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D ifferent Types of Advertising

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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

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Слайд 1Different Types of Advertising

Different Types of Advertising

Слайд 2Advertising 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.
Advertising has become so much a part of our lives that we barely give it a thought,

Слайд 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
Half the money I spend on advertising is wasted; the trouble is, I don't know which half.

Слайд 4Advertising 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:
Advertising is the promotion of a company's products and services, carried out primarily to drive up its

Слайд 5Several 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
Several reasons for advertising☞ Increasing the sales of the product/service ☞ Creating and maintaining a brand identity

Слайд 6Thus, 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.
Thus, there are several reasons for advertising. Similarly, there exist various media which can be effectively used

Слайд 7Traditional Modes of Advertising
Print Advertising: Newspapers, Magazines, Brochures, Fliers
Billboards, Kiosks,

Trade-shows and Events
Radio Advertising
Television Advertising

Traditional Modes of AdvertisingPrint Advertising: Newspapers, Magazines, Brochures, FliersBillboards, Kiosks, Trade-shows and EventsRadio AdvertisingTelevision Advertising

Слайд 8Print 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.
Print Advertising - Newspapers, Magazines, Brochures, FliersPrint media has always been a popular advertising option. Advertising products

Слайд 9For 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.
For instance, an advertisement in a relatively new and less popular newspaper will cost far less than

Слайд 10Billboards, 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.
Billboards, Kiosks, Trade-shows and EventsAdvertising makes use of several tools and techniques to attract the customers outdoors.

Слайд 11Organizing 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.
Organizing special events or sponsoring them makes for an excellent advertising opportunity and strategy. A company can

Слайд 12Radio 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.

Radio AdvertisingRadio advertising is one of the oldest forms of advertising. In the early 20th century, as

Слайд 13Advertisers 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.

Advertisers can buy airtime from a radio station to air their ads, and prices depend upon the

Слайд 14Television 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.
Television AdvertisingThe holy grail of advertising for more than 50 years, television advertising remains the most sought-after

Слайд 15This 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.

This is an expensive type of advertising, as reflected by the high price for ad spots during

Слайд 16Modern 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
Modern Types of AdvertisingOnline AdvertisingCovert Advertising - Advertising in MoviesSurrogate Advertising - Advertising IndirectlyPublic Service Advertising -

Слайд 17Online 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.
Online AdvertisingBroadcast advertising is a very popular advertising medium that constitutes several branches like television, radio, or

Слайд 18The 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.
The radio might have lost its charm owing to new-age media, however, it remains the choice of

Слайд 19Covert 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.
Covert Advertising - Advertising in MoviesCovert advertising is a unique kind of advertising, in which a product

Слайд 20Surrogate 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.
Surrogate Advertising - Advertising IndirectlySurrogate advertising is prominently seen in cases where advertising a particular product is

Слайд 21Public 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.
Public Service Advertising - Advertising for Social CausesPublic service advertising is a technique that makes use of

Слайд 22David 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.

David Ogilvy, who is considered to be one of the pioneers of advertising and marketing concepts, had

Слайд 23Celebrity 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.
Celebrity AdvertisingAlthough the audience is getting smarter and smarter, and the modern-day consumer is getting immune to

Слайд 24In-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.
In-store AdvertisingThis is also a popular advertising method for large malls and departmental stores, popularized by stores

Слайд 25Coffee 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.
Coffee Cup AdvertisingA relatively new form of mass advertising is the placement of small ads or promotional

Слайд 26Digital 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.
Digital Out of Home AdvertisingThis is a new type of advertising, which is gaining in popularity and

Слайд 27The 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.
The advent of digital video recorders such as TiVo has enabled viewers to skip through ads shown

Слайд 28The Future of Advertising

The Future of Advertising

Слайд 29Digital 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.
Digital SignageAlready a very widely used form of information dissemination in both public and private areas, digital

Слайд 30Smartphone 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.
Smartphone AdvertisingThe world of smartphones is an ever-growing and changing one. The mobile connectivity it offers to

Слайд 31Niche 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
Niche AdvertisingNiche markets are specific areas of consumer demand which a company tries to fulfill with customized

Слайд 32User-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.
User-generated AdvertisingThis is a radically new form of advertising, that is interactive to the point of letting

Слайд 33Each 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.
Each of the advertisement types mentioned has its own sub-types and rates of effectiveness. It is the

Слайд 34Read more at Buzzle: http://www.buzzle.com/articles/different-types-of-advertising.html

By Uttara Manohar
Last Updated: May 17,

2013

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

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