Report on

Different types of advertisement

Prepared to:
Md. Moniruzzaman Khan
Assistant professor
Faculty of Business Administration
Eastern University

Prepared by:
Manajir Islam Himel
ID: 142200039
Section: 2 (Marketing management)
Batch 34th, Bachelor of Business Administration

Date of submission:
13-12-2016
 Executive summary
Advertising is an audio or visual form of marketing communication that
employs an openly sponsored, non-personal message to promote or sell
a product, service or idea. Sponsors of advertising are often businesses
who wish to promote their products or services. Advertising is
differentiated from public relations in that an advertiser usually pays for
and has control over the message. It is differentiated from personal
selling in that the message is non personal, i.e., not directed to a
particular individual. Advertising is communicated through various mass
media, including old media such as newspapers, magazines, Television,
Radio, outdoor advertising or direct mail; or new media such as search
results, blogs, websites or text messages. The actual presentation of the
message in a medium is referred to as an advertisement or "ad".
Commercial ads often seek to generate increased consumption of their
products or services through "branding," which associates a product
name or image with certain qualities in the minds of consumers. On the
other hand, ads that intend to elicit an immediate sale are known as
direct response advertising. Non-commercial advertisers who spend
money to advertise items other than a consumer product or service
include political parties, interest groups, religious organizations and
governmental agencies. Non-profit organizations may use free modes of
persuasion, such as a public service announcement. Advertising may also
be used to reassure employees or shareholders that a company is viable
or successful.

Modern advertising was created with the techniques introduced with

tobacco advertising in the 1920s, most significantly with the campaigns
of Edward Betrays, considered the founder of modern, "Madison
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Avenue" advertising. A successful advertising campaign will spread the
word about your products and services, attract customers and generate
sales. Whether you are trying to encourage new customers to buy an
existing product or launching a new service, there are many options to
choose from.

The most suitable advertising option for your business will depend on
your target audience and what is the most cost effective way to reach as
many of them as possible, as many times as possible. The advertising
option chosen should also reflect the right environment for your product
or service. For example, if you know that your target market reads a
particular magazine, you should advertise in that publication. Newspaper
advertising can promote your business to a wide range of customers.
Display advertisements are placed throughout the paper, while classified
listings are under subject headings in a specific section. Advertising in a
specialist magazine can reach your target market quickly and easily.
Readers tend to read magazines at their leisure and keep them for
longer, giving your advertisement multiple chances to attract attention.
Product advertising communicates the features and benefits of a
product to customers and prospects. Competitive Advertising is useful
when the product has reached the market-growth and especially the
market-maturity stage. It stimulates “selective” demand. It seeks to sell
a specific brand rather than a general product category. The
effectiveness of product service advertisements may be measured in
terms of the goodwill they generate in favor of the sponsoring
organization. Most advertising is product advertising, designed to
promote the sale or reputation of a particular product or service that the
organization sells. Most of the consumer goods producers engage in
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consumer product advertising. Marketers of pharmaceuticals, cosmetics,
scooters, detergents and soaps, cigarettes and alcoholic beverages are
examples. Baring a few, all these products are all package goods that the
consumer will often buy during the year. Being on the internet can be a
cost-effective way to attract new customers. You can reach a global
audience at a low cost. Many customers research businesses online
before deciding whom to buy from. Celebrity branding focuses upon
using celebrity power, fame, money, or popularity to gain recognition for
their products or promote specific stores. Advertisers often advertise
their products. From the discussion and penetrating study of the data
analysis, it is finally concluded that more than half respondents are of
the opinion that they were not influenced by any advertisement during
the course of buying their mobile service. However, advertisements
through electronic media play an important role in the popularity of
mobile phone services. Indeed, electronic and print media has its own
some say. In urban segment an abnormal trend has been seen where
hundred percent respondents in the age group of 15-20 years agree that
advertisements in media effects the customers' buying behavior for the
sale of mobile phone service. In our present society, our actions and
attitudes are motivated, to some extent. If advertising has indirect
impact, sales promotion has direct impact, may be less or more. Through
there are many types of advertisement all of them convey a message to
the target audience either it is social or commercial.

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 Table of contents

Executive summary ……………….. I-III

Introduction ………………………….. IV-VIII
1.1. Definition
1.2. Growth of advertising
1.3. Advertising in the early 20th century
1.4. Facets of advertising
Purpose and Scope ………………… IX-XI
Types of adverting ………………… XI-XXX
3.1. Print advertising
3.2. Outdoor advertising
3.3. Broadcast advertising
3.4. Product advertising
3.5. Guerrilla advertising
3.6. Surrogate advertising
3.7. Public service advertising
3.8. Covert advertising
3.9. Celebrity advertising
3.10. Cell phone and mobile advertising
3.11. Online advertising
Major conclusion …………………. XXXI
Bibliography ……………………….. XXXII
 Introduction To advertisement
1.1. Definition:
For the common men advertising means television commercials, radio
jingles and print advertisements. Advertising can be defined as a paid
dissemination of information through a variety of mass communication
media to motivate a desired action. According the ‘concise oxford
dictionary’ the verb, ‘to advertise’ means: to make generally or publicly
known.
According to Dr.Philip Kotler “advertising is any paid form of non-
personal presentation and promotion of goods, services, or ideas by an
identified sponsor.
One of the earliest definitions of advertising was: ‘The dissemination of
information concerning an idea, service or product to compel action in
accordance with the interest of the advertiser’. This definition tells us
about advertising being a kind of communication about a product,
service or idea, and is being goal-oriented. However, it does not include
many important aspects of advertising.
Thus, Advertising can be best defined as: ‘any paid for non-personal
communication used with persuasive intent by identified sponsors
though various media to promote goods, services and ideas, etc.’
Today advertising is a part of our everyday life. It is all around us. We
cannot escape looking at it or listening to it. Even if we are not
consciously looking at it or listening to it, the message of advertising
reaches and influences us. It is often recorded somewhere at the back of
our minds and is recalled when we are buying something or looking for
a particular service.
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From morning to night, we are using advertised goods and services. We
start the morning with a cup of tea or coffee, use toothpaste and
toothbrush on our teeth, at breakfast we have bread, butter, etc. our
workplace is also full of machines, computers, etc. which are the
advertised goods.
Prof. James E. Littlefield and Prof. C.A. Kirkpatrick in their book define
advertising as follows: ‘Advertising is mass communication of
information intended to persuade buyers so as to maximize the profit’.
This definition is again not complete.
American Marketing Association (AMA) defines advertising as:
‘Advertising is any form of non-personal presentation of goods, services
or ideas for action, openly paid for by an identified sponsor’.

1.2. Growth of advertising:

1. During the 1920s, companies began using advertisements in an
attempt to get more people to buy their products.
2. Advertisements were placed in magazines, newspapers, and on
billboards.
3. The significantly impacted the way people lived by encouraging
them to buy new and improved products that would increase their
standard of living.
4. 1920s advertisements encouraged people to buy products by
appealing to their desire for youthfulness, beauty, health, and
wealth.

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1.3. Advertising in the early 20th century:
Two main events responsible for growth of Indian advertising agencies
were: the Swedish Movement (1907-1911), which gave rise to
indigenous industries, and the second, was the installation of first rotary
linotype machine by the Statesman of Calcutta in 1907.
In few years, other papers too installed the new machine, which made it
possible to produce a cheap newspaper with a large national circulation.
The first Indian Ad Agency, the Indian Advertising Agency, was launched
around this time, and is still going strong. The main functions of these
agencies were to secure advertisements and to get them published in
the press. The major British agencies during this time were: Alliance
Advertising Associates, Publicity Society of India, L.A. Stronach and Co,
and others. They catered to the need of the affluent British and Indian
elites living in the metropolitan cities. They rarely advertised Mass
consumer items like tea and cigarettes.
During the war, press advertising was exploited to raise funds for the war
effort. Ad Agencies established during this period-included Alliance
Advertising Association Ltd, at Bombay, started by the British India
Cooperation of Kanpur, to sell its manufactured goods. Mr. L.A. Stronach,
the manager of Alliance, bought up the Bombay branch of the agency
and started in 1922 his own agency, with a branch in London. It provided
production and media services to advertisers (unlike the space-selling
agencies) and so even manufacturers of competing products or brands
had to use these services. During the decolonization era from the late
1940s to the 1970s, British and French firms operating in Africa and Asia
at first largely ignored local, nationalistic aspirations. However they
learned to adjust to exploit the new spirit of independence that was
shaping consumer attitudes. The new emergence of a middle class was
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the target audience. Their advertising abandoned the traditional
paternalistic attitude toward the natives. Instead there was a portrayal
of locals as up-and-coming middle class men in control of developing
their nations. These more positive images assisted business operations
during spells of military dictatorship, economic nationalism, and
expropriation of foreign assets. Tobacco advertising was especially
important. For example, in Egyptian popular culture the cigar was
associated with elites, the water pipe with a lower-class and traditional
lifestyle, and the cigarette with the new middle class which was striving
to make the transition to modernity. It was the third group that the
cigarette industry targeted.
1.4. Facets of advertising:
These are just a few of highly effective techniques of persuasion. Other
methods include the use of rewards, punishments, positive or negative
expertise, moral appeal, and many others.
Create a need:
One method of persuasion involves creating a need or an appealing a
previously exiting need. This type of persuasion appeals to a person’s
fundamental needs for shelter, love, self-esteem, and self-actualization.
Appeal to social needs:
Another very effective persuasive method appeals to the need to be
popular, prestigious, or similar to others. Television commercials provide
many example of this type of persuasion, where viewers are encouraged
to purchase items so they can be like everyone else or be like a well-
known or well-respected person. Television advertisements are a huge
source of exposure to persuasion considering that some estimates claim
that the average American watches between 1,500 to 2,000 hours of
television every year.
Use loaded word and images:
Persuasion also often makes use of loaded words and images.
Advertisers are well aware of the power of positive words, which is why
so many advertisers utilize phrases such as “New and Improved” or “All
Natural. The examples above are just a few of the many persuasion
techniques described by social psychologists. Look for examples of
persuasion in your daily experience. An interesting experiment is to view
a half-hour of a random television program and note every instance of
persuasive advertising. The amount of persuasive techniques used in
such a brief period of time can be astonishing.
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 Purpose and Scope Advertisement
Advertising is just not for information, but for a purpose. This purpose
is to motivate a desired action. People use advertising to achieve a
variety of objectives. The broad functions are to inform, educate, and
persuade. The subsidiary functions are to create awareness, change
attitudes and generally to gain acceptability. In case of product and
service advertising, the objective is to inform the consumers and
generate demand. Institutional and ideas advertising are designed to
create a favorable attitude and acceptability. Marketing is the strategic
process in business that is used to satisfy consumer needs and wants
through goods and services, to reach its target audiences, marketing
use many tools of promotion. Also known as marketing communication,
these tools include personal selling, sales promotion, public relations
and of course, advertising. Advertising is the most widely used and
most visible of promotional tools in marketing.
♦ To introduce a new product by creating interest for it among the
prospective customers.
♦ To reach people inaccessible to salesman.
♦ To light competition in the market and to increase the sales as
seen in the fierce competition between Coke and Pepsi.
♦ To warn the public against imitation of an enterprise’s products

Scope:
Businesses that continue to advertise regardless of economic times have
a competitive advantage over businesses that trim their ad budgets.
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So says a business-to-business (b-to-b) media study. The study showed
more than 85 percent of business executives believe advertising during
a down economy is extremely important. B-to-B media is an undisputed
ally for advertisers seeking to reach executives about products and
services for their businesses. The study, prepared for American Business
Media, showed that despite slow economic times, executives rely on b-
to-b media for information more than any other media source for the
influence or support of purchase decisions. Advertising during a sluggish
economy clearly creates a competitive advantage, with a majority of
executives agreeing that seeing a company advertise during slower times
makes them feel more positive about the company’s commitment to its
products and services. But perhaps most important is staying at the top
of buyers’ minds when purchase decisions are made. “For advertisers
interested in maximum profit from their investment in b-to-b media,
these research results indicate that advertising frequently and
capitalizing on the synergistic effect of print, Web sites and trade shows
is a sure path to increasing awareness, interest and purchase,” said the
study authors.
Add to that the fact that there has been a dramatic increase in the time
executives spend visiting b-to-b Web sites over the past three years and
online advertising is a winning strategy. Moreover, the study findings are
consistent across industry sectors, making results relevant regardless of
business category. Newspapers are one of the traditional mediums used
by businesses, both big and small alike, to advertise their businesses.
Magazines are a more focused, albeit more expensive, alternative to
newspaper advertising. This medium allows you to reach highly targeted
audiences. Telephone sales, or telemarketing, is an effective system for
introducing a company to a prospect and setting up appointments. This
kind of advertising entails the use of imprinted, useful, or decorative
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products called advertising specialties, such as key chains, computer
mouse, mugs, etc. These articles are distributed for free; recipients need
not purchase or make a contribution to receive these items.

Types of advertising

3.1. Print advertising:

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 usually comes under the
banner of print advertising. There are notable exceptions, when print
dovetails into mediums like guerrilla advertising, or other Out Of Home
(OOH) executions. It's hard to say exactly how old print advertising
actually is. There are examples of printed pieces dating back to early
Egyptian times. In 17th century England, several different forms of
advertisements appeared in newspapers and on handbills. But the
general consensus is that print advertising as we know it today started
life in 1836, when a French newspaper called La Presse charged for
advertisements and lowered the price of the newspaper. This is the birth
of commercial press. These vary greatly depending on the publication,
circulation, number of insertions, quantities (if it is direct mail, flyers,
handouts and so on), and a host of other factors. Every publication you
deal with has what is known as an Advertising Rate Card. Get to know this
format well, it deals with everything from costs to specs for print. If you
have a low budget, you will find something to fit it. But you won't be
getting major exposure from a local newspaper in a town that has 1000
Xi
residents. A mass-circulated magazine, like those found at the checkout
of the grocery aisle, will charge many thousands of dollars for one
insertion. That goes up if it's a back cover, faux front cover, double page
spread or center spread. It's also common these days to do multiple
insertions in one magazine. That also bumps the price up considerably.
For direct mail, you are dealing with not just large volume printing costs,
but also purchasing qualified lists. If you, for instance, are advertising for
a new auto-repair shop, you want to send your mailing to people who
own older cars. If you're advertising a new children's product, you want
to send it to households with children. This information will cost you.
With direct mail, you will be looking for a good ROI (Return in
Investment), and have to deal with the fact that a response rate of 1-2%
is typical. That means you can only expect around 3 calls for every 100
mailings. And that's not a conversion rate either. So, you will have to
send out hundreds of thousands (or even millions) of mailings to get the
kind of conversion rate you need to be successful.

3.2. Outdoor advertising:

Any advertising done outdoors that publicizes your business's products

and services. Types of outdoor advertising include billboards, bus
benches, interiors and exteriors of buses, taxis and business vehicles, and
signage posted on the exterior of your own brick-and-mortar location..
Outdoor advertising works well for promoting your product in specific
geographic areas. While billboards, bus benches, and transit advertising
can be very effective for the small-business owner, any successful outdoor
campaign begins with your own location's signage. Your outdoor sign is

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often the first thing a potential customer sees. Your sign should be
sufficiently bright and conspicuous to attract attention (without being
garish) and sufficiently informative to let prospective customers know
what's sold there. Ride around town and observe which signs catch your
eye. Note which ones don't. Then think of the impression each sign gives
you. Remember that you never get a second chance to make a first
impression, so give this important marketing tool your best efforts. If
you're involved in a business that has a fleet of vehicles conducting
deliveries or providing a service, your company's name, logo, and phone
number should be clearly visible on the vehicles. It's free advertising that
allows you to increase your exposure in your market. Billboards are most
effective when located close to the business advertised. Because of their
high cost, they're usually used to reach a very large audience, as in
political campaigns. They're likely to be too expensive for most small
firms, and some communities have strict ordinances governing the
placement of billboards. In Vermont, for example, they're prohibited.
Bus-bench advertising is an excellent medium because it's highly visible,
like a billboard. Essentially, bus-bench advertisers have a huge audience,
held captive at red lights or in slow-moving traffic. An account executive
of a Los Angeles-based bus bench manufacturing company said that an
advertisement on one bus bench at a busy Los Angeles intersection would
be seen by 35,000 to 50,000 people per day. Usually, the advertising
consists of simple two-color artwork with your company's name, brief
copy describing the product or service, address and phone number. Rates
and terms vary depending on the city you're in. Call your city's mass

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transit department or local bus company to find out who rents
advertising space on their bus-stop benches. Some outdoor advertising
companies also handle this type of advertising. Transit advertising on
buses and taxicabs reaches lots of people, especially commuters. Your
ad is highly visible, and market research on transit advertising shows that
it's very effective.

3.3. Broadcast advertising:

The term broadcast advertising applies to commercials aired on either

television or radio, which are typical called spots. It's also known as on-
air advertising, and it's the primary revenue generator for commercial
television and radio stations. This is all considered to be above-the-line
advertising. As an advertiser, you will pay for a spot based on multiple
considerations, including length, the time the spot goes out, which
channel it is on, and most importantly, which show is airing at that time.
A spot airing in the commercial break of a prime time show will be very
expensive, whereas spots that air on lesser watched channels after 12am
will be much more affordable, with the price of $5 per 1000 viewers
being typical. Of course, before you buy air, you also have to produce the
commercial, too. It's estimated that the average cost of producing a 30-
second spot is around $350,000, and that's not including the cost of
buying the airtime. But if you're smart, and have a great idea that doesn't
require a huge budget, you could produce a spot for as little as $1000.
That would mean excluding any advertising agency and doing it yourself,
which is never advisable. Another form of broadcast advertising that
proves very popular for generating sales is direct response television
(DRTV). This is advertising that asks for the sale, and gives you a way to
order direct via information given in the ad. This is not concept-driven
Xiv
advertising, and usually follows the formula of demonstrations and a
repetition of benefits.

3.4. Product advertising:

Product advertising is any method of communication about the
promotion of a product in an attempt to induce potential customers to
purchase the product. Advertisement usually requires payment to a
communication channel. The general objective is to increase brand
awareness or to demonstrate the differences between product and
competing products in order to sell them.
A very high percentage of companies have
a web page as part of their advertising
program. Information on these web pages
include company contacts, history, their
expertise, and product descriptions. Other
web options used by companies are paid
ads and organic search results. Paid ads are
the brightly colored, short blips designed to
get a person's attention, and over time,
build a brand awareness in people's minds.
Companies that use radio and television in their advertising campaigns
use market research to determine which radio and television programs
are best suited for their advertising dollars. Signs are used to advertise
products or services in many ways. Billboards reach travelers on busy
highways and city streets. Signs displayed on vehicles are used to help
build public awareness of a company's products or services within its
trade area. The company name and other information are either directly
painted onto a vehicle or printed on magnetic placards which can be
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placed on and taken off the vehicle. Businesses such as roofing, painting
and remodeling companies advertise by placing signs on lawns where
they are working. If work is being done outside of a home or business,
people have an opportunity to see the work.

3.5. Guerrilla advertising:

Guerrilla marketing is an advertisement strategy concept designed for

businesses to promote their products or services in an unconventional
way with little budget to spend. This involves high energy and
imagination focusing on grasping the attention of the public in more
personal and memorable level. Some large companies use
unconventional advertisement techniques, proclaiming to be guerrilla
marketing but those companies will have larger budget and the brand is
already visible.[1] The main point of guerrilla marketing is that the
activities are done exclusively on the streets or other public places, such
as shopping centers, parks or beaches with maximum people access so
as to attract a bigger audience. Guerrilla marketing is a concept that has
arisen as we move from traditional media to more online and electronic
media. It is a concept that was created by Jay Conrad Levinson when he
wrote the book ‘Guerrilla Marketing’ in 1984. Traditional advertising
media are channels such as print, radio, television and direct mail (Belch
& Belch, 2012) but as we are moving away from these channels the
marketers and advertisers have to find new strategies to get their
commercial messages to the consumer. Guerrilla marketing is an
alternative strategy and is about taking the consumer by surprise to

Xvi
make a big impression about the brand (What is Guerrilla Marketing,
2015), this in turn creates buzz about the brand or product being
marketed. It is a way of advertising that increases engagement with the
product or service, and is designed to create a memorable experience
for the consumer. By creating this memorable experience for the
consumer, it also increases the likelihood that a consumer, or someone
who interacted with the campaign will tell their friends about it and via
word of mouth the product or service being advertised reaches a lot
more people than initially anticipated, and means it has more of a mass
audience. This style of marketing is extremely effective for small
businesses to advertise their product or service, especially if they are
competing against bigger companies as it is inexpensive and focuses
more on reach rather than frequency. For guerrilla campaigns to be
successful companies don’t need to spend large amounts, they just need
to have imagination, energy and time (Bourn, 2009). Guerrilla marketing
is also an effective way companies who don’t provide a tangible service
can advertise their products through the non-traditional channels as long
as they have an effective strategy. As opposed to traditional media
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 Guerrilla marketing cannot be measured by statistics, sales and hits but
is measured by profit made. It is designed to cut through clutter of
traditional advertising and have no mystery about what is being
advertised. The message to consumers will be clear and concise, the
business will not diversify the message to the consumer and focus will be
maintained. This type of marketing also works on the unconscious mind,
as purchases quite often are decided by the unconscious mind. To keep
the product or service in the unconscious mind means repetition is
needed, so if a buzz is created around a product and it is shared amongst
friends it enables repetition (Bourn, 2009) two types of marketing
encompassed by guerrilla marketing are Viral Marketing and Buzz
Marketing. Unlike typical public marketing campaigns that utilize
billboards, guerrilla marketing involves the application of multiple
techniques and practices in order to establish direct contact with the
customers.[3] One of the goals of this interaction is to cause an emotional
reaction in the clients and the final goal of marketing is to get people to
remember brands in a different way than they are used to. The technique
involves from flyer distribution in public spaces to creating an operation
at major event or festival mostly without directly connecting to the event
but using the opportunity. The challenge with any guerrilla marketing
campaign is to find the correct place and time to do the operation
without getting involved in legal issues.

3.6. Surrogate advertising:

Surrogate advertising is a form of advertising which is used to
promote banned products, like cigarettes and alcohol, in the disguise of
another product. This type of advertising uses a product of a fairly close
category, as: club soda, mineral water in case of alcohol, or products of
a completely different category (for example, music CD's or playing
cards) to hammer the brand name into the heads of consumers. The
Xviii
banned product (alcohol or
cigarettes) may not be projected
directly to consumers but rather
masked under another product
under the same brand name, so that
whenever there is mention of that
brand, people start associating it
with its main product (the alcohol or
cigarette). In India there is a large
number of companies doing
surrogate advertising,
from Bacardi Blast music CD's,
Bagpiper Club Soda to Officers
Choice playing cards. It is said that
birth of surrogate advertising
happened in Britain, where
housewives started protesting
against liquor advertisements which
provoked their husbands. The
protest rose to a level where liquor
advertising had to be banned and
brand owners seeing no way out decided to promote fruit juices and
soda under the brand name; the concept later emerged as surrogate
advertisements. In India, extensive surveys resulted in similar findings
which showed that liquor ads had direct influence on consumers'
purchasing behavior. Soon afterwards, the Cable TV Regulation Act
banned liquor and cigarette advertisements; thus, India gradually
adopted surrogate advertisements. Advertisements for liquor and
cigarettes have been banned since 1995. Such companies usually either
go for brand extension and promote the extended products, or promote
certain products which might not be available in the market. The
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excessive pressure of the ban forced companies to focus more on brand
building and thus liquor companies started sponsoring and hosting
glamorous events, yet many others started distributing t-shirts, caps, key
chains, drinking glasses with the brand name displayed on these
products. Surrogate advertising mandates a requirement for the product
being marketed to have a revenue model associated with it.

3.7. Public service advertising:

Public Service Advertisements, also known as PSAs, go by many names.

In the UK, they are called Public Information Films, and some of them
have become famous (one in particular, Charlie Says, was sampled by the
techno group The Prodigy).In the US, they are known as Public Service
Announcements, and are handled by the Ad Council. And in Hong Kong
they are known as Announcements in the Public Interest, or APIs. Unlike
traditional commercials, Public Service Advertisements (PSA) are
primarily designed to inform and educate rather than sell a product or
service. They have been around for decades, with the first ones being
shown before the Second World War. During the war, many PSA were
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issued, often citing the need to be vigilant, and support the war effort in
every way possible. "Loose lips sink ships" is the kind of message PSAs
would air. Over the years, PSAs evolved to cover a vast array of public
interests, and are still around to this day. The goal of a PSA is not to make
a big sale, but rather to change public opinion and raise awareness for a
problem. The strategy here is to educate first, and provoke a feeling and
reaction after that. However, sometimes money is solicited, although
usually not for profit. PSAs can be seen anywhere traditional ads are
seen, including television and radio, outdoor, online, direct mail and in
print. Due to the nature of the ads, many insertions are provided at a
discount. The leading producer of these PSAs in America today is The Ad
Council. Initially called the War Advertising Council, it is responsible for
the content and frequency of the ads that air. At one point, broadcast
stations were obligated to provide this advertising space free of charge,
but that was ended when deregulation was introduced in the 80s.
However, arguably the most well-known and controversial PSAs of the
last decade have come not from The Ad Council, but from Truth
(masterminded by CP&B). Their guerrilla-style ads and controversial
street demonstrations have cut through the clutter to create a powerful
message about the dangers of smoking. Truth advertisements are
intended to be shocking, often using the "sledgehammer" approach to
facts, but hitting people over the head with information that cannot be
ignored. Propaganda also comes under the guise of PSA, and although
the word has a very negative term these days, it really did start out as
neutral information. It could be argued that the Rock. The Vote campaign
was a form of propaganda, as many of the artists involved were
democrats. The real propaganda though, in the negative sense, is seen
not on American airwaves but in places where there is, or was, a fascist
dictator in power. The PSAs put out by Hitler and Goebbels leading up to,
and including, the 2nd World War, were masterful pieces of
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misinformation and mind control. Kim Jong-Il is keeping that tradition
alive, filling the North Korean airwaves, streets and printed materials
with pure works of political fiction. Although PSAs often get confused
with Public Relations, there is a significant difference between the two.
While PR can be used to help spread the word about non-profits, PR is
widely used by every other form of commercial advertising.
3.8. Covert advertising:
Many films and other media use covert advertising because advertisers
pay for the inclusion of their product within a film. Examples of some
covert advertising include the use of Cadillac cars in the film "The Matrix
Reloaded," and Converse shoes in the film "I, Robot." Viewers may not
always directly notice the product being advertised, but the item is often
covertly placed so that the consumer will indirectly notice it. Also known
as “Guerrilla Advertising” simply refers to the advertising that is hidden
in other media. Under this, the products/items are placed covertly so
that consumers will observe them indirectly. Covert advertising is a vital
key to promote and communicate the products by putting a terrific and
long-lasting impact on the people’s mind.

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Covert advertising helps to increase the sale volume and enhances
profitability of the company. It helps to create awareness among the
people about different products, brands through entertaining Medias
like movies, games, TV serials, shows, music videos and much more.
Covert advertising is very sneakier as it is exposed to the general public
subtly.
Also, covert advertising is used widely as it is time-efficient as well as
cost-effective. Covert advertising is performing very essential role in the
modern competitive era. Covert advertising is widely adopted by film-
makers, corporates and advertisers. It’s also becoming an important part
of IMC (Integrated Marketing Communication).

Various examples of covert advertising can be seen like- Promotion of

“Mountain Dew” product in films like “Bang Bang” or “Mission Istanbul”,
the marketing of “Domino’s Pizza” in “Phir Hera Pheri”, “Bournvita” in
“Koi Mil Gya” and lots of more examples can be placed.

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3.9. Celebrity advertising:
A form of brand or advertising campaign that involves a well-known
person using their fame to help promote a product or service.
Manufacturers of perfumes and clothing are some of the most common
business users of classic celebrity endorsement techniques, such as
television ads and launch event appearances, in the marketing of their
products. Celebrity advertising is using a famous person's image to sell
products or services by focusing on the person's money, popularity, or
fame to promote the products or services. If the famous person agrees
to allow his or her image to be used, it is termed a celebrity
endorsement. If the famous person's image is used without his or her
permission, the products are termed "bootleg" or "knock-offs." The
promotion might be through formal advertisements in the media, or it
might occur through the famous person displaying the products by using
them or wearing them. The implication is that the famous person uses
the product or service that he or she endorses; for example, a
supermodel with soft drinks might be contracted to promote a certain
brand of drinks.

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Celebrity marketing is a tactic featuring a famous person to offer an
endorsement of a product. This famous person might be an actor,
musician, athlete, ex-politician or a cartoon character. They do not need
to be international superstars; they only need to be familiar to the target
audience. For instance, a famous skateboarder might be unknown to the
population at large, but beloved in the circle of young men that energy
drinks are being marketed to. A celebrity’s involvement can range from
an explicit to an implicit endorsement of a product. Some celebrity
marketing campaigns try to suggest that the star uses the product
personally and enjoys it. Others simply involve the celebrity in the image
of the brand, relying on the celebrity’s reputation rather than their
outright endorsement to market a product.
Celebrity marketing has been used across all mediums. Print, television,
radio, film and various forms of new media have all been effective outlets
for celebrity endorsed products. The key is to match the right celebrity
with the right product and place them both in the right ad campaign. If
the combination is done well, it can lead to huge profits and an
immediate change in the public perception of a company. If it is done
poorly, it can ruin a brand overnight.

3.10. Cell phone and mobile advertising:

Mobile advertising is a form of advertising via mobile phones or other
mobile devices. It is a subset of mobile marketing. It is estimated that
mobile app install ads accounted for 30% of all mobile advertising
revenue in 2014, and will top $4.6bn in 2015, and over $6.8bn by the end
of 2019. Other ways mobile advertising can be purchased include
working with a Mobile Demand Side Platform, in which ad impressions
are bought in real-time on an Ad exchange. Some see mobile advertising
as closely related to online or internet advertising, though its reach is far
Xxv
greater — currently, most mobile advertising is targeted at mobile
phones that came at an estimated global total of $4.6bn as of 2009.
Notably computers, including desktops and laptops, are currently
estimated at 1.1 billion globally. Moreover, mobile advertising includes
SMS and MMS advertising units in addition to the advertisement types
served and processed via online channels. There are hundreds of
handsets in the market and they differ by screen size and supported
technologies (e.g. MMS, WAP 2.0). For color images, formats such as
PNG, JPEG, GIF and BMP are typically supported, along with the
monochrome WBMP format. The following gives an overview of various
handset screen sizes and a recommended image size for each type:

Handset Approx. Handset Example Handsets Ad Unit Ad Size

Screen Size (px W x (pixels)
H)

X-Large 320 x 320 Palm Treo 700P, Nokia E70 X- 300 x 50

Large

Large 240 x 320 Samsung MM-A900, LG VX-8500 Large 216 x 36

Chocolate, Sony Ericsson W910i

Medium 176 x 208 Motorola RAZR, LG VX-8000, Medium 168 x 28

Motorola ROKR E1

Small 128 x 160 Motorola V195 Small 120 x 20

This unobtrusive two-way communications caught the attention of

media industry and advertisers as well as cellphone makers and telecom
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operators. Eventually, SMS became a new media - called the “seventh
mass media channel” by several media and mobile experts - and even
more, it is a two-way mobile media, as opposed to one-way immobile
media like radios, newspapers and TV. Besides, the immediacy of
responsiveness in this two-way media is a new territory found for media
industry and advertisers, who are eager to measure up market response
immediately. Additionally, the possibility of fast delivery of the messages
and the ubiquity of the technology (it does not require any additional
functionality from the mobile phone, all devices available today are
capable of receiving SMS), make it ideal for time- and location-sensitive
advertising, such as customer loyalty offers (ex. shopping centers, large
brand stores), SMS promotions of events, etc. To leverage this strength
of SMS advertising, timely and reliable delivery of messages is
paramount, which is guaranteed by some SMS gateway providers.

3.11. Online advertising:

Online advertising, also called online marketing or Internet advertising

or web advertising, is a form of marketing and advertising which uses the
Internet to deliver promotional marketing messages to consumers.
Consumers view online advertising as an unwanted distraction with few
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benefits and have increasingly turned to ad blocking for a variety of
reasons. It includes email marketing, search engine marketing (SEM),
social media marketing, many types of display advertising (including web
banner advertising), and mobile advertising. Like other advertising
media, online advertising frequently involves both a publisher, who
integrates advertisements into its online content, and an advertiser, who
provides the advertisements to be displayed on the publisher's content.
Other potential participants include advertising agencies who help
generate and place the ad copy, an ad server which technologically
delivers the ad and tracks statistics, and advertising affiliates who do
independent promotional work for the advertiser. Many common online
advertising practices are controversial and increasingly subject to
regulation. Online ad revenues may not adequately replace other
publishers' revenue streams. Declining ad revenue has led some
publishers to hide their content behind paywalls. In early days of the
Internet, online advertising was mostly prohibited. For example, two of
the predecessor networks to the Internet, ARPANET and NSFNet, had
"acceptable use policies" that banned network "use for commercial
activities by for-profit institutions”. The NSFNet began phasing out its
commercial use ban in 1991. The first widely publicized example of online
advertising was conducted via electronic mail. On 3 May 1978, a
marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent
an email to most of the ARPANET's American west coast users,
advertising an open house for a new model of a DEC computer. Despite
the prevailing acceptable use policies, electronic mail marketing rapidly
expanded and eventually became known as "spam”. Online banner
advertising began in the early 1990s as page owners sought additional
revenue streams to support their content. Commercial online service
Prodigy displayed banners at the bottom of the screen to promote Sears
products. More recently, companies have sought to merge their
advertising messages into editorial content or valuable services.
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Examples include Red Bull's Red Bull Media House streaming Felix
Baumgartner's jump from space online, Coca-Cola's online magazines,
and Nike's free applications for performance tracking. Advertisers are
also embracing social media and mobile advertising; mobile ad spending
has grown 90% each year from 2010 to 2013.

Email
advertising

Mobile Search
advertising engine
advertising

Online
Advertising

Display Social media

advertising advertising

Online marketing platform (OMP) is an integrated web-based platform

that combines the benefits of a business directory, local search engine,
search engine optimization (SEO) tool, customer relationship
management (CRM) package and content management system (CMS).
EBay and Amazon are used as online marketing and logistics
management platforms. On Facebook, Twitter, YouTube, Pinterest,
LinkedIn, and other Social Media, retail online marketing is also used.
Online business marketing platforms such as Marketo, Aprimo, Market
Bright and Pardot have been bought by major IT companies (Eloqua-
Oracle, Neolane-Adobe and Unica-IBM).
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Unlike television marketing in which Neilsen TV Ratings can be relied
upon for viewing metrics, online advertisers do not have an independent
party to verify viewing claims made by the big online platforms.

In general, consumer protection laws apply equally to online and offline

activities. However, there are questions over which jurisdiction's laws
apply and which regulatory agencies have enforcement authority over
trans-border activity.
As with offline advertising, industry participants have undertaken
numerous efforts to self-regulate and develop industry standards or

Xxx
codes of conduct. Several United States advertising industry
organizations jointly published Self-Regulatory Principles for Online
Behavioral Advertising based on standards proposed by the FTC in 2009.
European ad associations published a similar document in 2011. Primary
tenets of both documents include consumer control of data transfer to
third parties, data security, and consent for collection of certain health
and financial data. Neither framework, however, penalizes violators of
the codes of conduct.

Major Conclusion

Advertising plays a very important role in today’s age of competition.

Through there are many types of advertisement all of them convey a
message to the target audience either it is social or commercial.
Advertising is one thing which has become a necessity for everybody in
today’s day to day life, be it the producer, the traders, or the customer.
Advertising is an important part. But it requires various ways to deliver
the advertisement to target group. Selecting the best way is the key to
success, which is heavily depend on products or service’s type.

Xxxi
 Bibliography

1. William J. Stanton. Fundamentals of Marketing. McGraw-Hill (1984).

2. Courtland L. Bovee, William F. Arens. Contemporary Advertising,
Fourth Edition. Richard D. Irwin, Inc., 1992
3. Bhatia (2000). Advertising in Rural India: Language, Marketing
Communication, and Consumerism, 62+68
4. Matt Haig, Brand failures: the truth about the 100 biggest branding
mistakes of all time, Kogan Page Publishers, 2005, pp. 219, 266.
5. Eskilson, Stephen J. (2007). Graphic Design: A New History. New
Haven, Connecticut: Yale University Press. p. 58
6. Global marketing Management, 2004, pp. 13–8
7. Leach, William (1993). Land of Desire. New York: Pantheon Books. p.
375.
8. Ewen, Captains of Consciousness (1976), pp. 62–65.
9. Articles from Google drive

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 Md. Moniruzzaman Khan

Faculty of Business Administration