2. Types of Advertising 2 1. Print Advertising 2. Outdoor Advertising 3. Broadcast advertising 4. Covert Advertising 5. Surrogate Advertising 6. Public Service Advertising 7. Celebrity Advertising 3. Print Advertising 3 If an advertisement is printed on paper, be it newspapers, magazines, brochures, fliers that would be considered a portable printed medium, then it comes under the banner of print advertising. 4. 4 Newspaper Brochures Fliers 5. Outdoor Advertising 5 Advertising on bill boards or signboards, outside of a building and often by the roadside. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. 6. 6 7. Broadcast Advertising 7 Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet 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. 8. Covert Advertising 8 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. 9. 9 10. Surrogate Advertising 10 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 11. Surrogate Advertising 11 Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising. The Health Minister had challenged the name of the Bangalore Indian Premier League (IPL) cricket team, Royal Challengers, which was such an obvious and blatant form of surrogate advertising for liquor brand Royal Challenge. 12. 12 13. Public Service Advertising 13 Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters. Examples : AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. 14. 14 15. Celebrity Advertising 15 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. 16. 16 17. 17 More On Types of Advertising 18. Transit Advertisement 18 19. Direct E-Mail Advertisement 19 20. Retail Advertisement 20 Emphasizes the specific retail outlet as the place to buy a specific range of brand. It can be local store advertising in local newspaper. 21. Brand Advertising 21 It is advertising with a strong emphasis on the company brand (logo and/or company name) also known as integrated marketing communications (IMC). 22. Non-Product Advertisement 22 This kind of advertisement is advertised from political parties trade fraternal and social group for the purposes of safeguard ideologies, social betterment and institution. 23. Reminder advertisement 23 A marketing strategy typically consisting of brief messages sent with the objective of reminding a target consumer group about a product or service or of introducing a new theme into an existing marketing program. Reminder advertising might be used by a business that has already invested considerable resources in initially promoting their product or service and still wishes to maintain its competitiveness. 24. 24 25. Defensive advertisement 25 A type of advertising that is initiated for the purpose of combating a potentially damaging or negative effect of a competitors ads. For example, political campaigns often involve negative advertisements regarding a candidate, paid for by the opposing candidate's political party. 26. 26 27. Persuasive advertisement 27 A type of product promotion that attempts to influence a consumer in favour of a purchasing particular good or service by appealing to their emotions and general sensibilities. A business might engage in informative or persuasive advertising to encourage first time customers to try its product, in addition to reminding customers to purchase a product they have previously bought.
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