Most people read newspapers and magazines for information. Therefore, although they notice primarily illustrations, they focus on the text. He has the greatest specificity, indicates the exact place and time of the event, gives clear facts and arguments. In the text you can state the necessary details about the product or service. After all, even on a few lines you can bring a sufficient amount of necessary information - various characteristics, price, phone number, address, etc.

Text in print ads can be read at any time, in several passes, re-read it in whole or in separate lines and words. It is obvious that the press provides a high degree of convenience for the user to perceive quite large amounts of information.

Modular advertising allows you to show the product, while citing all its necessary characteristics: technical data, benefits, conditions, prices, etc. It is a familiar and useful form of information for the reader, the quality of which is guaranteed to some extent by the publication. With this type of advertising, readers not only buy and sell, but also monitor the level of prices for goods and services, find out about new products, navigate the location of companies, organizations, etc.

Typically, modular ads are published by manufacturers of goods and services. It is also an advertisement for retailers and wholesalers, public, political and government organizations. Private individuals, due to the high cost of modular advertising, rarely use it.

For such advertisements, the advertising services of publications develop a special modular strip grid. In this case, one of two approaches is usually used: “column” or “half”. In the first case, the division of the strip into modules depends on the number of text columns. Advertising modules should not violate the design of the page, not "fit" into the text. Therefore, the width of one module corresponds to the width of one column, two standing next to the modules, two columns, etc.

In the second case, the largest module is an entire lane (or a two-lane spread). The sizes of smaller modules are set by dividing in half, that is, after the module in one strip, the module is 1/2 strip, then 1/4, 1/8, 1/16, 1/32, 1/64, 1/128.

Each principle of division has its advantages: simplicity in the "half" or an abundance of options in the "columnar". Each publication chooses a modular grid based on its preferences. For advertisers, a unified approach is preferable so that all newspapers have standard module sizes. Then, when placing an advertisement, you do not need to customize or remake the advertisement for the advertising size of the newspaper. But newspapers very rarely replace the once selected modular grid .

From the point of view of the specific design of the text, a modular ad can be traditional, editorial, coupon. The text can also be presented in the form of a line advertisement, which does not have a special visual design.

This message has a pronounced advertising text, details of the advertiser (see illustration 3.3. ) . Often contains illustrations. As a rule, a traditional announcement is framed, but can be without it. It is usually a regular vertical or horizontal rectangle. Less often fits into an oval, circle, other right or wrong figures.

The traditional ad is used by the vast majority of modularized advertisers.

Often, to further stimulate the sale of goods and services, as well as to achieve maximum efficiency, advertisers resort to the use of multi-page traditional ads. As a rule, such advertisements are published in glossy magazines.

Usually multi-page advertising is much more expensive than traditional, but the result is more tangible. However, this happens only when the form of multi-page advertising has an informal connection with its content. Otherwise, there is too much risk of “soriginalizing” for nothing, spending extra money in vain. Unfortunately, in Russia, as well as throughout the world, advertisers often use multi-page advertising just formally.

Four types of multi-page advertising can be distinguished.

The first one is when several absolutely identical announcements are published in the issue, located all together or separated from each other by a certain number of pages. Such advertising does not bring any special effect. The same amount of advertising space occupied on separate pages in different issues of the publication attracts more readers.

The second type is when two ads follow each other on different pages on one side (usually on the right). They seem to accompany the leafing page of the reader and therefore the first and second ads have a consistent semantic connection. In addition, such ads are characterized by a certain dynamism, the involvement of the reader in advertising. Especially if the ads are different, "continue" each other.

Obviously, the effect of such advertising is higher than if two absolutely identical announcements were published in one issue. But, as in the first case, the same amount of advertising space occupied on separate pages in different issues of the publication would attract more readers.

The third type is practically a catalog of goods or services that have been “implanted” into the publication, which are its integral part. Various products of the same brand are presented on several pages in a row. Typically, various models of clothing, household appliances, business accessories, cars, etc. are advertised in this way.

The fourth type of multi-page advertising is often called a “cot”. To make a “clamshell”, when printing the magazine number, the advertisement is reproduced on a large sheet of paper, which is then folded into the publication according to its format of several pages.

Sometimes a “folding bed” is made with one lapel - left or right, full or partial. More often with two - right and left and right. Less often they make a complex “folding bed” when three or four lapels are obtained.

It is believed that one-page advertising, divided by time intervals, reaches a larger number of readers than an advertisement used at a time in the form of a “clamshell”. However, the effectiveness of the "clamshell" increases significantly when it is used not formally, but creatively. That is, when the "folding bed" really "folds out", reveals to the reader its product or service.

An editorial advertisement is an advertiser’s message mimicking newspaper or magazine publications (see illustration 3.4.). The form and content of the editorial announcement depends on the publication in which it is printed. In magazines, an editorial ad usually mimics an illustrated story. In newspapers, such advertisements are often “disguised” as an article, an information note, an interview, etc.

Unlike the traditional announcement, the editorial may not have obvious advertising signs: the trademark of the product or company, details, direct purchase requests. As a rule, editorial ads are aimed at indirect impact on the audience, at creating a favorable atmosphere around the product or company that produces it.

Compared to traditional ones, editorial ads are noticed by fewer readers, but they are read much larger (on average, their audience is 50% more than modular ones).

To this should be added that the editorial announcement attracts more readers not when it copies the editorial material exactly, but when it differs from editorial articles, reports, notes, etc.

The use of editorial ads, however, has not been widely adopted for several reasons. Firstly, for many companies it is important that their advertising stands out, it is noticed that readers remember the image of repeated advertising along with company attributes: slogan, trademark, design elements. Secondly, the editorial announcement achieves the proper effect only after being sufficiently professionally prepared. A person reading a low-quality editorial ad perceives such an approach as an attempt to deceive him and treats such advertising more negatively than traditional. Quality editorial ads are quite rare. Even the fact that such an announcement will be written by a professional journalist does not guarantee high quality. Moreover, journalists very often openly “cheat” while preparing advertising articles, notes, reports, etc.

In civilized countries, editorial announcements are always marked with an “advertising” sign. In this case, the reader can distinguish editorial material from advertising and not lose their confidence in the publication, which is very important for the advertiser.

A coupon is an ad that includes a special tear-off or cut-off coupon. As a rule, the coupon gives the consumer the right to additional benefits. Direct discounts are often offered for durable goods such as cars or appliances. You can also receive a gift with a coupon, participate in a lottery, place an order (see illustration 3.5.). Sometimes it is proposed to reimburse the consumer after confirming the purchase (mainly postage).

As a rule, a coupon is presented at the indicated place of distribution of the goods or services. As a rule - in a particular store, restaurant, etc.

Typically, a coupon is used to attract customers to local stores. But often the coupon is also used to study consumers. In this case, the columns of interest to the advertiser are entered in it: attitude to the product, wishes, age, gender, profession, place of residence, etc. The return of personal coupons is also stimulated by a discount, gift or lottery.

An ad with a coupon attracts the attention of a little more readers than a traditional ad. Convincing to read it 2 times more readers. The overall effectiveness of advertising with a coupon is on average 20-25% higher.

People enjoy the obvious benefits of coupons. For example, in the United States, about 80% of American families shop using coupons.

A coupon is most effective when they convince it to try a product for the first time. Particularly beneficial for the seller is the use of a coupon when selling a large expensive product or a small inexpensive one, but in a large package. In this case, the price difference between the coupon offer and the usual one becomes very noticeable.

The following factors also influence the performance of a coupon ad. First, it should offer truly substantial and concrete benefits. If a discount is offered, then it should not be less than 10%. If a gift is offered, then it should not be frankly cheap, worthless to either the seller or the buyer. Otherwise, the consumer stimulating effect is lost.

Secondly, the coupon should be easy to use. That is, it is easy to separate from the announcement and publication. To do this, it must be placed in the corner of the announcement, and the advertisement itself - on the outside of the publication page. Then, cutting out the coupon, the reader will not need to cut the entire newspaper or the entire magazine.

The cutting line should be indicated by dots, images of scissors or other understandable symbols. This approach further encourages the reader to separate the coupon.

It’s good if the coupon is perforated or glued to the ad on a drop of glue. In this case, it can be separated without the use of scissors.

The size of the coupon should be such that it fits easily in an ordinary wallet or purse. This is especially important when advertising implies the accumulation of several coupons.

It is necessary to ensure that the address, product name, conditions and terms of receipt of benefits are not only in the announcement, but also on the coupon itself. After all, the reader often looks from the heading of the ad right to the coupon itself to see what they are offering. In addition, the buyer may forget the content of the ad and not use a coupon that does not contain a description of the details.

A coupon containing exact direct orders “a la instruction” can be very effective. Knowing exactly what and how to do, buyers will be more active.

If a coupon with a questionnaire is used, which the buyer must return by mail to receive the promised benefits, this operation should be facilitated as much as possible. Best of all, if the consumer does not need to buy anything extra (envelope, stamp, etc.), there is no need to write long sentences. Only put crosses (or not put) in the places of the questionnaire necessary for the seller and fill in your address.

Enough space should be left for the address and name.

The coupon can be printed in color, highlighting on the background of the ad itself. At the same time, however, there should not be such “frills” when the coupon is made in dark color, and you need to write on it with light ink.

Coupons are really effective only when the above recommendations are followed. Otherwise, an unenviable fate awaits them. For example, in the United States only 3% of all common coupons are sold.

This is an advertisement in words placed in newspapers or magazines line by line (see illustration 3.6.) .   Usually differs from editorial materials in column width, special fonts. It is paid in different publications in different ways: based on the number of characters, words or lines.

Line advertising does not require the advertiser special knowledge of printing, layout to create an effective ad. It is drawn up by the publication staff themselves. They will select the font and type the ad into rows and columns according to their editorial requirements.

Line ads are a very convenient form of advertising because it can be ordered without leaving your home or office in the next issue of the newspaper by phone, regular mail or e-mail.

This is the only form of advertising where an individual can buy a few words or lines cheaply. Often, line advertising is also used by small companies with a modest advertising budget. Sometimes it is resorted to by medium and large enterprises in order to test demand, prices for their products, as well as in the selection of personnel. Companies place a line advertisement, and in addition to a modular one, to reach as many potential buyers as possible.

In this tutorial, we will use a combination of basic shapes, textures, filters, and ready-made images to create a coupon.

Final result:

Materials for the lesson:

Step 1.Create a new document in Photoshop (Ctrl + N) with the options listed below.

Fill the background layer with color # 8eb072  using a tool Pouring(Paint Bucket Tool) (G). Then go to the menu Filter - Noise - Add Noise  (Filter\u003e Noise\u003e Add Noise).

Step 2Tool Rectangular area  (Rectangular Marquee Tool (M) create the basis for the coupon and fill it with white.

Now you need to make cuts at the edges. Zoom in, select a tool Oval area  (Elliptical Marquee Tool) (M) and create a round selection (so that the selection is round, hold down the Shift key when creating it). Position it at the left edge, as shown below, and press the Delete key.

Move the selection to the right a small distance from the first hole and click Deleteagain. You will get a second cutout on the edge. To move the selection, you must have the selection tool active. Repeat this process until you create cutouts along the entire edge.

Step 3  Now create a pattern for the coupon. Create a new document (Ctrl + N) with a width of 1 pixel and a height of 5 pixels, the background is transparent. Tool Rectangular area  (Rectangular Marquee Tool) create a small square selection and fill it with black.
  Go to menu Editing - Define Pattern  (Edit\u003e Define Pattern) and save the pattern.

Return to our document, double-click on the layer with a white rectangle and you will see a menu of layer styles. Apply style Pattern overlay  (Pattern Overlay): Mode - Multiply, use the saved pattern.

Step 4Create a new layer group: Layer - New - Groups  (Layer\u003e New\u003e Group). Name this group “coupon”. Hold the Ctrl key and left-click on the icon of the layer with the base of the coupon to create a selection. Then select the “coupon” group and go to the menu (Layer\u003e Layer Mask\u003e Reveal Selection).

Step 5  Choose tool Ellipse  (Ellipse Tool) (U) and draw a small circle above the layer with the main coupon. Apply the Stroke style with the options shown below. Set Fill  (Fill) of this layer - 0%.

Make a copy of the layer (Ctrl + J) and use the Free Transform Tool (Ctrl + T) to make a larger copy. To maintain aspect ratio, hold the Shift key while zooming.

Repeat this step 2 more times.

Select all the layers with circles and merge them into a group (Ctrl + G). Make a copy of the group and lower it a bit, as shown below.

Repeat the duplication of the group and the location below each previous one to get such a frame.

Select all groups with circles and merge into one (Ctrl + G). Name the resulting group “edge”. Set the Opacity of the group to 70%. Tool Rectangular Area (Rectangular Marquee Tool) (M) create a selection as shown below.

Apply a layer mask to the “edge” group: (Layer\u003e Layer Mask\u003e Hide Selection).

Step 6  Using tool Rounded Rectangle  (Rounded Rectangle Tool) (U) With a radius value of 15 pixels, create a shape with the color # e2151c inside the pattern frame.

Make a copy of the rectangle layer (Ctrl + J) and change the color to # 17269b.

Tool Rectangular area  (Rectangular Marquee Tool) (M) Create this selection:

Go to menu Layer - Layer Mask - Show Selection  (Layer\u003e Layer Mask\u003e Reveal Selection).

Step 7It's time to add text to the coupon. I used League Gothic. Select the Horizontal Type Tool (T), adjust the font as shown below, and write what I wrote.

Change the font to Helvetica and add a couple more lines.

Download the Franchise Bold font and write “Mr. Clean ”.

Make a selection of the “Mr. Clean ”(holding Ctrl, click on the layer icon in the layers palette). Go to the menu (Select\u003e Modify\u003e Expand) and enter a value of 2 pixels.

Create a new layer (Ctrl + Shift + N) under the “Mr. Clean ”and fill the selection with white.

Using the font Helvetica, write “NEW!”.

To the right of the word “NEW!” write “all-purpose” in Lobster font

For the last line, I again used the font Helvetica.

Apply the casting shadow to the last line: Mode - Multiply.

Step 8  Tool Rectangle  (Rectangle Tool) create a red shape (# e2151c). Go to menu Editing - Contour Transformation - Tilt  (Edit\u003e Transform Path\u003e Skew) and change the shape of the rectangle. Write text on it.

Create another rectangle, but white.

Apply a stroke style to the layer with this rectangle: Position - Outside, Mode - Normal, Stroke Type - Color.

Write the coupon number.

Here is what you should have now:

Step 9  Open the image of the sprayer in Photoshop. Tool   Pen  (Pen Tool) in outline mode, draw what is shown below. This is the outline of the future label.

Create a new layer (Ctrl + Shift + N) and name it “background”, fill with the color # fbef4b. Select this layer and press Ctrl + G to put it in a group. Press Ctrl + Enter to turn the path into a selection and go to the menu Layer - Layer Mask - Show Selection  (Layer\u003e Layer Mask\u003e Reveal Selection).

Tool Custom figure  (Custom Shape Tool) (U) Create two blue (# 17269b) triangles as shown below.

Open the Mr. logo Clean in Photoshop. Tool   Pen(Pen Tool) (P) remove the person and insert between the triangles of the main document:

Make a copy of the logo layer and place it above the layers with the triangles.

Choose tool Pen(Pen Tool) (P) and draw a path as shown below. Make a selection from it (Ctrl + Enter) and go to the menu Layer - Layer Mask - Hide Selection  (Layer\u003e Layer Mask\u003e Hide Selection).

Apply the Shadow casting style to the same layer: Mode - Multiply.

Add captions. Font settings are shown below:

Select the “Clean” layer and go to the menu Isolation - Modification - Expand  (Select\u003e Modify\u003e Expand) and enter a value of 4 pixels. Create a new layer under the “Clean” layer and fill it with white.

Apply the Embossing style to the layer with white fill: Style - Inner bevel, Method - Hard cut, Backlight mode - Brighten, Shadow mode - Multiply.

Then apply the Stroke style: Position - Outside, Mode - Normal, Stroke Type - Color.

Do the same with the “Mr.” layer.

Step 10  Tool Pen  (Pen Tool) cut an object from the background:

Paste it into the main document, reduce, tilt and arrange it as shown below.

Make a selection of the layer with the bottle, create a new layer under it and fill it with black. Name the layer “vaporizer shadow”. Remove the selection (Ctrl + D). Slide the layer slightly to the left.

Apply the Gaussian Blur filter: Filter - Blur - Gaussian Blur  (Filter\u003e Blur\u003e Gaussian Blur). The radius value is 5 pixels.

Select a layer with a red rounded rectangle, select the “vaporizer shadow” layer and go to the menu Layer - Layer Mask - Show Selection  (Layer\u003e Layer Mask\u003e Reveal Selection).

Step 11  Tool Oval area  (Elliptical Marquee Tool) create a round selection, create a new layer and fill it with white.

Make a copy of the layer and reduce it with the tool Free transformation  (Ctrl + T). Apply color overlay style: # e2151c.

Add price:

Create another such circle with a price in the opposite corner:

Write the text at the top of the coupon:

Step 12  Go to menu Layer - New adjustment layer - Gradient map  (Layer\u003e New Adjustment Layer\u003e Gradient Map). This layer should be on top of all the rest. Gradient: # 480283 - # fbef4b. Layer blending mode - Multiply and Opacity - 35%.

Make a selection of the “coupon” group and go to the menu Editing - Copy Combined Data  (Edit\u003e Copy Merged), then Editing - Paste  (Edit\u003e Paste). A new layer should be above everyone else. Go to menu Filter - Noise - Add Noise  (Filter\u003e Noise\u003e Add Noise).

Layer Blend Mode - Multiplication  (Multiply) and Opacity - 60%.

Step 13  From the texture set, paste the Paper11 file into our document. Go to menu Image - Corrections - Desaturate  (Image\u003e Adjustments\u003e Desaturate).

Then go to the menu Image - Correction - Brightness / Contrast  (Image\u003e Adjustments\u003e Brigtness / Contrast).

Layer Blend Mode - Multiplication  (Multiply) and Opacity - 50%.

Download the grunge texture and paste it into our document.

Layer Blend Mode - Soft light  (Soft Light) and Opacity - 50%.

Step 14  We are almost done. You need to create a shadow under the coupon. Make a selection of the “coupon” group.

Create a new layer under the “coupon” group and fill it with black. Hide the “coupon” group to see the bottom layer.

Apply a Gaussian Blur filter with a value of 1.1 pixels. Set the Opacity of the layer to 40%.

Make a copy of the layer and apply a filter Gaussian blur  with a value of 3 pixels. The layer opacity is 30%.

Make the “coupon” group visible.

Final result:

Paste some picture into the background to get a more interesting picture.

Discounts have long and firmly entered our lives, and companies, in order to withstand competition, are forced to come up with more and more new promotions and sales to attract customers. But during the campaign, the question of additional costs also arises: where to conduct a promotion, how to place an advertisement on the Internet, where to get an audience from, how to tell millions of potential buyers about their discount programs and at the same time not to go into minus. Many entrepreneurs spend huge budgets on conducting promotions: these are outdoor advertising, television advertising, online advertising, promotion actions in large shopping centers and more.
Thus, a businessman, in addition to having to significantly reduce the price of a product or service, is forced to spend quite large budgets on marketing.

Past promotions on coupon services

EARNINGS ON COUPON SERVICES

But today a way has appeared to organize an action, tell millions of Internet users about it and not only attract additional traffic to a website or your business, not only tell your huge audience about your existence, but also make money on it. For this, there are coupon services.

Coupon sites entered the Russian market quite recently, but instantly became incredibly popular due to the advantageous offers that they offer their users every day. A huge number of users of coupon site services every day are looking for an interesting offer for themselves - whether it is a gift for a loved one, a trip to a restaurant, a new service for beauty, health and more. At the same time, advertising on Coupon sites is increasingly interested in entrepreneurs.

By what principle do these services work with businesses?

How coupon services work

The principle is simple - the business offers its share: a profitable offer for the end customer, and the coupon service sells the right to the entrepreneur to advertise on different conditions, and his large audience to take advantage of this offer.

Thus, you either do not pay anything at all for the promotion, or pay a commission for the customer you have already brought in and who paid you for the product or service. So you get the opportunity to advertise fairly on coupon sites on a budget, tell a huge audience about the campaign in your company and attract new customers.

Advertising on discount sites: features

Today in Russia there are more than 200 coupon services. It is quite difficult for a beginner to understand all this diversity. A number of questions arise: which sites can be trusted, how to get to these sites, with which systems and what system to work with, what percentage of commission is optimal, is it worth working with zero coupons, what percentage of conversion, etc., etc. Advertising on coupon sites, in the case of an illiterate approach by an entrepreneur or coupon service manager, improper stock compilation and an unworked coupon system, can lead to disappointment and material losses. Placing the “right” stock on proven resources can lead to large revenues and huge number of new customers and sales.

We will help you understand all the issues related to this type of advertising, and our affiliate programs with similar resources will allow you to place ads on the coupon site on favorable terms. Moreover, advertising on discount sites will be as effective as possible! Negotiations with coupon site managers, red tape with documents, payment control from partner sites and other nuances we undertake - and you just have to accept customers and make them your permanent! Among other things, we will apply a number of tools that include advertising on the Internet: social networks, message boards, targeted mailings, and more and more.

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A flyer is called a coupon or flyer that guarantees the consumer a discount on goods or services of the company or other privileges. An advertising coupon has long been one of the main elements of promoting the services of companies. As a bonus offered in leaflets, discounts are usually used, as well as small gifts. However, the effectiveness of advertising coupons can be different depending on the correctness of their application. In this article, you will learn how to maximize the benefits of promotional coupons.

When did promotional coupons appear?

Promotional discount coupons were widely distributed at the beginning of the last century thanks to Claude Hopkins. He saw the advantages of this method of advertising in that a person can get a product sample for free and test it. Hopkins believed that this is much more effective than any advertising slogans and vivid pictures. Over the years, he has placed millions of coupons for free goods in the print media.

Initially, two methods of distributing coupons were used - newspaper placement and direct mail. There were also two ways to implement a coupon:

The recipient had to cut out the coupon, fill out information about himself, and send it to the advertiser (paying the fee for sending the letter). Then the consumer received a free sample of the goods.

To evaluate how advertising coupons work, a digital code was printed on each of them. Thus, it was possible to understand what type of media, which textual and illustrative accompaniment give the highest percentage of coupons. And in the course of further advertising campaigns, advertisers could apply the placement option that proved to be the most effective.

What was the attitude of people to advertising coupons? First of all, they were not free, because they could be obtained only by buying a newspaper. Another serious minus is the need to make efforts for its implementation (fill out, send by mail, etc.). In addition, the coupon gave the right to receive only a small sample of goods. The probe was only to demonstrate all the qualities of the product in order to push the customer to purchase.

We can say that the emphasis was on advertising, which was supposed to motivate consumers to use this same coupon. A sample product was only supposed to consolidate the effect of advertising, creating a positive image of the product. The implementation of the coupon was, as it were, the final link in a whole chain of promotional events.

How to use promotional coupons to increase sales

The undoubted advantage of coupons is that they are thrown away much less often than regular flyers, since they can be useful to people in the future.

Usually, when presenting a coupon, the buyer can count on a certain discount. That is, he makes a purchase at a price lower than what is written on the price tag.

The seller makes a profit from the sale of goods due to the trading margin. And if the margin is, for example, 30%, then a 10% discount will lead to a loss of a third of the profit.

For example, if the purchase price of a unit of goods is 100 rubles, then with a mark-up it will cost 130 rubles. And if you sell it at a discount of 10%, then instead of 30 rubles, you will receive only 17 profits.

It’s good to hand such a coupon when buying - this increases the likelihood that a person will come to the same store again. That is, you will not only save on a discount, but also get a second purchase.

In the example discussed above, a discount in the form of a fixed amount allows you to save 2% of the profit. You can also provide a discount depending on the check: a purchase for 130–170 rubles corresponds to one coupon for 10 rubles, for 171–220 rubles - two coupons, etc.

Another similar way to stimulate sales is gift certificates, which the buyer can buy as a gift to someone close to him. The result will be achieved if the recipient comes to the store and uses it. But for this, the product should be interesting or useful for him.

At the same time, free advertising coupons give a much greater chance that a person will at least come to the store and get acquainted with the assortment. And there already a seller will meet him, who can profitably present his goods. Coupons are only an excuse to visit the store, so it’s much more efficient to distribute them for free.

How and why advertising coupons work

Consider the mechanism of action of this promotion tool for example. Imagine an ordinary person who returns home every day from work on the same road. And periodically, he needs to buy toothpaste, soap or shampoo.

Each time, our hero must choose which of the two nearby stores he should go to. The “Sunny” store has a number of advantages - it is located right next to the house, and the prices for goods there are slightly lower. And the "Cloud" store is across the road, and to get there, you need to spend a little more time. What can make a person choose the second store over and over again, ignoring the obvious advantages of the first one, and constantly acquire household chemicals and cosmetics there?

The reason may be precisely because the "Cloud" store is actively using advertising coupons. For example, buying a product for a certain amount, the buyer receives a discount on the next purchase. Or there’s a bonus system, in which a percentage of the check turns into bonuses, and then into discounts. All this allows customers to save their money, and this is good news. Thus, promotional coupons encourage customers to constantly return to the store and make them more loyal.

However, everything is not so simple. Despite the fact that coupons provide customers with discounts in order to receive them, you need to constantly make purchases. That is, their distribution makes people buy more than they would buy on their own.

Experience has shown that offering discounts really helps drive sales and retain customers. Promotional coupons can also perform other functions, such as attracting customers and promoting new products.

The discount coupon allows you to:

stimulate a return visit to the store;

test new samples;

create a positive image and increase loyalty.

54 %   consumers say that the main motivation for buying for them is not desires, but real needs.

80 %   constantly use coupons.

80 % tend to buy goods at a discount.

92 %   customers used coupons in 2013, while six years ago there were a little more than 60% of them.

91 %   shoppers will come back to the store where they were given a coupon to use it.

57 % make a purchase only because they have a discount.

62 %   constantly looking for advantageous offers on the goods they use.

According to statistics, men and women are almost equally inclined to use coupons. As for age, they usually attract people from 18 to 25 and from 31 to 40 years old. Much less discounts interest teenagers and the elderly. The most active coupons are used in clothing, footwear and accessories stores.

65 %   People say that for them, online coupons are an important factor when choosing a store.

63 % people who shop online are ready to order items in the basket if they are offered a discount on them.

The most popular discounts on the following product groups:

food products - 53%;

household chemicals - 38%;

catering - 36%;

clothes - 25%;

entertainment - 22%;

pet products - 22%;

equipment - 21%;

household goods - 17%;

goods for repair - 14%;

services - 14%.

A survey conducted in 2012 by NCH showed that almost 100% of buyers compare prices for goods from different manufacturers, and more than 80% will choose one from two stores where there are various discounts and advantageous offers.

In the questionnaires there was also a question about in which case people use advertising coupons more often, and in which less often:

try a new product:43% - sometimes; 17.5% - very often; 10% - always;

to purchase the goods of an unpopular company:  45% - sometimes; 13% - very often; 6% - always;

choose a product from one manufacturer among popular brands:  42% - sometimes; 25% - very often; 8% - always;

goods can only be bought with a coupon:36.9% - sometimes; 11% - very often; 3% - always.

It is also important to understand why consumers do not use coupons:

46 % buyers do not find discounts on the groups of goods they need;

40 % They say that they do not have enough coupon validity;

31 % too busy to search for discounts;

20 % they believe that in order to receive benefits they will have to buy more than they need;

19 %   accustomed to visiting only branded stores.

About 30% of people who use promotional coupons prefer discounts on a specific amount. A fixed discount is more understandable to consumers: it is easier to subtract from the general receipt than to calculate interest. Most buyers are not interested in flyers offering unlimited shopping. Almost half of them believe that they will benefit greatly by taking advantage of a 25% discount.

Consumers are most attracted to:

discounts on the necessary goods that they will purchase in any case;

discounts that are profitable enough to be worth the time and effort to find them.

How advertising coupons complement advertisements

If an advertisement is placed in the media along with a discount coupon, it will be much more effective. According to statistics, such ads are viewed more carefully, and more time is taken to read them. Accordingly, their advertising function is fully implemented, as they remain in the memory of consumers.

The cost of the advertisement will be the same, regardless of whether the coupon is present in it or not. But if you offer a customer a discount, he is much more likely to visit your store. Understanding his ability to use the ad, a person will read it more carefully to find out all the details.

A consumer who has caught the eye of an ad with a coupon sees it as a possible benefit for himself. This pushes a person to a longer and more detailed study of advertising. As a result, a person will remember your message better and will keep it in his head longer. Those who are interested in the offer will respond to such advertising - a dialogue will ensue.

However, from a marketing point of view, it’s not enough to simply supplement regular print ads with a coupon to be able to engage in dialogue with consumers. A classic ad is accompanied by a large image, a catchy headline, a small text and a company slogan. Ads, of which promotional coupons are part, work a little differently.

Such advertising is used as if instead of mailing. A mailing list involves a multi-stage interaction with the recipient, from establishing contact to decision making. Therefore, an ad suggesting the possibility of a response should contain a greater number of elements, both visual and text.

Ads containing promotional coupons should completely replace a commercial conversation. When creating them, most attention is paid not to visual appeal, but to other features that allow you to collect much more feedback. The main part of such advertising is precisely the coupon.

The coupon should be located where consumers are accustomed to seeing it - at the bottom right of the page.

It is important to consider that any important or interesting material on the back of the sheet may prevent consumers from cutting the coupon. Therefore, it is better if you buy an ad space on both sides of the sheet for the entire ad, or at least for its part. When there is nothing on the other side that might interest the reader, he will more willingly take advantage of your proposal.

Of course, buying an ad space on both sides of the sheet increases the company's costs, but they will come back in time. Do not forget, when placing advertisements in this way, leave a reminder at the bottom of the page: “Best offer on the next page”.

It’s important to design your ad in such a way that the coupon visually stands out from the background of the advertising material. It should be allocated in a separate block, give a name, accompany with appropriate images. The announcement should contain clear instructions on how to use the coupon. If you need to enter information about yourself in it - for this, fields must be provided. Also, be sure to let us know if you accept orders by phone or fax.

How to make effective advertising coupons

The most popular variety of coupons are discount, offering consumers a discount on goods or services. They should be used to promote your business for several reasons:

they draw attention to your product;

they are a means of establishing contact with the audience and attracting new customers;

they push consumers to try the advertised product. The research results show that up to 65% of launched coupons can bring new customers to young firms, and up to 50% to more well-known companies.

• Sentence.

It needs to be formulated as clearly and clearly as possible. The client must understand what product you offer, that is, have information about its external, functional and other characteristics.

• Illustration.

• Heading.

The title should be concise and eye-catching. It repeats the information from the offer related to the possible benefits for the buyer.

• Value.

• Validity.

On the advertising coupon must be indicated the validity period of the promotion, which it refers to. This is necessary even from the point of view of legislation. From an advertising point of view, time constraints are equally important. If they are not there, most recipients will postpone the trip to the store for later, and then completely forget that they were going to visit it. Time frames are indicated in the center or at the top of the flyer.

• Product.

To avoid confusion, print on the coupon the exact name of the product that you can buy at a discount.

• Location

• Format.

A standard coupon has a size of 15x5 cm. It is a mistake to occupy a half of a strip with a coupon. Perhaps this will make it more visible, but its use will become inconvenient. The small size is justified because it will be so convenient to cut and put in a wallet. Therefore, even if you are making a large advertisement, take a small space for the flyer inside it.

• QR code.

It is usually printed in the lower right.

The coupon is separated from the rest of the advertisement by a dash-dot line. For clarity, it depicts scissors cutting a flyer. It is very important that the advertising text is readable. Do not type all text in capital letters. It is also better to prefer a serif font to a chopped font - it is more pleasing to the eye. There should not be too much text on the coupon. Also avoid a wide variety of fonts: two to three varieties will suffice.

Usually advertisements are placed at the bottom of the strip. Advertising coupons located in the corner of the page are used much more often because they are much easier to cut. If you place the advertisement in the middle of the page, there is a high probability that readers will not want to bother with cutting.

To draw attention to your advertising, you can experiment with the form. For example, to make the coupon not rectangular, but triangular or round. The essence does not change, however, unusual shapes will help your ad to be noticed.

It is proved that the badge or inscription calling to call the company increases the number of responses to advertising.

The more clearly you show the benefit to the buyer, the better. A percentage of the discount is usually not enough. Additionally, you can write the old and new prices, so that the difference is obvious.

• Determining the amount of an advertising coupon or bonus.

Consider this issue as an example.

Suppose you are selling a product with a purchase price of 1000 rubles with an extra charge of 30%, that is, 300 rubles more.

The customer is invited to purchase additional goods so that the amount reaches 1600 rubles in order to receive a coupon for 25 rubles.

The first check is 1300 rubles, the increased check is 1600 rubles, the difference is 300.

Due to the increase in the amount, you will receive an additional profit of 100 rubles. From 10 to 25% of this amount you can give to provide discounts. The main thing is that the bonus is of some value to the buyer.

Result:sales increased, costs included.

The size of the discount should be re-calculated each time, depending on the situation and the effect that you want to achieve.

Sellers often doubt which advertising coupons will be more effective: with a percentage discount or a fixed amount. This can only be determined by testing certain options. After evaluating the response, you can choose your preferred model.

How to distribute promotional coupons

Advertisements can be distributed in many ways. The main thing is that the information gets to those people who may be interested in it. You need to choose your target audience and appeal to it. It’s pointless to distribute discount coupons to older fashion stores to older people where they will never go anyway. But regardless of the chosen target audience, advertising coupons can be distributed in the following ways:

Hand out to passers-by on the street. Typically, young people are hired as promoters. Their task is to distribute coupons to all people who pass by. The advantage of this distribution method is that advertising immediately reaches its destination. In addition, if the signs of the target audience are quite obvious, you can choose among the passers-by only those who correspond to them.

The downside is that workers distributing flyers will need to pay a salary. Typically, promoters receive about 100 rubles per hour. Moreover, the work of such people will need to be monitored, because otherwise the quality of their work cannot be verified. Often promoters left unattended hand out leaflets without enthusiasm or even throw them away.

Advertising coupons can be left on stands in shopping centers, shops, cafes or other public places. To get permission to place your advertisements on someone else’s site, you will need to pay. However, this method is quite effective, because people take flyers from stands only when they are really interested in the goods offered. Accordingly, the likelihood of their use increases.

Promotional coupons can be distributed through mailboxes. This method is considered the most ineffective for several reasons. Firstly, it is not possible to single out the target audience, since it is not known who lives in the apartment and whether it is likely that he will need your product. Secondly, advertising in the mailboxes is perceived negatively, and people very often throw it away without even looking. You can resort to this method if you have time to distribute leaflets yourself, since the costs for the employee here will be unjustified.

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