Advertising plays a fundamental role in today's society. Not only does it allow businesses to communicate their products and/or services, but it also acts as an information source for consumers.

However, there are many different ways to advertise and media to use, and dependent on the message to be communicated; some are more effective than others. For instance, the big multi-national brands generally use a combination of media to advertise their wares, including in-store, television, magazine and billboard. Millions of pounds are spent on seasonal campaigns, with competitors battling it out to be the most creative and eye-catching.

For the smaller companies and sole traders however, this type of approach is neither realistic nor necessary. Take classified adverts as a prime example. What is generally considered to be a basic form of advertising nowadays, still achieves surprisingly effective, cost-efficient results.

Traditionally found in print, the rise of the internet has greatly boosted their value, with the number of people they reach having been expanded exponentially. Indeed, the creation of classified websites has meant that individuals from around the world can log onto the internet and search easily for specific products and services, such as cars or holidays.

And, because these types of websites commonly have different categories - property, dating or events, for example - as well a variety of search functions, it is easy to place a classified advert in the relevant section, thus increasing the chance of individuals finding your company.

Space is a major advantage of online classifieds, with the seller often being able to include a detailed specification of what they are offering, alongside a selection of pictures: this is beneficial for the reader as they can immediately see what they're getting for their money.

To achieve the best results, it is crucial that the classified is succinctly written and eye-catching. The experts purport that, in a world where there are millions of classifieds, it is essential to make yours stand out.

Subsequently, they propose that four main rules should be followed: (i) start with a compelling headline, using capitals or large fonts to stand out; (ii) include a reason for people to investigate further, i.e. offering a free estimate or consultation; (iii) always make sure your (correct) contact details are there; and (iv) use concise wording and short sentences, avoiding unusual language or abbreviations.

Another significant benefit to online classifieds is that they can be used to target specific audiences in specific regions and/or countries. For example, if you sell cars and only operate in the London area, you don't want to waste time advertising to people in Edinburgh. Therefore, if this is the case then it is only sensible that you use London classifieds to advertise your cars. In this way, you know you are reaching the right audience, which also reduces the number of inquiries you may receive from people you can't help!

Classifieds are a great way to advertise and can achieve effective results, but make sure you do your homework by wording, and placing them appropriately.

Isla Campbell writes for a digital marketing agency. This article has been commissioned by a client of said agency. This article is not designed to promote, but should be considered professional content.