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What is advertising?

Advertising is a marketing tool used by brands to promote their products or services to potential users. Generally, advertising is paid and is done through buying media space owned by someone else. This can be a TV channel, an influencer’s Instagram feed, a newspaper cover or more. The actual manifestations of these messages are referred to as “advertisements,” also known as “adverts” or “ads.”

What is the purpose of advertising?

When planning your advertising campaign, take into account that there are four main results you’re aiming to achieve:

  1. Awareness: Raise consciousness of your products or services amongst potential customers.

  2. Interest: Spark curiosity about your offering by convincing users that your products or services match their needs.

  3. Desire: Create a compelling and positive image around your brand.

  4. Action: Encourage customers to take the next step, such as purchasing the product or requesting further information.

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Target Market

Word-of-Mouth Marketing

Direct Mail

Types of advertising outlets

Traditionally, ads appeared in the following forms of media:

  • Radio

  • Television

  • Newspapers

  • Magazines

  • Direct mail

  • Billboards

Nowadays, more and more advertising is done online. Here are some examples of the current-day platforms you can advertise your company’s products or services on:

  • Text messages: Reach out to your existing or potential customers directly via SMS to notify them of new products, promotions and any other updates.

  • Email marketing: You can use email to inform recipients of product and service updates. Regular emails or newsletters can help build trust and eventually lead to repeat clients.

  • Web banners: These are visual ads placed within a website (usually on the sides of the page). Clicking them will lead the user to the brand’s website, or any other predefined online source. They can incorporate text, videos, animations, images, buttons, audio and more.

  • Social media: Other than regular social posts on your brand’s channels, you can create “news feed ads.” These are promoted posts that appear on your customers’ social feeds and look very similar to the other posts they’ll see when scrolling. Clicking on these sponsored ads will lead users to the website you have defined. This method can be used on Instagram, Facebook, Twitter, LinkedIn and other social platforms.

  • Blogs: Blog posts can be used to inform customers of new products, while also demonstrating expertise and knowledge in your field. You can add links to your product or service pages, enticing readers to visit them and discover more. Create your own blog with Wix to start utilizing this medium.

  • Search Engine Marketing (SEM): This form of marketing enables you to promote your brands’ websites by making them appear higher in the ads sections of search results pages (for example on Google). This is mainly achieved through paid advertising.

  • Landing pages: These are standalone websites created to promote a specific product or service. Potential customers can reach them through searching for the right keywords on Google (or other search engines), clicking on a link in an email or clicking on an online advertisement. These LP templates can help you start creating professional landing pages.

Developing your advertising campaign

Here are the main steps in planning an advertising campaign:

  1. Establish your business goals. Do you want to gain more exposure, promote a new service, or present your brand in a specific light?

  2. Determine who your target audience is. Who are the people that are most likely to want to purchase your product or service?

  3. Define your budget. Know what’s feasible for your company, so that you’ll be able to base your plan on that.

  4. Decide which forms of media are best. Choose channels that let your message reach your prospective customers.

  5. Create a strategy. Narrow down your focus to a consistent message, with effective visuals to match.

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