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Types of Advertising

Advertising promotes a company's products and services to drive sales, build brand identity, and communicate changes. Various types of advertising include print, outdoor, broadcast, covert, surrogate, public service, and celebrity advertising, each utilizing different media and strategies. Companies allocate significant budgets to advertising, recognizing its importance in the corporate world.

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13 views3 pages

Types of Advertising

Advertising promotes a company's products and services to drive sales, build brand identity, and communicate changes. Various types of advertising include print, outdoor, broadcast, covert, surrogate, public service, and celebrity advertising, each utilizing different media and strategies. Companies allocate significant budgets to advertising, recognizing its importance in the corporate world.

Uploaded by

umersajjad1605
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Types of advertising

Advertising is the promotion of a company’s products and services carried out primarily
to drive sales of the products and services but also to build a brand identity and
communicate changes or new product /services to the customers. Advertising has become
an essential element of the corporate world and hence companies allot a considerable
amount of revenue as their advertising budget. There are several reasons for advertising
some of which are as follows:

 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.

Thus, several reasons for advertising, and similarly there exist various media that can be
effectively used for advertising. Based on these criteria there can be several branches of
advertising. Mentioned below are the various categories or types of advertising:

Print Advertising – Newspapers, Magazines, Brochures, Fliers

The print media have always been a popular advertising medium. 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 advertisement, the position of the advertisement (front page/middle page), as well as
the readership of the publications. For instance an advertisement in a relatively new and
less popular newspaper would cost far less than placing an advertisement in a popular
newspaper with a high readership. The price of print ads also depends on the supplement
in which they appear, for example an advertisement in the glossy supplement costs way
higher than that in the newspaper supplement which uses a mediocre quality paper.

Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events

Outdoor advertising is also a very popular form of advertising, which makes use of
several tools and techniques to attract the customers outdoors. The most common
examples of outdoor advertising are billboards, kiosks, and also several events and
tradeshows organized by the company. The billboard advertising is very popular however
has to be really terse and catchy in order to grab the attention of the passers by. The
kiosks not only provide an easy outlet for the company products but also make for an
effective advertising tool to promote the company’s products. Organizing several events
or sponsoring them makes for an excellent advertising opportunity. The 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 a sports tournament to
advertise its products.

Broadcast advertising – Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes of several


branches like television, radio or the Internet. Television advertisements have been very
popular ever since they have been introduced. The cost of television advertising often
depends on the duration of the advertisement, the time of broadcast (prime time/peak
time), and of course the popularity of the television channel on which the advertisement
is going to be broadcasted. The radio might have lost its charm owing to the new age
media however the radio remains to be the choice of small-scale advertisers. The radio
jingles have been very popular advertising media and have a large impact on the
audience, which is evident in the fact that many people still remember and enjoy the
popular radio jingles.

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 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.

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 heath are prohibited by law in several countries and hence these companies
have to come up with several other products that might have the same brand name and
indirectly remind people of the cigarettes or beer bottles of the same brand. Common
examples include Fosters and Kingfisher beer brands, which are often seen to promote
their brand with the help of surrogate advertising.

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 messaged about important matters
and social welfare causes like AIDS, energy conservation, political integrity,
deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of
the pioneers of advertising and marketing concepts had reportedly encouraged the use of
advertising field for a social cause. Oglivy 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 USA, the radio and television stations are granted on the basis of a fixed
amount of Public service advertisements aired by the channel.

Celebrity Advertising

Although the audience is getting smarter and smarter and the modern-day consumer
getting immune to the exaggerated claims made in a majority of advertisements, there
exist 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 advertising campaigns, which consist of all sorts of advertising including,
television ads or even print advertisements.

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