ADVERTISING

TYPES OF ADVERTISING

Advertising is part of the marketing mix and is one of the main methods of promotion. In business, the goal of
advertising is to introduce new products onto the market, promote existing products, attract new customers, improve
the company image and, ultimately, increase the market share.

INFORMATIVE ADVERTISING

Informative advertising is designed to inform or educate a target market.

Informative advertising is also often used by the government and charitable organisations. These adverts attempt to
raise awareness and encourage people to change their behaviour.

Sometimes, health organisations or charities use disturbing images or messages to shock people into reacting to a
situation. For example, may show some dying children to shock people into donating money. This type of advertising is
controversial and, in the UK, the ASA (Advertising Standards Authority) often receives complaints about them.

PERSUASIVE ADVERTISING

Persuasive advertising is used by businesses to create brand loyalty, especially when there are several other similar
brands on the market. These types of adverts are designed to evoke an emotional response. For example, adverts for
soft drinks often show happy young people who are having fun. They also use experts or famous celebrities to
convince people about the qualities of a brand.

Sometimes, persuasive advertising uses a comparative approach: a brand is compared to other brands in the same
category to illustrate its superiority.

Slogans are a very important aspect of persuasive advertising. A slogan is a simple phrase that accompanies a brand
and contains a persuasive message. The idea is that people remember the message, identify with it in some way and
are tempted to buy the product when they see it on sale.

ADVERTISING MEDIA

PRINT BROADCAST OUTDOOR DIGITAL BRAND / PRODUCT

ADVERTISING ADVERTISING ADVERTISING ADVERTISING PLACEMENT

for example: for example: for example: for example: The integration of a
newspapers, television, radio. posters, cars and the internet, mobile product into
magazines, buses, shopping phones. entertainment
brochures. bags. media.
 CHOOSING AN ADVERTISING MEDIUM

Advertisers have to consider many factors when selecting an advertising medium.

• Target market Defining  Helps advertisers choose an appropriate medium.

• Location  The proximity of the target market also influences the choice. Printed leaflets and adverts in the
local press would be a good way to reach a local target market but would be inappropriate for national or
international markets.
• Product  Mass media channels such as TV and the radio wouldn't be effective in advertising industrial
goods, for example, which would probably be advertised online or in special business magazines.
• Cost  Different types of advertising media vary greatly in terms of cost and advertisers need to consider
how much they will be able to pay.
• Reach, frequency and impact  The number of people that an advertising campaign can reach, the number
of times that people will see the message and the impact created by the different advertising media.

Advertisers select the methods with the best ROI (return on investment) for them.

ADVERTISING MEDIA: ADVANTAGES AND DISADVANTAGES

PRINT ADVERTISING
BROADCAST ADVERTISING
OUTDOOR ADVERTISING
ADVANTAGES
• Cheap to produce
• Can reach targeted
audiences
• Can have a long lifespan
• Can reach a large audience
• Has a big impact
• Adds personality to a brand
• Can be cost-effective
• Creates an immediate
impression encourages
impulse buying
DISADVANTAGES
• Fewer people read
newspapers and magazines
today
• The advert may get lost
among others
• Can be very expensive
• Can be difficult to target
the audience
• Could be vandalised
• Difficult to remember

DIGITAL ADVERTISING • Immediate and convenient • Too much advertising can

BRAND / PRODUCT PLACEMENT
• Easily measurable
• Can personalise advertising
and target individuals
• Increases brand awareness
• Can create a positive
feeling towards a brand
• Audiences can associate a
brand with a lifestyle
make it difficult to connect
with consumers
• Some people, particularly
older people, still rely on
traditional media channels
• Can be very expensive
 DIGITAL ADVERTISING

Digital advertising relates to the use of the internet and other technologies. It includes:

• Search engine advertising  where an advertiser pays for an advert to appear if someone searches for a
related product on a search engine (for example Google Ads or Bing Ads)
• Display advertising  for example pop-up ads and web banner ads that appear on web pages
• Social media advertising  for example Facebook Ads, Twitter Ads and Linkedin Ads
• Company-generated advertising  where the business uses its own website to communicate
• Advertising which is acquired indirectly  such as online restaurant or book reviews

Display advertising
Display adverts are the boxes on web sites that are obviously adverts. They can be banner adverts that go across the
top of the page, pop-up adverts that appear when you open a web page or even videos which start to play when a
web page is open. If viewers click on the advert, they are taken to another web page with information about the brand
or company. Usually advertisers pay a small fee each time someone clicks on their advert. This is called pay-per-click.

Social media advertising

Companies can post directly to their pages, pay to insert adverts or pay social media influencers to endorse their
products'. One of the main reasons why social media is popular is that advertising can be personalised.

Adverts and promotions are placed into the news feed' of specific targeted audiences. The adverts usually have a
photograph or heading that aims to catch the user's attention.

Companies can monitor the success of the ad, direct people to their websites and re-target people who have shown
interest in the past.

SPONSORSHIP

Sponsorship is when a company offers support, in terms of money, products or services, to another business, group or
individual. They have the right to promote their brand via advertising.

The objectives of sponsorship:

• Brand awareness  Sponsorship enables companies to ensure that their target audience is aware of their
brand. It may also be used to reach a new target audience.
• Increasing sales  Companies can sell their products at events. Some sponsors also offer free samples to get
potential customers to try their products.
• Repositioning the brand  Sponsorship can alter the public perception of a brand.
• Blocking competition  Sponsorship gives companies the opportunity to reach their customers in a way that
their competitors can't.
• Social responsibility  Sponsoring something that people care about helps improve the image of the
company and its relationship with the community.

Sport sponsorship

Sponsorship is very popular in sport, particularly when the sport is shown on television.

Companies usually select sports that have widespread media coverage, such as football or motor racing.

Companies also sponsor individual sports stars to endorse their products, with top athletes, such as footballers Lionel
Messi and Cristiano Ronaldo and basketball player LeBron James, signing a lot of lucrative deals.
 ANALYSING ADVERTS

Adverts usually follow a similar format. They contain a memorable slogan, a strong, colourful image, information about
a product or service and the brand logo. The combination of these elements is designed to catch the potential
customer's attention, interest them in the product, create the desire to have the product and explain the action they
need to take to buy it. These steps are often referred to as AIDA.

ATTENTION  INTEREST  DESIRE  ACTION

When analysing an advert, you need to consider:

• What is being advertised

• Who the advert is targeted at
• How effective it is in catching the target market's attention and generating their interest
• How persuasive the language and message is and whether this will create the desire and the will to
buy the product.