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Advertisement- The Basics

Advertisement in business is used by organisations and companies to accomplish varied goals and targets. Essentially, advertisement refers to the techniques and practices that is used to bring opinions, services, goods or causes to public notice for the core intention/purpose of persuading the public into responding a certain way towards what is advertised. Some advertising involves promotion things that are on sale by the company/business/ organisation, but sometimes similar methods are used to raise awareness for the benefit of the crowd, support charities, influence voting etc.

What had started as word of mouth in ancient and medieval world has now developed into a large prevailing service industry.

There are various options when it comes to advertising and marketing, and some of them are mentioned below:

Digital Advertising

It is an efficient way of introducing the products or services of an organisation/ company to new customers/ people. An essential requirement, however, when it comes to digital marketing is that proper tracking needs to be planned on the company/ organisation’s website in order to collect data on customer activity and measure performance. This is to better analyse customers and their needs with the intention of serving them better with the products that they need or may need.

Under digital advertising we can further choose from PPC, CPM or CPA.

Pays Per Click (PPC) refers to the advertising where the organisation pays the PPC service to have their ad displayed when certain keywords are used by user, or alongside pages with related content. One thing to know is that these ads appear under heading such as ‘sponsored link’.

Cost Per Mille (CPM) is also known as Cost Per Impression (CPI) is usually seen in social media channels or websites wherein companies/ organisations pay a fee per thousand views that the ad gets. This is irrespective of whether or not the person who viewed the ad clicked on it.

Cost Per Action (CPA) also goes by the name of cost per acquisition and the payment is required only when specific action is taken such as signing up for the organisation’s email list or buying of a product or service.

Digital Marketing

This can be done by engaging with customers online to do business by including valuable information to viewers and creating a noticeable online presence or sending emails to bring attention to new business.

Creating websites that actively responds, sending emails/ connecting through mails as well as signing up on review sites and taking the feedback’s into consideration are crucial.

It can include social advertising where placing promotional ads on well-liked sites is great as organisations and companies can target demographics more closely than ever before. The age bracket, interests, locations, etc can be targeted with only a few clicks.

Mobile advertising also opens a variety of options to introduce or promote a company/ organisation especially when marketing to an audience who are always on their device.

Popups that provide discount codes or a link to the exact product people that are potential customers could be searching for can make all the difference. Using popups that include calls to action can also be a great idea. Using popups that include calls to action are a great idea. Entice someone back to a page when they are about to leave through an exit popup

Newspaper advertising can promote the business of companies and organisations to a wide range of customers with the help of display advertisements that are placed throughout the paper, while classified listings are under subject headings in a specific section. Advertising in a specialist magazine can also help reach the target market easily. Readers that might be the potential customers tend to read magazines at their leisure and keep them for longer, giving the posted advertisement multiple chances to attract attention. However, they are generally more expensive than newspaper advertisements and do not usually serve a small area such as a specific town and also may not be cost-effective.

Another way is to advertise outdoor and on-the-go. Large billboards can get the message or image across with a big impact. If the same customers pass the billboard every day as they travel, it will be likely to be the first business they think of when they want to buy a product. One thing to keep in mind however is that the billboards should not be too jam packed with information as it can make it otherwise mundane and hard to keep up with. It can also be very expensive due to the exposure it gets. Flyers could be an alternative to this when on a small scale.


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