Two BASIC forms of Advertising
Advertising comes in two basic forms. The first is the kind that is used to communicate a message. Brand Advertising is used to communicate the values of a brand across great reaches. This type of advertising keeps the brand at the forefront of the consumers mind and is linked to raising awareness. The second type of advertising is aimed at transforming the person who sees the advert in to prospective buyer by heightening their interest levels.
Brand Advertising
Online this is type of advertising is usually lost due to the size and scale of the Internet. The larger more strategic brands tend to partake in sponsorship initiatives rather than advertise per se. A sponsorship medium offers a far bigger reach than advertising. You may notice that in the online world, key brands take part in sponsorship over and above advertising.
Brand advertising is still an effective medium to get your name in front of people online. It is still very effective, but it tends to work better on a closed community level rather than a mass media approach. To get your name in front of your audience, simply find a community website where your customers hang out. Advertise your brand there and then become part of the community by taking part. You can advertise your unique selling point or any other promotional aspect of the brand.
The net result is for people to move closer to understanding the name and what it stands. This is totally subjective, but you will find that your introductions within the community become a lot easier and you will find a welcoming tone from people inside the community.
Advertising to sell
This form of advertising is very different to Brand Advertising. At this level advertising is used to turn people who see the advert in to prospective buyers. Usually the best performing adverts in this camp are those that use emotive reasoning to trigger a reader in to going on the buyers journey. This is commonly used in the health industry where people want to look and feel better. Emotional triggers about self-image are used and it cuts so deep that people desire the product to look like the person in the advert.
The psychology used in emotive advertising can be applied to almost anything and although some sectors could use this a little more responsibly, we can still look at this in the context of generating interest for your products and services.
To advertise we send an emotional trigger to someone brain and to do this we need to have a good understanding of who the reader is and more specifically who the target market is. From this point on, it is all about relevancy. An emotive trigger is included inside the advertisement to sparks the readers interest. We trigger the reader to investigate further. This is all about saying the right things at the right place, at the right time with the right product.
Applying advertising to your website
These simple techniques can be applied to your website quite easily. You may wish to raise awareness to your visitors of a particular own-brand service and you may also be wanting to generate direct interest to something you are doing this month. Use these tools to segment and direct visitors and readers to your products, services and promotions.
Advertising is still King.
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