City light - the most common kind of glowing boxes (lightboxes), we are ubiquitous on the streets. They look attractive and therefore effective in the advertising field. Most often, they are placed in the central and most popular areas of the city. The second most common type of location – shopping centers, cinemas and other places of mass visit. Their main feature – Light in the dark, which creates a favorable perception of the information passing near the spectator.

Citilayts – outdoor media advertising

This type of light boxes reminiscent of a box with some promotional information. its size – 1,2h1,8 meters. It is placed on special supporting legs, and a height of up to 0,6 m. The frame consists of anodized tube, and faces – acrylic, ordinary glass or plexiglass. For the promotion and protection of designs often use so-called anti-vandal panel. Such panels are made of durable materials – molded polycarbonate and some other.

Designs are several groups:

– double-sided;
– one-sided;
– rollernye.

Another form – on a rotating base structure with three or more parties. Bilateral installed in open areas, to ensure complete readability on both sides, one-sided – mounted on any vertical surface. Often customers offered the opportunity to design manufacturer of custom size and other individual parameters.

The working surfaces citylights inserted posters, information signs, multipurpose information, all sorts of information brand trademarks, etc.. The glow of the outdoor advertising are provided in the middle of the housing fluorescent lamps. The information is printed on a special translucent paper. Roller design citylights – a construct with increased internal illumination. They allow you to place two images on one side. To create this type of structure use different mechanisms, It is making possible to place multiple images on one side.

Instructions poster replacement sitilayte - in video:

Objectives and purpose

Information, placed in boxes, It is at eye level. It means, that it is aimed primarily at pedestrians and car drivers. The proximity to the very Citilayts allows to get acquainted with the information provided in comparison with other advertising media. This means significant benefits for advertisers.

The most effective city-lights at nightfall and dawn. Due to the design of the glow lamps attract passers. An additional plus – thanks to its illumination this kind of advertising is becoming more and part of street decoration.

Properly executed City light performs tasks such:

– It attracts the attention of the target audience;
– He catches the eye of passers-by, which is achieved by application of certain visual effects;
– It is informative and easy to read text;
– benefits is, who will get a potential consumer of the goods or services. Be sure to use criteria, on the basis of which a representative of the target audience will decide, as well as a certain way to place accents in the sending message.

The more concrete and attention-grabbing maneuver contained in sitilayte, the more likely, that advertising works.

From a technical point of view, there are a few tricks, are used in the creation of advertising for citylights. One of the most important rules - The brevity and speed perception of potential customers. So, correctly formulated message must be read and digested for an average of 3 seconds. Otherwise, advertising is considered to be ineffective. That's how long it takes about since, when passing by will see the message, until that moment, City light when he lost sight of. this is facilitated by, in addition to short, also

Required careful focus on one thought - Product Benefits, discount or a certain novelty. This will allow the potential client to concentrate on the most important.

Knowing all these features, you can earn not only the distribution of the advertising information provided by, on sytylaytah, but also to expand activities, It includes the development of advertising layouts and its creation.

Pros and cons of citylights

It should be noted, that compared with other outdoor advertising media, this method is relatively inexpensive. This factor is the most important advantage in choosing a method of promoting a product or service.

Citilayts - outdoor media advertising — Citilayts – outdoor media advertising

One of the advantages of an economic nature – manufacture and installation of such advertising has a single character. The further maintenance is very cheap. It consists in the change of information sheets or posters and routine maintenance. It may provide any person without acquiring certain skills. These two factors make it possible to reduce the price of advertising, that will be an important argument in favor of citylights. Another important property - the minimum price for the construction of accommodation, since it takes minimum area. This is especially true when placing citylights in the city center, where the price is very high.

There is one small negative factor for the given advertising – is its small size. Such advertising object is ineffective at long distances. Therefore, we must take into account this feature when choosing this type of advertising and advertising content planning. The second negative factor, which you need to remember when choosing this type of activity – the risk of damage to the advertising boxes. Primarily an adverse impact adverse weather conditions. Common and vandalism. Despite the strength of the structure, they sometimes need to be repaired or replaced.

Another factor - the ability to design the dismantling, if it will be placed in the wrong place. To avoid this risk,, should learn the rules, operating in the city in relation to the placement of advertising and, if necessary, obtain a special permit.

financial aspects

By studying the expediency of activities in the outdoor advertising industry, to start with the pricing policy in the industry. The approximate price for advertising on citylights period in 1 next month:

– in Moscow - 20 thousand;
– St. Petersburg - 12 thousand;
– other regional centers and large cities - from 7,5 thousand.

In smaller towns the price will be even lower, but the question arises, how in those cities will demand.

Another important point - the cost of manufacturing and service citylights. In the market the entire range of activities from manufacturing to final assembly designs offer cost about 200 thousand. Respectively, approximate payback period of light around the screen 2 years old. If the ordered advertising design wholesale and install them in different areas of the city, cost will be much lower. Accordingly, the time-to-self-sufficiency can be reduced to 1 of the year.

attract customers

Before engaging in marketing and advertising policies, We need to find, what will be the target audience and profitable to start this type of activity.

The main customers of any outdoor advertising - organizations and individual entrepreneurs, need to promote their services.

according to statistics,, citylights services are used predominantly small companies mainly service sector:

– taxi service;
– shopping and entertainment facilities;
– trade marks, producing food or non-grocery goods.

There are several ways to promote your services:

– Building Web Pages, which will provide detailed information on the opportunities for cooperation, pricing aspects and possible loyalty program;
– the use of ready-made designs. Often placed on an empty sitilayte contact details, on which you can make an order;
– Advertising in local media, as well as newspapers and advertising brochures.

There is another way to promote their services - many owners sililaytov themselves communicate with local companies and entrepreneurs, offering their services.

Making business. permission

There are two main aspects, which you need to take care of before, you begin to open in this area of business:

– official registration - opening an LLC or IP;

– obtaining permission to placement of outdoor advertising in the city.

Placing any object governed by a specialized advertising purpose by federal law number 38 "On Advertising" (http://www.consultant.ru/document/cons_doc_LAW_58968/). This normative document regulates the rules for the installation of facilities and their approval in the specialized agencies. If no such authorization is possible dismantling the structure and its seizure, a person or entity, who found it, expect a fine in the amount prescribed by law.

Citilayts - one of the most popular ways of advertising. Creation and installation of such structures are easy to implement and are characterized by low expensive. Therefore, these promotional items are popular among small and medium-sized businesses. To successfully start a business on the placing citylights, will examine the relevant market and obtain the necessary permits in local government.

EXAMPLE work Citilayts – in the video:

Effective use of promotional leaflets to promote business

Benefits printed advertising booklets are clear, as distributed directly to the potential buyer.

The format of the advertising booklet

Consider, main requirements for such advertising, its format and design for efficient use.

This seal - a statement about yourself, services provided, current promotions and benefits. The important role played by design, proper use of background color and font, help accents in the text and draw attention. Standard formats is A3 or A4 sheet of paper, svaltsovanny along fold line several times. The main requirement - it is with a minimum of text, possible inform.

Not to be confused with the booklet brochure. The brochure is primarily bears information loading, amount varies from 4 to 48 printed pages. Cover Page fastened straps with pages of text, springs or stitched nitkoshveykoy.

Шаблон рекламного буклета — advertising booklet template

If the text does not exceed the amount in 4 page and is for information purposes, it will be regarded as a booklet.

This type of print advertising does not apply to periodicals. Often, printed to advertise events, one-time. Let's, presentation of the new brand, opening a boutique or appliance store. In this instance, you must specify the location of the store, time work and the range of goods / list of services.

Depending on the subject matter of the advertising company, the booklet is further issued leaflets, invitation or coupons on the current discounts.

Design of the advertising booklet

Manufacturers use this form of advertising for, to announce the release of a new product, cover this event, to brief with indication Performance, cost and contact information. In boucle, besides the text load, Photos from the present product, from different angles, and of course in the most advantageous light.

Repeatedly these booklets can be seen at exhibitions. for example, at the presentation of the new model SUV, exhibitors will certainly get a print ad to get acquainted with the basic characteristics of the vehicle.

In order to attract potential buyers, using all available methods of advertising: from the media due to mobile on the board of the carriageway. But, more than one advertising campaign does not pass without a printed booklets, which are an essential component.

If advertisers spent on the improvement of its products that money, they spend on advertising, their products would not need to be advertised. Will Rogers (William Penn Adair Rogers)

Depending on the scope and target audience (CA - on whom the product is intended), This type of advertising can be both full color, and black and white. for example, bright colors will be used for a children's summer camp advertising, "Flashy" painted slogans and exciting schedule days. To advertise University, this edition, first of all, be informed about the conditions of admission, specializations, tuition and teaching staff. These booklets are often black and white, because the main emphasis on the informativeness.

Booklet - This unobtrusive statement about yourself, beautifully designed information, that settles to the final consumer purse.

*An example of an advertising booklet, sample*

Samples of the advertising booklet filling

Before starting the compilation of this publication, should learn the basics of writing successful ad text, which is on a subconscious level "pushes", encourages CA to buy. You need to know the answers to five basic consumer question.

what? necessarily, at the beginning of the booklet indicates the name of the product or service provided. Present it must be so, if it is not a commodity, and attribute certain standard of living, which is now available to the consumer.

whom? described, for whom the product is intended. Seller is familiar with his CA, but the buyer himself should take the initiative, I want to be a member of this community. for example, not everyone can afford a luxury Chinese tea, content with mass-produced teas. be the, one in a million who drink delicious rare teas, able to distinguish the tea from the tea "dust" and proudly bears the title of gourmet tea. If you managed to cause similar emotions in the consumer - he enlisted in the number of your regular customers.

What for? At this stage, examples, when a product or service, simply vital. for example, umbrella in rainy weather or air conditioners in the sweltering heat.

Why? Painted competitive advantage, he emphasized the dignity and the unique conditions of the action.

how? Acquaint the user with the terms of desired purchase. In the last step specify the location of the goods offered, working hours and contact numbers. An added bonus, and for both sides, accommodation will fare card.

reclamation – motor trade. (Jadwiga Rutkovska)

The regular advertising - a business card of your brand, your first encounter with the target audience.

Идея рекламного буклета — *The idea of advertising booklet*

The estimated cost of the pamphlet

Customer pays all the expenses for the production of this type of advertising. The price varies depending on its content - color printing on coated paper, It will be somewhat more expensive than black and white. The cost depends on circulation, the higher the number, the lower the price per unit.

Implementation is not included and is carried out by the customer. Usually booklets are distributed free promoters or sellers, in addition to making a purchase. Regular customers are sent as unobtrusive reminders and inform about the innovations introduced.

You can also download a free advertising booklet template:

example 1. – Download free Word template ad.

example 2. – Download A4 ad template, 2 fold.

example 3. – Download the advertising template free A3, 2 fold.

example 4. – Download A4 ad template, 1 sgiʙ.

example 5. – Download the advertising template free A3, 3 fold.

example 6. – Download the advertising template free A3, 1 sgiʙ.

Video 1. Creation of advertising brochures with Microsoft Office

Video 2. Creation of advertising booklets using Photoshop – spread

Video 3. front part

How to promote a business through the Internet?

Internet does not change the business model, He is only able to provide powerful new tools to existing. Doug DeVos

Consider the paid and free sites on the Internet, you can use to promote the services and products of your business.

The message boards are beneficial?

Bulletin board itself – this is a great business on the Internet, so the owners of such boards obstinately fighting for their visitors (up to the television advertising). Very profitable post on message boards of your business products, since they attract customers.

Как продвинуть бизнес — *How to promote business*

The most popular bulletin board:

acoola.ru
all.biz
tiu.ru
slando.ru
avito.ru
olx.ru

This is a list of the most popular bulletin boards, in which you need to advertise all, what do you sell.

We'll see, for example, as do other entrepreneurs.

Пример бизнеса в интернете, товары — *Example business on the Internet, products*

Here the company for the production of metal exhibits examples of their work, prices, contacts. It is very convenient, since consumers is beneficial to see the entire list of manufacturers, At the same time manufacturers advertise themselves favorably to consumers, but the bulletin board is beneficial to both sides to show ads.

The best advertising any product - its quality. Thomas Robert Dewar

Пример бизнеса в интернете, услуги — *Example business on the Internet, services*

Here you can see how the company, engaged in legal advice to actively participate in the catalog site.

Bulletin board http://www.businessoffers.ru/ It is the most special. Here it is possible to place commercial advertisements, Services and Products, that govern your business. This kind of large-scale bulletin boards, more or less large do not exist.

Prices generator on the Internet for business

That the consumer could choose the most reasonable prices, it will be convenient to take advantage of price aggregator.

Consider the list of sites, which have a function :

sravni.com
nadavi.ru
market.yandex.ru
priceok.ru
compare-price.ru
trivago.ru
poiskcen.ru
price.ru
torg.mail.ru
pulscen.ru
centromall.ru

For online stores conditions may be completely different. Somewhere only pays a commission, Where – fixed fee, and where if not – is free.

In the video, the story of the business promotion via the Internet.

Video 1.

Video 2.

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Modern advertising and its species

The main goal of any modern entrepreneur is profit for the sale of goods or services. To stimulate the promotion of a product designed to help advertising.

Features of the advertising market

To date, the advertising market is full of information, traditsionnaya advertising About the Line ATL, It is no longer in demand and inefficient. Because of what is happening? This happens because of the glut of advertising, the consumer has paid little attention to the usual means (a television, radio, press). Demand for such advertising in recent years has considerably decreased, that is not true of its price, which in recent years has increased significantly in price. In order to understand, what the customers need, We need to study "the psychology of advertising", it will help to identify their needs and highlight interesting offers.

classification of advertising

There are two basic types of advertising: traditional, direct advertising (ATL) and alternative, nepryamaya advertising (BTL). Together they constitute advertising Trough the Line (TTL).

For direct advertising concerns:

Press
A television
the Internet
radio
Outdoor advertising
Movie theaters
Point of sale advertising (indoor)

By the indirect advertising concerns:

Stimulation of sales in the client environment (consumer promotion). This method involves organizing lotteries, promotions, conducting tastings, distribution of gifts and prizes.
Stimulation of sales in locations of retail outlets (trade promotion). Encourages distributors to increase reseller sales. The organization shares a "secret shopper", staff motivation, display of goods.
Direct marketing activities ( Direct marketing). The method is directed to personal communication with the customer: Newsletter promotions, advertising on the pages of catalogs and television infomercials.
advertising design (POSM) - a proper marketing places: display of price tags, stickers, promostoek, packets, packages, etc..
Special events (special events). This event associated with the organization of concerts, banquet, festivals, fundraisers, etc..

Of course, indirect advertising can not solve all business needs, but unable to take up the challenge, associated with an increase in demand for goods, thereby effectively stimulating sales.

How to move with the help of radio advertising products and services

In this article we consider the answers to the questions:

It is better to advertise on the radio?
How much does it cost to radio advertising?
As far as advertising is effective?

for the listener, Radio is the most important source of information, in particular, advertisement. With the help of radio advertising may promote a variety of services and products. Radio can be heard at home, in the car, in the office, in the barbershop, gym, entertainment and shopping centers. Wide audience reach and ubiquity of radio advertising gives a huge effect.
This type of advertising has the advantage, as mobility, economy and efficiency. it also has drawbacks - the lack of visual images. But, radio ads can be one of the most powerful tools to promote, if you choose the right voice announcers, background noise and intelligently use advertising texts.

There are several genres, which can be used for advertising on the radio:

1. Art

Several scenes from the same advertising characters.
Mini-performance, during which prompts a possible solution to the problem of the consumer.
Dialogue individuals with different levels of awareness of the services or goods, are advertised.
Monologue from the consumer or the character of the product promotion.

2. information

specialist consultations.
radio. Thematic information transfer, which may contain advertising elements.
radio reports. A story about some event in the genre of journalistic material. This story may comprise an indirect or direct advertising.
Radioobayavleniya. Reading announcer informational texts.

Promotional audio clips formed from compressed information on this product, its merits and contact details.

When you create advertising broadcasts, experts share the audience into the following groups:

lovers of news programs – 9%;
music lovers – 11%;
amateur radio – 35%;
radio amateurs – 45%.

Comparative analysis of the advantages and disadvantages of radio advertising

How to promote products and services on the radio?

Benefits include radio advertising:

economy. Radio advertising is much cheaper, than TV.
The main radio listeners are car owners, and they have a particularly desirable target audience.
efficiency. Radio spots are prepared and placed in a short time.
Mobility. While listening to the radio, you can do other things, eg, perform household chores, drive the car, relax in the cafe, carrying out technical work, etc..
segmentation of the audience. More often, people listen to one or two stations, preferring certain programs. During the broadcast of programs with a narrow target radioauditoriyu, advertiser influences it is this segment of consumers.
Wide coverage of audience. Although the radio and is second only to television, but the efficiency is approximately the same.

The disadvantages of radio advertising:

If the air is overloaded with advertisements, the roller can be "lost".
Students can switch ad unit.
transience. Attentively listening to the radio, Many people do not see a message on the radio, since it can be easily overlooked and forgotten. Information can not listen again, retain, cut out, to memorize transmitted, eg, contacts.
No visual information. Audio information does not give the audience the possibility to see in detail the advertised object in action. Therefore, we must pay attention to the music and sound; texts, for clear and easy auditory perception; tone of voice announcer.

How much does advertising on radio stations?

jingles cost consists of the cost of broadcasting distribution and manufacturing of a commercial. The price of airtime depends on:

time of day,
broadcast coverage area,
number of outputs,
radio rankings, etc..

The cost of production of commercials (on different radio stations it is about the same):

writing texts, Copywriting - from 500 rubles.
Promo audio clips - from 5000 rubles.
Audiorolik (1 category of complexity). musical lining + announcer - 800-1200 rubles.
Audiorolik (2 category of complexity). The voices of several speakers + musical lining, special effects, arrangement - from 2500 rubles.
Napevka, execution announcer songs - from 3000 rubles.

The cost of advertising rasschituetsya using the refinement coefficients (the industry average):

For seasonal broadcast advertising; January, July, The month of August - 0,9.
For seasonal broadcast advertising; March, April, October, November, December of – 1,1.
Volume discount is negotiable, it can reach 50% and more.
Discount batch posting is carried out to partner radio stations - 5-10%.

Well, of course, there are a variety of business packages, are used in the case of complex accommodation, sponsorship, etc..

The dependence of the value of advertising on radio popularity.

The price of radio advertising placement depends on the popularity of the station, the more audiences, the higher the cost. This can be seen from the following chart:

the impact of factors.

The well-being of perception clips on the radio depends on the first 10 seconds of advertising appeal. It is therefore very important point is the selection of competent text messages, which correspond to the goals and objectives of the advertising company. You should also pay attention to the importance in selecting a particular program or specialization radio, the number of repeats, broadcasting time, etc..

When you create advertising broadcasts, experts share the audience into the following groups:

lovers of news programs – 9%;
music lovers – 11%;
amateur radio – 35%;
radio amateurs – 45%.

Promotional audio clips formed from compressed information on this product, its merits and contact details.

The effectiveness of radio advertising is influenced by such factors:

sound effects and music, which corresponds to the advertised service or product;
advertising appeal must correspond to the interests of the target audience;
application components - should help the listener to convey the image of the advertised goods, so it is best to use the description of such characteristics of the goods, as the smell, dimensions, shades and so on.;
correct diction speaker, a pleasant tone of voice and speaking rate (advertisement, that lasts 20 seconds, It should consist of 40-45 words, as it is considered the best pronunciation 2,5 words per second);
frequency (audio clips should be broadcast more 10 once per advertising);
perspicuity (it is not necessary to use complicated technical terms);
memorability and originality of the information - in every video you need to say the name of the brand at least five times, the listener to remember him;
short (less 50-60 seconds), in a very short treatment is difficult to put all the necessary information, and audio clips too long - will not listen.

Radio advertising acts on the ear, based on three main elements: music, sound effects and speech. One of the elements of brand promotion can be specially written music for a period of 4-10 seconds. This musical logo will help in the future to learn to promote the services or product-sounding melody of the company.

For what activities is effective audio advertising on radio.

loading- and uslugoprodvizhenie using radio advertising effective for such activities:

exhibitions advertising, film premieres, theatrical performances and fairs (in this case, very relevant rapid deployment and development of advertising);
cellular;
the shops, sell goods of wide demand - plumbing, furniture, household products;
Fitness & Instruction;
saunas, casino, night clubs, cafes and restaurants;
cars, accessories and spare parts to them, since most of the listeners have cars;
products, which are associated with the audio information (CDs for sale, musical instruments, audio equipment);
dental clinics, medical institutions;
advertising services (it does not require visualization)- insurance, notary and legal company, banks, transportation services.

To promote products and services for consumer purposes, preferable to place audio clips in primetime (the morning of day). But advertising entertainment and nightlife - in the evenings and afternoons.