The most effective way to advertise today. The most effective types of modern advertising on TV and radio

For small business first initial stage advertising is of great importance. A well-built campaign in this area will help you get your first customers and start making money. In later stages, she also has great importance. At the very least, you need to convey information about new promotions and offers to the audience. At the same time, the business will not refuse to expand its customer base at any stage of its development. Which ad is the most effective? It is difficult to answer this question 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 face large quantity complexities. As long as a small number of people are aware of its products or services, and suppliers and potential customers do not even know about your existence, it is impossible to talk about doing business.

Proper organization of an advertising strategy helps a lot at the initial stage. You should not choose expensive advertising methods if the budget is tight. Better offer more quality service(product) to get people talking about your business and spreading word of mouth. The advertising campaign itself should be selected taking into account the characteristics of a particular business, because otherwise you will have to carry out an unscheduled campaign.

telephone marketing

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

For skilled "phone salesmen" it is not so difficult to even pre-deal on the first call. You can get positive results if you have some communication skills. For insecure entrepreneurs good decision will hire a special employee who will conduct calls through the database of numbers. The negative point in this case is that the interlocutor may not have free time for communication or he will not be interested in your offer at all.

leaflet distribution

This method is quite well known and is actively used to this day. The distribution of leaflets can be effectively dealt with 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. Flyer printing is a relatively cheap advertising method, but conversion rates are usually not very high. To inform the audience at the initial stage, handing out flyers 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 flyers, it is important that they are made with high quality, because for an uninformed person they will become the “face of the enterprise”. The content should be concise, but capacious - you need to clearly convey the essence of your activity.

Advertising signs on asphalt

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

• they are not visible due to a large number of people;
• potential customers do not use the route on which the inscription is placed;
• it was worn out due to precipitation and people walking;
• it is forbidden 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 to arouse consumer interest. For example, advertising will look great on the roads to educational institutions preschool level.

Outdoor advertising on the streets

This includes all kinds of signs, banners, billboards, signs on the walls of buildings, signs, advertising structures, car stickers and much more. They can be decorated 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 if you can make a sign over the entrance to the store without big expenses, then placing your advertising banner on billboards in the city will often be expensive. Of the advantages of outdoor advertising, one can single out a large reach and a rapid increase in recognition.

Among the disadvantages is the high cost, which is a rather big minus 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 for most entrepreneurs today is almost an obligatory expense item. Its simplest direction is to create your own website, which will attract visitors. The web site itself can serve both for informational purposes and directly become an additional (or even main) " trading floor» of your business. It all depends on the specifics of your offer. On your website you can place all the necessary information about own business. Today it is a fairly cheap product, especially when it comes to an online business card.

You can attract visitors to your site in different ways, which differ in both cost and efficiency, 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 communities or personal accounts to attract to an online platform or directly to a store (office)? In each case, you need to approach with your own decision. According to statistics, the cost of attracting one client on the Internet is one or more orders of magnitude lower than when using offline methods.

Internet advertising tools often need to be combined for maximum results. Sometimes it happens that one of the methods shows a low conversion, but if it is abandoned, the level of efficiency of the other method also drops. Such things are difficult to predict, and you can only notice 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 getting the first client.

contextual advertising

The fastest and most effective method of advertising on the Internet. Its main problem is the difficulty in setting up for unskilled professionals. For this reason, you will need to contact a special agency that will conduct 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 for specific user requests in search engines, which allows you to select the target audience as accurately as possible. This is used by online stores when attracting customers for individual popular units of a product or product group. This is a fairly versatile tool that, with the right settings, will begin to bear fruit very quickly.

SEO promotion

This is a "long-term" method. Search engine optimization allows you to get customers for free when they search for something online. It should be understood that getting to the first page will require quite a lot of effort, since almost every niche already has a 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 the stage of developing your site. This will avoid a number of mistakes in advance. The main advantage of SEO is the free transition of the target user to the resource, while in contextual advertising, you will have to pay for each click.

Free classifieds boards

This is a rather controversial instrument in many respects. The main problems in using it are - high level competition and low user confidence in offers initially. Another aspect remains that, against the backdrop of an increase in the number of offers for last years the number of those who come in search of purchases is increasing more slowly. The good news is the versatility of such sites - you can offer both goods and services on them. It is worth focusing on the most visited message boards - their use will definitely not be superfluous.

Public pages in social networks

Today, VKontakte remains the largest Runet social network in the Russian Federation. This platform offers the possibility of creating targeted advertising and retargeting (appeals to people who have previously become interested in your advertising). This is an effective and fairly cheap tool that many people actively use today. advertising agencies. Similar tools are available in other social networks, but it is much more promising to start working with this site, since it has the widest audience and attendance.

Advertising can be purchased both in groups, whose members can potentially become customers of your business, and you can order its placement in the user's news feed. Not every company will find this type of advertising useful, but those who offer goods can find buyers here, and the created group can be used as a feedback board about your services. The most common problem when using this advertising tool is choosing the right groups. In the case of an incorrect choice of advertising placement, you can simply waste money. is a separate issue, so we will not dwell on it in detail here.

For every business "the most the best advertisement' will have its own, and bring uniform statistics in this case is not possible. In a tight budget, you will have to choose “what is cheaper” and work out a strategy to attract customers as clearly as possible. It is advisable to try the widest possible range of tools in order to evaluate what is most effective for your case.

The most effective service advertising

To the question of which service advertising is the most effective, the answer is unambiguous - high-quality execution. Of course, you should not rely solely on word of mouth, however, it is important to understand that reviews in this case are extremely important. There are specialized platforms where people share their impressions about certain enterprises in a particular area. Statistics show that more than half of consumers, when faced with information about a new seller (service provider), are looking for more detailed information and reviews. If acquaintances cannot suggest anything, then they ask questions on the Internet.

It is important to monitor such network resources and promptly respond to complaints. This will not only clarify that you have already solved any existing problems, but also reveal the bespoke posts left by detractors. 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 return again to use it. Such a solution must be implemented to increase customer confidence, but it alone will not be enough.

At the initial stage of work, while there are not so many customers or not at all, it is necessary to use active advertising methods. If your business involves the provision of services in the territory of one city, flyers 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 search for clients in social networks.

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In business, without advertising, it is impossible to declare yourself, your services and products. There are more than a dozen varieties of successful self-presentation, and a sufficient range of prices allows business representatives to choose suitable options for successful companies. But the question arises: where and how to advertise your business?

How to choose the best type of advertising

With a small audience, small victims are quite enough. But without taking into account the features and secrets, it is impossible to achieve success in conducting a company.

Choosing a carrier is not a matter of one minute. The first step is to study all indicators. Each type of advertising has both disadvantages and advantages. And when choosing a variety, the cost, the place, the time of placement, as well as the number of contacts with the clientele are important.

You should start by choosing the appropriate placement method. These are outdoor advertising, the Internet, the press, radio and television. If it is possible to contact the agency, you can not worry about the selection: managers will independently complete this task, although the outcome of the company will depend on their professionalism and the size of the budget.

Outdoor located on the streets. Such accommodation is considered the most budgetary. For example, a cafe is open in the south of the metropolis. In this area, place a billboard with outdoor advertising - and every resident knows where to go to get together with friends on the weekend.

The cost increases as you get closer to the center. So that colossal sums no one will demand the placement of outdoor advertising on the outskirts. But in the city center, impressive funds will be required.

• Advertising billboards are placed along the roads. This option is effective, but it is difficult to remember contacts. Large print, catchy words are required. It is desirable to install several information boards. It is worth remembering that placement on the non-working side is cheaper, but ineffective.
• Stretching- advertising placed above the roadway on a poster with text. Both pedestrians and motorists see the message longer. Therefore, the indication of contacts and addresses is quite justified here.
• Pointer– an arrow pointing towards the advertiser's office.
• Signboard- a small shield in front of the entrance to the office. The advantages of this type are simplicity and budget. The brightness of the design and large font size will attract attention from afar, so this is an effective business advertisement.
• pillar- a design indicating the name, phone number and list of company services. Such a carrier is installed near her building.
• sandwich man- A person dressed in an original costume is guaranteed to attract the attention of passers-by.
• Pneumofigure is an inflatable three-dimensional figure. Quite an original way, and effective advertising for business.
• Adhesive applications- posters and stickers. Such advertising is pasted on the walls, placed in the subway and entrances.
• A message about the company and the services it provides can be placed on a bus that runs around a certain area.
• elevator advertising- the method is simple and effective. A person rising home has nothing to do, and he involuntarily reads an ad and even writes down phone numbers and addresses.

Distinguish between dynamic and static outdoor advertising. Past dynamic people move. There is little time to read it, and therefore the text needs to be clear, concise, written in large print.

The use of backlight various combinations types and sizes of fonts, the brightness of colors increases the effectiveness of advertising. The more people pass by the announcement, the more attention is paid to it. Hence, the efficiency is increased.

Placement price is affected by location, dimensions, material, manufacturing complexity. For some options, the costs are minimal, and choosing the right one will not make you regret the money spent.

What is the most effective advertising for small businesses? Internet advertising is constantly evolving. Although it is still inferior to traditional methods, it has many advantages. The first and very significant is the relatively low cost.

And second, coverage. target audience any sizes. Typically, sites specialize in certain topics. If the clientele uses the Internet, then why not turn to network advertising. It remains to choose the appropriate sites that are interesting to consumers and you can act.

On the Internet, it is possible to combine all types of media advertising. So you can hear, see and read advertisements posted on the Internet.

• Banner, the most popular tool on the web. Any information or image can be placed on it. A link to the company's website is available. There is no limit to the size of the banner. But the larger it is, the more expensive the price. For publication, the topic of the resource must be similar to the target audience of the advertiser.

To increase efficiency, it is worth finding out the direction of the site. Prerequisites - interesting text, suitable colors and placement in the top corner of the page. The banner should not irritate site visitors.

Just do not forget that a tenth of Russian users do not use graphics, turning it off. It's also true that small businesses can't afford banners because of the high cost of placing ads on the main pages of popular sites.

• A few lines near the main text- text ads. It can also represent an entire article about the company.
• Video- the way of accommodation is expensive. These videos are similar to television. Such advertising is actively used by large businesses. Hidden advertising forwarded or posted online for a fee. This is main principle viral advertising.

The first is texts and banners on pages similar in content to advertising. For site visitors, this method is less annoying, it is more useful for the advertiser.

The cost of advertising on the network is affected by the duration of placement and the number of impressions. If you pay for a week, then this is the first way, payment by the number of views is the second. That is, for how many views the placement is designed for, you will have to pay for so many.

Guerrilla Marketing

Guerrilla marketing is gaining incredible popularity. For small businesses, this is a very good option. Costs are only temporary, and money will not have to be spent. Social networks, blogs and forums have become real advertising platforms.

Here they exchange opinions. On the forums, such statements are perceived as recommendations from independent experts, which are worth listening to. The promotion is hidden.

media

AT printed publications acquired by reading people, it is profitable to place such advertising, since an educated audience is valued for its ability to pay. The traditional method remains in demand.

• Modular advertising- a brightly decorated part of the strip. She is immediately noticeable. Important information is indicated. Since reading is possible at any time of the day, the relevance remains throughout the week. The proposal interested - enough to open a newspaper. It is desirable to place advertising three times on the first, second, penultimate and last pages, making it bright. Moreover, the larger the size of the banner, the better.
• Classified Ads cheap due to grouping by headings. Usually, only the necessary characteristics are indicated in the line. But this ad is lost among other ads. But it is cheap, and a small business can afford such a company.
• Text advertising touts a product or service to increase credibility. The price is higher for other species, and not all consumers read such articles.
• Before placing the media, it is important to study to determine the geography, audience and circulation. A positive reputation is also important: there is zero trust in publications in the yellow press.
• A television- the most popular and accessible type of media. But this method is very expensive, time is especially valued. Therefore, small businesses are advised to use local or regional TV networks. Placing a video there is cheaper, but the geography of the channel and the distribution of products must match.

The videos are shown in blocks, and the best option is the first one, until the channel switching has begun, or the last one, when everyone has already switched back. Purchase - forward, as sales are distributed over the year.

The radio audience is youth. In an audio message, the listener will remember neither the address nor the phone number. In a music saver, information remains in memory for a long time. It is important to take into account the time when advertising on the radio: evening or morning - best options. It is better to place on non-local waves and pick up several frequencies to increase the chance of hitting an ad when switching.

There are many advertising options, and the main thing is to choose the right one. High-quality and unbanal in any case will not go unnoticed. It is recommended to use budgetary ways, combining several types to increase performance. Do not forget about monitoring the effectiveness and measuring the number of visitors a few days after the release of the company. Only by such measures it is possible to determine the best carrier that brings maximum benefits.

Promotion and marketing are as important components of a business as the process of creating a product or service. If you do not declare your business, then it is unlikely that you will have buyers and clients, therefore, there can be no talk of any income.

The answer to the question, which advertising is the most effective, puzzled many entrepreneurs and marketers. In fact, there is no single formula for success. And what works for one business may not work for another. Moreover, the result of the work done can be summed up only in the long term, and not a month after the launch of the advertising campaign.

Advertising methods designed for different types of business

Everyone knows that business differs not only in areas of activity, but also in scale and market coverage. It is on these parameters that the setting of tasks for the advertising company and the choice of marketing tools that will attract consumers.

1. Image advertising.

It is applicable only for big business designed for the mass consumer. Her the main objective is not just about attracting new customers and customers, but also:

• formation of a specific image in the eyes of the audience;
• convincing consumers of the usefulness and necessity of the product.

Coverage advertising company simply huge and can reach global proportions. The most striking examples are world famous brands: Coca-Cola, Adidas, BMW, Chanel. This also includes such companies that operate only within one country, but at the same time have a widespread network across regions.

• media - advertising on TV, banners, placement in reputable print media;
• sponsorship;
• contextual advertising;
• press releases;
• promotions and entertainment events.

Image advertising will demonstrate its effectiveness only in the future, as it works for the future. The right organization of the campaign will allow the launch of new products that consumers will not be afraid of, but, on the contrary, will want to try them sooner.

2. Advertising "direct response".

It is great for small and medium businesses, as it is aimed at a specific person or group of people.

To achieve the maximum effect from direct response marketing, you need to adhere to the following principles:

The main goal is not PR and awareness raising, but the search for customers

That is, it must be placed exactly where potential customers “live”.

Choice of goods-locomotive

If you offer several types of goods or services, choose the most popular and attractive, and present its uniqueness.

It is for this method that we can say that the most effective advertising will be exactly the one that brought the most profit.

And to find out the most profitable ways of promotion, you need to constantly analyze where customers came from. So feel free to periodically conduct surveys about how they found you.

The combination of three components

If at least one component is not fully worked out, then the effect will tend to zero.

We make an offer for the most effective advertising: 2 popular approaches

There are two popular marketing formulas that define consumer behavior patterns.

5 elements of the most effective advertising

Problem definition.

Your product or service certainly has its own focus. It offers what the consumer needs:

It is important to state the problem precisely, and perhaps exaggerate it a little to emphasize its significance.

Suggestion to solve the problem.

The fact that you accurately identify the problem will surely attract the attention of those who are looking for a solution to it. Now it is important to keep the audience and let them know that it is you who can help with this.

• In our store you will find a wide range of dresses and stylish suits in which you will be the star of the evening.
• We can deliver a full meal directly to your home.

At this stage it would be possible to stop, but there is a high risk that the client will quickly forget about you. Therefore, it needs to be attracted by something else.

The uniqueness of the offer.


It is important here to focus on your competitive advantage. Agree, you can buy clothes everywhere, and ordering dinner at home is no longer a novelty for anyone.

Therefore, you need to give the client something that will set you apart from similar offers.

• Here you will find exclusive models of outfits. You can be sure that no one else will appear in the same image.
• We will take into account your taste preferences and chips that you yourself like to use in cooking your favorite dishes.

Of course, your uniqueness should not be made up and you can really give what you have to offer.

Offer limitation.

After you have been able to attract attention to yourself, it is important to get a person to buy a product or use a service right now. To do this, you need to put a constraint that will cause even more interest.

Such frames reduce the time for thinking about a purchase to a few minutes. And if the client is interested in the product, he will quickly make a decision. It remains only to push him.

Motivation to action.

And at the end, you should indicate the action that the client must take.

• We look forward to welcoming you at…
• Go to our website to quickly place an order. We will call you back within 5 minutes to clarify the details.

When compiling an advertising offer (it doesn’t matter if you compose it yourself, or), you must put yourself in the place of a potential client and ask yourself the question: “Does it attract me?”. If there is any doubt, then you need to continue to select words in order to attract attention.

What is the most effective advertising on the Internet and not only

You can move from theory to practice. Consider multiple channels effective advertising. In general, they can be divided into two types:

• offline (television, media, radio, media, outdoor advertising);
• online (contextual advertising, official website, online publishing houses, social networks).

1) 6 types of effective advertising in offline mode.

We must pay tribute to offline advertising - it works for any type of business. Even companies whose activities are based on the network do not miss the opportunity to get customers not only from the Internet. Another question is what types of advertising to implement in your business.

2) The most effective advertising on the Internet.

Internet advertising has long been separated into a separate area of ​​marketing. Let’s take a look at a few effective ways to draw attention to your business:

• Everything is simple here: you get the opportunity to target the audience: determine the gender, age and interests of users, the region of their location. Thus, you make the maximum emphasis on those who are really interested in your offer.

  SEO optimization.

  If your site enters the rotation and occupies a leading position in the search, then advertising will definitely be effective. Few people look at page 3-4 in search, then what can be said for the 10th.

  Therefore, you should strive to constantly optimize your site for search engine queries.

  There are several ways to promote your business here: maintain your accounts in popular social networks, post information about yourself in thematic groups and public, as well as set up targeted advertising.

  
  Here we are talking about placing banners on popular sites and online publishers. Such advertising will be effective only in a few cases: your business is located in major city, you carry out online sales, offer remote services or have a developed network.

  It can be attributed to the image marketing tools, as it increases the recognition of the business and emphasizes its status.

To compare the listed methods of the most effective advertising, we suggest that you familiarize yourself with the table:

In fact, it is impossible to say unequivocally which advertising is the most effective and which does not bring any output.

The main secret is to use promotion methods correctly and develop a set of marketing tools based on the direction and scale of the business. Stay within your budget, but don't skimp too much by outsourcing your work to dubious PR agencies.

Also remember that in pursuit of a client, it is important not to forget about loyalty, customer service and product quality. They form the opinion of consumers about you.

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The main feature of advertising for small businesses is that it pays a minimum of 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 awareness, so you need an approach that .

Focus on specific offers and refrain from 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 prefers numbers. No one will go to a store that offers "the cheapest sofas in the city," while a store that sells "sofas for 10 thousand rubles" will be full of buyers.

Run promotions

If your offer is not only specific, but also limited, the effectiveness of advertising will increase: the less time you give 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 the kettle yet, he won't buy it.

But if he sees that the offer is limited, and it is possible, for example, to purchase a product at the proposed price, only until the end of the month, he begins to think about buying from a practical point of view: if he does not need a kettle today, but may need it tomorrow, then it is better to buy it now at a low price than to pay 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" one - this will enhance the effect of the "limited offer". The principle here is the same as in the case of “general” words and specific figures: 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 in men under 35 may cause only a minimal response in women over 45.

And even if all your childhood you dreamed that when you have your own business, you will advertise it on TV, it is better to refuse this option: 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: very popular (and very effective) approach - than longer man drive (or wait for an elevator), the higher the likelihood that he will read your ad, respectively, placing such ads in the highest buildings gives best result;
• : advertising on the Internet is the cheapest, and for working with a young audience, it is simply indispensable - be sure to create a community in social network and place ads on several popular thematic sites;
• in newspapers: advertise through newspapers better business, – construction, education, cleaning, etc.;
• signs: it is best to place signs, banners and billboards in the immediate vicinity of the office or store.

How to evaluate the effectiveness of advertising

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 as a result of the actions taken, the profit increases by only 20 thousand - refuse such advertising. Remember that you should not work for her, but she 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 the right format you have to experiment a little. But it's worth it, no doubt.

Today the market and services are full of numerous participants. In the midst of fierce competition, good advertising is the only way to survive. Exist different ways promotion. However, advertising statistics prove that the Internet plays key role in development .

What types exist

There are the following promotion methods:

1. According to the place and method of placement.
2. Depending on the purpose.

To understand exactly where and how to announce your products or services, you need to study all the ways of promotion.

Internet

Instagram and facebook

Became an active platform for the promotion of many famous brands. Instagram advertising statistics predict $2.8 billion in revenue by the end of 2017. In terms of attendance, the network occupies one of the first places in the world. It is inferior to such networks as. 34.9% of users are in age category from 25 to 34 years old.

In 2017, advertising statistics in Russia reached record highs. The share of the Internet last year was 38%. If we compare advertising statistics for 2016, the market has grown by 11% and amounts to 360 billion rubles. Within 5 years, revenue of 20.9 billion dollars is expected from the entertainment and media industry.

Advertising statistics shows a 10% market drop in Kazakhstan due to devaluation. In national currency it is 33.1 billion tenge. Whether it is worth reducing the volume of agitation in the country is difficult to say. However, in dollar terms, it shrank by more than 1/3.

Outdoor advertising

This type of promotion is used on buildings and other prominent places where there are a lot of people. Which ad is statistically more effective? Each promotion method has its own strengths and weaknesses.

Video promotion

Video advertising is a form aimed at creating an image, promoting goods and services. Statistics on video ad formats show that short videos are usually watched to the end. Non-commercial promotion methods are used to solve social problems and draw people's attention to important public affairs.

AT modern world with increasing cruelty, it becomes increasingly important social advertisement. Non-profit methods of promotion are used to solve social problems and draw people's attention to important public issues. According to statistics, 40% of Russians believe in the effectiveness of this method.