Advertising communication: its challenges and its supports

Advertising communication is a strategy for disseminating information, aimed at encouraging a target audience to consume a brand's product or service. To do this, it must capture attention, retain it and transmit a simple and intelligible message in a very short period of time. Find out what the advertising communication, what is its interest and on what types of supports it can be deployed.

What is advertising communication?

The European Council Directive 84/450/EEC of 10 September 1984 defines the advertising communication as “any form of communication made in the course of a commercial, industrial, craft or professional activity in order to promote the supply of goods or services, including real estate, rights and obligations”.

In this definition, the advertising communication is understood as the process of buying space used to promote and increase the reputation of a brand, object or service. The brand that wants to make advertising communication uses collective communication media (posters, press, press, television, radio, etc.) in order to reach an audience with non-personalized content.

Regardless of its level of scale — local, national or international — and its supports — media or non-media, the advertising communication aims to anchor the brand image of a brand and its offer over time. It differs from direct marketing practices in that it is for everyone and does not expect immediate benefits or actions.

The interests of advertising communication

The vocation of advertising communication is to promote the identity and image of a brand or brand for commercial purposes. It intends to take advantage of consumers' attitudes and feelings to get them to take action, through three types of objectives, also called emotional levels. To successfully convert your target, they must be considered as levers to be reached one after the other:

• Cognitive objectives: relating to reputation, they inform and make known the brand, its offer and its specificities to the target audiences. At this stage, the target audience is brought to their attention about the object of the advertisement, as well as its characteristics and attributes. Here, brands are trying to convince by highlighting the advantages of the product;
• Emotional goals: relating to feelings, they move, enhance the brand image and arouse both interest and desire for the product, service or brand. Here, brands must succeed in conveying the most positive image possible, to encourage people to try the product;
• Conative objectives: relating to the adoption of action, they must influence the behavior of the target audience in order to change their desire to buy and translate it into buying action. Here, brands play on the deep motivations of the target by sweeping away their obstacles to buying, in order to transform the prospect into a customer.

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The various advertising communication media

The supports of advertising communication are multiple and varied, but can nevertheless be classified into two categories: media and non-media supports. In general, a brand 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 more benefits.

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Media supports

Advertising communication media includes all so-called “traditional” paid media, allowing mass distribution of a message.

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The television

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

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The radio

The radio broadcasts spots and slogans from the target's home, but also in the car or anywhere via a smartphone. This one offers precise targeting: there are many thematic radio stations reaching ultra-defined targets as well as editorial grids in strong colors. Also, local radios and local dropouts from national radios offer geographic targeting.

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The cinema

The cinema broadcasts spots preceding the movie or offers the placement of products within the movies themselves. Like radio, it is a medium that allows you to benefit from precise segmentation by age, geography and socio-cultural universe.

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The written press

The written press corresponds to a paper and digital medium, which gives the possibility of achieving a clear fragmentation and of getting as close as possible to its target. Thanks to news notifications sent to smartphones, the impact and visibility of written media content have increased tenfold.

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Non-media supports

The supports of advertising communication Non-media finally include all existing media, excluding traditional media spaces. These are marketing channels or techniques that address an audience in a much more precise and targeted manner.

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The advertising print

Advertising is a communication medium that includes all printed documents such as brochures, brochures, catalogs or even leaflets. This type of communication is appreciated for the effectiveness of its targeting at the local level and for its ability to act as close as possible to the target.

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Communication through the object

Communication through the object consists in promoting one's brand image by applying the name or logo of the brand or brand to personalized objects. It works in particular on business gifts, promotional items, sponsorship, loyalty or motivational gifts, derivative products or even POS (Point of Sale Advertising).

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The Digital-Out-Of-Home

Digital Out-Of-Home, also called DOOH, refers to indoor or outdoor digital advertising, broadcast via digital signage screens present in urban space - on public roads, in metro stations, shopping centers, shopping centers, business premises or even in pos. It consists in broadcasting advertisements with dynamic content (images, videos, real-time content or RSS feeds) on various types of screens, such as LED screens. Thanks to a platform adapted to advertising agencies, the DOOH broadcasts communications in real time on screens.

The Cenareo solution dedicated to outdoor digital signage takes the form of a SaaS interface, which makes it possible to manage screens remotely, by automating the distribution of messages and by targeting audiences to increase their impact tenfold. Thanks to them, screens become transmission channels that allow you to reach an ultra-targeted and qualified audience with dynamic and contextualized content, while controlling your programmatic purchasing budget.

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Digital signage in stores

Digital signage in shops and points of sale is an innovative tool for digitizing advertising communication. Connected digital screens allow retailers to enrich the customer experience through a unique interactive universe: digital signage makes it possible to create attractive digital windows, which generate more traffic and engagement.

With the Cenareo digital signage solution, it is possible to connect its entire fleet of screens in order to adapt the distribution of messages in real time. The Cenareo solution allows companies to promote effective cross-channel communication campaigns at the most appropriate time and place with great flexibility.

With its digital signage solution, Cenareo makes it possible to diversify its media mix and maximize the performance of its marketing strategy. advertising communication. By integrating digital signage into their media plan, businesses increase their reputation and strengthen their brand image. Digital signage is an innovative medium at the service of business growth to distribute an infinity of attractive and relevant content.