Advertising

Definition: Advertising describes the sum of all efforts made to provide a target group with information about a company or a product or service. Advertising understood in this way is therefore a tool of communication policy and marketing. Complementary measures to advertising are public relations, sales promotion and personal selling. You can find more information here.

Advertising in general

The main benefit of advertising is to promote the sale of products and services and to build up a more positive image among potential customers in the long term than the competition has already achieved. In doing so, advertising makes use of findings mainly from psychology.

Advertising media are means that convey the actual message using design elements. Examples of advertising media are advertisements, posters, stickers, TV commercials, etc.. Advertising media refer to the items that carry the advertising. Examples include promotional gifts, media advertising, textile advertising and couponing.

Advertising on the Internet

Since the Internet has existed, there has also been advertising there. The most common are banners, i.e. graphics with advertising messages that are linked to the advertiser's website. Other forms of advertising are text ads such as Google AdWords or Bing Ads. These hardly stand out from the organic search results and look like normal SERP snippets.

There are various payment options for online advertising. The best known are CPC (cost per click) or, especially for graphic advertising, cost per 1000 impressions, i.e. for 1000 impressions.

When does advertising make sense?

Advertising is a way of gaining reach quickly, especially on the Internet. With advertising, the image of the advertiser can be transferred and products receive more attention more quickly. While other communication measures such as social media or content marketing are primarily aimed at the image and awareness of the company, advertising can be used directly to sell products.

The following points should be clarified before advertising:

There is an advertising plan with objectives so that advertising is not placed blindly.
The advertising impact must be measured (e.g. with Google Analytics).
The technology must be right: Infrastructure, servers etc. must be able to withstand the onslaught of visitors.
The landing pages of the advertisements must work and give visitors what they expect.

Does advertising make sense for you?

As a Drupal agency, arocom offers strategic online marketing consulting in addition to website development. If you would like to discuss your chances of success for advertising measures and also want to be on the safe side technically, we look forward to hearing from you.

You can contact us here

Further links on the subject of advertising:

https://de.wikipedia.org/wiki/Werbung#Werbetr.C3.A4ger_und_Werbemittel

The following video goes further into the basics of advertising: