Advertising communications: challenges and media

Advertising communication is an information dissemination strategy designed to encourage a target audience to consume a brand's product or service . To achieve this, it must capture attention, hold it and convey a simple, intelligible message in a very short space of time. Find out what advertising communication is, why it's important and how it can be used.

What is advertising communication?

European Council Directive 84/450/EEC of September 10, 1984 defines advertising communication as "any form of communication made in the course of a trade, business, craft or profession with the aim of promoting the supply of goods or services, including immovable property, rights and obligations".

In this definition, advertising communication is understood as the process of buying space used to promote and increase awareness of a brand, object or service. Brands wishing to use advertising communications use collective communication media (posters, press, television, radio, etc.) to reach an audience with non-personalized content.

Regardless of scale - local, national or international - or medium - media or non-media - advertising is designed to anchor a brand's image and its offering over time. It differs from marketing in that it is aimed at everyone, and does not expect immediate benefits or action.

The benefits of advertising communication

The purpose of advertising communication is to promote the identity and image of a brand for commercial purposes. It aims to take advantage of consumers' attitudes and feelings to induce them to take action, thanks to three types of objectives, also known as levels of affectivity. To successfully convert a target, these must be considered as levers to be reached one after the other:

• Cognitive objectives: related to brand awareness, they inform and inform the target audience about the brand, its offer and its specific features. At this stage, the target audience is made aware of the object of the advertising, as well as its characteristics and attributes. Brands try to convince by highlighting the product's advantages;
• Affective objectives: relating to feelings, they move, enhance the brand image and arouse interest in and desire for the product, service or the brand. Here, brands must succeed in conveying the most positive image possible, to encourage people to try the product;
• Conative objectives: relating to the move to action, they must influence the behavior of the target audience to change their desire to buy and translate it into buying action. Here, brands play on the target's deepest motivations by removing the disincentives to purchase, to transform the prospect into a customer.
  
  

The different advertising media

Advertising communication media are many and varied, but can nevertheless be classified into two categories: media and non-media. As a general rule, a retailer or brand will choose to mix the two types of media to build a multi-channel media plan that is relevant to its objectives and campaign budget. The aim is for the media to support each other and act in synergy, to target a wider audience and benefit from greater impact.

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Media supports

Media advertising includes all "traditional" paid media, enabling mass distribution of a message.

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Television

Television remains a support mass communication medium, now available on multiple screens (TV, desktop, smartphone, etc.). It is accessible live or on replay, and reaches millions of people with communications in the form of program sponsorship or TV spots.

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The radio

Radio broadcasts spots and slogans from the target audience's home, but also in the car or anywhere via a smartphone. Radio offers precise targeting: there are many thematic radio stations with ultra-defined targets, and editorial grids with strong colors. Local radio stations and local offshoots of national radio stations also offer geographic targeting.

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The cinema

Cinemas broadcast advertisements preceding the film, or offer product placement within the film itself. Like radio, cinema is a support medium that enables precise segmentation by age, geography and socio-cultural background.

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Print media

Print media correspond to support paper and digital, offering the opportunity to achieve clear fragmentation and get as close as possible to its target audience. Thanks to news notifications sent to smartphones, the impact and visibility of print media content has increased tenfold.

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Non-media supports

In the final analysis, non-media advertising communication supports include all those that exist to the exclusion of traditional media spaces. These are marketing channels or techniques that address a much more precise and targeted audience.

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Print advertising

Print advertising is a support communication tool that covers all printed documents such as leaflets, brochures, catalogs and flyers. This type of communication is appreciated for the effectiveness of its local targeting and its ability to act as close as possible to the target.

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Object-based communication

Object-based communication consists in promoting a brand's image by affixing the name or logo of a company or brand to personalized objects. These include business gifts, promotional items, sponsorship, loyalty and incentive gifts, merchandising and point-of-sale advertising.

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Digital-Out-Of-Home

Le Digital Out-Of-Home, aussi appelé DOOH, désigne la publicité digitale extérieure indoor ou outdoor, diffusée via des écrans d’affichage numérique présents dans l’espace urbain - sur la voie publique, dans les stations de métro, les centres commerciaux, les locaux professionnels ou encore en point de vente. Elle consiste à diffuser des publicités aux contenus dynamiques (images, vidéos, contenus temps réel ou flux RSS) sur différents types d’écrans, comme les écrans LED. Grâce à une plateforme adaptée aux régies publicitaires, le DOOH diffuse des communications en temps réel sur écrans.

La solution Cenareo dédiée à l'affichage dynamique extérieur se présente sur la forme d’une interface SaaS, qui permet de gérer des écrans à distance, en automatisant la diffusion des messages et en ciblant les publics pour décupler leur impact. Grâce à elles, les écrans deviennent des canaux de transmission qui permettent d’atteindre une audience ultra ciblée et qualifiée avec des contenus dynamiques et contextualisés, tout en maîtrisant son budget d'achat programmatique.

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In-store digital signage

L'affichage dynamique en boutiques et points de vente est un outil novateur de digitalisation de la communication publicitaire. Les écrans digitaux connectés permettent aux enseignes d’enrichir l’expérience client grâce à un univers interactif unique : l'affichage dynamique permet de créer des vitrines numériques attrayantes, qui génèrent plus de trafic et d’engagement.

Avec la solution dédiée à l’affichage dynamique Cenareo, il est possible de connecter l’intégralité de son parc d’écrans afin d’adapter la diffusion de messages en temps réel. La solution Cenareo permet aux entreprises de promouvoir des campagnes de communication cross canal performantes, au moment et à l'endroit le plus opportun avec une grande flexibilité.

Avec sa solution d'affichage dynamique, Cenareo permet de diversifier son mix média et de maximiser les performances de sa stratégie de communication publicitaire. En intégrant l’affichage dynamique à leur plan média, les entreprises décuplent leur notoriété et renforcent leur image de marque. L’affichage dynamique constitue un support innovant au service de la croissance des entreprises pour diffuser une infinité de contenus attractifs et pertinents.