TYPES OF ADVERTISEMENT

What is advertisement?

An advertisement is essentially a piece of persuasive communication – persuasive because it

seeks to influence public opinion by coaxing people into accepting what it has to offer. An
advertisement is also a paid announcement intended to promote the sale of a product or service,
to advance an idea or bring about some other effect desired by the advertiser. It is a general
message, not forcing anyone to buy anything, but inviting everyone to identify, understand and
adopt the use of goods, services and ideas. The advertiser pays the medium (press, radio,
television, etc.) to deliver the message.

Advertising is a powerful form of social and commercial communication through any of the
established mass media such as press, radio, television and film. It has developed in modern
times as a necessary accompaniment to commerce and industry all over the world. In fact, it has
become an industry in its own right. Consider the large number of professional advertising
agencies and the vast sums of money involved in running them or utilizing their service.

The product advertised may vary from matches and toothpaste to farm houses and automobiles.
The services may range from restaurants and laundries to foreign tours. The ideas may be as
simple as personal integrity and love-thy-neighbor themes, or they may be issues that affect
society at large, such as fire prevention, afforestation, rehabilitation, of the old and disabled,
traffic rules, drug abuse, crime control and universalization of elementary education. Whatever
the product, service or idea advertised, the advertisement seeks to point out its qualities so that, it
becomes attractive to the group of consumers whom the advertiser wishes to influence.

Types of Advertisement

There are different approaches towards classifying advertisement

• By media used

• By target audience

• By geographical area

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BASED ON MEDIA USED

1) Print advertisement

These are the important forms of press advertising, newspapers are the most effective and
powerful medium of advertising. Newspapers contain valuable information with regard to
different current events. It may be referred to as „a store house of information‟. There are daily,
bi-weekly and weekly newspapers. Newspapers have widest circulation and read by many
people. The newspapers may be local, provincial or national.

There is a separate advertisement department in every newspaper which classifies and designs
different advertisements in the paper. Before selecting a newspaper the advertiser should take
into consideration various factors viz., coverage of the newspaper, the class of customers and the
cost of advertising etc.

The newspapers offer widest circulation and have universal appeal. The cost of advertising is
lesser as compared to other media. The newspapers have more repetitive value and are very
helpful in introducing a new product. These are suitable for all types of goods having wider
markets.

A high degree of flexibility is ensured by newspapers i.e., the advertisement campaign can be
undertaken and stopped quickly. Advertisements are the main source of revenue to the
publishers. The most important benefit derived from the newspapers is that the advertiser‟s
message can be conveyed to the readers quickly. They have shorter life and are not suitable for
illiterate people. Most of the people read the papers casually especially in the morning hours
when they are in a hurry to join their respective jobs. Secrecy cannot be maintained in this type
of advertising. Another drawback of newspaper advertising is that they are in black and white
prints. Color advertisements are not covered, which are more appealing and attractive.

2) Television advertising

Television advertising is a type of broadcast advertising where companies advertise their

products or services through 20-, 30- or 60-second TV commercials. It can be costly but enables
companies to repeat their advertisements regularly. The costs to air television commercials can

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vary due to the following factors: The ad length, the time of day, the television show, frequency
of airing, the geographic reach, the number of networks

For example, it is much more costly to air a commercial during a widely watched event, such as
the Super Bowl. While consumers now have the ability to skip advertisements on their
televisions, it still serves as an effective method of reaching a large audience. Repeating
advertisements help build recognition and brand awareness, and even if consumers are not
watching the ads, they may still be listening to them.

3) Radio advertising

Radio is another form of broadcast advertising that plays ads during programming breaks.
Customers can hear radio advertisements while conducting other activities, such as driving or
doing household chores. Like television, radio enables the repetition of advertisements, which
can give companies more recognition with consumers. Companies can research what radio
stations are popular with their target customers. They can also learn what times of day these
customers listen to the radio most. For example, they may try to advertise during a morning time
slot when they know many of their customers will be driving to work.

4) Social media advertising

Companies use social media advertising to promote their products or services on various
platforms. Social media advertising, like other digital advertising, enables companies to target
specific audiences. They may focus on reaching customers based on their geographic location,
age group or buying habits. They can either pay for the platforms to promote their
advertisements, or they can use more organic methods.

For example, a small business can use organic social media advertising by asking its followers to
like and re-share one of their posts. They then may pick a participant at random to receive a
discount or gift. Today's businesses also utilize online influencers, bloggers or celebrities to
create posts promoting their brands or products. Rather than full advertising campaigns, these
methods may serve as more cost-effective techniques that enable the business to spread
awareness of their brand.

5) Outdoor advertising

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Outdoor advertising refers to advertisements that consumers see outside their homes. As a result,
this type of advertising is sometimes called out-of-home advertising. Examples include
billboards and advertisements seen in public places or transit vehicles, such as on the sides of
buses or inside subway cars.

Outdoor advertising aims to catch the attention of a large population. Usually, these ads help
businesses build their brand awareness within a geographic location. The space allotted to
outdoor advertisements may be limited, as can the amount of time a consumer takes to view the
advertisements. Typically, these ads use bold images and fewer words so that the content is
easily understood.

BASED ON TARGET AUDIENCE

Consumer advertising

Consumer advertising is advertising that is directed and intended for domestic markets such as
individuals and families. The goal of consumer advertising is to introduce, or sometimes re-
introduce, products and services to families and private individuals for daily use and
consumption. These can be automobiles for family use, household appliances, home electronic
devices, clothes, books, movies, and just about anything else commonly found in an individual or
family household.

Advertising is, generally, the practice of creating print, audio, and video messages intended to
reveal or display a product or service and to show features meant to entice a customer into
purchasing that product or service. Consumer advertising is a specific field of advertising, which
focuses on the needs and desires of households rather than businesses. These types of
advertisements are often focused even more narrowly on a specific demographic or target
audience to increase effectiveness and message penetration among that audience.

Industrial Advertising

A vast array of items, including machinery, equipment, raw and finished materials, semi
processed materials, parts and operating supplies are used by manufacturers and other producers
to facilitate the performance of their basic productive function. The manufacturers of industrial

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goods wish to see that their products are bought by other producers, and they are not concerned
Trade and professional Advertising

Trade and professional advertising is directed at wholesalers or retailers and professional people.

Manufacturers use trade advertising to persuade retailers to stock their products, to feature them
in their stores, and to “tie in” with national advertising campaigns in their retail advertisements.

Retailers stock those items that customers will buy. But as retailers are in short of funds, they
usually stock those items in limited shelf space. Therefore „retailers must be convinced that
stocking the products of individual manufacturers is to their advantage with securing retail
distribution.

Agriculture advertisement

Individual producers of homogeneous agricultural commodities cannot easily convince

consumers to choose one egg or orange or a single cut of beef over another; they join together in
commodity promotion programs to use generic advertising to expand total demand for the
commodity, thereby helping their own sales as well. Activities are intended to expand both
domestic and export demand: examples include advertising, nutrition education, research to
improve product quality and appeal, market research studies, and technical assist.

BASED ON GEOGRAPHICAL AREA

International advertising: International Advertising, generally speaking, is the promotion of

goods, services, companies and ideas, usually in more than one country performed by an
identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other
components of the promotional mix include publicity, public relations, personal selling, and sales
promotion. Advertising is a cogent communication attempt to change or reinforce ones‟ prior
attitude that is predictable of future behavior.

National Advertisement: Geographically speaking national advertising‟s range is extended to

the territorial limits of the country. The advertisers use the national media to inform the
consumer about the product. The advertisers use the national local or regional language but
prefer the national language. It can be available in everywhere of country and easily purchased it.

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Regional Advertising: Regional advertising is confined to one region of the country. When a

Product is available and consumed on regional level, the advertisement of such product takes
place on regional level. Regional advertising may come from the manufacturer, the wholesaler or
the retailer.

Local Advertisement: Any advertising placed by a company, organization, or individual

operating in a limited geographical area such as a city or within a state is a local advertisement.
The advertising, familiar to all citizens of the country done by the departmental store in the city
or trading area through the local daily newspaper or on the local radio s station is local
advertising. The product or service which is available on local level and is Also in general
consumption of local consumers can be advertised on local level.

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