Alternative advertising. Alternative advertising is becoming a competitor to traditional advertising

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Alternative advertising is becoming a competitor to traditional advertising

Advertising

Alternative advertising is becoming a competitor to traditional advertising

Traditional advertising seems to have become too familiar to the consumer. According to research by the British public opinion research center The Henley Centre, 38% of respondents noted that they rarely pay attention to advertising in newspapers and magazines, and 69% of them switch to TV during the “advertising break”. The head of the advertising agency Michaelides&Bednash explains the reason: “It’s easy to ignore advertising to which the eye is accustomed. We need to destroy the stereotype." Other experts are even more categorical. “Advertising pages in magazines have less and less influence on the buyer’s choice; as a means of communication, they are obsolete,” says the advertising director of the Malachi agency. Perfume companies are actively responding to the new trend. According to a representative of one of the large cosmetics companies, his company took advertising from mass magazines and focused its budget on the professional press and unconventional methods of advertising. “There’s no point in paying a lot of money if your ad gets lost among dozens of others in Vogue or Cosmopolitaine,” he notes. An alternative to outdated forms could be new advertisement- on buses, taxis, houses, telephone and credit cards. However, are most companies ready to shell out significant sums for such an experiment? Advantages of the experiment According to the sociological center Henley Center from Great Britain, the behavior of the same buyer in different situations differs more than two people placed in the same conditions. Social status, income and place of residence of the consumer influence the decision to purchase a product less than mood. In other words, advertising will have to not only attract the attention of the desired target audience, but also make it the most receptive to the information. This is where “alternative” communication channels excel. Although the total expenses of perfumery and cosmetics companies on new forms of advertising do not yet exceed 4% of the budget, some companies have focused specifically on them. Calvin Klein is no stranger to innovative and shocking advertising - it used "alternative" advertising to market its youth perfume cK One. The new cK One campaign plan includes not only traditional magazine pages, television spots and outdoor advertising, but also “personal” advertising: the “face” of the perfume, 17-year-old Danny, personally responds to everyone who sent him letters by e-mail . The main advantage of such communication is its targeting. Another example of successful 'alternative' advertising undertaken by Unilever is the Vaseline Intensive Care deodorant banners plastered on the windshields of London Underground trains. The crowding and stuffiness in the narrow underground “pipe” is the best way to promote such a perfume product. Although such a large brand as Calvin Klein uses “alternative” communication, most experts are convinced that this is still a real chance for small firms to compete with the giants. “When a company accounts for more than 14% of industry turnover, it feels like a master in the market. Of course, power is concentrated in the hands of such players. If a company wants to maintain its individuality, it has to be creative." This is exactly what the Australian cosmetics company Fudge is doing, decorating the sides of taxis, discount cards of clubs and restaurants in the largest cities of England with its advertising. Over the year, the company's turnover increased by 78%. Panacea or game? The art director of the advertising agency Clayden Heeley is also a fan of the “alternative” (it was he who organized the recent campaign for Organics shampoo from Unilever, when models washed their hair right on the bustling streets of London). “I don’t think traditional advertising is of interest to the consumer today. Companies will start losing audiences until they stop being afraid to be shocking, weird and unconventional,” he notes. This creative style has become very popular among art directors of advertising agencies, who want the image they offer to go beyond rigid commercial advertising. But these unexpected advertising moves are ambiguously assessed by company representatives. Some believe that they reduce the status of brands. “After advertising, we need to offer people something more significant than words - the product itself. Otherwise, the audience will be disappointed in you. You can't just grab a buyer's attention and then abandon them. We need to reward him - first through the tester, then through the product itself,” notes one of these skeptics. Share of risk Customer disappointment is not the only danger threatening the budget of “alternative” communications media. The more often perfume and cosmetics companies advertise themselves on buses, buildings and even... animals, the sooner the time will come when any thing can become an “advertising medium”. Alternative advertising conceals the threat of its own destruction - once it becomes widespread, it ceases to amaze. But it is almost impossible to check the effectiveness of “non-standard” advertising. And perfume and cosmetics companies are still more interested in traditional advertising, the timing of which they can plan. Unlike traditional print and television advertising, which are clearly targeted at a very specific (and well-researched) audience, alternative advertising suffers from a lack of research. The director of the agency Initiative Media, which handles advertising for Unilever in the UK, agrees with this position: “Shock” advertising will not be a real competitor to traditional media until its effectiveness becomes more predictable. Today this is just a beautiful addition to the usual forms of advertising.” Despite such difficulties, “alternative” advertising has many advantages, for example, the ability to create the illusion of a personal appeal to the buyer. And companies will be forced to use it to attract the attention of buyers who are tired of the flow of advertising for perfumes and cosmetics, which is increasing every year.

Item description: "Advertising"

Literature

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Aleksey Ivanov. Can't be. Paradoxes in advertising, business and life. – M.: Byblos, 2012. – 416 p.
Michael Ellsberg. Millionaire without a diploma. How to succeed without a traditional education. – M.: Mann, Ivanov and Ferber, 2013. – 304 p.
Nirmalya Kumar, Jan-Benedict Steenkamp. Brands of retail chains. New competitors to traditional brands. – M.: Alpina Publisher, 2008. – 264 p.
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Georgy Lapis. Alternative medicine methods. Guide. – St. Petersburg: BHV-Petersburg, 2006. – 160 p.
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One of the main advantages of affiliate programs that involve search engines, is a developed targeting tool. All advertisements are shown only on those sites and pages that are related to the topic. This, in turn, contributes to an increase in the number of clicks and advertising revenue, which benefits all participants in the interaction.

Among the most powerful such systems on the Runet are: Yandex.Direct, Begun, Google Adsense.

Advantages of use for the advertiser:

the most low price transition;
wide audience coverage;
possibility of using a large number of sites;
quick start and effect immediately after the start of advertising;
convenient operational management;
focus on the target audience.

Flaws:

As a rule, there are no specific options for selecting platforms for displaying advertising;
low visitor engagement.

When is the best time to use?

The use of affiliate programs is justified in conditions where:

SEO promotion and contextual advertising have already exhausted themselves;
one user contact is not enough to make a sale (the tool allows you to send a potential client to your website several times);
you need to quickly attract traffic to large online stores.

When is it better not to use?

When you have very specific products, for example, aimed at the premium segment, affiliate programs, as a rule, do not give high results.

The main schemes of today's popular affiliate programs:

Pay-Per-Sale or payment for sales. The principle of operation of such an affiliate program is very simple. The partner receives money if the person he referred makes a purchase. The amount of income is usually a percentage of the price or a fixed commission;
Pay-Per-Click and Pay-Per-View - pay per click and view. The last type - pay-per-view - is already becoming a thing of the past, as it is used quite rarely today. But pay for clicks, on the contrary, is becoming more and more popular. This is the basic principle of banner and contextual advertising. So, if a user clicks on a banner or contextual ad, the owner of the site on which the ad is placed receives money.
Pay-Per-Reg - fee for attraction. In this case, the partner’s possible earnings depend on how effectively he attracts clients who register on the required site;
Pay-Per-Install or payment for downloading. If the person you brought to the site downloads to their computer software, game, add-on or anything else, then you get paid for it. One of the variations of this scheme involves not only downloading, but also installing the application on your PC. It is clear that this type of affiliate program is more beneficial to its owners, since downloading is not a guarantee of use;
Pay-Per-Action or payment for action. Each of the above schemes is a variation of this option. After all, by clicking, registering, downloading or buying something, a person performs a certain action. But, as a rule, this group includes all those options for action that are not included in the first 4 varieties.

Summary

“Affiliate programs” are very actively used in the West. In our country they have not yet found the same widespread use. First of all, this can be explained by the relative youth of the Runet, and the market economy as a whole. However, it is difficult not to notice the prospects and positive trends in the development of affiliate programs. They have already accumulated an excellent database of advertising platforms, offer a lot of tools to the user, and are easy to manage. That is why, quite soon, affiliate programs, even those that are not associated with search engines, will be able to compete for their share of the advertising market.

It’s time for the final part of our series of articles “2 clicks to success, or secrets effective advertising", and in the last article we will talk about offline advertising.

To familiarize yourself with previous advertising tools, go to the “Traffic Secrets” section on our website.

However, in modern world television, radio and newspapers do not lose their relevance. Millions of people still watch TV and leaf through weekly editions of a wide variety of newspapers.

So, let's look at how offline advertising can contribute to the promotion of your one-page website.

1) Advertising on television - this is, without a doubt, a fairly large audience even in the conditions of regional television broadcasting. For television advertising campaigns, it is better if there is semantic consistency in the content commercial the nature of the television programs during which it will be broadcast. It is obvious. An advertisement for a website selling, for example, Goji Berries, would be inappropriate against the background of some talk show about the political problems of Ukraine. So it is better to approach the issue of compatibility with all seriousness.

We won't say how much airtime costs. It's different for everyone. Prime time or dead 4am, it doesn’t matter. A lot of. Especially knowing that the average person will dig into your ad after about the eighth viewing. So we recommend postponing this type of website promotion until better times.

Also don't forget this. The audience's contact time with your video will be short - a few seconds, for example. Will TV viewers be able to remember information about your site? Will TV viewers stay in front of their TVs, or will they go about their household chores, as is usually the case?

Besides, you yourself know perfectly well that there is great amount all kinds of TV stores. Therefore, there is a possibility that your product will not become a new product, but all the target audience, capable of shopping in the “shop on the couch” is quite capable of turning on the channel they need and making a purchase. So forget about TV advertising.

2) Radio advertising. This type of advertising has all the advantages and disadvantages of television advertising. Except it's cheaper. Although do not forget that the prices of some FM radio and the city radio network (the same radio points that are located in kitchens) will differ. This method can be tried someday, but there must be a clear understanding of what you are doing. It is advisable that the topic of your site be useful to the radio audience. For example, you live in a small town and you know what the townspeople are sorely lacking. You can use this to your advantage. But later. When you get promoted and can try radio advertising without risking your wallet.

3) Advertising in print media. This is the most accessible and democratic advertising channel. In any city there are local advertising newspapers and magazines distributed free of charge. Just choose. Don’t forget about all-Russian monsters like “Everything For You” or similar ones. Prices are low compared to TV and radio. It will be possible to get into a free promotion - for text ads this is quite possible. Moreover, you can choose whether to make a banner on such and such a page or submit your offer in text form. You can negotiate the conditions for publishing your advertisement. This could be, for example, every first issue in a month, or a series of several publications in a row - there are many options for any budget. In the advertising department you can easily agree on all the nuances. Perhaps you will be given a number of sensible recommendations on how to run your campaign more effectively. After all, the people working there live off advertisers’ money and are interested in you coming to them again and again.

There is one very strong advantage in print advertising: the display time of your ad, so to speak in relation to newspapers. This, of course, is not the 15 seconds that are allotted to a video on television and radio. Theoretically, the reader's contact time with your advertising text varies from zero to several years, for example. After all, many people keep newspapers and magazines for quite a long time, and we cannot exclude the possibility that someone will someday find out about your one-page website while leafing through old newspaper files. And it will enter its name into the browser.

4) Other options. This includes leaflets that are distributed on the street, outdoor advertising, all kinds of banners and much, much more. Such methods of advertising a one-page website are unlikely to bring any results. Think about yourself: how often do you pick up leaflets on the street? And if they did take it, did you take advantage of the offer?

And banners and streamers on the city streets... In the modern world, they rather serve as decoration. Few people pay attention to them. Especially if it is an advertisement for a website.

You, of course, can add to this list with your own finds. In any case, we recommend sticking to online advertising as it is the most effective these days!

And we will help you!

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Alternative advertising is becoming a competitor to traditional advertising

Advertising

Item description: "Advertising"

Advantages of use for the advertiser:

Flaws:

When is the best time to use?

When is it better not to use?

The main schemes of today's popular affiliate programs:

Summary

Send your good work in the knowledge base is simple. Use the form below

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