Types Of

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ADVERTISING
Advertising is a marketing communication that employs an openly
sponsored, non-personal message to promote or sell a product, service
or idea. Sponsors of advertising are typically businesses wishing to
promote their products or services. Advertising is differentiated from
public relations in that an advertiser pays for and has control over the
message. It differs from personal selling in that the message is non-
personal, i.e., not directed to a particular individual.

Edward Bernays, became associated with the method and is

sometimes called the founder of modern advertising and public
relations. Bernays claimed that::

"The general principle, that men are very largely actuated by motives which they
conceal from themselves, is as true of mass as of individual psychology. It is
evident that the successful propagandist must understand the true motives and
not be content to accept the reasons which men give for what they do."
Thomas J. Barratt of London has been called "the father of modern
advertising". Working for the Pears Soap company, Barratt created an
effective advertising campaign for the company products, which involved
the use of targeted slogans, images and phrases. One of his slogans,
"Good morning. Have you used Pears' soap?" was famous in its day and
into the 20th century.

One of the posters for Pears soap created under Barratt's leadership, 1900, A. & F. Pears Ltd. (Victoria
and Albert Museum, London; inv. E.1064-1919

Barratt introduced many of the crucial ideas that lie behind successful
advertising and these were widely circulated in his day. He constantly
stressed the importance of a strong and exclusive brand image for Pears
and of emphasizing the product's availability through saturation
campaigns. He also understood the importance of constantly revaluating
the market for changing tastes and mores, stating in 1907 that "tastes
change, fashions change, and the advertiser has to change with them.
An idea that was effective a generation ago would fall flat, stale, and
unprofitable if presented to the public today.
TYPES OF ADVERTISING
1. Display Ads

2. Social Media Ads

3. Newspapers and Magazines

4. Radio and Podcasts

5. Direct Mail and Personal Sales

6. Video Ads

7. Product Placement

8. Event Marketing

9.Email Marketing
1.DISPLAY ADVERTISING
This includes digital and newspaper advertising. Digital ads are
the updated version of newspaper advertising; it’s the same
concept but in 21st-century form. It means buying ad space on
sites that are of interest to your target demographic. You can
create text ads, which essentially look just like traditional print
media ads, the floating banner above the site’s contact and even
wallpaper with your product or service on the site background.
The major difference between display ads and the ads you find in
newspapers is the use of search engine optimization techniques
to reach your target audiences more effectively when they search
for you. These types of advertisements are typically also Pay Per
Click, which means you bid on keywords most associated with
your service or products and pay for your results to be at the top
of the search engine search. The another one is Cost Per
Thousand, which means to pay a flat rate to show up in search
results 1,000 times.
Display ads have come a long way since 1994, here’s what a
typical display ad looks like today:
Display advertising is pretty much a blanket term that
includes every visual ad placed on a website, however, it can
be divided into three basic categories:

1. Site placement advertising: In this type of display

advertising the advertiser/marketer chooses the website they
would like to run their display ads on.

2. Contextual advertising: In this type of display advertising

networks place ads on relevant websites, for example
showing an ad for dog food on a pet adoption website.

3. Remarketing: Remarketing display ads appear in front of

users who have been on your website or post-click landing
page but have left without completing the relevant conversion
goal.

“What really decides consumers to buy or not to

buy is the content of your advertising, not its
form.” –  David Ogilvy
2. Social Media Ads
Pinterest, Instagram, Facebook and pretty much all social media sites
offer relatively inexpensive advertising. Paid social media ads are the
kind of advertisement that focuses on reaching your target audience
with how much you pay adjusted to how many see it and engage with it.
Organic social media ads are the kind of advertisement that generates
lots of word-of-mouth. Say you post something to your business
Facebook page that offers a free product if followers click Like and tag
a friend — that is the type of advertisement that is free to post and
makes people aware of what you have to offer.

The merits of social media advertising include the following

1. Improved Brand Recognition
Advertising through social media has been shown to increase brand
recognition. Regular posting on social media platforms allows companies
to interact with the clientele on familiar grounds. This constant interaction
creates a picture of credibility and an eagerness to listen to what the
clients have to say. Once customers are familiar with your brand, they
are more likely to recommend your brand to friends and family, therefore
increasing your brand reach.
2. Improved Brand Loyalty
For any company to stay afloat, it needs a loyal clientele base. New
customers are a happy addition, but without loyalists, the conversion
rates would be somewhere between sad and non-existent. Advertising
on social media creates an open service platform where customers can
express their views and feelings about services and products offered. By
listening to consumer opinions, customer satisfaction levels rise
exponentially, and along with them loyalty to your brand is forged.
3. Improved Conversion Rates
The majority of the population is on social media. Social media and
advertising are two components used together to target the potential
clients on social media platforms, such as Facebook and Instagram.
With the increased brand visibility that comes with advertising in social
media, more leads will visit your website, and the chance of conversion
also increases. With a well-articulated media advertising plan, a
company can improve its sales and profits.

4. Reduced Marketing Costs

Compared to conventional marketing, social media marketing does not
require a lot of monetary resources. With an internet connection and
computers, a company can minimize its marketing costs by a significant
margin.  But as the business landscape continues to evolve, traditional
marketing methods begin to fade out in favour of less resource-intensive
methods. Therefore, using social media to market products and services
is an efficient way of reducing companies’ operational costs.
5. Better Search Engine Ranking
While a social media page does not exactly improve search rankings,
the page will certainly get you more traffic. More people use Google,
DuckDuckGo, Bing or other search engines to find products or services
online. If your business has a social media listing, chances are, it will
appear among the top search results of a related product or service,
leading to a wider visibility. Search engine optimization tools are another
attractive option due to their ability to drive more traffic to company
websites and achieving higher search rankings on the same.
Social media advertising has grown to be a favourite marketing option
for many business start-ups and organizations globally. This is due to
the ease of using social networking sites to sell products and services.
The results are almost always immediate, which allows companies to
gauge the effectiveness of their marketing campaigns. Social media
marketing has become an integral part of any marketing program
regardless of the size or nature. It is a great opportunity to increase
sales while minimizing costs; one that no company or organization
should pass on.
3. Newspapers and Magazines
These kinds of advertisements are traditional yet no less effective.
Combining this type of advertisement between local, statewide and
national print media is a great marketing campaign strategy. Plenty of
people still reach for their morning newspaper or love to settle down
with a hard copy of a magazine. Also, most print media now has a
digital presence and can combine these types of advertisements with
its virtual version.

Advantages of newspaper and magazine advertising

1. Good coverage - national or local options (local newspapers offer

good geographical selection)

2. Can be used to convey a significant amount of information

 3. Relatively cost-effective

4. Some targeting possible by knowing the profile (socio-economic

group etc) of the readership of the newspaper or magazine

5. Readers have the opportunity to refer back to advertisements at a

later date. Magazines, in particular, may be kept for long periods if
they contain articles that readers wish to keep or refer to at a later
stage

Disadvantages of newspaper and magazine advertising

1.Short lifespan - adverts may need to run for lengthy campaigns to

ensure impact

2.Newspapers are more transitory in that news dates rapidly.

Consumers are less likely to retain a newspaper for long

3.May be difficult to catch attention in amongst extensive advertising

from other companies

4.Magazines tend to be overloaded with advertisements and this can

lead to advertising clutter that the reader chooses to flick through
and ignore.
 4. Radio and Podcasts

Verbal promotion is a type of advertisement that can be repeated often

as part of radio or podcast shows. You can have a traditional type of ad
recorded to be played or there is also the chance of sponsorship.
Narrow down the types of podcasts your target audience subscribes to
or the station they most listen to for creating the kind of advertisement
customers like and remember.
5. Direct Mail and Personal Sales
Direct mail, or the art of sending a compelling sales letter by snail mail
to your target audience, can offer a healthy return on investment for
small businesses. The starting point is to identify your target market,
then send an enticing offer out to all of those prospects. Measuring the
responses helps you to see which type of customers are responding to
this format, so you can use even more precision targeting with your
next mail shot.
In a similar vein, direct or personal sales is still a big area of
advertising, especially for small businesses. A good salesperson can
use his or her skills to persuade a customer to buy a product. If the
salesperson is especially effective, the customer will continue to spread
the word about your product through recommendations and referrals.
 6. Video Ads
This type of advertisement engages with your target customers on a
digital level. Create a short video and post it on your social media or
pay to have it run on sites like YouTube, Hulu and blogs. A video ad
can be created by experts from an agency or even done by your in-
house team — even if that team is comprised of just yourself.

According to Interactive Advertising Bureau (IAB) guidelines, there are

three types of video ad formats:
 Linear video ads - the ads are presented before, in the middle of,
or after the video content is consumed by the user, in very much the
same way a TV commercial can play before, during or after the chosen
program.
 Non-linear video ads - the ads run concurrently with the video
content so the users see the ad while viewing the content.
 Companion ads - commonly text, display ads, rich media, or skins
that wrap around the video experience.
7. Product Placement
This kind of advertisement is seen more and more. If you pay for a
podcast host to mention using your product or pay a television show to
feature a character talking about or using your service, that is product
placement. You can also talk to popular YouTube channel hosts about
this type of advertisement.

During the 21st century, the use of product placement on television has
grown, particularly to combat the wider use of digital video recorders that
can skip traditional commercial breaks, as well as to engage with
younger demographics Digital editing technology is also being used to
tailor product placement to specific demographics or markets, and in
some cases, add placements to works that did not originally have
embedded advertising, or update existing placements
8. Event Marketing
Paying to sponsor a sports team or a charity benefit falls under event
marketing. These types of advertisements mean a large cross-section
of people hear your brand name and associate it with that event. Many
companies also look to conventions for this sort of niche advertisement.

Event marketing is considered to be a part of experiential

marketing and content marketing. Experiential marketing follows the
process of corporate storytelling and aims to further engage the
audience. Experiential follows a simple formula of combining a brand's
message and interactive components. This mode of marketing places
the target audience in a live environment that will encourage the desired
outcome.
9. Email Marketing
A kind of advertisement that is focused on your existing customers,
email marketing involves them signing up for promotional sales or
newsletters focused on your brand. Email marketing is an updated
customer loyalty promotion and works very well when you treat
customers as insiders with VIP knowledge.

There are as many ways to utilize types of advertising as there are

kinds of advertising. By diversifying your approaches in both traditional
and digital worlds as well as focusing on your core target market while
getting the word out about your brand to the people at large, you can
grow by leaps and bounds.

“Be creative while inventing ideas, but be disciplined while

implementing them.” – Amit Kalantri