Advertising is one of the most important and popular topics of any business. Attract the audience with advertising, captivate them with your branding and convert them into customers with marketing and customer orientation, and maintain this cycle by using internal advertising.

Some are fugitive from this issue and many are attached to this issue. Some people think that if they advertise, they will lower their work class or that a miracle awaits them by advertising. But the truth is that advertising alone does not create miracles for you, nor does not doing it and saving resources become capital.

Why should advertising be done?

Every business, whether it is at the beginning or in the middle of it, needs constant advertising. The reason for this is very clear. If you are starting a business, you need to introduce yourself to people and let them know what you are doing. Without advertising, no one knows you. Similar to shouting underwater, only you hear your own voice. Even if you shout the loudest.

Even if you are the best brand in your business, you sell the best quality at the best price; If no one knows you, you are like a dark spot. Therefore, one of the most common ways is advertising and introducing yourself to people.

Why is advertising important?

There are several reasons why you should advertise your business: 

1- Increases brand awareness.

2- Leads potential customers to the brand.

3- Increases sales of new and old products.

4- It is used to introduce a new product or service to the market.

5- It is also known as a guide to differentiate your product from competitors.

Advertising strategy

Advertising is actually a popular strategy of marketing and falls under the marketing category. But with the increase of competition in this field and the specialization of this strategy, some companies have focused only on this strategy. We see the growth of many advertising companies. Of course, it goes without saying that in order to carry out effective and fruitful advertising, having a mandatory advertising strategy is inevitable.

What are the types of advertisements?

In this section, it is necessary to know how many common models there are in advertising and which one of them is more effective? In today’s technology-filled world, advertising is divided into five general categories:

• Internet advertising
• Media advertising (TV and radio)
• Print ads (catalogs, newspapers, etc.)
• Internal advertising (with the help of customers)
• Subscription advertising

What is Internet advertising?

Since the per capita use of the Internet is expanding day by day and covers almost all ages, and people spend most of their time in the digital world today, unlike in the past when they mostly used TV and radio; This advertising method is one of the most productive and at the same time the most competitive advertising methods.

In the past decades, the most popular level of media advertising was newspapers and magazines. Big brands even print their newsletters and distribute them among applicants. But printed magazines gave way to blogs and exclusive websites of each brand, and today the effort to print articles has decreased drastically and the competition is on the first page of Google.

One of the reasons why the advertising strategy changes drastically from time to time and we are witnessing an advertising revolution is the change in demand and the environments people use to make a living. From there always try Gelavize, Localization of modern science is in the field of modern marketing and advertising, maybe the following content is considered an informational taboo breaking for you.

Advertising on radio and television

You may have read in foreign articles, in the past, advertising in newspapers and magazines has been one of the most productive ways of advertising. But it is definitely the opposite in Iran. According to Wikipedia, Iran’s study per capita is 2 minutes per year, not counting the study of Quran, Mufatih and religious books. (Apologizing to the religious extremists: prayer, religious books and school studies do not have a place in the study per capita. If it were otherwise, India would have a special place.)

According to Mashreq News, per capita watching national television (Sada and Sima) is 2 hours a year. Obviously, this number is a sweet lie. According to the opinion published by the Statistics Organization in ISNA, more than 70% of TV viewers watch daily football on Channel Three.

Why do we have to choose radio and television?

According to the above explanations, it can be said that Iran Radio and Television is not a suitable platform for advertising and branding. The heavy costs of radio and television, countless limitations, low efficiency and the undesired quality and creativity of television are part of the reasons that radio and television do not have economic and marketing justification. There are several reasons why we see advertisements of most big brands on TV.

First, private (apparently private) companies such as Kale and Se Nan have long-term contracts of 3 to 10 years with Iran Broadcasting. Also, there are companies like Irancell and Hamar Aol that are government owned. A handful of remaining brands are forced to choose this space to introduce themselves at the country level and avoid the penalty of cooperation with foreign televisions.

With all the censors, China’s ad games bandwagon and dozens of other problems. According to hearsay (true or false with the narrators themselves), there are a handful of advertising companies that have had the necessary license to make and broadcast advertisements on radio and television for many years, and according to the systematic political-economic customs of Iran, they are acquaintances of radio and television authorities. 

Therefore, you are faced with a very expensive, low return (compared to the cost paid) and unattractive advertisement. All the mentioned cases should be a violation of this importance and the advertisements should be low-cost, efficient and creative compared to the return cost. Be in the space where your target audience is located and face the most creative way possible (not necessarily the most expensive).

Advertising on radio and television is useful for which business?

 Some businesses, such as concours schools, will find advertising in radio and television a more useful environment. For food companies and manufacturers of industrial and automotive parts, the social network may not be a suitable environment and it is relying on radio and television or even better, street banners. So, according to each type of business, this advertising strategy will be different.

It was noted that advertising in radio and television is not justified due to the costs and type of advertising content. But due to the lack of alternative space, this advertising model cannot be ignored. Of course, advertising on foreign channels may seem more logical. But using advertising banners in the streets can make it more attractive.

Never use annoying advertising methods that are still prevalent in many countries. SMS, phone or pop-up and anything else you hate. The feedback of this type of advertising is not much, although they work. But there are better ways to promote and advertise your business.

Mazes of media advertising

Advertising on TV and radio is completely different from social media. Our intention is to explain Iran’s media and we are not going to talk about the impossible propaganda. Accept it or not, Iranian Radio has many limitations.

The limit of censorship in radio and television is very high and we will have many practical limitations. Rules such as: lack of luxury (not showing houses, cars, clothes and luxury accessories), full observance of Islamic themes and a series of unwritten rules that can be seen in movies and customization series. For example, positive characters should be in full Islamic clothing (chadar, beard and collar for men). The negative characters are all freer, or better to say, they are similar to the truth of Iranian society and issues like this. So, the best thing is to stay away from the presence of characters and people in radio and television advertisements.

It is better to take creativity to objects or use animations, still life and away from characters. In this way, we have somehow bypassed the censorship restrictions and we can create an advertising content that is suitable for Iran’s laws and at the same time attractive to the viewer. It is clear which businesses should use this space. 

Food, sanitary and industrial factories. Non-electrical and electrical home appliance manufacturers such as carpets, furniture, and kitchen appliances, technical and skill-oriented schools, and similar businesses that firstly have a very large advertising budget and secondly do great branding are suitable for TV advertising. The most important thing for advertising budgeting is to know if our business is so big and important that we cannot achieve positive results and find our audience in the digital space. Then we go to media advertising. But due to the low rate of watching national television in Iran, the best way of advertising and branding for big companies is banner ads all over the city.

Have TV ads lost their value?

The answer to this question comes back to what is meant by loss of value here?

If we want to say that there is a 100% platform that can replace television, it is still too early for Iran. It is true that online TV programs have become a great substitute for radio and television, and perhaps the maximum use of radio and television by people is watching football or finally watching the news.

It means that most people use the television space. Most of people’s time is spent in digital spaces, and unfortunately, satellite channels with some silly and meaningless movies and sometimes some good series and movies in the world have taken up the majority of people’s time. Virtual networks are still not a good substitute for television.

But in some cases, advertising on banners and urban spaces is more suitable than radio and television advertising. As mentioned, if you have a very big brand or want to introduce your very big brand, radio still has its special place. Not because of its popularity or popularity, but because of the lack of a suitable alternative platform. Undoubtedly, after being replaced, due to the low rate of visits compared to the cost of advertising on radio and television, this space may soon be replaced by another highly visited and profitable platform.

Banner ads

Banner ads are better seen, cheaper and more targeted than TV ads. A jewelry store may experience more targeted advertising in affluent areas of any city than in middle-class areas. But on TV, because your ad is broadcast to all segments of society, it is suitable for businesses whose sales target is the middle class and consumers.

Here is a point to be mentioned; As a marketing company, we do not intend to insult any group. The mentioned categories of global statistical names are based on the behavior of the majority of the society in the economic position. In this sense, if a middle class, a consumerist class, or a prosperous and weak class comes up with a name, it is a statistical classification and it is a global name for the economic-statistical classification, not our naming taste for a specific category.

The role of advertising in business

 Due to the increase in the rate of Internet advertising, whether it is advertising on Google or social networks or advertising in Internet media such as Namasha and Aparat or its foreign example, Netflix and YouTube, Internet advertising has gained a special place among brands. This popularity is due to the increase in the rate of people using the digital world and the great appeal of this space without special restrictions.  At the same time, the costs are much more reasonable than other platforms.

But the main and important reason from the point of view of modern marketers is to have target customers. Especially with advertising and investing in Google, your brand will grow tremendously and you will experience great sales. In social networks, according to the type of content produced on each page, the age and taste of the audience of that page can be found.

As much as possible, create a distance between the type of your brand personality and the content model of the desired page, produce an advertising content and distribute it. This method provides you to the customer, you have shown yourself to the customer, without the customer looking for you. So you need to create a need for him to be encouraged to follow you. After attracting, you need to convert the audience into a customer.

What is the attraction of search engines?

The attractiveness of search engines for marketers lies in the fact that you have not presented yourself to the customer, but on the contrary, the customer feels a need and is looking for your service or product. It is enough to build trust and encourage the person who is looking for your services to buy from you.

Do not deceive the customer; Attract him to you and show him your services and portfolio. Let him get interested in your brand. Let him read your articles and understand for himself whether you have the necessary expertise or not. But the most important pillar of the digital world is its content. In almost all articles we have mentioned in some way the quote from Bill Gates that content is king. So, one of the most productive and at the same time the most competitive environments is the Internet.

To what extent can you rely on advertising?

The answer to this question comes down to what do you see advertising in? Advertising on highway banners? Advertising in virtual networks? In the eyes of a marketer, all your actions include advertising and marketing; From the way of speaking and decor to the pricing and packaging, the type and color of the logo and envelope. 

So it can be said that knowing as much as possible about marketing and advertising content or cooperation and receiving advice from a modern marketing team, definitely has a great impact on the growth of your brand and profitability.

It may seem scary to know that every action you take, from sensory marketing to everything else, affects your success rate. But the thing is that we know most of the behaviors and methods as instinctive. We definitely know that we should not talk to the customer with inappropriate words and guide him as much as possible. But maybe we don’t know how to guide the customer without bothering him and giving him useful information.

How to attract final customers without badmouthing competitors?

Maybe we don’t know how to indirectly turn him into a final customer without destroying and slandering competitors. Try to push yourself to read books and get daily information. We all have the necessary time to read books, don’t make excuses, reduce your internet browsing time a bit and start reading. 

During the years of working in the market and gaining experience regarding the tastes of traders, their social behaviors and the consultations made regarding marketing matters, we have noticed that most of them are interested in telephone or face-to-face training (not podcast).

They may spend hours and listen to the talks, but they don’t have the ability and interest to study for 5 minutes. So, in fact, our entire business relies on marketing and its popular strategy, advertising. As we increase our knowledge and practice in this field, we will have a stronger brand and bigger business.

Advertising on social networks

Each brand will definitely have different methods of advertising and marketing based on the type of business and its field of activity. Even their field of activity, whether in the digital field or in other fields, will definitely be different. Manufacturing factories or importers of industrial parts do not absolutely need Instagram. Their field of activity will be more successful in websites and LinkedIn.

But for sellers of frames and mobile accessories or masons, Instagram is the best type of activity. Of course, a website is suitable for 99% of businesses, but choosing the type of social network is a different matter. Instagram has become a necessity in Iran. People’s attention to LinkedIn and other business social networks is much less than Instagram.

So, whether you love this network or hate it, you must be active on Instagram in Iran. But targeted activity and content production along with content strategy can have a great impact on the growth of your business. So, first of all, the importance is in choosing the type of social network and then creating content in that network. 

What ads can be given in each social network?

Advertisements on each platform are different, and the creation of attractiveness and creativity for each platform is specific to itself. This difference and taste has been caused by 2 things. First, the type of audience of each network is formed by the type of popular people in that network. To be a little more honest, the audience and content creators of Instagram and Tik Tok may be similar, but it is definitely different in Snapchat or OnlyFans. The taste of the people in this network is also the same.

But do you have the ability to advertise on LinkedIn as a maison or online clothing store? no But in other mentioned networks, yes you definitely have. But according to the type of audience of each network, one should know the advertising content suitable for that taste and create content based on that. The type of audience’s taste and the type of platform is one of the most important factors in creating content. Advertising content or any other type of content is suitable for the type of platform and its style and taste. 

Principles of advertising and content in social networks

It is very important to note that an ad should not be obvious that it is an ad. If the audience notices the advertisement of your content at first glance or if it is not attractive for them to stay in the advertising content, they will simply reject your content. It is true that TV commercials have their own charm, but the difference is that in TV commercials, if the commercial is between TV programs, the viewer will eventually turn off the TV and wait for the commercial to end. Meanwhile, the alertness and creativity of China’s advertisements make them visually attract the audience.

You can attract this attention by writing or an attractive visual image. But in virtual, social networks and most websites such as YouTube and Aparat, this issue is different. The audience finally has to see 5 seconds of your ad. In social networks that don’t even have to see your ad. It is very easy to watch other content by rejecting your content. So, in order to increase the rate of attention to your ad, it should be of attractive content and as similar as possible to the content of the page you are advertising on.

Advertising on Instagram and other social networks

Note that in some social networks such as Twitter, you should not advertise at all. Even if you are a mason, maybe your presence in this marketing platform is not direct and you have to use this space for branding or even the risk of differentiation. Twitter has its own charms, but it is not a suitable environment for direct product sales and introduction. So, as a result, advertising in this space has low feedback for most sellers.

Currently, in Iran, the best social network platform for sales and advertising is Instagram (due to the maximum presence of the audience) and Telegram. Especially for companies or people who work personally (freelancers) in various fields such as accounting, website design, graphic design, marketing consulting, etc.

Advertising on LinkedIn

Pay attention to the fact that LinkedIn ads should not be too specific and clear. Rather, it should be indirectly and solely to introduce you by writing a specific and unique point of view regarding a specific topic. In this article (it is better to write than a video), express your point of view along with the solution and try to choose a topic that is in your field of activity and you have a logical solution for it. Show your expertise and draw the audience’s attention to a specific topic.

For example, in accounting and auditing, you can point to a specific issue of financial leaks in large companies and state your solution. Or, in relation to the type of calculation of financial payment to an employee who was hired 3 months before Eid, and how to calculate Eid and bonus. Of course, with an attractive and unique storytelling in the form of the platform you work on. You can even say things from your own experiences.

A graphic designer always faces the problem of being asked for free work, tell me what kind of reaction you as a professional graphic designer would take? First of all, if you don’t get such offers, how do you return the card in case of these kinds of offers, or do you respectfully refuse to do this? Is it even a better option to discuss with these types of people or to be silent and ignore them?

Ad timing

To advertise on any category of platforms, you must first look at the targeting of the type of advertisement and pay attention to what the advertisement does for us; It is not just introducing the brand or attracting customers. Consider multiple goals for advertising and create promotional content according to your target market and customers and distribute it at the right time.

Advertising timing is one of the points that should be paid a lot of attention. At what time and on what day of the week and between which TV programs or even between what kind of content. For example, it is better to advertise toys, between cartoons and children’s programs naturally placed in the afternoon or morning hours. Advertisements of home appliances should be between evening and night hours and between adult series. So, timing, day and time is a very important issue and requires experience and arranging advertising timing. If you are in a situation where you do not have the ability to make a correct decision about this type of timing, be sure to seek advice from a professional team.

All the mentioned points are to get maximum positive feedback and result. It is your choice in what context and form you want your ads to be carried out and which of the mentioned points you should pay attention to or ignore. The choice is yours. In order to get the best results and the best efficiency, we point out all the points. But the complete implementation or part of it is up to you and your wish.

Is it better to advertise on virtual networks or on Google?

It is not possible to give a definitive answer to this question, or in other words, one version cannot be considered for everyone. Because the effective marketing and advertising method depends on the type of brand, business location, timing and of course budgeting. Maybe a company with a suitable budget is gradually growing and gaining market share. 

Maybe a business does not have this financial ability and is looking for a faster conclusion, but at the beginning of any business, it is natural to work from predetermined budgets and in the future, according to the income and profit, the budgeting will be reshaped again.

Therefore, it is necessary to first determine in what conditions you want to advertise. Advertising and investing in Google is a type of long-term investment with great return on investment. Of course, like all investments, the more principled and logical you go with a predetermined plan and strategy, the better and faster results you will get. 

The effects of advertising on Google

Advertising in Google involves time, which is not just to increase the number of articles and SEO of the site. Rather, we should give Google’s crawlers, bots, and algorithms time to get to know your site and find it. Continuity in SEO and content creation on the site are very important points that you should always improve with planning. 

As you are developing and growing your website and becoming a competitor to others who were on the first page in the past, in the same way others become competitors to you who started earlier.

So this competition will always exist and you should always be in line with the growth of your website and articles. Therefore, investing in Google requires constant behavior and constant content production according to strategies. 

If these predetermined strategies do not exist and we only see the production of content without growth, then we simply have a site with a series of articles that do not do anything special for us. Therefore, whether it is better to advertise or invest in Google or in social networks, except for the share of budgeting, it also depends on the ability and expertise of your team.

Advertise on Google

By advertising on Google, you can advertise like all other methods and pay a fee to come to the first page of Google or use the ad report for advertising. Or you can invest in your team, but you get faster results with Google ads. But Google has a specific schedule, and in the best case, it takes at least 6 months to be on the first page of Google. Consider this time only to increase the number of articles and market analysis so that you can make a decision in the best possible conditions.

Are your customers searching for your services on Google? Which is more likely that your customer will search on Google “buy natural honey” or if you go to them with your ads and sell your product so that they will buy from you if they need to.

This type of behavior and what age group is your customer and what type of customer is considered? Is your customer a direct customer? Who do you think buys toys? Child or parent? The main customers of toys are children, but parents pay the final amount. Therefore, you should try to create shopping attractiveness for children first, and then for parents suitable shopping conditions. If there is no child, there is no reason to buy toys. 

Gelavizh advertising team

In this article, we learned about advertising and how to do it. We learned ways to increase the rate of visits and attract customers. We learned what kind of business should advertise under what conditions (in Iran) and how to adjust the advertising budget. To know the conditions of receipt Advertising services Get in touch with the Gelavizh team.             

Frequently asked questions

1. Why should advertising be done?

Advertising helps you introduce your business to the public, increase brand awareness, attract new customers, and ultimately increase sales of your products.

2. What types of businesses need advertising?

Every business, whether it is starting or in the middle of it, needs advertising to introduce itself to the audience and to be known in the competitive market.

3. What are the types of advertisements?

Advertising is generally divided into five categories:

• Internet advertising
• Media advertising (TV and radio)
• Print ads (catalogs, newspapers, etc.)
• Internal advertising (through customers)
• Subscription advertising

4. What are the advantages of internet advertising?

Internet advertising is very effective because of the ever-expanding use of the Internet and can help you target a wider audience. These types of ads usually cost less than media ads and are more effective.

5. How is advertising in the radio and television?

Broadcast advertising can be expensive and has many limitations. Although many businesses in Iran still use television to promote themselves, its efficiency is generally low compared to the cost paid.

6. What are the advantages of banner ads?

Banner ads are usually cheaper and more targeted and can help businesses that need to attract customers from a specific area. This type of advertising is more cost-effective than television advertising for local or specific businesses.

7. Why is advertising in social networks important?

Social networks such as Instagram, Telegram, and LinkedIn can effectively introduce brands to their target audience. Advertising on these platforms can be highly effective based on the type of content produced and the audience’s taste.

8. How to advertise on LinkedIn?

In LinkedIn, advertising should be done indirectly and especially through the provision of specialized and advisory content. Instead of direct advertising, you should offer your audience views and solutions that are relevant to your field of work.

9. How to create effective advertising in social networks?

The most important thing about social media advertising is that your ad should not look like just an ad. It should be creative and attractive and be placed in the main content of your page so that the audience does not avoid it.