If an advertisement is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising.
Also known as ambient media, guerrilla advertising (or marketing) has become prominent over the last 20 years. It is a broadly used term for anything unconventional, and usually invites the consumer to participate or interact with the piece in some way. Location is important, as is timing. The driving forces behind guerrilla advertising or marketing are creative ideas and innovation, not a large budget. Quite often, you will ask for forgiveness rather than permission with these campaigns, and they will spread via word of mouth and social media.
A mass-market form of communication including television and radio, broadcast advertising has, until recently, been the most dominant way to reach a large number of consumers.
Also known as out-of-home (OOH) advertising, this is a broad term that describes any type of advertising that reaches the consumer when he or she is outside of the home.
Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service.
In a nutshell, product placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement.
A relatively new form of advertising, but one that's spreading rapidly, uses cell phones, iPads, Kindles, Nooks, and other portable electronic devices with Internet connectivity. Current trends in mobile advertising involve major use of social media such as Twitter and Facebook.
If you see an advertisement via the Internet (World Wide Web), then it is classified as online advertising. In fact, there are ads on this very page, and most other websites you visit, as they are the primary revenue driver for the Internet. Learn more about this vital part of the Internet.
Advocacy Advertising
Advocacy advertising is normally thought of as any advertisement, message, or
public communication regarding economic, political, or social issues. The
advertising campaign is designed to persuade public opinion regarding a specific
issue important in the public arena. The ultimate goal of advocacy advertising
usually relates to the passage of pending state or federal legislation. Almost
all nonprofit groups use some form of advocacy advertising to influence the
public’s attitude toward a particular issue.
public communication regarding economic, political, or social issues. The
advertising campaign is designed to persuade public opinion regarding a specific
issue important in the public arena. The ultimate goal of advocacy advertising
usually relates to the passage of pending state or federal legislation. Almost
all nonprofit groups use some form of advocacy advertising to influence the
public’s attitude toward a particular issue.
Comparative Advertising
Comparative advertising compares one brand directly or indirectly with one or
more competing brands. This advertising technique is very common and is used by
nearly every major industry, including airlines and automobile manufacturers.
One drawback of comparative advertising is that customers have become more
skeptical about claims made by a company about its competitors because accurate
information has not always been provided, thus making the effectiveness of
comparison advertising questionable.
more competing brands. This advertising technique is very common and is used by
nearly every major industry, including airlines and automobile manufacturers.
One drawback of comparative advertising is that customers have become more
skeptical about claims made by a company about its competitors because accurate
information has not always been provided, thus making the effectiveness of
comparison advertising questionable.
Cooperative Advertising
Cooperative advertising is a system that allows two parties to share
advertising costs. Manufacturers and distributors, because of their shared
interest in selling the product, usually use this cooperative advertising
technique. An example might be when a soft-drink manufacturer and a local
grocery store split the cost of advertising the manufacturer’s soft drinks; both
the manufacturer and the store benefit from increased store traffic and its
associated sales. Cooperative advertising is especially appealing to small
storeowners who, on their own, could not afford to advertise the product
adequately.
advertising costs. Manufacturers and distributors, because of their shared
interest in selling the product, usually use this cooperative advertising
technique. An example might be when a soft-drink manufacturer and a local
grocery store split the cost of advertising the manufacturer’s soft drinks; both
the manufacturer and the store benefit from increased store traffic and its
associated sales. Cooperative advertising is especially appealing to small
storeowners who, on their own, could not afford to advertise the product
adequately.
Direct-Mail Advertising
Catalogues, flyers, letters, and postcards are just a few of the direct-mail
advertising options. Direct-mail advertising has several advantages, including
detail of information, personalization, selectivity, and speed. But while direct
mail has advantages, it carries an expensive per-head price, is dependent on the
appropriateness of the mailing list, and is resented by some customers, who
consider it “junk mail.”
advertising options. Direct-mail advertising has several advantages, including
detail of information, personalization, selectivity, and speed. But while direct
mail has advantages, it carries an expensive per-head price, is dependent on the
appropriateness of the mailing list, and is resented by some customers, who
consider it “junk mail.”
Informational Advertising
In informational advertising, which is used when a new product is first being
introduced, the emphasis is on promoting the product name, benefits, and
possible uses.
introduced, the emphasis is on promoting the product name, benefits, and
possible uses.
Institutional Advertising
Institutional advertising takes a much broader approach, concentrating on the
benefits, concept, idea, or philosophy of a particular industry. Companies often
use it to promote image-building activities, such an environmentally friendly
business practices or new community-based programs that it sponsors.
Institutional advertising is closely related to public relations, since both are
interested in promoting a positive image of the company to the public.
benefits, concept, idea, or philosophy of a particular industry. Companies often
use it to promote image-building activities, such an environmentally friendly
business practices or new community-based programs that it sponsors.
Institutional advertising is closely related to public relations, since both are
interested in promoting a positive image of the company to the public.
Outdoor Advertising
Billboards and messages painted on the side of buildings are common forms of
outdoor advertising, which is often used when quick, simple ideas are being
promoted.
outdoor advertising, which is often used when quick, simple ideas are being
promoted.
Persuasive Advertising
Persuasive advertising is used after a product has been introduced to
customers. The primary goal is for a company to build selective demand for its
product.
customers. The primary goal is for a company to build selective demand for its
product.
Product Advertising
Product advertising pertains to non-personal selling of a specific product.
An example is a regular television commercial promoting a soft drink. The
primary purpose of the advertisement is to promote the specific soft drink, not
the entire soft-drink line of a company.
An example is a regular television commercial promoting a soft drink. The
primary purpose of the advertisement is to promote the specific soft drink, not
the entire soft-drink line of a company.
Reminder Advertising
Reminder advertising is used for products that have entered the mature stage
of the product life cycle. The advertisements are simply designed to remind
customers about the product and to maintain awareness.
of the product life cycle. The advertisements are simply designed to remind
customers about the product and to maintain awareness.
Point-of-Purchase Advertising
Point-of-purchase advertising uses displays or other promotional items near
the product that is being sold. The primary motivation is to attract customers
to the display so that they will purchase the product. Stores are more likely to
use point-of-purchase displays if they have help from the manufacturer in
setting them up or if the manufacturer provides easy instructions on how to use
the displays.
the product that is being sold. The primary motivation is to attract customers
to the display so that they will purchase the product. Stores are more likely to
use point-of-purchase displays if they have help from the manufacturer in
setting them up or if the manufacturer provides easy instructions on how to use
the displays.
No comments:
Post a Comment