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5 traditional forms of advertising a company – advantages, and disadvantages

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In the article 10 Effective Ways to Advertise Your Business, we have described the most common methods of promoting your business on the Internet. In this post, we will introduce you to the most popular forms of traditional advertising and compare them with online promotion. Do you want to know if it is better to choose traditional advertising or to invest in online promotion? See which form of communication with the client will be the most effective for your company and will give it an advantage over the competition.

Billboards

Billboards are an inseparable element of the Polish landscape, especially in large cities. Regardless of whether we travel by foot, bike, car or tram, we pass dozens of large-format advertisements on our way every day. Billboards can be divided into several categories, including by determining their location and installation method (below we present the prices of advertisements according to their owners’ price lists, but they may differ from the actual costs, because they do not take into account discounts and the size of advertising campaigns):

● free-standing, static – are mounted on poles, they are placed mainly on roads outside city centers: – 2 × 2 m format – approx. PLN 1,300 net, – 6 × 3 m format – approx. PLN 3,500 net, – double-sided 2 × 2 m. – PLN 1,800 net, – two-sided 6 × 3 m. – PLN 5,000 net. 

● adjustable – they are not permanently attached to the ground: – 2 × 2 m format – approx. PLN 1,500 net, – 6 × 3 m – approx. PLN 4,000 net, – double-sided 2 × 2 m. – 2,000 net, – two-sided 6 × 3 m. – 7,000 net. 

● mobile – mounted on a trailer attached to a car that moves around a specific area, possible adding an audio advertisement: – the cost of the trailer ranges from PLN 3,000 to 7,000,000. net depending on dimensions. 

● wall – made of sheet panels attached to the facades of buildings: – 2 × 2 m format – approx. PLN 900 net, – 6 × 3 format – approx. PLN 2,000 net. – the cost of the trailer ranges from 3,000 to 7,000 thousand. net depending on dimensions. 

● wall – made of sheet panels attached to the facades of buildings: – 2 × 2 m format – approx. PLN 900 net, – 6 × 3 format – approx. PLN 2,000 net. – the cost of the trailer ranges from 3,000 to 7,000 thousand. net depending on dimensions. 

● wall – made of sheet panels attached to the facades of buildings: – 2 × 2 m format – approx. PLN 900 net, – 6 × 3 format – approx. PLN 2,000 net.

Additionally, billboards can be divided according to the way they are illuminated. The most common are frontlight and backlight billboards, while the second type of billboard gives much better visual effects – the graphics are clearly highlighted, the entire advertising area is clearly visible.

Who is this ad for?

Promote your company on billboards if:

● you want to reach a wide audience,

● you want to complete the 360-degree campaign,

● you want to promote a new product.

Is it worth investing in this type of advertising?

There is no clear answer to this question, because it all depends on our budget, expected effect and advertised offer. Billboards are usually used by large brands and producers who want to strengthen their position on the market or launch a new product on the market. Advantages:

● clearly visible even from a distance (visibility from a distance of approx. 50 – 100m),

● increases brand recognition,

● reaches a wide audience. Disadvantages:

● it is difficult to test its effectiveness,

● it is not possible to target an advertisement to a narrow target group,

● it is expensive,

● any corrections in the campaign require changing the billboard, which is associated with high costs.

Leaflets

Another form of advertising that we encounter every day, both in large and smaller cities. Leaflets are delivered to customers mainly in three ways – by handing them out on the street, throwing them into the mailbox or leaving the car behind the windshield wiper. Unfortunately, very often leaflets fall into the garbage can right away or the people to whom they are given are not interested in taking them.

Who is this ad for?

Promote your business with leaflets if:

● you operate locally,

● you do not provide premium services,

● you are able to offer additional value for the recipient on a leaflet – e.g. a discount on cosmetic services, a restaurant voucher

Is it worth investing in this type of advertising?

In my opinion, most companies would get better results advertising on the Internet, not on leaflets. I believe that they can bring the greatest profit to eateries, beauty salons or language schools if they are distributed near them and contain address information or a map with an item marked. We can count on better results of this form of advertising if we leave leaflets in places where our potential customers go. For example, when advertising a dress store for a wedding, let’s leave flyers at a nearby beauty salon. Advantages:

● low price – 1,000 A5 leaflets – approx. PLN 200 net

● large expenditures,

● advertising on leaflets can be modified quickly and at low cost,

● reaches a very wide audience (in the case of industries that most people use, e.g. . shoemaker). 

● possibility of concluding a discount coupon, voucher, discount.

LED screens

In recent years, it is one of the fastest growing forms of advertising. Today, LED screens can be found not only on the streets of large cities at busy intersections, but also in public transport, at swimming pools and at the ticket offices in supermarkets. They effectively attract our attention with films or animations, making the time spent in the queue or while traveling by tram more pleasant.

Who is this ad for?

Promote your business on LED screens if:

● you have an idea for a short film advertisement,

● you care about local promotion,

Is it worth investing in this type of advertising?

I believe that of all the forms of outdoor advertising mentioned here, LED screens are the least effective method. This is due to the fact that LED screens emit short spots and no sound. In addition, we pass the LED screens set up by the roads in a hurry, often not having time to see the entire advertisement displayed on them. 

Advantages:

● mobile advertising attracts the attention of recipients,

● modification of the advertisement is faster and less costly than in the case of a billboard. Disadvantages:

● imprecise effectiveness test,

● not aimed at a specific audience,

● longer spots can only be partially watched,

● external LED screens fail, so important elements of the advertisement, e.g. telephone number, may be unreadable,

● advertisements are played in loop, so the recipient, instead of our advertising film,websites .

TV

It is a medium through which we can reach the widest group of recipients. By investing in advertising during peak viewing hours, one spot can be watched by up to several million people. Here we can narrow down the audience by selecting the appropriate channel and specific hours of broadcasting the ad. For example, we can promote food products or household appliances while broadcasting culinary programs.

Who is this ad for?

Promote your company on television if:

● you want to increase brand awareness,

● you advertise a product or service available at many points,

● you are a large producer,

● you have a large chain of stores or you operate on the Internet (e.g. online loans, exchange offices, clothing stores, with perfumes, tours, etc.).

Is it worth investing in this type of advertising?

The prices of individual advertising spots are so high that only the largest companies with very high marketing budgets can afford to promote themselves on television. Of course, when we cannot afford advertising in leading TV stations or we run a company operating in a limited area, we can use advertising in local stations or those with lower viewing figures. However, mere presence on television is not enough. In order for the advertisement to reach our audience, the campaign must be well thought out and encourage the user to take specific actions, respond to his needs or be an expression of aspiration – a car for a busineswoman, washing powder that will save soaking or a dietary supplement that will allow you to fall asleep quickly. 

Advantages:

● broad building brand awareness, 

● well-thought-out and implemented advertising spots are memorable – people talk about them.

 ● maintaining interest in the product. Disadvantages:

● high emission costs; 

● high production costs of the spot; 

● modification of the spot in the event of an error may be costly and impossible to implement immediately,

● the inability to precisely track the effectiveness of the ad.

Radio

The second, next to television, very important medium on a daily basis. Almost all of us listen to the radio on the way to work or school, doing chores or relaxing on the couch. As in the case of television, advertising broadcast on the most popular radio stations during peak audience hours reaches hundreds of thousands or even millions of listeners. When advertising on the radio, we have the option of narrowing down the audience by selecting the appropriate radio station or broadcasting time of the spot.

Who is this ad for?

Promote your company on the radio if:

● you want to increase brand awareness,

● you advertise a product or service available at many points,

● you are a large producer,

● you have a large chain of stores.

Is it worth investing in this type of advertising?

If we have a large budget for this type of campaign, advertising on the radio will allow us to reach a wide audience, strengthen the brand or promote the product. However, we must take into account the high costs of radio promotion. For the largest broadcasters, the price of a 30-second spot can be as high as PLN 30,000. These amounts obviously change depending on the number of purchased advertisements in the campaign and arrangements with the advertising departments of radio stations. It is also worth remembering that the greatest discounts are granted to PR and marketing agencies as well as media houses, so when planning an advertising campaign on the radio, it is worth using their help. If we do not have the budget to promote the company in a nationwide radio station, we can order advertising in stations with local coverage, local band of a large station or radio stations broadcasting via the Internet. In a local radio station, we will pay approximately PLN 1,500 for 30 seconds of advertising, but in this case we can also count on large discounts. Local promotion is not only cheaper, but also allows us to reach the target group of customers with a message. Advantages: ● reaching a wide audience with the message – useful when promoting nationwide services or introducing a new product to the market

● possibility to select the hours of broadcasting the advertisement / presence at specific programs or programs (e.g. in front of the news service or programs for drivers) Disadvantages:

● high costs, especially when broadcasting spots at the most popular stations during peak audience hours,

● modification of the spot in the event of an error may be costly and impossible to implement immediately,

● no possibility of precise tracking of the effectiveness of the advertisement. however, in this case, we can also count on large discounts. Local promotion is not only cheaper, but also allows us to reach the target group of customers with a message. Advantages:

● reaching a wide audience with the message – useful when promoting nationwide services or introducing a new product to the market

● possibility to select the hours of broadcasting the advertisement / presence at specific programs or programs (e.g. in front of the news service or programs for drivers) Disadvantages:

● high costs, especially when broadcasting spots at the most popular stations during peak audience hours,

● modification of the spot in the event of an error may be costly and impossible to implement immediately,

● no possibility of precise tracking of the effectiveness of the advertisement. however, in this case, we can also count on large discounts. Local promotion is not only cheaper, but also allows us to reach the target group of customers with a message. Advantages:

● reaching a wide audience with the message – useful when promoting nationwide services or introducing a new product to the market

● possibility to select the hours of broadcasting the advertisement / presence at specific programs or programs (e.g. in front of the news service or programs for drivers) Disadvantages:

● high costs, especially when broadcasting spots at the most popular stations during peak audience hours,

● modification of the spot in the event of an error may be costly and impossible to implement immediately,

● no possibility of precise tracking of the effectiveness of the advertisement. Local promotion is not only cheaper, but also allows us to reach the desired group of customers with a message. Advantages:

● reaching a wide audience with the message – useful when promoting nationwide services or introducing a new product to the market

● possibility to select the hours of broadcasting the advertisement / presence at specific programs or programs (e.g. in front of the news service or programs for drivers) Disadvantages:

● high costs, especially when broadcasting spots at the most popular stations during peak audience hours,

● modification of the spot in the event of an error may be costly and impossible to implement immediately,

● no possibility of precise tracking of the effectiveness of the advertisement. Local promotion is not only cheaper, but also allows us to reach the target group of customers with a message. Advantages: ● reaching a wide audience with the message – useful when promoting nationwide services or introducing a new product to the market

● possibility to select the hours of broadcasting the advertisement / presence at specific programs or programs (e.g. in front of the news service or programs for drivers) Disadvantages:

● high costs, especially when broadcasting spots at the most popular stations during peak audience hours,

● modification of the spot in the event of an error may be costly and impossible to implement immediately,

● no possibility of precise tracking of the effectiveness of the advertisement.

Summary

Is it worth investing in traditional advertising forms? In my opinion, such an investment can be profitable, but the necessary condition is to select the appropriate advertising channels and tools and direct it to the narrowest possible group of recipients, which has a chance to become our clients. It is not an easy task, and the way the advertisement is published prevents immediate reaction in case of its ineffectiveness. If we want to narrow down the audience as much as possible, the best solution is advertising on the Internet, where we can determine the sex, age and even interests of the people we want to reach with the advertising message. If you have only used traditional advertising forms so far, I encourage you to familiarize yourself with 10 effective ways to advertise your company on the Internet. 

The costs of promoting a company using Google Ads (formerly Google AdWords), positioning , business cards or social networks are sometimes only a dozen or so zlotys a day, and some methods of advertising on the web can be completely free. Contrary to outdoor advertising, we measure the effectiveness of online promotions much more accurately, and we modify the ads quickly and in most cases for free. On the Internet, we can also track the entire shopping path that the customer has traveled and optimize it in such a way as not to lose orders while making purchases.

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