The is the set of strategies with which a company makes its products known to society. Its main tool is the media, these are so diverse and have so much expansion and impact on the general public that they are fundamental for commerce in general. If a product is not publicized, people will hardly know it and refer to it as something of good quality compared to the name it has.
What is it
Table of Contents
It deals with a series of strategies that allow you to offer and publicize the benefits and advantages of consuming a product, good or service from a specific company. This will be aimed at a specific audience, known as the target or target audience, to whom it should be addressed.
Its objectives are diverse, such as for society to know a product, promote it, make it have a place of preference among the public, publicize its new image and the importance of the root in that it is an important pillar for the economy of a country. It should be noted that terms such as and propaganda, although they are similar, do not mean the same thing, since the second refers to the promotion of a cause in a subjective or partial way.
It is also conceived as a marketing strategy in which participation in the expansion of companies is precise and necessary. The corresponding factor used for the diversification of goods and services is referential, but what is sought is that the impact on society is acceptable, to give way to active consumerism. It relies on other disciplines such as design, with which it has a connection; but marketing and they have a special relationship, since the first is in charge of investigating all the information that the second needs to be able to execute.
The etymology of the term comes from the Latin publicare, as well as from publicus, which means "to do something public." Similarly, in French, the term publicité comes from Latin, used mainly in the legal environment, to later be adopted in the area of commerce.
History of
Archaeological evidence has shown that the origin of the dates back to 3000 BC gave the dawn of the earliest forms in Egypt and Babylon. Findings of engravings on clay about a merchant, a shoemaker and graffiti-style advertisements were found in Pompeii promoting commercial activities there.
Around the 5th century BC, town criers became popular in Greece and Rome, who, in exchange for payment, transmitted messages about events to the community or made known some form of commerce. This type of (which usually used music) was used until the Middle Ages in different parts of the world. Other elements to disseminate this type of content were the album (blank space for promotional information) and the libellus (kind of poster).
In the 15th century the inventor Johannes Gutenberg (1400-1468) created the modern movable type printing press, greatly promoting advertisements for advertising purposes, allowing the expansion and consolidation of this area as a mass communication medium with a defined objective.
With the arrival of the industrial revolution, the products that appeared on the market began to be promoted. Propaganda elements also began to be announced for young people to enlist in the ranks of the army and participate in the American Revolution.
Later, in the 19th century and in the framework of the invention of innovations such as the automobile, they gave rise to the arrival of diffusion elements such as billboards, agents and direct marketing. The illuminated advertisements appear in 1882, when the first was published in New York on the Times Square Garden.
Entering the twentieth century, it is applied in various areas, such as entertainment. Advertising agencies take a great boom and the popularization of radio broke barriers in this area, having a greater simultaneous reach. The decades of the 50s and 60s were considered the golden age of the: economic abundance, product diversification, the growth of the consumer and leisure society as well as the rise of the different media, helped to a ever greater reach and more aimed at the consumer public.
This allowed the arrival of television commercials, as well as propaganda advertisements. Even propaganda made a presence on the big screen, like the Nazi propaganda film "The Triumph of Freedom" from 1935, under the direction of Leni Riefenstahl.
The use of jingles is popularized, as well as applied psychology and its dissemination in sporting events. The arrival of the Internet greatly influenced her; the consumption and history of browsing, applications, searches, among others, has allowed companies to customize the most effectively and invasively, which is why it is a type of controversy in its execution.
Types
Depending on its function, means of diffusion or format in which it is published, there are different types, among which the following can be mentioned:
informative
This informs about a new product or the improvement of an existing one. Likewise, it promotes information about a service provided by a company and the benefits of using a product.
Seeks to captivate new customers; offers in a very specific and detailed way the characteristics and components of a product, so that the public makes conscious use of it; establish the advantages compared to similar competitors; among other. This type is applied especially for the area of pharmacology, technology, medicine, chemical products, food, being essential the greater proportion of information on its composition and characteristics, and must be verifiable.
Several examples of these can be advertisements for dairy products, antacids or hygiene and cleaning products.
subliminal
Works with the unconscious: both auditory and visual messages are designed to be perceived by the consumer without their realizing it. Its fundamental objective is that the consumer is induced to consume that product or service. This has generated controversy, as this is against the will of the consumer and inappropriate content may leak.
The human being is not capable of processing all the details that are perceived in a message, but the brain receives and processes it. This can influence the behavior of an individual depending on the intent of the message. It can affect the way in which a person perceives something, emotions, preferences, among other aspects.
Several examples of this are in the subliminal message that hides the image of the Amazon company, which includes an arrow from the letter A to Z in the name, assuming that with the brand you will find everything "from A to Z ".
preventive
This is advanced, preventing some effect related to a product or service. They are usually based on issues such as cigarettes, alcohol, drugs, traffic accidents, creating an impact on individuals by showing strong images. They advise on the negative effects of consuming a product in certain situations.
- Intrigue: whose objective is to create curiosity to the public by partially showing something, without revealing the whole message, or by leaving questions that will not be answered at the moment. This is used when a new product will be launched, to generate expectation.
- Sequential: this will release the message little by little and by stage, gradually unveiling it. It can be used as a tool to tell a story about the product or service.
- Warning: it is displayed as a warning about a current or pending event. This is intended for those people who have the opportunity to change the fact. One has as examples, one on the warning of the fat content of a food.
misleading
It is the one that transmits false information about a product to generate confusion among consumers. Its purpose is to deceive and manipulate, creating false ideas of the advertised product or service. That is why the consumer may end up acquiring a product that does not meet the characteristics that were promised.
It is important to note that no company will admit its participation or complicity in this type of falsification; however, there are procedures that can allow any judge to know if a company is applying this kind of and from there to assign the corresponding punishment.
A very common example is that of the hamburger sale, in their ads they show a large and appetizing hamburger, very different from the one the customer gets.
comparative
In this, the advertiser seeks to compare its offer with that of its competition, to highlight the characteristics or qualities of its products compared to others, and it can be done in a subtle way without mentioning them. There are laws that prohibit it, considering it as illegal if the main and objectively demonstrable characteristics of its products or services are not supported.
However, in countries like Spain, it is considered legal if it meets certain conditions such as not being misleading, denigrating, or causing discredit or humiliation towards its competitor. An example are those of Pepsi and Coca Cola.
printed
This is the one that is reflected in a physical medium, which can be a magazine, newspaper, pamphlet, directory, ordinary mail, flyer, poster, among others. This type has been diminished by the appearance of new digital media. It has a longer exposure and remembrance time.
However, this has numerous advantages, among which is the localized reach; the loyalty of the customers who consume said medium, for example, the readers of a certain magazine, so that audience is guaranteed; credibility, since there is a tendency that what is on paper has greater reliability than other media; and nostalgia, since there is a large part of the population that opts for traditional printing.
An example is the one that can be found on the back of newspapers, which can be half a page, a full page or just a picture.
digital
It is done through digital media and devices that have an Internet connection, such as computers, smartphones, and tablets. This type is very dynamic, since it allows the consumer to interact directly with the supplier of products and services, and creates a direct relationship with them.
This was promoted since people commonly use the Internet to solve almost any type of problem or question, so the digital sector sees its opportunity before the requirements of the user, who later becomes a customer. It is important to establish that this is not the same as digital marketing, since digital is part of the latter (promotion). An example are the is by insertion in the videos of platforms such as YouTube.
Strategies
Comparative strategies
It is responsible for establishing similarities and differences between the product that is being advertised and those of the competition, to highlight the advantages of the same over the others. To carry it out, you must have true data, especially those provided by the provider of the product or service, to preserve public credibility.
An example of this is that of toothbrushes, whose promotions mention that of every so many dentists, the majority choose that specific brand.
Financial strategies
This is what is done through the presence of the promotion of the product in various media to capture the attention of your potential customers. In this case, the promotion of this product or service covers the largest space in the media available for it, having a greater presence than the competition.
Promotional strategies
These refer to those that are carried out simultaneously with the advertising process, which uses convincing language and is characterized by being aggressive and possessing great power of persuasion. These are carried out directly to the consumer, suggesting and encouraging them to prefer that product or service over others that are similar.
Its aim is to promote and drive the results of the company as a complement to it. You must promote the qualities of the product, choose the most convenient and successful means of dissemination for it, make use of the mass media and have a clear objective about what the consumer needs.
Push strategies
These are aimed at intermediaries between the manufacturer and the end consumer, in which discounts and promotions are promoted. All resources are focused on distribution channels, in which the brand provides additional material with the purchase of a certain volume of the product, such as POP material, which also serves to promote it.
An example could be discount coupons for the purchase of a certain product, or promotional gifts.
Traction strategies
These, contrary to the previous one, are aimed at the final public, influencing them in such a way that they pressure the distribution means to stock up on the product so that they can acquire it more easily.
An example of this is direct and aimed at the end consumer, such as that carried out on social networks.
Means of
Television
It is the best-known medium in which investment is made to publicize a product, good or service. Due to its great reach and massive audiences, television became the star medium, since its audiovisual nature causes both senses to be flooded with the information provided by the advertiser. The arrival of private cable and satellite television has helped exponentially spread knowledge about products, and their immediacy in delivering the message plays an important role. This can be en es, screens, mentions by a moderator, among others.
Radio
This focuses on ads that can be worked from the auditory sense, so they must have a creative treatment. This medium uses sound, which is made up of the speech used, the musicalization, the effects, and even the spaces of silence; and is complemented by the imagination of the listener, who completes in his mind the message that is being given. This type can be in spots, spaces with sponsorship and sentences that the announcer includes while moderating and inserting an ad.
Press
This medium focuses on the printed message, so it handles the visual part. It is a medium that allows the geographic focus of an advertisement, it can occupy different sizes in a newspaper, the publication time can be varied, in addition to being easy to access and has credibility from readers. It can be given in small ads, quarter page, half, full page, double pages (usually center) or inserts.
Outdoor advertisements
These are those that are in the streets in view of everyone, forming part of the urban landscape of a city or town. It is possibly the best known medium, since there are many formats of it and the street is invaded with them. They can be achieved on large scales such as those placed in buildings, walls, fences, illuminated signs, bus stops, different means of transport, among others.
on-line
This is what is generated by the Internet in the different media and applications that use this network. The formats used are computers, tablets, smart mobile devices, television with an Internet connection, video game consoles, among others. Multiple images can be achieved in the form of banners, it is pop-ups, publications on social networks, inserted in games, applications, web pages, emails, videos inserted in audiovisual content. An example of this is on Facebook and other social networks.
Events
This occurs when a brand supports an event of any kind and what it promotes. In this type, the company can sponsor certain details of the event, which allows to expose the brand and interact with its customers and suppliers. In them, advertisers can carry out promotions, give gifts and create dynamics to give the customer an experience when consuming their product or service.
Advertising site
It is what is done when adapting a product or service in an audiovisual story, in which the characters or members of the staff of a program, movie, story, use some element of what is being advertised, and the brand can be clearly observed. This will be part of the movie or show as well as the scene as props. There is the passive, which is when the characters do not interact with the brand; activates it, when they do; and activates it with mention, when they name it.
Agencies
They are legal entities that generate the entire creative process that is necessary to do: the briefing; the investigation of the brand, the competition and the market; brainstorming; campaign design; among other necessary steps. An agency has specialists such as advertisers, designers, editors, planners, account executives, who will be in charge of working with the information provided by the client who wishes to promote himself and to obtain a creative and quality one.
Contract of
It is an agreement made in writing between an advertiser and an agency, where the former entrusts the latter with the design, execution and preparation of a specific advertising campaign in exchange for remuneration, an amount set by the agency. Likewise, the agency may not disclose the information or material that the advertiser provides. Likewise, the advertiser may not use the campaign conceived by the advertising agency for any purpose other than what was agreed.
Efficacy of
It refers to the effect and level of influence that an advertising campaign or some type of advertisement produces on the target audience. This determines if the objectives set by the advertiser are achieved, which can be directed towards sales, behavior or communication effects. This can be measured by means of pre-test and post-test techniques, measurement test of acquisition, comprehension, retention of the message and purchase behavior.
