What is the cost of hidden advertising and how to evaluate its effectiveness

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The most expensive hidden advertising is advertising on television. For example, for 10 placements in the TV series "Daddy's Daughters" (2 seasons on the STS channel), companies pay about 14 million rubles. Placement in printed publications is cheaper. Thus, the cost of placement directly depends on the chosen method.

This can be hidden advertising in the news, a at&t email list one-time mention of the brand, intertwining the storyline and the product promotion line. Sometimes, a separate hero is invented to advertise the product. Placing an image of the product or logo on the cover of a magazine is considered quite effective.

Hidden advertising

The cost of hidden advertising in books also depends on the number of brand mentions (several thousand at a time), and if you want the plot of a literary work to be aimed at promoting a brand, then this can cost several hundred thousand.

The situation is similar with computer games: everything depends on how many players are created specifically to promote the brand, and on the complexity of use: the method of appearance (static or dynamic), the number of appearances, the form, etc. Prices for such hidden advertising start from $ 10,000.

When determining the marketing budget, it is necessary to remember the expenses associated with promotion (on average, this is ≈250 rubles): the cost is multiplied by the number of actors and the working time (number of hours). Additional expenses may also arise: for example, if the promoter works in public transport, the company pays for travel expenses.

The budget for hidden advertising should include expenses related to the development of the strategy and the earnings of the actors involved in the implementation. Do not rule out the possibility of saving: for example, you can develop an advertising project yourself, involve not professional actors, but students studying psychology, sociology or marketing.

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Hidden advertising on the Internet will cost at least 30 thousand rubles. The more complex the advertising campaign or the greater the number of potential clients (the number of users you want to attract), the more expensive it will be.

An indicator of the effectiveness of an advertising campaign is the audience reach. The use of hidden advertising involves work on studying the target audience of a channel or TV show, on identifying the number of people who watched a film or read a book. Hidden advertising is difficult because you can never predict the effectiveness of using a new channel.

Of course, if you use a popular TV show as an advertising channel, the result is more or less predictable. Audience reach is influenced by many factors, such as the nature of the advertising campaign, location, number of actors involved, and others.

Hidden advertising

In terms of assessing the effectiveness of hidden advertising, the Internet is the most convenient channel. In order for hidden advertising to be useful, it is necessary to identify the number of contacts with potential consumers and advertising costs. The effectiveness of such advertising is determined by calculating the cost of one contact with a potential client (in other words, the ratio of advertising costs to the number of contacts is calculated).

Download a useful document on the topic:

Checklist: How to Achieve Your Goals in Negotiations with Clients
Naturally, it is quite useful to know the number of clients who came to you thanks to hidden advertising. Therefore, some large enterprises conduct social surveys or use the focus group method, and smaller firms conduct a survey among local clients after implementing an advertising campaign.