In contact with

Classmates

Every entrepreneur knows: in order to increase income from the goods produced or services provided, you need to use advertising. But not everyone is aware of what types of advertising are most effective and allow you to get greater benefits at lower costs.

Concept and types of effective advertising

Advertising is a type of communication between people that disseminates information about something, mainly about a product or service. People have used its services from time immemorial. For quite a long time, it was believed that this concept is associated with the exchange of information through all available means of communication. With the development of advertising activities, many new types of communication have appeared. These are areas such as exhibition activities (Exhibition Activities), branding (Branding), public relations (Public Relations), sponsorship (Sponsorship), direct marketing (Direct Marketing), advertising at points of sale (Point of Sale), promotion of goods and services ( Sales Promotion) and many others. Advertising activities can be aimed at solving various problems, which gives rise to a large number of its varieties and distribution channels.

In the 21st century, with the advent and rapid development of technology, more than 20 different types of advertising have appeared. Businesses now have a huge choice of what effective type of advertising to use for their companies and what type of product will bring greater benefits. Now any organization, foundation, company and even a simple person who produces something cannot do without promotion. It is necessary to convey information about an activity, product or service to a potential audience. Thanks to the wide variety of means and prices, everyone can resort to its help.

As a rule, the larger the organization, the larger sums it allocates for its promotion. Such effective investments bring high returns. And as profits grow, the size of the advertising campaign increases so that as many people as possible learn about the new product. Therefore, well-known brands, whose scope is much wider than those just starting their business, allocate huge amounts of money to maintain a positive image of the company so that people do not forget about their existence. Business growth inevitably leads to an increase in the budget allocated for these purposes.

It is believed that the more expensive the better. This is not always the case with advertising. It is not necessary to pay a lot if your audience is not large, as it will not be effective. That is, you don’t need to tell the whole country about your product if your customers are concentrated in only one city. In this case, it is better to choose a more economical type of promotion. However, advertising has its own characteristics and nuances that you need to know in order to get maximum results with a small investment.

What effective type of advertising is more suitable for promoting certain types of products and services? All goods can be divided into “emotional” and “rational”. For the first type, it is better to choose television, radio or the Internet, where contact with the audience is possible. And for “rational” products, newspapers, magazines, city outdoor banners or serious websites are more suitable. At the same time, it is important to understand the specifics of your products and target audience in order to determine the type of media that can better convey information. There are plenty of options. You need to study all the possibilities, correlate them with the desired result and understand what effective type of advertising is suitable specifically for your company. Pay attention to factors such as cost, distribution region, time and place, and number of contacts with potential customers.

What are the types of effective advertising on the Internet?

Online advertising is suitable for any entrepreneur. Its key features are accessibility and interactivity, and it uses planning and performance monitoring systems to attract large groups of consumers. Therefore, it doesn’t matter what you produce and for what audience. The Internet opens up enormous opportunities for you.

contextual advertising

1. Banners and texts. This type is less annoying to website visitors and can be more effective. Advertising blocks appear on websites with content corresponding to them.
2. Advertising in search engines. All effective types of advertising on the Internet cannot compare with ads in search engines. They appear when a visitor searches for a product through a search engine. His request is also contained in an advertisement displayed on the right or left. That is, if this is the word “sofa,” then the text will appear on the side: “Buy a sofa” or “The sofa factory will produce high-quality sofas and chairs.” In most cases, a person is looking for the product he wants to purchase. For him to see your ad first, it must be higher in the list and contain the most frequently used words. Then it will become more effective, but also expensive. The main operators of contextual advertising are Yandex.Direct, Google.AdWords, Begun.

Display advertising

This is a type of communication on the Internet in which advertising information, consisting of text, graphic or audio materials, is posted on various sites and is aimed at the target audience.

In most cases, this type is confused with display advertising because it is aimed at visual perception. But this concept is much broader. It includes different types of visual and audio information: videos, banners, branding.

Types of banners:

• Stretch marks– blocks similar to canvases hanging on the street, only located on sites at the top of the page.
• Richmedia– a flash banner containing animation and sounds that pops up on top of the main page before it is opened.
• Pop-under– an automatic pop-up window that, when you try to close it, opens a new tab with an advertising page.
• Pop-up banners– a type of module that appears on the page at first in a small size, and when you hover over it with the mouse, it expands to fill the entire screen.
• Imitation banners– banners resembling a message from a social network (VKontakte or Facebook) in size, located at the bottom of the page on the right or left.

Types of video advertising:

• Pre-rolls(pre-roll) - videos that a site visitor watches before opening the page he needs.
• Mid-rolls And postrolls(post-roll) - videos shown in the middle or end of the video material selected by the viewer.
• Overlay(overlay) is a graphic banner that is shown while the video is playing.

Display advertising is one of the most effective types of modern advertising, bringing much more benefits than the traditional option. This is achieved thanks to clear targeting, that is, the ability to identify from the entire audience only that part of it that fits the given criteria. The demonstration of a video or banner depends on the thematic focus of the site. The audience can be adjusted by display time, region, frequency and other parameters, which helps to attract more attention from potential customers.

Teaser advertising

This is a small image and small text that briefly describes the product. Teaser means attracting attention. Its main techniques are tantalizing headlines and bright, memorable images that can arouse the user’s curiosity and encourage him to go to the site.

To make this advertising more effective, it is better to resort to the services of teaser networks. This is a network of affiliate sites where you can post your ads and earn money from it. They have a wide and flexible range of settings for choosing the target audience or geotargeting. Here are examples of some effective types of teaser networks: Kadam.ru, Direct/ADVERT, Visitweb.com, RedClick.ru, TeaserNet.com.

Such effective types of modern advertising as teaser advertising depend on the originality of the chosen approach - it should distinguish you from the already boring and annoying usual promotional campaigns. But if there is no individuality, the result may be an effect completely opposite to expectations.

Advertising in thematic blogs

These are reviews and messages on forums, blogs, and websites. They are addressed to a specific user. If a person decides to purchase a certain type of product, then when searching on the Internet, he pays attention to reviews about it, purchased from a specific manufacturer. Based on these responses, under which advertising is disguised, the client makes his choice. He believes that since people use the product, it means it is good and of high quality.

• Banner, media advertising, presented in the form of an image, which should be very original and will be remembered by the visitor for a long time. In order for a person to follow the link to the manufacturer’s website, the banner must look the most non-standard and eye-catching. This type of promotion may be annoying, but the effectiveness and efficiency here is much higher than traditional methods.
• Contextual advertising helps increase sales. It is used together with banner and text and is shown only when interest in the product is shown.
• Text advertising describes products through a text ad. It is memorable thanks to its laconic slogan.

Advertising on thematic sites

This is an effective type of advertising in which various sites act as a platform for posting advertisements. They can be presented in the form of text, animation or graphic banner. The main feature here is that advertising and site content should be thematically similar. This type can attract a very large number of potential buyers. At the same time, website owners receive good income from advertising. They earn a certain percentage per click, that is, from each click on a link posted on the site to the advertiser’s portal. Some people do not like to search for products through search engines or may not be aware of the existence of this type of service. Advertising on the site allows such people to decide that they need a specific product. If there are thousands of them, you will get serious income, which encourages site owners to develop their business.

Advertising on social networks

This is an opportunity to convey information about products to the target audience through announcements or the creation of special groups and the organization of promotions. This effective type of advertising is distinguished by the fact that almost everyone uses social networks, and this gives even greater audience coverage.

1. General social networks- the most common type. These are VKontakte and Odnoklassniki for Russia and Facebook and Bebo for the West. Here users can chat, show photos, watch movies and listen to music. Advertising campaigns carried out on such social networks are aimed at the target audience. You can also post ads in thematic groups.
2. Professional social networks– these are such types of social networks as the Russian “My Circle”, “Professionals” and “Rb.ru” and the Western “XING” and “Linkedln”. They are aimed at representatives of a certain profession. Here employers are looking for employees and vice versa. Everything is subject to working issues: the feed publishes company news, corporate reports, and various types of press releases.
3. Social networks by interests. Interests can be of different types: cinema, music, books or modern technologies. On their basis, people unite. Russians love MySpace and Last.fm the most. “MyAnimeList” is popular in the West. Here, advertisements must have a specific theme that suits the needs of the audience.

• Viral Marketing is a type of dissemination of information about a product or service in which people themselves transmit information to each other. The most effective way is to use a video, which is first posted on social networks specializing in video (YouTube, Vimeo, RuTube), or in thematic groups on VKontakte, and then the users themselves begin to distribute this video among their friends.
• Guerrilla Marketing contributes to the formation of an opinion about a product or service. Potential buyers trust people with personal experience more than advertising in official sources. Effective guerrilla marketing works like this: a person creates an account on a social network and begins to create an environment for himself, makes acquaintances, and participates in discussions. When trust in it increases, the main actions begin - it is necessary to praise the desired product and scold competitors. You can write posts on your page or in thematic discussions. The main thing is to talk about supposedly your own experience; this method allows you to build trust among readers.
• Articles and publications, posted on certain social networks will bring more benefits than those published on professional sites. It is much easier to find your target audience on social networks. It makes no sense to publish an article about the release of a new book or film on highly specialized websites dedicated to literature or cinema. The best result from such a publication will be achieved when it is placed in a thematic group on VKontakte, where the number of subscribers exceeds a million.

Advertising on social networks appeals directly to the target audience, as it allows you to target based on various characteristics: location, gender, age, type of activity, interests. This is its undoubted advantage.

Advertising on news portals

May be present in the form of PR articles (articles with a veiled advertising message), content advertising (text blocks with a similar topic) or regular banners (pop-up blocks). This effective type of advertising is placed on specialized news sites and helps attract the attention of a large circle of people who are accustomed to following the latest events on these portals. A wide audience coverage is formed due to the fact that news appears every hour. Both managers and ordinary people who need to keep abreast of the situation in the world of politics, economics or culture visit news portals several times a day. They share the information that most interests them with friends or publish links to specific news on their social network profiles, attracting even more attention to the resource. And they all see advertising information on this page. By clicking on a banner or text, potential clients go to the advertiser’s website and, if interested in a product or service, make a purchase, which means the advertising has paid off.

Some entrepreneurs, as well as their managers, do not like to advertise directly because it will not bring enough profit. They believe that the most effective type of modern advertising is articles in various media. But it is quite difficult to write a good article in which the advertising component is not obvious. Therefore, it is better to write press releases. This is a small text whose main function is to present a new product or service, announce an event in the life of a company, or invite you to an event. Such articles are less expensive than regular ones due to their brevity and conciseness. And they convey information to the audience in a more specific and effective form.

Search Engine Optimization (SEO)

This is a special type of content preparation, designed to be the first to display information about the site when requested in any search engine. That is, if a person enters a word or phrase into a search, then the same words must be present in a certain way in the texts on the site so that it appears among the first found. After all, often a visitor looking for information or a product on the Internet does not go further than the initial page with a list of possible resources that the search engine provides. Therefore, being at the top of the list is extremely important to get more visits.

Effective optimization options:

• White optimization. This includes all types of optimization that do not contradict the rules of search engines. This means correctly compiling the content of the site itself, its internal content, as well as actions outside it: distributing information on other sites, publishing press releases and articles, using the capabilities of social networks and affiliate programs. In this case, a link to the resource is always indicated, by clicking on which the visitor is taken to the optimized site.
• Gray optimization. This type of work involves the use of key phrases in the texts. Sometimes they violate the laws of the Russian language: “Milk is a dairy product containing milk fats.” To make the work of the optimizer more effective, it must take place in several stages. First, the most frequent queries in search services for a specific product category are identified. The most frequently used words are selected from the received words, and key phrases are compiled based on them. Then it is determined how many such phrases should be reflected in the text, as well as their density, the number of exact occurrences and with possible morphological and grammatical changes. Based on this data, an article is written that will be published on the website.
• Black hat optimization. This includes all types and methods of website promotion that influence search engine algorithms. The following options are possible: using texts on the page with a large number of effective key queries (doorways), placing hidden text, using “single-pixel links,” using the cloaking technique. This is a type of optimization when one page is shown to the user, and another is created for the search robot.

E-mail newsletter

Sending emails containing information about new products, services, events or any other information that needs to be conveyed as quickly as possible to subscribers and the target audience. The main advantages of this type are fast notification, maximum audience coverage at minimal cost. Regular mailing is a type of advertising that is most effective in terms of creating a positive reputation for the company among potential clients, confirming its reliability and guaranteeing the production of quality products.

The most effective types of outdoor advertising

What effective types of advertising exist today? To answer this question, let’s look at another type of advertising, which does not require large investments and has long established itself as a very effective way of conveying information about a product or service to the consumer. This type is outdoor advertising. It includes all types of promotion that are used on the streets of the city, that is, everything that can be seen by any passerby on the street or a person standing in a traffic jam. This method is aimed at the widest possible reach of consumers and does not cost very much money.

The purpose of outdoor advertising is to remind about an existing product or tell about the location of an organization so that a person can easily find it. It is better to use an attention-grabbing picture and a concise, effective description in the design. It is not recommended to post more serious types of information in this way: a person is unlikely to perceive it correctly on the run. This feature may narrow the range of advertisers.

Important points for effective outdoor advertising are the correct use of design in the design of content (so that it is easy to read and quickly perceived), as well as the choice of a suitable place for placement (so that it attracts the eyes of passers-by and is noticeable).

1. Shields. Surely everyone has seen the familiar pillars with shields located near sidewalks and roads for cars. This type of promotion attracts attention, but it is important to understand that small inscriptions are not noticeable. The expected result will be achieved if you write the most important text in large letters and as simply as possible. It is also better to place information on several boards so that a potential buyer will definitely pay attention to it. An important message should be placed on the working side of the shield, that is, facing the flow of people. The image on the other side won't be as effective because few people will turn around to read it.
2. Stretch marks. This is a type of canvas stretched over the roadway. They are easier to perceive due to longer contact. Addresses and telephone numbers that the viewer will not see on billboards will be quite effective here.
3. Pointers. They are designed to orient the buyer in which direction the company or store is located. They are made in the form of arrows indicating the direction, therefore, they will not let your client get lost.
4. Signboard. This is a small sign with the name of an office or store, located in front of the entrance to the building. It can attract attention from afar if you use a bright design in the design.
5. Signposts. These are folding structures on which the name of the company, its coordinates and the services provided are written. They are usually located next to the building where the company is located.
6. Sandwich people. This is the name given to promoters who hand out leaflets or announce something into a microphone. To attract attention, they dress up in colorful clothes, costumes of animals, cartoon characters or hog dogs.
7. Pneumatic figures. These are voluminous inflatable figures of different sizes that attract attention with their unusualness.
8. Sticky application. This includes stickers, posters posted on street poles, in entrances, in subways and trains, and on the walls of houses.
9. Urban structures. Here we list the booths and stands within the city where advertising is placed. The most effective type is stops.
10. Advertising on and in public transport can be on buses, subways, trams, trolleybuses, commuter trains and trains. This also includes advertising on taxi cars.
11. Advertising in elevators. This type is very informative and effective, because while a person is traveling to the desired floor, he has time to read all the information posted on the walls.

You need to understand what type of outdoor advertising you want to use, and, based on this, come up with the text of the message. If this is a type of “moving” advertising, that is, one that people quickly pass by, then the text will be catchy and large, containing only basic information. If this is the type of "static" advertising in trains or elevators, where people will have more time to read, then you can write more information.

It is better to use the full range of design techniques (type, font, size, shading) to make your information easier to perceive. The result depends on the number of people passing by. The cost varies depending on location, material, size, type. You can choose a not very expensive option that meets your goals.

The most effective types of modern advertising on TV and radio

Radio and television today are an integral part of every person’s life. Television is now used as the main way to convey information to the consumer. Since there is a TV in every home, advertising placed on TV, one way or another, reaches everyone. Therefore it is the most expensive. And the point here is not only the price for the video, for the recording of which a large number of professionals are involved: actors, screenwriters, directors, editors and advertisers. The most money you will have to pay is for airtime, which is very expensive. Therefore, only large brands can appear on federal television channels. Smaller businesses are advised to use local or cable channels. At the same time, do not forget about the region where your information is distributed. A product distributed only in Moscow will not be sold if advertised in Samara.

Videos. This is the main type of effective television advertising. Its average duration ranges from 15 to 30 seconds. Viewers will better perceive an original and colorful picture, because during the existence of television, everyone is already tired of primitive commercials and switches the channel during the advertising break. Therefore, to record the most catchy plot, it is better to turn to professionals. Otherwise, the money spent will simply be thrown away.

Ticker. Few people read and remember ads in the form of a creeping line at the bottom of the screen. But it's cheaper than making videos.

Teleshopping. This is the name of the type of special programs where products are demonstrated, and presenters talk about their advantages, while simultaneously showing them in action. The purchase can be made by calling.

Sponsorship. Becoming a sponsor of a program or film screening means creating a positive image for your company. Small businesses cannot afford such activities on central television, but on a local channel it will be much cheaper.

Effective television advertising is determined by the timing of its airing. During prime time, the largest number of viewers turn on the TV, and that’s when it should appear. The most effective hours are: in the morning from 07.00 to 07.45 and from 09.15 to 10.15 and in the evening from 20.30 to 21.30.

An important component is the plot of the program or film during which your video is shown. Negative emotions from viewing can also be associated with the advertisement seen at that moment.

A large number of videos can be shown in one block. Viewers remember the first and last ones best.

Airtime on federal television is sold out quite quickly. Everything for the year ahead is already sold out, so you need to think about placement in advance.

Musical screensaver. This is such an effective type of radio advertising in which the text is better remembered, as it is presented in rhyming form and accompanied by music. Musical accompaniment promotes better perception of information due to the ease of presentation and conciseness of the text. For example, on New Year’s Eve everyone goes around singing a song from a Coca-Cola advertisement: “The holiday always comes to us with Coca-Cola.”

As with television, more people will listen to radio advertisements in the morning when they go to work and in the evening when they return home. Greater results can be achieved by submitting an ad to several radio stations and paying for the maximum number of repetitions. Advertising will constantly sound on different waves and at different times, which over time will lead to remembering this brand of product. This can help you choose your product over your competitors.

The most effective types of advertising at all times

1) Business cards– an effective type of self-promotion, a way of presenting information about yourself and posting your contact information. A business card is a sign of mutually beneficial business communication. By exchanging them, connections and partnerships begin to be established. In any company, all employees have their own cards, which contain the name of the company, information about a specific employee: full name, position and contact information. This is not only information, but also a type of advertising for the company.

Technologies used in the production of business cards:

• Silk screen printing method;
• Foil stamping technique;
• Thermal rise;
• Risography.

2) Prospects– these are small books containing information about a product or company. Brochures use text and photographs that describe and depict the advertised product. For printing brochures, high-quality paper with all kinds of finishes is used - it is very important that your products are pleasant to hold in your hands and want to be looked through. To achieve the desired result, high-quality materials that are pleasant to the touch and eye-catching bright pictures and texts with beautiful and contrasting fonts are used.

3) Forms- an effective type of advertising. In the modern world, all reputable companies use letterhead with their logo for documents. This gives the company a sense of credibility as a business partner and makes its papers stand out from others on clients' desks. Such sheets determine the importance of what is printed on them. This is a big plus for the company, so any organization needs such help. A company that uses letterhead to print its documentation is always treated positively and more respectfully than other companies that have not yet realized all the advantages of this effective type of modern advertising.

Letterheads reflect more than just contact information. A properly developed design gives an idea of ​​the organization’s activities, its life credo, promotes recognition and the formation of a good reputation among the audience. A visual impression helps solve many problems that cannot be resolved over the phone. The use of layout, graphic elements of corporate style, color and font, convenient presentation of information, selection of special types of paper - all this has a positive effect on the image of the company.

The letterhead contains types of information such as logo, address and other contact information. It is better to come up with its design in accordance with the overall corporate style, because harmony in all details will lead to the best business results. But if the latter already exists, then the form can be modified separately.

Letterheads are required for internal and external use. In a company, they can be used to issue orders, draw up accounting reports, and conduct internal corporate correspondence. When communicating with clients, you can use forms to draw up contracts and commercial proposals, price lists, and send business letters.

4) Envelopes are another effective type of advertising. In the era of virtual communication, email correspondence and Skype negotiations, receiving a paper letter in a company envelope will become an unforgettable event, and respect and trust in your company will increase.

Envelopes come in the following types and formats:

• Standard Euroenvelopes E65 (110x220mm) with and without window (used for sending business letters and letterheads folded in three);
• C5 (165x229mm, non-standard postcards or cards, as well as A4 sheet folded in half);
• C4 (229x324mm) with top and side flaps (business correspondence, magazines, brochures, advertising brochures).

It is important to consider the fact that envelopes may be manufactured or sealed. Manufacturing to order has a number of advantages: selection of any size and type of paper, its shade and other characteristics. The only drawback is that the circulation must exceed 5 thousand copies, which is not always necessary. Products made in Russia will be an order of magnitude lower in quality than those made in Europe. However, orders from the latter are carried out only for large quantities. If you need a small amount, it is better to use ready-made factory envelopes. Printing them will be cheaper, but the choice of material and paper will be limited.

5) Folders– a type of printing that has practical applications. A corporate logo on them is one of the most effective types of company advertising that will constantly work for you. After all, you can store important documents in folders, and every time you open them, your logo will catch your eye, and this is a constant reminder to your clients.

Folders come in the following types:

• Die-cut folders with one or two flaps;
• Folders with one or two adhesive flaps;
• Plastic file folders;
• Clip folders;
• Accounting folders of the "Crown" type with a locking clip;
• Plastic folders with ring clips;
• Leather executive folders with embossed logo.

Cardboard folders can be decorated by lamination, offset printing, foil stamping or embossing, offset or UV varnishing, and silk-screen printing. For marking plastic products, foil stamping, silk-screen printing and pad printing are used.

A branded folder presents the company as a solid and respectable organization. Therefore, visually it must match - it should not be embarrassing to come to a business meeting with it. In this regard, only contact information and the company logo should be applied.

6) Notepad. The main purpose of the notebook is to effectively advertise the company whose logo is printed on the cover. The type of notebook does not play a big role: it can be a small checkered notebook or a solid book with a leather cover.

7) Leaflets– one of the types of most effective advertising. It can be used to judge the quality of the product. It should contain an interesting design, be varnished and made on high-quality Finnish paper, and then your company will not go unnoticed.

The three main components of a leaflet: a picture, text describing the product and contact information with the company logo. When advertising technical products, diagrams and graphs are drawn up for greater clarity.

Any advertising product should stimulate the consumer to take certain actions. Depending on the specific purpose, the leaflet may have a special design, made in color or black and white, be printed on various types of paper of any size, contain a list of prices or only talk about the benefits of the product.

8) Booklets– this is a type of effective advertising printing that achieves high information content at a low price.

They come in A4 format (210 x 297 mm) with two folds and A3 format (297 x 420 mm) with one fold.

Booklets can be produced by:

• Laminating;
• Lamination;
• Full or selective UV varnishing;
• Embossing;
• Embossing or offset varnish coating.

The three main components of a booklet are the same as a leaflet: a picture, text describing the product and contact information with the company logo. When advertising technical products, visual diagrams and graphs are also drawn up.

9) Poster. Posters are placed on information boards and are used to attract the attention of the audience. They can be of a propaganda, informational or image-supporting nature.

In the production of this type of advertising products, four paints, lamination or varnish are used. Lamination gives an advantage against rain, so it costs more. Cold lamination is used for large format posters. Films for it can be expensive, but they will not spoil the images. If you need a large print run, then the best way to save money is to use offset varnish during printing.

For better results, posters (posters glued to a corrugated cardboard base using lamination) and figure models (wide-format posters glued to a rigid cardboard base and cut out along the contour) can be placed at points of sale.

10) Brochures– this is such an effective type of advertising printing, which is an excellent solution if you need to make a presentation of a product or display a large amount of information.

Preparing a brochure is an important and serious matter. You need to know exactly what the goals of the release are. An effective design should be considered in accordance with the information content. Embossed cardboard for the cover, tracing paper inserts, or the use of additional color can all enhance the appearance of the product. To add originality, you can order a pocket version or with horizontal stripes.

11) Covers. A corporate logo on the cover is one of the most effective types of company advertising that will constantly work for you.

12) Calendars. What type of advertising is the most effective among printing products? The answer is obvious - this is a calendar, the most popular and effective type of advertising printing. Use it not only as an office supply, but also as a platform for your own promotion, which does not require large expenses, but brings benefits in different places throughout the year.

The origin of the word “calendar” goes back to the Latin “calendae”, that is, calends. Kalends in Ancient Rome were the first days of each month. And the word “calendarium” was a type of debt book where entries were made every month about debts paid on the first day. The modern meaning of the word as a system for reporting days, months and years appeared much later.

The popularity of calendars is growing every year. This is the most convenient way to promote your company among clients. It would be strange not to use a practical object as a business gift. Every entrepreneur gives it to his partners and clients. But now these paper products have become so diverse that you will have to work hard to make a calendar with your company logo stand out, and it is what you would want to use as a work tool. For this to happen, professional design must be used, because on the desktop of a top manager, the product can be seen by numerous potential clients. You can be original and order not an ordinary, standard type of calendar, but, for example, a specialized one: accounting, lunar, or with important dates.

The main advantages of this effective type of advertising printing are the possibility of its practical application combined with the undoubted potential for expanding your audience. Its service life is much longer than other types of print advertising. It will always be visible, unlike various types of leaflets, booklets or brochures, which can only be used once.

If your company decides to participate in promotions, then nothing will bring you better results than using pocket calendars. They are perfect for advertising small products, such as cosmetics, perfumes, sneakers, phones or tablets, and various types of alcohol. Making pocket calendars with medium circulations will not be too expensive. It is not recommended to order a circulation of less than 5,000 copies. Believe me, they will sort it out with a bang.

The second type of economical and effective calendars is poster calendars. They are similar to posters, only they have a calendar grid. Produced for distribution at points of sale. The main A2 format is produced using large format printing. An A3 poster will be too small to hang on a wall, and A1 is more expensive.

There can be a great variety of calendar design options. It can be made according to your wishes. Price and terms depend on the complexity of the order.

What type of advertising is most effective?

This analysis showed that the most effective type of modern advertising is advertising on the Internet and printing. It is important that when these two types are used together, the consumer will receive more information and the degree of impact will be stronger.

But do not forget about such a serious aspect as the quality of advertising printing. Good products in the modern world are not always guaranteed. For production, you should choose only those companies that have already proven themselves in the market with many years of experience. In this regard, you can safely trust the Moscow printing house “SlovoDelo”. Among its long-time clients are restaurants, salons and telecom operators, taxi services and shops. Everyone needs high-quality and effective printing. By becoming a partner of the SlovoDelo company, the client receives:

• Bright and clear advertising;
• Recognition and demand;
• High results in business.

Any company uses all types of effective advertising to popularize its name. Printing occupies one of the leading positions in this matter. Today, not a single company that cares about its reputation and wants to be successful in business and achieve results can do without high-quality printed products. Therefore, it is so important to choose the right reliable partner - a printing house that will not let you down and will work together with you for the positive image of your company. After all, advertising printing is the face of your company. The SlovoDelo printing house is exactly what you need. She uses proven techniques in her work. Based on numerous reviews, it is clear that no one regretted choosing this printing house. SlovoDelo takes into account all the individual characteristics of its clients and is proud that it can effectively help achieve good results, make any wish come true and increase profits.

Here are six facts about the SlovoDelo company, thanks to which the client will always be satisfied:

1) The printing house has its own production, thanks to which it takes full responsibility at every stage of work:

• We guarantee the quality of the finished product. This means that as a result you receive well-made products that you can confidently present to your clients and business partners;
• We closely monitor order execution times. We do not allow ourselves to betray people's trust. Because we understand how important it is that our clients do not let their clients down.
• Our main focus is on advertising and periodical printing;
• We work directly! You don't have to pay for the services of intermediaries.

2) In its work, the SlovoDelo printing house uses only new professional equipment and modern technologies:

• This gives us the opportunity to combine efficiency with the skill of fulfilling orders, delighting our customers with high-quality printing;
• This helps to implement even large orders in one day if a ready-made design is available;
• This ensures that the likelihood of an order not being completed on time is reduced to zero.

3) The office and printing production are located in the same building:

• Thanks to this, we have the opportunity to improve the skill of project implementation, to do it more flexibly, quickly and with the most effective results;
• Our modern office building is located near the center of Moscow, which allows our clients to easily find us and not spend a lot of time on the road.

4) The printing house has an excellent catalog with samples:

• Our clients immediately determine how effective and high-quality material we can offer, and choose the best option for themselves;
• Our priority is high-quality printing, on which we do not save money.

5) The SlovoDelo company offers flexible prices.

6) Mobility is the main credo of the printing house:

• We do everything to help our customers. Our managers can come to your office, saving you time to effectively resolve all pressing issues;
• We are always in touch and ready to give competent advice. You can contact us by phone or mail. Contact us and we will solve your problems;
• We quickly calculate your order. You immediately receive all the necessary numbers.

In contact with

For small businesses, advertising is of great importance at the initial stage. A well-constructed campaign in this area will help you get your first clients and start making money. At later stages it is also of great importance. At a minimum, the audience needs to be informed about new promotions and offers. At the same time, the business will not refuse to expand its customer base at any stage of its development. What advertising is the most effective? This question is difficult to answer without considering a specific situation, but we can still give some assessment.

Offline advertising methods for small businesses

At first, a novice businessman is forced to deal with a lot of difficulties. As long as a small number of people are aware of its products or services, and suppliers and potential clients do not even know about your existence, it is impossible to talk about any kind of business.

Proper organization of an advertising strategy helps a lot at the initial stage. You should not choose expensive advertising methods if your budget is tight. It’s better to offer a better service (product) so that people start talking about your business and spread the word by word of mouth. The advertising campaign itself must be selected taking into account the characteristics of a particular business, because otherwise it will be necessary to carry out an unplanned one.

Telephone marketing

The very concept of telephone marketing implies making calls to contact the widest possible audience of potential clients of an enterprise. Whether they are private individuals or legal entities depends on the specifics of the business. The key goal is to inform you that certain goods or services can be obtained from you.

For skilled "telephone salespeople" it is not so difficult to even pre-close the deal on the first call. Positive results can be achieved with some communication skills. For entrepreneurs who are unsure of their abilities, a good solution would be to hire a special employee who will make calls through a database of numbers. The negative point is that the interlocutor may not have free time for communication or may not be interested in your proposal at all.

Distributing leaflets

This method is quite well known and is actively used to this day. Distribution of leaflets can be done effectively by agreeing with the management of the supermarket. In such cases, at the checkout, the buyer is offered a leaflet on which your offer is presented. Printing leaflets is a relatively cheap method of advertising, but conversion rates are usually not very high. To inform the audience at the initial stage, distributing leaflets is an excellent method.

You can hire street consultants who will not only hand out brochures to potential clients, but also answer a few simple questions. When using leaflets, it is important that they are made with high quality, since for an uninformed person they will become the “face of the enterprise.” The content should be concise, but succinct - it is necessary to clearly convey the essence of your activity.

Advertising signs on asphalt

This type of information dissemination is relatively new for Russia. Inscriptions on asphalt are a creative move, but not for everyone. At the preliminary stage, it is extremely important to understand where exactly your potential customers are concentrated. Sometimes placed inscriptions do not bring effect simply because:

• they are not visible due to the large number of people;
• potential clients do not use the route on which the inscription is placed;
• it was worn away due to precipitation and people walking;
• It is prohibited to place in specific places.

At the same time, high-quality, bright advertising on asphalt for a number of business areas can be an excellent tool for arousing consumer interest. For example, advertising will look great on the roads to preschool educational institutions.

Outdoor advertising on the streets

This includes all kinds of signs, banners, billboards, signs on the walls of buildings, plaques, advertising structures, car stickers and much more. They can be designed with or without LED illumination, in volume or flat form, etc. Almost every business that has its own retail space uses this type of advertising in one form or another. It is important to understand that while you can make a sign above the entrance to a store without spending a lot of money, placing your advertising banner on city billboards will often be expensive. The advantages of outdoor advertising include large coverage and a rapid increase in awareness.

Among the disadvantages is the high cost, which is quite a big disadvantage for starting a business. Difficulty of competition - many people use such approaches, which requires a lot of creativity to attract the attention of a potential client. Contact is usually quite quick, so your offer may simply not be remembered.

The most effective advertising on the Internet

Advertising your business on the Internet is almost a mandatory expense item for most entrepreneurs today. Its simplest direction is to create your own website to which visitors will be attracted. The web platform itself can serve both for information purposes and directly become an additional (or even the main) “sales floor” of your enterprise. It all depends on the specifics of your proposal. On your Internet resource you can post all the necessary information about your own business. Today it is a fairly cheap product, especially when it comes to online business cards.

You can attract visitors to your website using different methods, which differ in both cost and effectiveness, but we’ll talk about this below. Social networks have become an important aspect today. Will it be a public page, the use of advertising in other people’s communities or personal accounts to attract people to an online platform or directly to a store (office)? In each case you need to come up with your own decision. Statistics show that the cost of attracting one client on the Internet is one or several orders of magnitude lower than when using offline methods.

Internet advertising tools often need to be combined to obtain maximum results. Sometimes it happens that one of the methods shows low conversion, but if it is abandoned, the efficiency level of the other method also drops. Such things are difficult to predict, and can only be noticed in practice. The main positive side of advertising on the Internet is its speed of distribution. There may not be much time between launching an advertising campaign and receiving your first client.

contextual advertising

The fastest and most effective method of advertising on the Internet. Its main problem is the difficulty in setting it up for unskilled specialists. For this reason, you will need to contact a special agency that will conduct an advertising campaign. Fortunately, today such services are widely available, so they are cheaper than hiring a separate staff of “advertisers”.

The advantage of contextual advertising is its clear customization to specific user requests in search engines, which allows you to select the target audience as accurately as possible. Online stores use this when attracting customers for individual popular units of goods or product groups. This is a fairly universal tool that, if configured correctly, will quickly begin to bear fruit.

SEO promotion

This is a “long-lasting” method. Search Engine Optimization allows you to get customers for free when they search for something online. It is worth understanding that getting on the first page will require quite a lot of effort, since almost every niche already has a whole host of competitors. At the same time, not using SEO is definitely a bad option, since this method includes a number of engineering works on the site and its comprehensive improvement. The best time to start working on search engine optimization is during the development of your website. This will avoid a number of mistakes in advance. The main advantage of SEO remains the free transition of the target user to the resource, whereas in contextual advertising you will have to pay for each click.

Free notice boards

This is a rather controversial instrument in many respects. The main problems when using it are the high level of competition and low user confidence in the offers initially. Another aspect remains that, against the backdrop of an increase in the number of offers in recent years, the number of those who come in search of purchases is increasing more slowly. The good news is the versatility of such platforms - you can offer both goods and services on them. It’s worth focusing on the most visited message boards - using them definitely won’t hurt.

Public pages on social networks

The largest social network on the Runet in the Russian Federation today remains VKontakte. This platform offers the opportunity to create targeted advertising and conduct retargeting (appealing to people who were previously interested in your advertising). This is an effective and fairly cheap tool that is actively used by many advertising agencies today. Similar tools are available in other social networks, but starting to work with this platform is much more promising, since it has the widest audience and traffic.

Advertising can be purchased both in groups, whose members could potentially become clients of your business, and you can order its placement in the user’s news feed. Not every business will find this type of advertising useful, but those who offer products can find buyers here, and the created group can be used as a feedback board for your services. The most common problem when using this advertising tool is choosing the right groups. If you choose the wrong advertising location, you can simply waste money. – is a separate question, so we will not dwell on it in detail here.

For each business, the “best advertising” will be different, and it is impossible to provide uniform statistical indicators in this case. In conditions of a tight budget, you will have to choose “what is cheaper” and work out the strategy for attracting customers as clearly as possible. It is advisable to try as wide a range of tools as possible to evaluate what is most effective for your case.

The most effective advertising of services

To the question of which advertising of services is the most effective, the answer is clear - high-quality execution. Of course, you shouldn’t rely solely on word of mouth, but it’s important to understand that reviews are extremely important in this case. There are specialized platforms where people share their impressions about certain enterprises in a particular field. Statistics show that more than half of consumers, when faced with information about a new seller (service provider), look for more detailed information and reviews. If friends cannot give any advice, they ask questions on the Internet.

It is important to monitor such online resources and promptly respond to complaints raised. This will not only explain that you have already solved any existing problems, but also reveal custom publications left by ill-wishers. You need to collect reviews in text and video format from customers on your website. In return, it is better to offer a discount - the client will come back again to take advantage of it. This solution needs to be implemented to increase customer trust, but it alone will not be enough.

At the initial stage of work, while there are not many clients or no clients at all, it is necessary to use active advertising methods. If your business involves providing services in one city, leaflets and outdoor advertising will be the most effective methods. For those who provide consulting, accounting and other services that can be provided remotely, it is better to resort to contextual advertising and searching for clients on social networks.

Save the article in 2 clicks:

In contact with

Advertising shapes mass consciousness and dictates consumers' lifestyle. Its role grew even more with the emergence of consumer society. What are the main secrets of effective advertising? What you should pay attention to? How to convey information to consumers as effectively as possible and increase sales? Let's dive right here and now into all the intricacies and find out the main aspects of effective advertising!

3 main rules for selecting the most effective advertising

Rule #1. The goal is to increase customer flow and sales

1) There is a problem. The main task is to get the attention of the target audience), make them listen and take a closer look at your offer. First, you need to show that your target audience has a problem that requires a solution.

Examples:

• Are you ready to start losing weight today?
• How to get out of debt and get rich?
• How to look 43 at 63?

2) Solving the problem. The attention of the target audience has been attracted - next you need to show them the solution to the problem. This will be an extension of your promotional offer.

Examples:

• The new supplement guarantees weight loss of up to 7 kg. per month.
• You need to carry a magical amulet in your wallet for good luck and wealth.
• The cream helps prevent wrinkles by enriching the skin with a wide range of vitamins, microelements and amino acids.

The potential client has received an answer to his question, but is hesitant to make a decision. This could be for different reasons: compare with other proposals, wants to think about it, saves it in bookmarks. Next, you need a push that will lead him to you.

3) Unique offer. At this stage, you should answer the questions: why should the client choose you? How does your offer compare favorably with that of your competitors? Form these answers into your sentence. Yours Uniqueness is the main highlight of effective advertising. The client is almost ready to take action, but he needs one more push.

Examples:

• Natural composition: B vitamins activate metabolic processes and reduce appetite.
• An amulet, according to a ritual based on the power of prayer, is made and tied to a specific person, in his name.
• In our cosmetics we give preference only to natural ingredients. Before going on sale, our cosmetics undergo dermatological control.

4) Limitation. Don't leave any chance to think! Choose a temporary or quantitative limitation. Your potential client will definitely want to be among the lucky ones. The main purpose of the constraint is to force the client to act faster.

Examples:

• The first 100 packages are discounted -50%. There are 7 promotional items left in stock.
• Only until December 31st: promotion 20% discount and free delivery!
• First 12 customers +50 ml. cream as a gift.

5) Call to action. The final touch of successful advertising is a call to action.

Examples:

• Hurry up to order now to feel the update. Click (button “Order”)
• Click here and place your order now
• Today only you can order the cream with a 43% discount and receive a gift. Hurry! The number of products is limited.

The same advertising campaign can bring different results in different industries and in projects of different scales. However, these general rules can always be applied and will give maximum results. Be bold - test advertising texts or layouts - test your hypotheses, scale and become a profit.

How to evaluate the effectiveness of an advertising campaign?

You can use several methods for analysis:

Method 1. Find out from the client how he found out about you. Pros: this method does not require any costs. Disadvantages: the client may tell a lie, he may forget where exactly he found out about you, such a question may scare off the client.

Method 2. Use different email and phone numbers. You can create several phone numbers and several contact emails and use them in different types of advertising campaigns. Thus, the most effective campaign will be the one that registers the largest number of sales.

Method 3. Use unique codes. You can add a unique code to your promotional offer (for example, a promotional code for a discount). Thanks to this method, you can accurately calculate the number of conversions and sales volume.

Method 4. Utm tags. If you advertise on the Internet, then each advertising source must be marked with UTM tags. To do this, use Google's URL Composer, for example. Now, when placing advertising links on the Internet, you will clearly see in Google Analytics where the referral came from and how many orders there were.

Method 5. IP telephony. If most of your Clients call you instead of leaving a request on the website, then the best option would be to implement IP telephony or a call tracking service, for example, Ringostat.

In short, depending on where the person came to your site from, he will be shown different phone numbers. Accordingly, depending on which number will be called more, you can find out the most effective source of advertising.

P.S. All methods can be combined with each other.

You've probably heard dozens of myths about the effectiveness of advertising, so I suggest dispelling them immediately.

1 Myth first. “Advertising doesn’t work. Why invest money in it?

Advertising works. Of course, using old methods or incorrectly determining the type of advertising campaign for a particular business will not bring the desired number of customers. But it will be enough to identify effective selling chips and this will significantly increase efficiency.

2 Myth two. “Advertising requires a lot of money”

But! With a minimal budget, you can use direct response advertising and test the effectiveness of various low-cost advertising sources. For example, SMS or Viber mailing, email marketing, targeted advertising in social media. networks can be launched with a budget of $3 per day, etc.

3 Myth three. “The more often and longer an advertisement is shown, the more effective it is.”

Indeed, in an advertising campaign, its duration and consistency are important. The “more often is better” principle leads to overspending of the advertising budget in the hope of increasing sales. In most cases, there is no expected result.

It is worth considering other more important factors that influence the success of an advertising campaign. For example, the demand and quality of the product, the quality of the advertising offer itself. You should conduct a comprehensive analysis of advertising and only then make a decision on the frequency and duration of its displays.

The advertising industry is becoming more and more surprising. Luxurious, exciting and the most expensive advertising delights us. The most expensive commercial in history is considered to be an advertisement for the MCE (Melco Crown Entertainment) casino. An impressive cost of 70 million dollars! Hollywood actors were invited to filming: Leonardo DiCaprio, Brad Pitt, Robert De Niro and Martin Scorsese. Thus, the company advertised its branch in Macau, where, according to MCE's plan, the Asian Las Vegas will be located.

Pros and cons of different types of advertising

Outdoor advertising on the streets

The effectiveness of outdoor advertising is determined by the transmission of information in the background. There are such forms of outdoor advertising to suit every taste and budget:

Pros:

• Large audience coverage: the ability to reach people living in a certain city or area;
• recognition/prestige;
• unobtrusiveness - “flickering in the background”;
• creative;
• for special offers and mass promotion products - the best option;
• low price possible.

Minuses:

• difficulties at the starting stage;
• competition;
• inaccurate targeting;
• short contact with the target audience.

Printable advertisement

The following types of print media can be distinguished:

• Newspapers magazines.
• Flyers and brochures.
• Calendars.
• Posters.
• Business Cards.
• Catalogs and directories.

Pros:

• Reaching specific audience segments.
• Reputation management.
• Exposure time.
• Unobtrusiveness.
• Thematic.
• Budget control.

Minuses:

Advertising on TV and radio

Television advertising remains the main means of attracting the attention of audiences who do not use the Internet. And just like television, radio advertising provides a wide audience reach.

Pros:

Minuses:

Online advertising remains the only growing segment of the market. The trend of advertising budgets shifting continues to gain momentum.

Main contextual advertising services:

• Yandex. Direct.
• AdWords

Pros:

• Quick start.
• Effective cost control.
• The ability to finely target your audience.
• Increasing awareness of a brand, company, product, promotion.
• Statistics.
• Minimum budget.

Minuses:

• Restrictions on external display.
• Difficulties in starting on your own.

Advertising on social networks

Pros:

Minuses:

• The need for constant monitoring and modernization of the site.
• Competition.
• Temporary resources.

Search Engine Optimization (SEO)

Pros:

Minuses:

• A website is required.
• Availability of specific knowledge.
• The influence of search engines and the level of competition.

Despite the fact that offline advertising is still in demand, online advertising still occupies a leading position due to the ability to control the budget, target settings, limitless media possibilities and detailed and extremely detailed statistics.

Effective advertising for different areas

Service industry (b2c)

For trading (b2c)

You should not constantly use the same promotional offer; change it at least once a month.

B2B advertising

Top 7 most effective moves in advertising history

1. Philip Morris was the owner of a tobacco shop during the war. He began producing cigarettes when he noticed that soldiers were uncomfortable smoking pipes. Thus, thanks to the idea and advertising, the largest tobacco corporation in the world was born.
2. “Love and Other Medicines” - this is how they renamed Maupassant’s book “Donut” and it was instantly sold out. And when the title was changed to “How the Slaughter of a French Prostitute Was Happened,” circulation increased 10 thousand times.
3. Vladimir Ulyanov carried out a large-scale political revolution, using advertising only in the newspaper.
4. Harley Davidson motorcycles became world famous thanks to bikers who, having received discounts on the company’s services, got tattoos with the Harley brand name.
5. BMW products were featured in one of the Bond films, GoldenEye, and subsequently received orders for more than $300 million.
6. Napoleon Bonaparte made a grand advertisement for his country and currency: he spread the news that a bank check for a million francs was sealed in one of the 5-franc coins.
7. The Coca-Cola company has the largest advertising budget and the most expensive brand in the world.

Secret No. 1. Heading. The first thing a reader notices is a powerful headline. The title should be catchy. The main emphasis should be on what you offer.

Secret No. 2. Create a unique selling proposition. Focus on the uniqueness of your product, write the text in an interesting and intriguing form, and make your potential customer feel your product in their hands. Use a limitation (set a time frame for your offer, limited number of products, etc.). The ad must contain a call to action - “call now”, “order right now” and others.

Secret No. 3. VIZD formula.

• B - Attention
• I - Interest
• F - Desire
• D - Action

First, we capture the reader’s attention, then we arouse interest, then we create a desire to own a product, service, or commodity, and we tell what actions need to be performed.

Secret No. 4. Focus on benefits, and not on the features of the advertised product or service.

Secret No. 5. Guarantee. If your products or services have warranties, be sure to mention it. Guarantees always strengthen confidence in the company.

Secret No. 6. Easy to order.

Secret No. 7. Ease of payment.

Secret No. 8. Experiment. Unfortunately, there is no universal recipe for effective advertising. Everything is individual for each project. Experiment, test hypotheses, try new things, analyze effectiveness and success will definitely await you.

The main principle is to be as close to your audience as possible. A person acquires both a product and the values ​​associated with this product. An important rule is that your idea should be simple and understandable to everyone, and you will definitely succeed!

Anna Grib, SMM specialist

The main feature of advertising for small businesses is that it pays minimal attention to the brand, that is, the company itself. Unlike large multinational corporations such as, say, Coca-Cola, you can hardly afford to work on brand recognition, so you need an approach that .

Focus on specific offers and avoid using “general” words such as “a lot”, “cheap”, “profitable” and others. A quarter of a century ago, this approach was effective, but today's society gives preference to numbers. No one will go to a store that offers “the cheapest sofas in the city,” while in a store that sells “sofas for 10 thousand rubles,” there will be no end to buyers.

Carry out “promotions”

If your offer is not only specific, but also limited, the effectiveness of your advertising will increase: the less time you leave for a potential buyer to think, the higher the chance of making a sale. In addition, this will reduce the likelihood of a potential client leaving for a competitor.

When a person sees an advertisement for teapots for 500 rubles, he thinks about buying hypothetically, that is, he simply takes note that such and such a company has such and such a price for teapots. If he doesn’t need a kettle yet, he won’t buy it.

But if he sees that the supply is limited, and it is possible to purchase the product at the proposed price, for example, only until the end of the month, he begins to think about the purchase from a practical point of view: if he does not need the kettle today, but may need it tomorrow, then it is better to buy it now at a low price than paying twice as much later.

Special price

This method has been used everywhere for decades, but does not lose its effectiveness: indicate the “old price” next to the price. At the same time, the “regular” price should be noticeably higher than the “special” price - this will enhance the effect of “limited supply”. The principle here is the same as in the case of “general” words and specific numbers: seeing how much more expensive the product will become at the end of the “promotion”, it will be much easier for the buyer to part with the money.

The most effective types of advertising

The advertising format must be chosen taking into account the specifics of the business and the target audience - something that demonstrates high performance among men under 35 years of age may cause only a minimal response among women over 45.

And even if all your childhood you dreamed that when you had your own business, you would advertise it on TV, it is better to refuse this option: high-quality advertising on TV is expensive and for small businesses it is ineffective.

Instead, it is better to pay attention to other formats:

• leaflets: they can be delivered to mailboxes or handed out on the street. It is better to distribute, as this allows you to distribute advertising exclusively among the target audience;
• announcements in elevators and entrances: a very popular (and very effective) approach - the longer a person drives (or waits for an elevator), the higher the likelihood that he will read your ad, accordingly, placing such ads in the tallest buildings gives the best result;
• : advertising on the Internet is the cheapest, and for working with a young audience it is simply irreplaceable - be sure to create a community on a social network and place ads on several popular thematic platforms;
• in newspapers: It’s better to advertise business through newspapers - construction, education, cleaning, etc.;
• signs: It is best to place signs, banners and billboards in close proximity to your office or store.

How to evaluate advertising effectiveness

It's not about how much you spend, but how much you end up earning from it, so the most important indicator for you should be ROI, that is, “return on investment.” If you spend 50 thousand rubles, and the profit as a result of the actions taken increases only by 20 thousand, refuse such advertising. Remember that it is not you who should work for her, but she who should work for you.

As you can see, the most is the one that demonstrates good results for a specific business and a specific target audience, and costs less than it brings. True, to find a suitable format you will have to experiment a little. But it's worth it, no doubt about it.

Exchange rates