BCMEDIA
BCMEDIA — winners of the Ukrainian Business Award 2025
The B2B segment is the most desirable for a huge number of advertisers. It costs a lot of money to influence it through conventional mass marketing channels, as the business audience usually disappears into the gray crowd of ordinary consumers. Our company has a direct communication channel in this segment and offers guaranteed access to business audiences.
Why is image advertising so important?
1. The effect of a familiar solution.
In a stressful situation of choice, our brain seeks to minimize risk. Therefore, it is much more common to choose a familiar image, brand or product when making a purchase decision. According to numerous experiments, on average, 7 out of 10 consumers choose a familiar image of a product or service from dozens of new ones to choose from.
2. The effect of a solid company.
From a marketing point of view, image advertising always takes second place after advertising aimed at direct sales (limited-time promotions, discounts, contextual advertising, etc.). But image advertising allows you to open new and expand existing market niches if the first stage of your company’s development has already been passed. Therefore, any company that can afford image advertising is subconsciously associated with the qualities inherent in large system companies. Namely, with reliability and prestige.
3. The effect of deferred demand.
There is an opinion that direct (here and now) sales cover the entire possible volume of demand in the market. However, such marketers forget about a significant amount of deferred demand. Image advertising is one of the powerful tools for preparing for the transition of deferred demand into direct sales.
4. Demand creation.
Direct advertising is usually deprived of the ability to generate demand. It answers the question – “why is it profitable to buy this product/service here and now?” Image advertising has the tools to create new demand – it answers the question “why should the consumer need your product/service”. This is an excellent marketing tool if used for its intended purpose.
5. Capitalization of the brand.
There are two bottles of yoghurt on the shelf. Content, cost – the same. The design is high-quality here and there. But one manufacturer allows itself to sell yoghurt for 30% (!) more expensive and does not lose in sales due to the higher price. How did this become possible? The whole thing is due to the image of his brand, which is broadcast visual identity, the history of the company’s values. It is the strength of the brand formed in this way that brings a 30% premium without any additional production costs.
