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 the companies allot a considerable amount of revenues
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 which 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:
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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 the
newspapers and the 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 depend 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
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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
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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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