared to pay the extra cost. It is always advisable to have your adverts professionally designed to ensure maximum impact.

It's important to make the most of your advertising spend. Work out a maximum budget. Identify which options give the best possible return. It could be one or two adverts in a more expensive medium, or several adverts in cheaper outlets.

You can calculate how much it costs to reach each potential customer. For example:

• if an ad costs 拢2,000 and reaches 20,000 people
• assume 50% of that audience are your target customers
• the cost to reach each potential customer is 20 pence

Managing responses

You can measure the success of your advertising campaign by the number of responses you receive. Make sure you have the right resources to handle the increase in enquiries.

You should determine the expected response level and check you have enough resources to meet it.

It may not be a good idea to plan a campaign at popular staff holiday times. If you can't avoid this, consider temporary cover to deal with responses.

You may need a system to ensure leads aren't missed. For example, you could design a standard enquiry form to be used by people fielding calls.

Monitoring an advertising campaign

Each time you take an enquiry or make a sale, ask how the customer heard of you. This reveals whether any individual strand of your advertising or other marketing activities is particularly effective. Check to see if there are any patterns in enquiries relating to when and where you display your advertisements.

If you include vouchers in print advertisements, use a different code for each publication they appear in. This allows you to pinpoint where incoming vouchers have come from.

Improve campaign effectiveness

If some ads generate a lot of enquiries but no sales:

• review your advert content to ensure the message is clear and relevant
• check if your staff need additional sales training to convert enquiries into purchases

Measure profitability

Evaluate the types of sales your ads generate and whether they have good profit margins.

Understand advertising delays

You should bear in mind that some advertisements may have delayed results. For example:

• expensive products - customers may take weeks or months to make a purchase
• brand awareness campaigns - these are harder to measure because the goal is to keep your brand in customers' minds for future purchases.