different types of advertising for sathiesh kumar

8/2/2019 Different Types of Advertising for SATHIESH KUMAR

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TYPES OF ADVERTISING

Different Types of Advertising

Here is an article that talks about the different types of advertising. Read on and you'll be

amazed that there are kinds you never even thought were advertising.

Advertising is the promotion of a company's products and services carried out primarily to

drive up sales of the products and services. It is also done to build a brand identity and

communicate changes in old products or introduce new product/services to the customers.

Advertising has become an essential element of the corporate world and hence companies allot

a considerable amount of resources towards their advertising budget. There are several reasons

for advertising, some of which are as follows:

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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, there are several reasons for advertising. Similarly, there exist various media which can

be effectively used for advertising. Mentioned below are the various categories or types of

advertising. Have a look.

TYPES

Print Advertising - Newspapers, Magazines, Brochures, Fliers

Outdoor Advertising - Billboards, Kiosks, Trade-shows and Events

Broadcast Advertising - Television, Radio and the Internet

Covert Advertising - Advertising in Movies

Surrogate Advertising - Advertising Indirectly

Public Service Advertising - Advertising for Social Causes

Celebrity Advertising

Print Advertising - Newspapers, Magazines, Brochures, Fliers

Print media has always been a popular advertising option. 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,

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newspapers and magazines sell the advertising space according to the area occupied by the

advertisement, the position of the advertisement in the publication (front page/middle page,

above/below the fold), as well as the readership of the publications. For instance, an

advertisement in a relatively new and less popular newspaper will cost far less than an

advertisement in an established newspaper that has a high readership. The price of print ads

may also depend on quality of the paper and the supplement in which they appear. For

example, an advertisement in the glossy (and popular) supplement of a newspaper costs more

than one in a supplement which uses mediocre quality paper.

Outdoor Advertising - Billboards, Kiosks, Trade-shows

and Events

Outdoor advertising is also a very popular form of advertising. It makes use of several tools and

techniques to attract the customers outdoors. The most common examples of outdoor

advertising are billboards, kiosks, and also events and trade-shows organized by the company.

Billboard advertising is very popular. However it has to be really terse and catchy in order to

grab the attention of the passersby. Kiosks not only provide an easy outlet for the company's

products but also make for an effective advertising tool to promote the company's products.

Organizing special events or sponsoring them makes for an excellent advertising opportunity

and strategy. 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

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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 several branches

like television, radio or the Internet. Television advertisements have been very popular ever

since they were introduced. The cost of television advertising often depends on the duration of

the advertisement, the time of broadcast (prime time/lull time), sometimes the show on which it

will be broadcast, and of course, the popularity of the television channel itself. The radio might

have lost its charm owing to new age media. However it remains the choice of small-scale

advertisers. Radio jingles have been very a popular advertising medium and have a large

impact on the audience, which is evident in the fact that many people still remember and enjoy

old 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

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communication medium to convey socially relevant messages about important matters and

social 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 the 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 the United States, radio and television

stations are granted to bidders 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 is getting

immune to the exaggerated claims made in a majority of advertisements, there exists 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.

How effective these ads are, is something that each consumer himself can determine.

So, those were the most popular kinds of advertising used today. Each of the advertisement

types mentioned has its own sub-types and rates of effectiveness. It is the job of advertising

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department to figure out which type of which medium is the best and the most feasible for the

company

The advertising objectives largely determine which oftwo basic types of advertising to use; product orinstitutional.

Institutional advertising tries to develop goodwill for a company rather than to sell a

specific product. Its objective is to improve the advertiser's image, reputation, and

relations with the various groups the company deals with. This includes not only end

-users and distributors, but also suppliers, shareholders, employees, and the general

public. Institutional advertising 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 customers' minds. It is also used to link a companys other

products to the reputation of a market-leading product.

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Product advertising tries to sell a product. It may be aimed at the end user or at

potential representatives and distributors. Product advertising may be further classified

as pioneering, competitive, and reminder advertising.

Pioneering advertising tries to develop primary demand, that is demand for a product

category rather than a specific brand. It's needed in the early stages of the adoption

process to inform potential customers about a new product. The first company to

introduce a new technology to its industry doesn't have to worry about a competitive

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product since they alone have the technology. They have to sell the industry on the

advantages of the new technology itself. Pioneering advertising is usually done in the

early stage of the product life cycle by the company which introduces an innovation.

Competitive advertising tries to develop selective demand; demand for a specific manufacturers

product rather than a product category. An innovating company is

usually forced into competitive advertising as the product life cycle moves along.

After pioneering technology is accepted and most manufacturers are supplying

competing products, the innovator is forced to sell the advantages of his specific

design over that of the competition. This is usually the situation in a mature market.

Reminder advertising tries to keep the product's name before the public. It is useful

when the product has achieved market domination. Here, the advertiser may use

"soft-sell" ads that just mention or show the name as a reminder. Reminder advertising

may be thought of as maintenance for a product with the leadership position in the

market.

Of course none of the above classifications are exclusive. Some companies combine

elements of the institutional ad with product advertising. The classifications are merely

aids in developing the objectives which the company sets for their ads.

What are cost efficient types of advertising

to reach local clients?

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Small businesses consistently look for new and cheap types of advertising locally to increase

customer awareness, build trial, and increase frequency of visits. In my Consultancy practice,

Im constantly told that a marketing program is too costly, or an outbound email program is

going to cost too much money, etc.

Against the backdrop that everyone wants to find ways to solicit new users and improve the

number of user occasions as much as possible, let me offer some quick suggestions for your

business.

First, however, you must keep in mind that you need to be able to identify who your customers

are. You may think that you know your customers, but my experience has demonstrated that

less than 37% of my clients really know what groups constitute their customer base. If you

dont know who your customer is, how will you ever know how to reach out, make contact

with them, and engage them to return over and over?

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So lets find a way to get potential customers into your business, and well make the

assumption that once they are there, you are doing such a great job they will return again and

again.

Here are some tried and true, cheap types of advertising locally and get potential customers into

your business:

Hold a contest. Give something away. It doesnt matter if its something from your stock, a

gift card that youve purchased, a gift certificate, dinner for two, or even a bicycle. As a matter

of fact, a bicycle presents a very well-perceived gift. Studies have shown that customers will

often register for a bicycle even if they dont ride a bike, if a youngster in their home isnt a

bicycle rider, or even if they dont have any children. Theyll give it away to a deserving child.

So simply make it known that youre giving away a bicycle, and be sure to collect not only the

name of the customer, address, zip code, telephone number, and also their email address. It

gives you great follow up opportunities and those opportunities cost you little or nothing to

originate and execute.

Adopt Something. What should you adopt? Adopt anything you wantthe key is to connect

with customers and potential customers. Adopt a school club, adopt a church group. Adopt a

highway and commit to cleaning it up, getting your name on a sign. Adopt a cause. Find a

Little League team or a Junior Bowling team, or even a Speech and Debate Society.

Throw a party. Everyone likes a party, and it doesnt have to cost an arm and a leg to do this.

You may even find other merchants who will contribute to your party for a simple recognition

of their contribution. What should you celebrate? How about your business success, or the

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50,000th customer, or the newest wallpaper on the walls? Point being, you can celebrate

somethingor nothing at all its simply a celebration and everyone wants to find a reason to

party. Maybe its a holiday. Maybe not. But if you give your customers a reason to celebrate,

youll find that the party-goers will be back over and over and over.

Dress your employees the same. It is very reasonable to purchase every employee two

logoed golf shirts. Encourage them to wear them even when they are not working. Get your

logo all over town. I guarantee that you will soon have all types of logo ware available for

your staff. Why? Because logoed clothing serves as walking billboards for your business.

How many thousand Hard Rock Caf T-Shirts have you seen all over the world? If youve

got a cute and funny name, or logo, heres where you can capitalize on it. And heythe risks

of having your logo show up in a mug shot on TV or having one of your logoed shirts turn up

in an illegal gambling raid are miniscule compared to the benefit youll receive from people

seeing the name of your business and your logo all over town. It increases that all important

top of mind awareness. You want them to think of you first.

Co-Promote. One of the best and most reasonable types of advertising is to co-promote with

another business. Find a complementary businessnot a competitorand put together a co-

promotion. Share the costs and, although you will share the benefits, both of you will benefit.

And the sum total of the benefit exceeds the 100% you might achieve if you did this all by

yourself. So allow another business to horn in on your parade and gain significant new

customers.

One of the best sources of cheap advertising Your own employees. Keep them happy and

make sure they enjoy their job. Happy employees tend to tell their friends about their jobs,

about their workplace experiences, etc. Families hear about job opportunities. They see the

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job as beneficial to the learning experience, and they tell their friends. People like to visit

happy places. They buy more, and the cost of advertising is negligibleyoure a good

employer all the time.

Different types of advertising appeals

Advertising has greatly influenced our decisions in buying the products in markets today. The

new generation of today needs much more to get convinced to buy some product, companies

are using different types of advertising appeals to influence them in buying their products.

The advertising message is the most important elements that describe your potential customer

to purchase a particular commodity. The most basic of all demands are the food, clothing and

shelter we obviously cannot create a special need for these essential products but can

advertise the products which influences their standard of living. The luxury products are highly

aimed at youngsters for varied reasons, social status, peer competition, impressing someone,

craze for latest products, etc.

Today, advertising industry is at the threshold of every industry we talk about, they not only

influence just the customers but also every single entity involved in the business. Bigger

companies are increasing their advertising budgets to create more sophisticated appealing

advertisements for their customers. The advertisingagencies use different tricks and types of

advertising appeals that influences the mind of people targeted in a particular group. Here are

some of the different types of advertising appeals, ad agencies are using:

EMOTIONAL APPEAL influences customers to buy the products emotionally. These

are the people who are emotionally motivated to buy certain products. Emotional appeal

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of the product or a service and states their uses and how it is going to be useful. These

types of appeals are usually seen in print media and are well suited for B2B advertisers.

MASCULINE/FEMININE APPEALS are usually used to promote cosmetic products

or clothing. This appeal creates an impression of a perfect person that encourages

people to buy the products.

BRAND APPEAL is especially directed towards people who like to use branded items

in clothing, cosmetics, or rather any other stuff.

ADVENTURE APPEAL is used to give an impression of changed life after a person

uses the product. This appeal usually portrays fun, action and adventure.

ROMANCE APPEAL are used to attract the opposites, a person readily feels to buy a

product to attract the person of an opposite sex. The appeal implies to people that

buying a certain product will attract or improve their romance with loved ones.

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YOUTH APPEALS are mostly directed towards the youth. It generates the interest

amongst the youth to buy a particular product in trend and is mostly used in cosmetic

industry.

ENDORSEMENT APPEALS make use of celebrities, youth icons, well known

personalities. It helps to pitch the sales because people like to follow their favorite

icons, or celebrities.

WORD APPEAL are used to convey some message in a form of a phrase, it becomes

instant hit with people and helps in recalling the product frequently. It helps in

recognizing a brand.

Some advertisements make use of statistics to help people understand the value of

product by showing them the graphs, or percentage sales per year. It helps to increase

the popularity of a product.

NAME : A.S.SATHIESH KUMAR

DEPT : MBA 2ND YEAR (MU)

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REG NO : MA00932

TOPIC : TYPES OF ADVERTI8SING

SUBJECT : SOFT SKILLS

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COLLEGE: INDIRA INSTITUTE OF

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different types of advertising for sathiesh kumar

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