The launch or consolidation of a product or service from the perspective of communication and marketing can be approached in multiple ways. It is very interesting that you know different types of advertising for your product campaign, and choose those that best suit your characteristics.
We approach typologies from different perspectives and they are mutually exclusive. For example, a campaign can be launch, for young people, linked to travel and medium investment.
So, what are the different types of advertising?
According to age typology
The age of the target audience you are targeting is a deciding factor. Depending on the age group, people are concentrated around different media or supports. Even in generalist media or without precise segmentation capacity such as outdoor media, you can choose those locations closest to places traveled by your audience.
Young people have a high use of social networks and internet browsing, but in addition, they do it almost exclusively from their mobile devices. Already in 2018 it was expected that 50% of the group of young people between 15 and 24 years old would consume between 90 and 100% of their network time from a mobile screen.
86% of young people own a smartphone, and it is used as the main device for instant messaging (81.7%), access to social networks (77.5%), music consumption (65.2%) and streaming videos (52.2%).
These data highlight the importance of designing a campaign adapted to mobile screen format, creating it from the mobile first philosophy, and adapting the content to small sizes.
Invest in spaces where young people are concentrated. You can combine digital investment with the inclusion of offline advertising as long as it is a real place of transit or visibility for the public of this age range.
Ages between 30 and 55 encompass a wider variety of media consumption. According to the same report by Sociedad Digital, 91.7% of users of all ages use mobile devices to connect to the network. These data make digital advertising and online content especially relevant, and it is advisable to include them in any media plan.
There is a high percentage of this range that also makes use of traditional media such as radio, written press or television. This type of support allows us through tools such asEGMorOJDto segment and refine our audience in the search.
Increasingly, seniors are incorporating mobile devices and internet browsing into their daily lives. However, these users have a greater predilection for traditional media such as radio, television or the written press.
Campaigns that are worked on at the international level are those that cross borders. It is very likely that with a very high number of target countries, you will need to adapt the campaign into several languages.
For the creation of an international campaign in social networks you can venture autonomously, however, for the programming of online ads, press, television, etc. we recommend that you go to dissemination specialists to maximize the effect of your investment.
Character campaigns must take into account the particularities of certain communities or areas. For example, if you program a national campaign in traditional media, where an important part of your audience is concentrated in the Canary Islands, you should keep in mind the time jump between the archipelago and the peninsula.
According to themes
Knowing your audience is a fundamental part of achieving success with your product. It is very interesting and effective to work around specific topics linked to your brand. If you are a vitamin supplement you can consider appearing in supports linked to “healthy” or “sports” themes.
The same happens with children’s products or linked to early childhood, you can insert advertising linked to the theme “parenting” or “baby”.
The application of advertising according to theme can be extrapolated to any type of product or service, from travel to computing.
Type of Advertising; Depending on the product life cycle
The state of the life cycle of your product is fundamental in the development of the type of advertising content for your brand. Next we will see how each stage requires certain specifications and others allow for broader licenses.
In the phase of presentation or introduction of the product in the market it is necessary that your advertising has a more informative character, especially in those cases in which the product has new applications or utilities for the user. The content about the characteristics and benefits of the product can and should prevail in this first stage.
This does not mean that you have to do without creativity, on the contrary, you should offer a “more rigid” content in a surprising and attractive way.
Growth and maturity
We have joined these two stages because they allow a lighter, more emotional communication and connecting with the public from emotions and not from rationality.
This stage allows for less restrictive creative development.
If your product is decreasing, accurate and accurate advertising can maximize the effect of your sales before the product becomes obsolete.
Verdict; Types of Advertising
Depending on the budget to be invested, we can distinguish between low, medium and high investment campaigns; The different type of advertising in the amounts to be invested restrict the effect of advertising and the geographical scope to be covered. The ideal in any advertising campaign is to approach communication from various media or supports, and if the budget is excessively low, you will have to restrict the choice and determine realistic objectives.
If you have already had an idea of how apply the different types of advertising for your product, contact an agency or studio that will help you launch it.