The advertising format should be based on the situation of the recipient and the content you want to pass on. The Internet, printing and materials at the place of sale can perform different, complementary roles.
First, the target of contact with advertising
Should the recipient learn about the existence of the service, compare the offer, sign up for the event or return to the previously viewed product? Each of these objectives requires a different range of information. Do not judge the format solely by its popularity.
Save also reception conditions: short contact in public space, phone browsing, talking to the vendor or searching for the contractor on your own. This helps determine the number of text, size of elements and sense of the next step.
Do not move one project unchanged
The poster viewed from a distance and the banner on the phone have different proportions and interaction possibilities. Shared identification does not mean an identical layout. Variants should retain the name, character and main message, but adjust the hierarchy to the format.
For example, the advertisement of the workshops may emphasize the subject, the term and the record on the poster. On the target page you will also need a program, conditions of participation and answers to questions. Trying to place the entire program in a small banner will weaken the readability.
Plan your place after the commercial
Advertising should lead to consistent information. If you promise a specific service, the recipient should not start by searching the entire site. In case of print check the address and QR code before production, and in the web campaign, follow the full path on the mobile device.
Before the order, prepare:
- one main message;
- the audience and the context of the contact;
- confirmed terms of the tender;
- formats and requirements of the publication site;
- the address or channel of the next action;
- how to assess interest and effect.
Compare effects in the context of target
Information material and advertising leading directly to purchase need not be assessed identically. At the same time, the number of views does not confirm that the message has been understood. Combine data with team observations and customer questions.
There is no single format best for each company. Selection requires matching and checking. They will help combining advertising with a web page and Designing a corporate folder.
