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ADVERTISING Moneeba Iftikhar Lecturer Mass communication
What is Advertising? • • Advertising is the action of calling public attention to an idea, good, or service through paid announcements by an identified sponsor. According to Kotler – Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or services by an identified sponsor. According to the Advertising Association of the UK – • Advertising is any communication, usually paid-for, specifically intended to inform and/or influence one or more people. • A simpler (and modern) definition of advertising can be – A paid communication message intended to inform people about something or to influence them to buy or try something.
Types of Advertising Traditional Advertising • Print Advertising: Whether in a magazine, newspaper, periodical, or a flyer, print advertising is an effective way to get your name out there. • Billboards: Towering over cities across the world billboards can be static or moving product advertisements for almost anything. • Television Advertising: Television advertising was the most popular way of getting a product in front of people for over 50 years. This makes it a great channel to get your brand name out there.
Types of Advertising • Radio Advertising: Radio advertising, although solely audio, with no imagery to pair with it, is still very effective. There are two distinct audiences: the older audience and those who listen to the radio on their work commute. Creating ads that are short and straight to the point will keep listeners interested; anything more will overwhelm them. Digital Advertising • Social Media Advertising: Social Media platforms have grown in popularity and, with this new trend, came advertising on the platforms. Placing promotional ads on these well-liked sites is great as you can target demographics more closely than ever before. You can choose your age bracket, interests, locations, and so much more with only a few clicks.
Types of Advertising • Search and Display Advertising: Search engines have capitalized on effective advertising also with the use of search and display ads that are tailored to keyword searches. This form of promotional advertisement is great for retargeting and remarketing to people who have already been on your website. • Mobile Advertising: Mobile use has grown tenfold in such a short period of time that it is no surprise that advertising has been introduced as part of it. Mobilefirst advertising could include SMS ads, app ads, and website advertisements aimed at mobile users. The options are endless when you are marketing to an audience who are always on their device.
Types of Advertising • Popups: Websites are always trying to get more conversions and sales in the pipeline. Effective ads are the way to achieve this. Using popups that include calls to action are a great idea. Popups that provide discount codes or a link to the exact product you are searching for can make all the difference to a potential customer. • Covert advertising / placement ad disclosure: is when a product or brand is embedded in entertainment and media. Example of Q mobile in sitcom bulbulay.
Types of Advertising • Press advertising: Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. • In-store advertising: In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (a. k. a. POP – point of purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.
Types of Advertising • Guerilla Advertising: Guerrilla marketing is an advertisement strategy to promote products or services on the streets or other public places with little money. This involves getting the attention of the public. Guerrilla marketing is done in public places such as shopping centers, parks or beaches to attract a big audience. • Street advertising: Working with products such as Reverse Graffiti, air dancers and 3 D pavement advertising, for getting brand messages out into public spaces.
Types of Advertising • KIOSK ADVERTISING: A small temporary standalone booth used high traffic areas for marketing purposes. It is meant to attract small group of people. • Sheltered outdoor advertising: This type of advertising combines outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. • Celebrity branding: This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers.
Types of Advertising • Customer-generated advertising: This involves getting customers to generate advertising through blogs, websites, wikis and forums, for some kind of payment. • Aerial advertising: Using aircraft, balloons or airships to create or display advertising media. Skywriting is a notable.