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Table of Contents
• Goals of Image Advertising
• Instruments of Image Advertising
• Advantages of Image Advertising
Image Marketing or Brand Image Marketing is aimed at creating a favorable image (perception by clients, partners, competitors and other market participants) of a person, company, product, brand, etc. Image advertising on the Internet is designed to form the opinion of a wide range of users of the world wide web. Image advertising differs from selling advertising, the purpose of which is to attract a large number of people in a short time and offer them a moving service or product. Unlike it, image advertising performs the functions of a strong, long-lasting tool for forming a clear, stable image of the advertised object in the mind.
Goals of Image Marketing
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Specific goals of the image marketing campaign may be as follows:
• creating a favorable opinion of the company in the target audience,
• formation of associations of promoted goods with the name of the company among potential buyers,
• formation of users' confidence in the advantages of the advertised product.
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Emotion Color Guide |
Instruments of Image Marketing
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The following tools of image marketing are used for brand promotion:
• media advertising — placement of bright, effective video clips, banners in combination with short sound articles, short videos and viral clips. The impressions of media advertising tend to last.
• contextual advertising in media-contextual networks Google Ads, Yandex.Direct and Begun,
• placement of press releases,
• articles on popular platforms,
• participation in sponsorship projects,
• various actions,
• contests with valuable prizes.
The most powerful advertising channels for image advertising on the Internet are social media (SMM), for example, Facebook, VK, TikTok, Instagram or YouTube.
Advantages of Image Advertising
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Efficiency. An image advertising campaign allows you to cover a large area of the target audience.
Accessibility. Image advertising can be used to promote any goods and services. Flexibility. Changes can be made at any time during the campaign.
Loyal attitude of users of the network. Competent planning of the campaign allows you to avoid a negative reaction to it from the target audience.
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