Advertising Definition

&

Different Types of Advertising

Submitted to:

Dr Paromita Das

Pravakar chakraborty

Roll 30. ..3rd semester

Mass communication

Assam University
 Advertising Definition

&

Different Types of Advertising

Advertising is a form of mass communication. Advertising is a

form of communication intended to persuade an audience (viewers,
readers or listeners) to purchase or take some action upon products,
ideals, or services. It includes the name of a product or service and
how that product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand. It
involves a process of transmission of information by the manufacturer
or the seller of a product or service to modify or stimulate the
behavior of the buyer to buy a particular product.

Advertising can be in any form of presentation such as sign, symbol

or illustration in print media a commercial on radio or television
poster etc. Thus advertising is the communication link between the
seller and the buyer. It has made mass selling possible.

The term advertising has derived from the Latin word

'advertence'. It means to turn the mind to Advertising diverts the
attention of the buyers to the product or service.
 Advertising plays an important role in shaping the kind of mass
media we have in this country. Advertising pays the mass media to
disseminate its message and without advertising our newspapers,
magazines and radio and television programming would be far
different.

Advertising is the promotion of a company’s products and services

carried out primarily to drive sales of the products and services but
also to build a brand identity and communicate changes or new
product services to the customers. Advertising has become an
essential element of the corporate world and hence the companies
allot a considerable amount of revenues as their advertising budget.
There are several reasons for advertising some of which are as
follows:

(i) Increasing the sales of the product/service

(ii) Creating and maintaining a brand identity or brand image.
(iii) Communicating a change in the existing product line.
(iv) Introduction of a new product or service.
(v) Increasing the buzz-value of the brand or the company.
Advertising has been the tool of business for centuries , to assist them
in selling of their goods.
Advertising is a dynamic. As mass medium, it changes with changing
markets, changing life style, changing methods of distribution and
changing techniques of communication.
In the process of communication through advertisements, advertisers
is the sender, the people and the technology used are the channels, the
regulatory agencies or pressure groups constitute both feedback and
noise and the receivers. Advertising has grown into an institution
performing essential social and economic functions. The economic
system of any country depends on the choice of the consumers.
Though advertising, consumers are able to do much of their shopping
before they ever leave home.
Advertising in general renders to a useful service to society and its
members. It disseminates information that indicates difference
between brands of product and types of services as also the
distinguishing characteristics of institutions and manufacturer creating
a demand of his product. Many authors have argued that the power of
advertising is so great that it deprives consumers of their discretion in
the market place and makes it possible for suppliers to manage
demand. Advertising contains an element of persuasion. Even purely
informative advertisement has all that is needed to persuade a reader
or listener to buy the product. It involves a recognition or belief on the
part of the reader or listener that the advertised product will satisfy a
need or desire. It interprets the hidden qualities of the product in terms
of basic human desire.
Advertisements can be classified in various ways, such as on the basis
of:
(i) Objectives
(ii) Media used,
(iii) Geographical coverage
(iv) Other types of advertising

Objective based advertisements are product related advertisements,

public service advertisements, corporate or institutional
advertisements and classified advertisements.
Advertisements also can be classified on the basis of medium used for
the advertising, i.e. TV ads, radio ads, magazine ads, etc.
Another form of classification is done on the basis of the of the area
for which the advertisement is done, e.g. local, regional, national and
so on.
Based on these criteria there can be several branches of advertising.
Mentioned below are the various categories or types of advertising:

Print Advertising – Newspapers, Magazines, Brochures, Fliers

The print media have always been a popular advertising medium.

Advertising products via newspapers or magazines is a common
practice. In addition to this, the print media also offers options like
promotional brochures and fliers for advertising purposes. Often the
newspapers and the magazines sell the advertising space according to
the area occupied by the advertisement, the position of the
advertisement (front page/middle page), as well as the readership of
the publications. For instance an advertisement in a relatively new and
less popular newspaper would cost far less than placing an
advertisement in a popular newspaper with a high readership. The
price of print ads also depend on the supplement in which they
appear, for example an advertisement in the glossy supplement costs
way higher than that in the newspaper supplement which uses a
mediocre quality paper.

Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events

Outdoor advertising is also a very popular form of advertising, which
makes use of several tools and techniques to attract the customers
outdoors. The most common examples of outdoor advertising are
billboards, kiosks, and also several events and tradeshows organized
by the company. The billboard advertising is very popular however
has to be really terse and catchy in order to grab the attention of the
passers by. The kiosks not only provide an easy outlet for the
company products but also make for an effective advertising tool to
promote the company’s products. Organizing several events or
sponsoring them makes for an excellent advertising opportunity. The
company can organize trade fairs, or even exhibitions for advertising
their products. If not this, the company can organize several events
that are closely associated with their field. For instance a company
that manufactures sports utilities can sponsor a sports tournament to
advertise its products.

Broadcast advertising – Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that

constitutes of several branches like television, radio or the Internet.
Television advertisements have been very popular ever since they
have been introduced. The cost of television advertising often
depends on the duration of the advertisement, the time of broadcast
(prime time/peak time), and of course the popularity of the television
channel on which the advertisement is going to be broadcasted. The
radio might have lost its charm owing to the new age media however
the radio remains to be the choice of small-scale advertisers. The
radio jingles have been very popular advertising media and have a
large impact on the audience, which is evident in the fact that many
people still remember and enjoy the popular radio jingles.

Covert Advertising – Advertising in Movies

Covert advertising is a unique kind of advertising in which a product

or a particular brand is incorporated in some entertainment and media
channels like movies, television shows or even sports. There is no
commercial in the entertainment but the brand or the product is
subtly( or sometimes evidently) showcased in the entertainment show.
Some of the famous examples for this sort of advertising have to be
the appearance of brand Nokia which is displayed on Tom Cruise’s
phone in the movie Minority Report, or the use of Cadillac cars in the
movie Matrix Reloaded.

Surrogate Advertising – Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a

particular product is banned by law. Advertisement for products like
cigarettes or alcohol which are injurious to heath are prohibited by
law in several countries and hence these companies have to come up
with several other products that might have the same brand name and
indirectly remind people of the cigarettes or beer bottles of the same
brand. Common examples include Fosters and Kingfisher beer
brands, which are often seen to promote their brand with the help of
surrogate advertising.

Public Service Advertising – Advertising for Social Causes

Public service advertising is a technique that makes use of advertising
as an effective communication medium to convey socially relevant
messaged about important matters and social welfare causes like
AIDS, energy conservation, political integrity, deforestation,
illiteracy, poverty and so on. David Oglivy who is considered to be
one of the pioneers of advertising and marketing concepts had
reportedly encouraged the use of advertising field for a social cause.
Oglivy once said, "Advertising justifies its existence when used in the
public interest - it is much too powerful a tool to use solely for
commercial purposes.". Today public service advertising has been
increasingly used in a non-commercial fashion in several countries
across the world in order to promote various social causes. In USA,
the radio and television stations are granted on the basis of a fixed
amount of Public service advertisements aired by the channel.

Celebrity Advertising

Although the audience is getting smarter and smarter and the modern
day consumer getting immune to the exaggerated claims made in a
majority of advertisements, there exist a section of advertisers that
still bank upon celebrities and their popularity for advertising their
products. Using celebrities for advertising involves signing up
celebrities for advertising campaigns, which consist of all sorts of
advertising including, television ads or even print advertisements.