Types of Advertising

Name :-Darshangi K. Andharia 

Paper no:- 403 Mass Media
Topic :- Types of Advertising 

Sem :-IV Part:-II

Year:-2012-2013

Submitted to,

Dr.Dilip Barad 

Dept. Of English

M.K Bhavnagar University

Bhavnagar

                      Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or series. Advertising messages are usually paid for by sponsors and viewed via various mass media such as newspapers, magazines, television commercial, radio advertisement, outdoor ad or direct mail or new media such websites and texts messages.

Definition of Advertising

(1)American marketing association has defined advertising as any paid form of non-personal presentation of ideas, goods, and services by an indentified sponsor.

(2) According to Webster, “advertising is to give public notice or to announce Publicity.”

(3) According to gardner, “advertising is the means of mass selling that has grown up parallel with and has been made necessary to mass production.”

                   Virtually any medium can be used for advertising commercial advertising media can include wall paintings , bill boards , street furniture components, printed flyers and rack cards  , radio, cinema and television advents web banners, mobile, telephone screens , shopping cards web popup, skywriting, bus stop benches , human bill boards and forehead advertising, banners attached to or sides of airplanes , musical stage shows , shopping car handles , the openings section of streaming audio and video , posters and the backs of the event tickets and supermarket receipts. Any place an identified sponsor pays to deliver their message through a medium is advertising.

                                          There are main five types of advertising.

(1) Product oriented

(2) Public service

(3) surrogate advertising

(4) Classified advertising

(5) Institutional advertising

(1)Product oriented:-

                 Most advertising spending is directed towards the promotion of a specific good, service an idea, what we have collectively labeled as organizing product. In most cases the goal of product advertising is to dearly promote a specific product to a targeted audience. Markets can accomplish this in several ways from a low key approach that simply provides basic information about a product to blatant appeals that try to convince customers to purchase a product that may include direct comparison between the marketer’s product and its competitor’s offerings.

               However, sometimes marketers intentionally produce product ad where the target audience can’t reality see a connection to a specific product. Marketers of new products may follow this ‘teaser’ approach in advance of new product introduction to prepare the market for the product. The goal is to create curiosity in the market and interest when the product is launched.

(2) Public Service:

                        In some countries not for profit organizations are permitted to run ad through certain media outlets free of charge. If the message contained in the ad concern an issue viewed as for the “Greater Good” of society, for instances ads directed at social cases, such as teenage smoking, illegal drug use and mental illness may run on television, radio and other media without cost to organization sponsoring the ads

.

                      It can be design to make the public more aware of a company or to improve the reputation and image of an exiting company depending on the company this can be a form of brand ad,

                      There are many different definition for public service announcement or public service you but the simplified version of PSAS are message in the public interest disseminated by the media without charge, with the objective of raising awareness, changing public attitude and behavior towards a social issues.

(3) Surrogate Advertisement:-

                    Surrogate ad is advertising which embeds a brand or product message in side an advertisement which is ostensibly for another brand or product. For example a cigarette company might issues public service announcements relating to a topic such as lung cancer using the companies’ logo or distinctive brand colors in the ad so that people are exposing to the companies branding without seeing an explicit ad for the companies product. The company would justify the ad by claiming that it’s an example of social responsibility.

                   There are number of reasons for companies to use surrogate ads one of the moat common reasons is to circumvent a ban on direct ad of particular product. Many nations have laws restricting alcohol and tobacco ad for example so companies use surrogate ad to market their products. Techniques used might include advertising another product with the same brand name, sponsoring community events. Issuing public service announcements or sponsoring sports teams. All of these activities technically do not violet the ban on direct ad but they still get customers, family or with the companies branding.

                   Surrogate ad may also be used when companies want to cultivate an image of social responsibility.

(4) Classified Advertising:-

                    Classified ad is a form of ad which is particularly common in newspaper online and other periodicals which may be sold or distributed free of charge. Ad in a newspaper is typically short as they are charged for by the line. And one newspaper column wide.

                       Publications printing news or other information after have sections of classified ad there are also publication which contained only ad .The ads are grouped into categories or classis such as “for sale telephones”, “Wanted kitchens appliances” and “services plumbing”, hence the term “Classified”.

                     Classified ads are much cheaper than larger display ads used by businesses and are mostly placed by private individuals with single items they wish to sell or buy.

(5)Institutional Advertising:-

                     Institutional ads try to develop a good will for a company rather than to sell a specific product. Its objective is to improve the advertiser’s image reputation and relation with the various groups of the companies deals with. This includes not only end users and distributers but also suppliers, shareholders. Employees and the general public. An institutional ad focuses on the name and prestige of a company institutional advertising is sometimes used by large companies with several divisions to link the divisions in customer’s minds. It is also used to link a companies other products to the reputation of a market leading product.

                          There are some other types of advertising which are given below.

(1)Reminder Ads

(2)Outdoor Ads

(3)Broadcast Ads

(4)Covert Ads

(5)Celebrities Ads

(1)Reminder Advertising:-

                 These ads try to keep the products name before the public. It is useful when the product has achieved market domination. Hear the advertiser may use “soft sell” ad that just mention or to Shaw the name as a reminder. Reminder ads may be thought of as maintains for a product with the leadership position in the market.

(2)Outdoor Ads:-

               It makes use of several tools and techniques to attract the customers outdoors. Billboard ads are very popular however it has to be really terse and catchy in order to grab the attention of the passer by.

(3)Broadcast Ads:-

                 Broadcast ad is very popular advertising. Medium that constitutes several branches like television, Radio or the internet. Television ads have been vey popular ever since they were introduced, radio giggles have been very popular advertising medium and have a large impact on the audience.

(4)Covert Ads:-

                         It is a unique kind of ads in which a product or a particular brand is incorporated in some entertainments and media channels like movies, televisions shows or even sports.

(5)Celebrities Ads:-

                         In modern day consumer is getting immune to the exaggerated claims that in a majority of ads. There exists a section of advertisers that still bank upon celebrities and their popularity for advertising their product.