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Site as an advertising platform

Of that advertising is necessary for the organization of selling today for any goods or service, perhaps, anybody to convince it is not necessary. I want to bring to to your attention the comparative analysis of a site and other mass media as advertising platforms.

On a degree of influence from all kinds of advertising on the first place there is a TV advertising. It is connected to many reasons: a mullions-strong audience, zrelihhnost`, colourful visual images, an opportunity to combine color, a sound and an image in one roller. Lacks are continuation of advantages of TV advertising. For example, all of us know, that in most cases for the period of show of the advertising block televiewers or disconnect a sound of the TV and are engaged in the affairs, or are simply switched to other channel. Besides by virtue of financial restrictions, not any firm presumes to allocate to itself sufficient means (see the table) on creation of an advertising roller, his{its} show at the prime time (time with a maximum quantity of televiewers), and duration of translation of an advertising roller (as a rule, it it is 30 seconds) does not allow to place the full information on a product or service. Also it is necessary to take into account, that for achievement of significant effect the advertising roller should be shown not once. By virtue of the stated restrictions at planning the advertising company the firm is compelled to go, first, on serious financial expenses, second, precisely to count advertising politics. By means of one television advertising roller it is possible to realize no more than one advertising purpose: imidzhevaja corporate advertising, advertising of a trade mark, or advertising separate goods / services. To combine all in one roller it is practically impossible. Not less the great value plays also correct accommodation of a roller from the point of view of a target audience. From listed above follows, that mistakes in positioning advertising on TV considerably reduce its{her} efficiency and profitability.

The site at preservation of the majority of advantages of TV advertising in many respects is relieved of lacks. Due to modern technologies on a site animation rollers, a sound besides quality of the image at any monitor is much better television, so can be placed, the end user will see more precise and bright picture. Thus the owner of a site is not limited in volume of the given information, can is more consecutive and is detailed state all advantages and characteristics of the offered{suggested} goods and services, to lead{carry out} on a site the complex advertising action{share} on promotion as firms, and separate trade marks, the goods, kinds of services. If TV advertising is broadcast a short interval of time of the big audience, the site is lumpsum shown be relative to a small number of visitors, but is not organic neither by quantity{amount} of shows, nor on time of day. It is necessary to note, that one visitor of a site of firm on the order is more significant, rather than one televiewer, pros motrevshij TV advertising. It is connected to that, that visitors get on a site either through the search engine, or to beforehand known address, or from other site - that is meaningly undertake the certain actions to receive the information necessary to them while the televiewer receives advertising « in loading ». For reception of the maximal advertising effect large corporations use the combined kinds of advertising, for example, show of an advertising television roller with the link to a site of firm (For example, MTS, Bi-Lajn). It allows to receive the greater scope of an audience of consumers and to save an expensive{a dear} broadcasting time accommodation of the basic information on a site.

Advertising on radio on the features in many respects is close to TV advertising. Differences are obvious: the radio advertising loses television in zrelihhnosti, but is more comprehensible under the price. Availability of a radio advertising of the big audience makes related her{it} with a site, though availability of a site and radio raznoplanovy. If the audience of consumers of a radio advertising is wide at the expense of mobility and cheapnesss of radio receivers the audience of a site, as against a radio advertising, is not limited to geographical borders (at any radio station there is a final cover zone) and time of submission of the information. You can say, that on the order it is less than Internet users, than students of radio. Yes, it so, but among Internet users in some times more percent{interest} of key persons of the companies accepting the decisions on purchase, the users interested in this or that service, and simply solvent persons.

Advertising in periodicals can be conditionally divided into advertising in magazines and newspapers. Advertising in magazines polnocvetna, is colourful, convincing. But it is rather dear{rather expensive} - as in creation (we shall recollect, for example, fees of photomodels), and in accommodation (see the table). Besides hardly probable to somebody will come in a head to place in the expensive{dear}, qualitatively issued magazine the price-list of the company. It is connected to the price of the advertising area and static character of the data - after signing number{room} in a seal to change or add a position in the price-list it will be impossible. In case of advertising in periodicals it is especially important to define{determine} a target audience of potential consumers of the goods, and, accordingly, correctly to choose the edition. The mistake in positioning in this case will be wrapped up by the money thrown out on inefficient advertising. For example, advertising of bank services in magazine for teenagers hardly will bring to bank of desired clients. This example is a little bit exaggerated, but in the general{common} cases competent rekl amnaja the company in mass-media means allocation of additional means from the budget of firm on financing of preliminary marketing researches and planning of the advertising company.

In case of accommodation of advertising in a black-and-white variant in newspapers it reduces its{her} cost, but frequently and efficiency a little.

As it was already spoken above, quality of visual images and volume of the information which can be placed on a site, are limited only to imagination of the designer and the expert in marketing. Besides in comparison with periodicals the site favourably differs an opportunity of operative change of the information and duration of its{her} storage - validity of advertising on a site is limited only to wishes of the owner of a site while validity of advertising is equal a periodical to term of a life of the newspaper or magazine.

Summing up, it is necessary to note, that the site is the means of inexpensive and effective advertising giving to an opportunity which are deprived other mass-media: bilaterial communication{connection} with consumers, an opportunity of operative change of the information, low cost of support, an opportunity of carrying out of marketing researches, a unlimited geographical audience, round-the-clock availability of the information. It is necessary to take into account also, that given clause{article} did not concern other opportunities which are given with a site.