Marketing and Advertising

9/3/2017 Marketing and Advertising
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Advertising Explained
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Advertising is a typically paid type of promotion (https://www.upwork.com/hiring/marketing/how-to-promote-your-business/), distributed through a
view=cm&fs=1&su=Advertising%20Explained&body=https%3A%2F%2Fwww.upwork.com%2Fhiring%2Fmarketing%2Fwhat-
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publisher, that aims to persuade people to act or respond in a particular way.
advertising%2F&ui=2&tf=1)
There are three basic types of ads:
Informative advertising, often used to launch a new product or to reach a new group of customers, gives people basic information, like what a
product does, how someone might use it, where they can find it, and what the price point is. The objective is to capture interest, raise awareness,
leave a positive impression, and motivate people to take the next step, like making a purchase or requesting more information.
Persuasive advertising generally aims to increase demand, influence people to change brands, or motivate people to make a purchase. It might show
the benefits a product offers or compare key features against a leading competitor.
Reminder advertising reassures people who already knowand potentially likea brand, with a goal of keeping the product or service top-of-mind
for future purchases. It reinforces messages from other ads, and may include customer testimonials.
Advertising is a form of outbound media, which means an ad interrupts what someone is doing in an effort to capture their attention.
Its an approach that has pros and cons. Advertisings reach can be either broad or very targeted, and advertisers have a lot of control over how, when,
and where a message is distributed. However, finding the right message, format, and channel to get and keep someones attentionand entice them to
convertis one of advertisings biggest challenges.
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PREPARING FOR AN ADVERTISING CAMPAIGN
Before you dive into an advertising campaign, you need to have a strong understanding of the audience youre trying to reach: your customers and
prospects. If you dont already have solid data about your audience, use market research to gather information and expand on what you already know.
Knowing who you want to reach and the type of message that will resonate with them is critical for a successful advertising campaign; the channels we
use to communicate are constantly shifting, and up-to-date information about your core audience will keep your decisions rooted in good data.
The 5 Ms of advertising
Once youve defined your target audience, youll need to structure your advertising campaignwhats known as the five Ms of advertising.
https://www.upwork.com/hiring/marketing/what-is-advertising/ 1/10
Mission defines the purpose for your advertising campaign and its objectives.
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Money is a critical factor in any campaign; your budget will have an impact on the format and ad placement. As you figure out the right media for
your message, account for the resources and skills youll need to produce a complete campaign.
Message is the information you want your audience to get, including your call to action (the action you want them to take).
Media refers to the wide variety of advertising channels you have to choose fromoutlined belowwhen it comes to placing an ad.
Measurement defines the data youll track to measure your results and determine how well your efforts have succeeded.

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GETTING TO KNOW YOUR ADVERTISING OPTIONS

0Traditional advertising methods like print, radio, and television are in flux, but theyre still powerfulcomplemented now by arguably more cost-effective
digital channels that either build on the same media or take a whole different skill set.
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The media you use for your advertising will depend on a number of different factors:

0 Your target audience, and the action you want them to take, will help you decide which channel to use: you want your audience to pay attention, and
you want it to be easy for them to take the next step.
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Budget is another critical factor. For any type of advertising, you have to account for at least two costs: the cost to create it, and the cost to
distribute it. Some types of advertising also take ongoing care and maintenance, which could have budget implications. While there are an increasing
number of do-it-yourself options available, quality is importantespecially with broadcast ads for radio and television. Your ad is a reflection of your
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brand; quality needs to be a priority for any promotional campaign.
is- Resources, beyond finances, are also a critical consideration. Some campaigns are heavy on the front end, like broadcast and print advertising, where
the creative wraps up before distribution. Many online campaigns, however, are most effective when optimized along the way, so you need people
with the skills to carry a campaign from start to finish.

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It isnt always easy to choose the most effective way to reach out, and it will likely take some trial and error before you find out what works for your
business.
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Heres an overview of your options:
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Print advertising
Radio (audio) advertising
Television (video) advertising
Digital advertising
Display ads
Remarketing
Video
Social
Search
Mobile advertising
Print Advertising
One of the oldest ways to promote things, print advertising includes a number of different formats, from flyers to other printed promotional materials
(https://www.upwork.com/hiring/marketing/how-to-promote-your-business/).
Most often when people refer to print advertising, theyre referring to one of three types of ads: newspaper, magazine, or directory. This kind of
advertising can be cost-effective and, while circulation numbers may be on the decline, can still be a very effective way to promote a brand.
Print publications are often very niche, targeted to specific industries or geographic locations, or tailored to people with a particular interest. Some
organizations even produce their own publications, showcasing their brand through a more multi-dimensional presentation.
Directories like the phone book are often very focused, limited to a particular industry, location, or activity (i.e., tourism).
Of course, the online/offline divide of print advertising is pretty muddy. A majority of publishers produce online content in parallel or in addition to their
offline efforts. This means that packages for print advertising are frequently blended with digital options.
One newer product for print media, called native advertising, can be part of a content marketing (https://www.upwork.com/hiring/marketing/what-is-
content-marketing/) strategy. The Guardian describes it as the practice of using content to build trust and engagement with would-be customers.
This has created a blend between editorial and sponsored content that can, at times, be hard to distinguish. Native advertising can describe anything from
paid social media posts to digital ads, but there is a strong tie to editorial-style content: in 2014, traditional media outlets like The Wall Street Journal and
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The New York Times have joined new media outlets like Mashable to include it as an option.
Planning a print advertising budget
The budget for a print advertising campaign will be guided by several factors, which may include:

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Distribution, with the option to include your ad in one or more editions
is- The size of your ad
Frequency, or how many times your ad will be included

Placement in the publication, like having your ad on the front page
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Whether you choose to print your ad in color or black-and-white
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Advertising rate sheets are often available online, so you can get a general sense of what your budget should be before you contact a publication.
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Once youve determined where to place your print ad, youll need someone with the skills to create it. One person may be able to take your project from
start to finish, but these are the main roles youll need to fill:

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A graphic designer, the person who will structure your ad and prepare it to go to print, is essential.
is- A copywriter, who knows how to make the most of a brief headline with a bit of copy, will make sure your message gets across.
A photographer can take custom photos for your ad, if you prefer not to use stock images (photos and illustrations that are created by professionals
and available for purchase).
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Radio (Audio) Advertising
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Like print media, radio has a reputation for being past its primeand theres no doubt its an industry that has had to adapt. But radio, in many ways, is
still thriving: a study by Edison Research into listening habits found that Americans, on average, tune in for four hours and five minutes of audio a day, and
more than half that time is spent listening to broadcast radio.
Broadcast radio includes long-standing AM/FM stations, Internet radio (i.e., Pandora, Spotify), satellite radio (i.e., SiriusXM), and even TV music channels.
Radio advertising often offers rates that are competitive with other types of advertising, and it can be a great way to literally get inside your audiences
head and add personality to your brand. Local radio can be a particularly effective way to reach an audience within a specific geographic region.
It isnt just radio that still catches our attention; podcasts have become a notable part of the media landscape. In fact, a follow-up report from Edison
Research revealed that people who like listening to podcasts actually listen to more podcasts than any other type of audio. This dedication is inspiring not
just new shows but also emerging opportunities for advertisers to tap into this captivated audience.
Planning a radio advertising budget
The price of a radio ad campaign is dictated, in part, by the size of a radio stations market (i.e., the size of the population they can reach) as well as their
ratings (i.e., how popular they are).
The factors youll negotiate over include:
Frequency, or how often your ad will be aired
The timing of when your ad will airfor example, morning or afternoon rush hour is often considered peak airtime
The length of your ad, which can range from a brief mention to a 60-second ad
The skills youll need for your radio campaign
Many radio stations will include ad creation as part of an advertising contract. However, if you want to create your own ad, youll need to source a couple
of professionals.
Audio production goes through the following steps:
Plan and prepare what you want to achieve. An audio or sound producer can help guide the creative process and manage the project for you.
Write a script for the ad. While you know your business inside and out, an experienced copywriter can help you refine your scriptand make sure its
the right length.
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Record your ad. You may want to hire voice talent to read your advertising copywhats called a voiceover. A sound engineer (also known as an
audio engineer) can ensure you get the high-quality you need.
Once youve recorded the audio, edit the ad and prepare it for distribution. A sound engineer can do any manipulation of the audiolike adding
music or sound effectsand reproduce physical or digital copies.

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Television (Video) Advertising
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Television advertising is generally the most costly to produce and place. For those with the budget, however, it packs a punch. Television ads are
0engaging, with the benefit of audio and video to grab someones attention and get your message across in seconds.
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Television ads also work well as part of multi-channel campaigns, building momentum and reinforcing a brands message through tie-ins to social and
digital activities.

0If you dont have the budget for a big network ad, digital advertising offers arguably more cost-effective opportunities.
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advertising%2F&title=Advertising%20Explained) Planning a television advertising budget
Like radio advertising, the cost of television advertising is shaped, in part, by both the size of a stations market and its ratings.
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Its also influenced by the programming your ad is connected to. Television ads are most commonly sold in 30-second spots, and the cost is driven by the
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number of people expected to be watching.
Super Bowl ads, for example, cost a premiuma reflection of the huge audience captivated by a live TV event, the favorable demographics of that
0audience, and even the cache that comes from running a Super Bowl ad. Placing an ad during a weeknight show on your local TV station will be much
more budget friendly.

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Producing a video takes a team
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Producing a television ad calls for a number of core skills. The process from start to finish will change to meet your requirementsfor example, an
animation will progress differently than live action, or something recorded during an event.
You may find a team of two who can expertly manage the whole process, or you may find you need a few more professionals to round-out your team.
Here are a few of the steps your video production will go through, and roles you may need to fill along the way:
Plan and prepare your production, including goals and objectives, as well as the format and style you want. A video producer can help guide your
idea through the whole process. As required, you may need to find a location to film, check out an event site, or get permissions and permits ahead
of time.
Once you know what the concept is, youll need to write a script and create a storyboarda document that outlines the imagesfor the video. A
script writer can help you get your message across effectively. You dont need an artist to help with storyboarding, but you should get your
videographer, the person who will record your video, involved in the discussion.
Youll also need to cast your actors or characters. If youre creating an animation, you may need a voiceover artist to read your script.
There are many ways to create a video. Whatever your format, youll need a production crew staffed by people with the know-howand equipment
to properly design and animate, capture sound, arrange lighting, direct actors, or film the action.
Once you have the raw footage, visuals, and sound, youll need a post-production team. This group is responsible for:
color correction (i.e. color grading) to alter or enhance how the video looks,
sound recording and reproduction (i.e. audio mixing)
any visual effects (VFX)
editing, to package all the pieces to the length and format you need.
Digital Advertising
Digital advertising is the newest and fastest-growing advertising category. In 2014, more than one-quarter of ad spending went to digital advertising,
according to a report from eMarketer.
There are different types of digital ads, including:
Display advertising, often referred to as banner ads, which can use text or images, be interactive, or include video.
Video advertising, which can include videos used in display advertising. However, it generally refers to ads that are placed on video channels to run
before, during, or after the main video.
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Social advertising refers to paid advertising options on social networks like Facebook.
Search advertising refers to the paid text-based ads that are shown beside organic search results on Google, for example.
Display advertising

6Display advertising encompasses most text, image, and rich media advertising that you see on the Internet.
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Display ads include:
Text-only ads
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Traditional banner ads
is- Pop-up ads, which open in an image or new window that appears in front of the content
Pop-under ads, which open in a new window below the active window

0 Expanding ads, which increase in size after a period of time, on mouseover, etc.
Rich-media ads, including videos, animations, and interactive ads
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Interstitial ads, which load first, then progress to the requested content
In-game ads in computer, video, or online games

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is- Running a display advertising campaign
There are many options for display advertising. Some offer free options. Larger brands often negotiate advertising on their own sites. There are also large
networks like Googles Display Network (http://www.google.ca/ads/displaynetwork/)which includes more than two million websitesand Bings
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advertising network (http://advertising.microsoft.com/en/products).

1Some types of display ads can be very DIY friendly, but for a professional campaign, the skills youll need depend on the type of ad you want to run. An
expanding multimedia ad may require a full production team (which may include positions like project manager, artist, designer, programmer, copywriter,
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or other professionals to add audio or video elements), while a banner adsimilar to print advertisingneeds a web designer and some copywriting
expertise.
Remarketing to your web visitors
Digital advertising also gives companies the opportunity to remarket, or retarget, potential customers by re-engaging people whove visited their website
in the past. KISSmetrics compares it to sending salespeople to follow customers around after they leave a store, to [remind] them of your business
wherever they go.
How does it work?
When someone visits a website, the site can leave a cookie on their computera small data packet that can collect information about Internet habits
like pages visited or topics of interest.
That same company purchases ad space on a remarketing platform, which provides dynamic advertising space on a network of websites.
When the shopper visits a site within the advertising network, the dynamic ad space recognizes the information in the cookie and delivers a
customized ad that features a product they looked at earlier.
It gives you the ability to precisely target warm leadspeople who were just looking at your site and maybe got distracted or wanted to think about it.
Adobes CMO publication reported that the ability to retarget ads can boost response to an ad by up to 400 percent.
Video advertising
Digital advertising gives video a lot of flexibility that television just cant offer. Television ads need to appeal to a broad audience; video advertising can be
targeted to a much smaller group of people. (As brands like Old Spice have shown, promotional videos can even be tailored down to an audience of one
(https://www.youtube.com/playlist?list=PL484F058C3EAF7FA6).)
Videos can be incorporated into display ads and shown on display networks, or they can be distributed through streaming video. YouTube, for example,
offers skippable and non-skippable ads that run before, during, or after the main video. Some brands, particularly those belonging to established media
companies, include video advertising in their apps.
From a production point of view, creating a professional video digital ad isnt particularly different than a television ad; youll need a team of professionals
to move an ad from concept to broadcast. Learn more about different types of videos and how to produce your own
(https://www.upwork.com/hiring/design/spotlight-on-video-the-talent-and-tools-to-tell-your-story/).
Social advertising
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Social media platforms are generally free to use, and the focus of social media marketing (https://www.upwork.com/hiring/marketing/social-media-
marketing-smm/) is to maximize the benefit of social networks for business.
Most social networks also offer paid options to messages, ads, or a brands presence. Thats what social media advertising coversalthough how it works
varies from one network to the next.

6For example:
is- Pinterest (https://ads.pinterest.com/) offers promoted pins, using a pay-per-click (PPC) model, that allows you to promote your pinned content to
a targeted group of people.
LinkedIn (https://www.linkedin.com/static?key=advertising_info) uses display ads, with text and a small image, that you can promote to a
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customized group of people within LinkedIn.
is- Twitter (https://biz.twitter.com/ad-products) provides a mix of options, each one designed to get a different outcome. Your business can promote:
Tweets to help increase engagement
Your account to help attract more followers

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Trends to raise awareness of a product, topic, or campaign
is- Facebook (https://www.facebook.com/business/products/ads) enables you to promote your Facebook Page and posts, or use another ad format
to drive people to your website, promote an app, or offer a special deal.
Tumblr (https://www.tumblr.com/business) offers sponsored posts and videos, ads, and even a tie-in with Yahoo (which owns the blogging site).
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Whichever type of promotion you choose to use, its beneficial to work with someone whos run campaigns on the network in the past and who
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understands both the culture of the site and typical user behavior.

0 Search advertising
Also known as search engine marketing (SEM), search advertising uses paid search ads to attract more traffic to a website. It generally uses an auction
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model to determine which ads will appear and in what order. Learn more about SEM (https://www.upwork.com/hiring/marketing/search-engine-
marketing/)
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Mobile Advertising
Mobile phones are ubiquitous; 9 in 10 Americans (http://www.pewresearch.org/fact-tank/2013/06/06/cell-phone-ownership-hits-91-of-adults/) are

walking around with a cell phone in their pocket and many use their phones for showroomingchecking competing prices and features while in a store.
Mobile advertising is still a work in progress, but its growing fast.
There is a significant learning curve for mobile ad development, and a smartphone infrastructure for consumers doesnt immediately translate to a
functional advertising infrastructure, eMarketer noted in a 2014 report (http://www.emarketer.com/Article/Global-Ad-Spending-Growth-Double-This-
Year/1010997).
The research company found that mobile advertising currently takes up just a quarter of the typical digital marketing budget despite the high mobile use.
In many ways, mobile advertising mirrors digital advertising: advertisers can use display ads, video, social, and search advertising to promote a brand,
product, or service.
Over the past few years, digital advertising has been splitting into two sub-categories: desktop (including laptops), which is also referred to as fixed
Internet, and mobile. Facebook ads actually prompt advertisers to target either desktop or mobile devices when creating an ad.
The promise of mobile advertising is in the things desktop cant do:
Location-based targeting, which uses services to deliver ads when someone is within a defined geographic range. About half of mobile searches are
done to find local information.
Mobile rich media ads, like click to call and linking into a smartphones mapping capabilities
In-app advertising, which can include everything from static banner ads, to interactive ads, to becoming an integrated part of the app experience
(i.e., product placement)
App extensions, which encourage people to download an app through search or display network advertising
Push notifications, technically possible for promotions, arent allowed to be used for advertising on either iOS or Android.
There are also some very successful types of promotions that just dont work on mobile devices. Pop-up ads, for example, can be a very effective way to
convert web visitors. On mobile devices, however, they just get in the way. Some multimedia ad formats (i.e., Flash) just dont work on mobile.
Theres also the fact that people use the Internet differently when theyre on the move than when theyre at home. In a recap of mobile marketing
statistics (http://www.forbes.com/sites/cherylsnappconner/2013/11/12/fifty-essential-mobile-marketing-facts/), Forbes reported that 9 out of 10
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mobile searches lead to action. Another report, cited in the same article, found that 70 percent of searches lead to action within one hourthe sort of
action it takes desktop users one month to match.
These differences between mobile and fixed Internet, which shift all the time, mean any digital campaign you organize will need to be considered and
monitored from both viewpoints.

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0 (HTTPS://TWITTER.COM/AMYSEPT)
is- As the managing editor of the Upwork blog, Amy Sept works with regular and guest writers to share
information that helps freelancers and businesses navigate more
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PREPARING FOR AN ADVERTISING CAMPAIGN

Radio (audio) advertising

Television (video) advertising

Planning a print advertising budget

Planning a radio advertising budget

The factors youll negotiate over include:

Frequency, or how often your ad will be aired

The skills youll need for your radio campaign

Audio production goes through the following steps:

more budget friendly.

sound recording and reproduction (i.e. audio mixing)

any visual effects (VFX)

There are different types of digital ads, including:

In-game ads in computer, video, or online games

Remarketing to your web visitors

How does it work?

Your account to help attract more followers

Mobile phones are ubiquitous; 9 in 10 Americans (http://www.pewresearch.org/fact-tank/2013/06/06/cell-phone-ownership-hits-91-of-adults/) are

Mobile advertising is still a work in progress, but its growing fast.

The promise of mobile advertising is in the things desktop cant do:

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July 17, 2017

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