Interviewer: Hello listeners! We’re continuing our series on advertising, and today Jessica Bloom, content marketing specialist at A5 Media and advertising expert, will be answering the questions you’ve sent us. Welcome Jessica.

Jessica Bloom: Good morning everyone. I’m really excited to be here!

I: Let’s start with this question from Chris: “Is advertising the same as marketing?”

JB: Well, a lot of people confuse the two, but no, advertising does not equal marketing, it has different objectives than marketing.

I: Could you explain that a bit more?

JB: The main aim of advertising is to carry out communication between the brand and the customer. In that sense, it is only a subset of marketing, as marketing is a wider concept and includes a number of different channels, such as social media, email marketing, public relations, SEO, and paid advertising.

I: OK. Now another question from our listener: “Which form of advertising is the most popular now?”

JB: It’s hard to decide, really, there are so many of them, and each one has its own sphere of popularity, but I’d say digital advertising has skyrocketed, and it’s not stopping. Today, if you are not advertising online, you are behind the curve. Of course, let’s not forget about television and radio ads, and print advertising, but it is online advertising that brings the most profit. Marketers now have the flexibility to reach their target audiences on multiple fronts, in multiple ways and on multiple budgets. 

I: So what are the most common ways of advertising online?

JB: Apart from the most common forms like banner and display ads, pop‑up ads or mobile advertising, there is also paid search advertising, which is referred to as PPC, that is pay‑per‑click, or search engine marketing. It involves the process of bidding on keywords so that adverts are placed either at the top, bottom or sides in search results. Then of course social media advertising, where each platform has its own version of ads on its feeds, and finally native ads and sponsored content.

I: And what exactly are native ads?

JB: These are paid ads which match the look, feel and function of the media format in which they appear. Native ads are often found in social media feeds, or as recommended content on a web page. They don’t look like ads but rather like part of the editorial flow of the page.

I: Right. Let’s talk about the techniques that are used in advertising. Here is another question to you: “What makes an ad successful?”

JB: Oh, a lot of factors! People today have more buying control than ever and they are well aware of the tricks being used on them. Still, there are some that are very successful. First of all, tapping into the emotions of customers, that really helps to sell a product! Also, something that we call achieving a bandwagon effect – quoting statistics that establish social proof, such as “five our products are sold every 10 seconds.”  It's human nature to want to fit in and not be left out, so of course you jump on the bandwagon and want to use the latest and greatest products like everybody else! Advertisers also try to focus on presenting benefits rather than features of a given product, or they use words implying its scarcity, like “exclusive offer” or “limited availability”, and thus evoke a sense of urgency. I can’t reveal all the tricks of the trade though!

I: Yes, of course, we understand! So, the last question from Mindy: “What is your favourite type of advertisement?”

JB: I like adverts which not only promote a product or service, but also tell a story. I’m absolutely bought if a commercial grabs my attention because of its finely constructed story: it’s authentic, it’s memorable, and it makes me want to buy the product.

I: Yes, that’s true. OK, we have to finish the programme. Jessica, thank you very much for the time you spent with us!

JB: My pleasure!