Виды рекламы

Наружная реклама

Реклама уже настолько привычна для нас, что даже невозможно представить себе её отсутствие. Существует более двух десятков видов рекламы, из которых рекламодатель всегда может выбрать тот, который больше всего удовлетворяет его требованиям и запросам.

Огромное распространение получила наружная реклама, то есть та, которая расположена на крышах и стенах домов, на щитах, растяжках и стендах. Сюда же относится и реклама на трамваях, автобусах, троллейбусах, маршрутках, поездах и электричках. Чтобы эффект от такой рекламы был более ощутимым можно применять различные краски и размер шрифта, использовать подсветку. Эта реклама всегда на виду у потенциальных клиентов и покупателей, её нельзя переключить как рекламу на радио или телевидении.

Этот вид рекламы относительно недорогой и способен одновременно охватить большое количество людей. Стоимость наружной рекламы будет определяться в зависимости от её размера, материала и сложности её изготовления, от места расположения.

Преимущества наружной рекламы следующие:

• Максимально возможный охват целевой аудитории (до 1 51 000 человек) за достаточно короткий период времени.

• Возможность сконцентрировать рекламу в тех местах, где происходит максимальное скопление целевой аудитории. Это могут быть городские районы, где живут люди с высоким уровнем дохода. Это могут быть места, где часто бывает молодёжь или конкретные этнические группы. Это может быть территория непосредственно у магазинов или торговых центров.

• Невысокие цены по сравнению с другими видами рекламы (радио, телевидение).

• Возможность применять нестандартные решения. Например, можно использовать как основную поверхность рекламного поля, так и выходящую за его рамки площадь. Можно применять световые эффекты и различные динамические конструкции. Благодаря этому реклама будет запоминающейся и легко узнаваемой.

Стремительными темпами развивается сравнительно новая для отечественного рынка INDOOR реклама. Что же собой представляет такое направление в рекламе, чем вызвана её растущая популярность и каковы её перспективы?

Как понятно из самого названия, Indoor-реклама – это реклама внутренняя, то есть применяемая в тех местах, где происходит большое скопление людей, например в зданиях с большой проходимостью, в местах общественного пользования. Это может быть реклама в метрополитене, в кинотеатрах, на вокзалах и в аэропортах, в кинотеатрах и развлекательных центрах, в офисных помещениях и поликлиниках. Благодаря такому размещению появляется возможность точечного рекламного влияния на разнообразные целевые аудитории.

Indoor-реклама начинает своё развитие с тех мест, где осуществляется продажа. Это один из наиболее эффективных каналов, поскольку он даёт возможность контактировать с аудиторией потенциальных потребителей в момент готовности к приобретению покупки. Американский Институт Рекламы (Point Of Purchase Institute) провёл исследования, результат которых поражает: более 64 % решений о покупках люди принимают непосредственно в месте продажи.

Индор реклама имеет немало преимуществ, среди которых можно выделить следующие:

Наружная реклама

• Максимальный охват аудитории (от 8 000 до 50 000 человек ежедневно).

• Своевременное воздействие на потенциального покупателя, который уже готов покупать.

• Динамичное аудиовизуальное воздействие, привлекающее внимание потребителей непосредственно в местах продаж.

• Возможность выборочного размещения рекламы в отдельных банках, аптеках, магазинах, салонах красоты, молодёжных ночных клубах в конкретно выбранное время.

• Положительное отношение потребителей к этой разновидности рекламы. Она информирует и развлекает во время ожидания, не вызывая при этом раздражения.

• Возможность предоставлять покупателям информацию о распродажах, промоакциях и скидках в конкретном супермаркете.

• Возможность воздействовать на труднодоступную целевую аудиторию (элитарные ночные клубы, многие офисные центры и тому подобное).

02:47, 04.09.2013 г. — VestiRegion.ru

VestiRegion.ru → Публикации → Виды рекламы

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