Different Types of Advertising

1. Different Types of Advertising

2.

Advertising
has become so much a
part of our lives that we barely give
it a thought, except to be annoyed
at it from time to time. However,
advertising is a complex field of
study, and involves innovation and
creativity as a stale of its existence.
This Buzzle article attempts to shed
some light on the types of
advertising used as a means of
promoting, both products and
ideas.

3.

Half the money I spend on
advertising is wasted; the
trouble is, I don't know which
half.
John Wanamaker,
838-1922, American merchant

4.

Advertising is the promotion of a company's
products and services, carried out primarily
to drive up its sales. It is also done to build a
brand identity, communicate changes in
old products, or introduce new
product/services to the customers.
Advertising has become an essential
element of the corporate world, and
hence, companies allot a considerable
amount of resources towards their
advertising budget. There are several
reasons for advertising, some of which are:

5. Several reasons for advertising

☞ Increasing the sales of the
product/service
☞ Creating and maintaining a brand
identity or brand image
☞ Communicating a change in the
existing product line
☞ Introduction of a new product or
service
☞ Increasing the buzz-value of the
brand or the company

6.

Thus, there are several
reasons for advertising.
Similarly, there exist various
media which can be
effectively used for
advertising.
Mentioned here are the
various categories or types
of advertising.

7. Traditional Modes of Advertising

Print
Advertising: Newspapers,
Magazines, Brochures, Fliers
Billboards, Kiosks, Trade-shows
and Events
Radio Advertising
Television Advertising

8. Print Advertising - Newspapers, Magazines, Brochures, Fliers

Print media has always been a popular
advertising option. Advertising products via
newspapers or magazines is a common
practice. In addition to this, the print media
also offers options like promotional brochures
and fliers for advertising purposes. Often,
newspapers and magazines sell the
advertising space according to the area
occupied by the ad, its position in the
publication (front page/middle page,
above/below the fold), as well as the
readership of the publication.

9.

For
instance, an advertisement in a
relatively new and less popular
newspaper will cost far less than an
advertisement in an established
newspaper that has a high readership.
The price of print ads may also depend
upon quality of the paper and the
supplement in which they appear. For
example, an advertisement in the glossy
(and popular) supplement of a
newspaper will cost more than one in a
supplement which uses mediocre quality
paper.

10. Billboards, Kiosks, Trade-shows and Events

Advertising makes use of several tools and
techniques to attract the customers outdoors.
The most common examples of outdoor
advertising are billboards, kiosks, and also
events and trade-shows organized by a
company. Billboard advertising is very
popular. However, it has to be really terse and
catchy, in order to grab the attention of
passersby. Kiosks not only provide an easy
outlet for the company's products, but also
make for an effective advertising tool to
promote the company's products.

11.

Organizing
special events or sponsoring
them makes for an excellent advertising
opportunity and strategy. A company
can organize trade fairs, or even
exhibitions for advertising their products. If
not this, the company can organize
several events that are closely associated
with their field. For instance, a company
that manufactures sports utilities can
sponsor some tournament to advertise its
products. Mobile billboards are a newer
form of this old advertising technique,
where a large display screen or billboard
is attached to the back of a van or a
flatbed truck, and taken to different
locations within a city or neighborhood.

12. Radio Advertising

Radio
advertising is one of the
oldest forms of advertising. In the
early 20th century, as radio began
to take center stage in a lot of
American homes, businesses
realized that they could use this
medium to reach a huge audience
for their products, and not merely
rely on print media such as
newspapers and pamphlets.

13.

Advertisers
can buy airtime from a radio
station to air their ads, and prices depend
upon the duration, time of the day, and
the programs during which the ads are
aired. According to market research firm
Arbitron, over 240 million people in the
United States tune in to the radio at least
once a week. Radio has been given a
much-needed boost as a medium of
communication, and therefore of
advertising, with the advent of online
radio broadcasts.

14. Television Advertising

The
holy grail of advertising for more
than 50 years, television advertising
remains the most sought-after
mode of advertising even in the 21st
century. It reaches the maximum
number of target customers, and
has a variety of programming
schedules which can be effectively
used for the insertion of ad content.

15.

This
is an expensive type of advertising, as
reflected by the high price for ad spots
during sporting events such as the Super
Bowl. There is also a trend of placing
banners in the background while a
program is playing, to increase the
visibility of ads. Computer-based graphics
are also used to generate ads, which run
in the backdrop of high-profile events
such as sporting events and movie
premiers. Television jingles for popular
products such as 'Here comes the King'
(Budweiser) and 'I am stuck on Band-Aid'
(Band-Aid), are already of legendary
status.

16. Modern Types of Advertising

Online
Advertising
Covert Advertising - Advertising in Movies
Surrogate Advertising - Advertising
Indirectly
Public Service Advertising - Advertising for
Social Causes
Celebrity Advertising
In-store Advertising
Coffee Cup Advertising
Digital Out of Home Advertising

17. Online Advertising

Broadcast
advertising is a very popular
advertising medium that constitutes
several branches like television, radio, or
the Internet.
Television advertisements have been very
popular ever since they were introduced.
The cost of television advertising often
depends upon the duration of the ad, the
time of broadcast (prime time/lull time),
sometimes the show on which it will be
broadcast, and of course, the popularity
of the television channel itself.

18.

The
radio might have lost its charm
owing to new-age media, however,
it remains the choice of small-scale
advertisers. Radio jingles has been
very a popular advertising medium,
and has a large impact on the
audience, which is evident in the
fact that many people still
remember and enjoy old popular
radio jingles.

19. Covert Advertising - Advertising in Movies

Covert Advertising Advertising in Movies
Covert advertising is a unique kind of advertising,
in which a product or a particular brand is
incorporated in some entertainment and media
channels like movies, television shows, or even
sports. There is no commercial advertising as such
in the entertainment, but the brand or the product
is subtly (or sometimes evidently) showcased in the
entertainment show. Some of the famous
examples for this sort of advertising have to be the
appearance of brand Nokia which is displayed on
Tom Cruise's phone in the movie Minority Report,
or the use of Cadillac cars in the movie Matrix
Reloaded. Pay attention next time, you're sure to
come across a lot of such examples.

20. Surrogate Advertising - Advertising Indirectly

Surrogate Advertising Advertising Indirectly
Surrogate advertising is prominently seen in
cases where advertising a particular product
is banned by law. Advertisement for products
like cigarettes or alcohol, which are injurious
to health, are prohibited by law in several
countries. Hence, these companies come up
with several other products that have the
same brand name, and indirectly remind
people of the cigarettes or alcohol of the
same brand, by advertising the other
products. Common examples include Fosters
and Kingfisher beer brands, which are often
seen to promote their brand with the help of
surrogate advertising.

21. Public Service Advertising - Advertising for Social Causes

Public Service Advertising Advertising for Social Causes
Public
service advertising is a
technique that makes use of
advertising as an effective
communication medium, to convey
socially relevant messages about
important matters and social
causes like AIDS, energy
conservation, political integrity,
deforestation, illiteracy, poverty,
and so on.

22.

David Ogilvy, who is considered to be one of
the pioneers of advertising and marketing
concepts, had reportedly encouraged the
use of the advertising field for a social cause.
Ogilvy once said,
"Advertising justifies its existence when used in
the public interest - it is much too powerful a
tool to use solely for commercial purposes.“
• Today, public service advertising has been
increasingly used in a non-commercial
fashion in several countries across the world in
order to promote various social causes. In the
United States, radio and television stations are
granted to bidders on the basis of a fixed
amount of public service advertisements
aired by the channel.

23. Celebrity Advertising

Although the audience is getting smarter and
smarter, and the modern-day consumer is
getting immune to the exaggerated claims
made in a majority of ads, there exists a
section of advertisers that still bank upon
celebrities and their popularity for advertising
their products. Using celebrities for advertising
involves signing up celebrities for campaigns,
which consist of all sorts of advertising
including television or even print ads. How
effective these ads are, is something that
each consumer himself can determine.

24. In-store Advertising

This is also a popular advertising method for large
malls and departmental stores, popularized by
stores such as Walmart. Also known as 'point of
purchase advertising', the products are usually
displayed prominently at checkout counters and
packaged attractively. They aim to influence the
customer to make an impulse purchase, rather
than actively create a need for the product.
Other forms of in-store advertising can be placing
the product where the customer can easily see
them, and banners inside the store announcing
price cuts or new launches.

25. Coffee Cup Advertising

A
relatively new form of mass
advertising is the placement of
small ads or promotional material
on paper cups for coffees or onto
the tabletops of the diner or cafe.
Its origins can be traced to
Australian companies, and is now
gaining popularity in Asia and the
Americas.

26. Digital Out of Home Advertising

This
is a new type of advertising, which is
gaining in popularity and effectiveness as
a quick way to get the customers'
attention. Digital out of home advertising
can take many forms, but is essentially a
systematic arrangement of media at
different venues across a geographic
location, where there is a lot of foot traffic
such as cafes, bars, gyms, gas stations,
and many others.

27.

The advent of digital video recorders such as
TiVo has enabled viewers to skip through ads
shown on television causing advertisers and
sponsors significant loss in revenue. This is
being tackled by using digital broadcast
systems in outdoor public places.
Kiosks equipped with LCD screens and
customized software can be found in public
locations like parks, subways, and gas
stations, along with digital televisions. This has
also been integrated with Point of Purchase
advertising, with many stores having LCD
equipped stand-alone systems, where the
customer can gain product information and
even make a purchase using his credit card.

28. The Future of Advertising

29. Digital Signage

Already
a very widely used form of
information dissemination in both public
and private areas, digital signage is
growing ever more prevalent, as it is a
cheap alternative to the costly excesses
of television commercials. It is primarily
done through the installation of LED or
plasma screens in public places, such as
railway and subway stations, cafes,
airports, retail stores, hotels, and many
other similar locations.

30. Smartphone Advertising

The world of smartphones is an ever-growing
and changing one. The mobile connectivity it
offers to consumers makes it fertile ground for
advertising. Applications from both network
carriers and phone manufactures carry
branding and product information for services
they offer.
Also, games downloaded to mobile platforms
display ads when connected to the internet.
Advertisers are striving to make ads which are
more adaptable to smaller screens, and
make them available across a range of
operating systems such as Android, iOS and
Windows.

31. Niche Advertising

Niche markets are specific areas of consumer
demand which a company tries to fulfill with
customized or innovative products. Niche
advertising deals with targeting these select
group of customers with tailored ads.
Companies are taking advantage of online
blogs and websites which cater to exclusive
content such as exotic travel or wines or
regional cuisine, and using these as platforms
to advertise their products. The use of Internet
marketing for these niche offerings ensure
that potential customers are exposed to the
ads whenever they search

32. User-generated Advertising

This is a radically new form of advertising, that
is interactive to the point of letting customers
create their own ads for the brand, one of
which is chosen as the brands official ad for a
particular time period. This was successfully
done by PepsiCo for its Doritos brand of
snacks during the Super Bowl 2007, and again
in 2009 and 2010. User-generated ads are not
cost prohibitive, and allow the company to
generate a lot of publicity via word-of-mouth.

33.

Each
of the advertisement types
mentioned has its own sub-types and
rates of effectiveness. It is the job of the
advertising department to figure out
which type or which medium is the best
and the most feasible for its company.

34.

Read more at
Buzzle: http://www.buzzle.com/articles/diffe
rent-types-of-advertising.html
By Uttara Manohar
Last Updated: May 17, 2013