TYPES/forms OF ADVERTISING

 Advertising is the promotion of a company’s products and services though different mediums to increase the sales of the product and services. Globally, advertising has become an essential part of the corporate world. Therefore, companies allot a huge part of their revenues to the advertising budget. Advertising also serves to build a brand of the product which goes a long way to make effective sales.

There are several branches or types of advertising which can be used by the companies. Let us discuss them in detail.

DIRECT MAIL

This is one of the oldest types of advertising media. Under this method message is sent to the prospective buyers by post. A mailing list is prepared for this purpose. Circular letters, folders, calendars, booklets and catalogues are sent under this type of advertising.

 

PRINT ADVERTISING 

The print media has been used for advertising. The newspapers and magazines are quite popular modes of advertising for different companies all over the world. The newspaper and magazines sell the advertising space. The quantity of space, the page of the publication, and the type of paper decide the cost of the advertisement. So an Advertisement  on the front page would be costlier than on inside pages. Similarly, an ad in the glossy supplement of the paper would be more expensive than in a mediocre quality paper.

 

Advertisements given in magazines are more descriptive and attractive. They are usually in colored form which depicts the product nicely and gives lasting impression to the reader. There are magazines or journals meant for general public and special class of people. There are exclusive magazines relating to industry, trade, finance and economics etc. There are also special magazines for men, women and children. The magazines have longer life and are very suitable for advertising specific goods.

 BROADCAST ADVERTISING 

This type of advertising is very popular all around the world. It consists of television, radio, or Internet advertising. The cost of the advertisement depends on the length of the ad and the time at which the ad would be appearing. For example, the prime time ads would be more costly than the regular ones.

RADIO ADVERTISING:

Radio advertising is very popular. The advertisements are broadcasted from different stations of All India Radio. The radio jingles are quite popular in sections of society and help to sell the products. The most important advantage derived from radio advertising is that it covers every type of listener whether illiterate or educated. It is a very effective medium for popularizing on mass scale various consumer articles. The coverage of this medium is wider extending to a large number of listeners. It ensures quicker repetition.

OUTDOOR ADVERTISING 

This type of advertising include different media like posters, placards, electric displays or neon signs, sky writing, bus, train and tram advertising. This is also known as ‘Mural advertising’. The main aim of outdoor advertising is to catch the attention of passer by within twinkling of an eye. This is the most effective medium of advertising. This is very suitable in the case of consumable and household articles like soaps, medicines, fans, shoes and pens etc.

 

The stalls are an easy outlet of the products and serve as information outlets for the people too. Organizing events such as trade fairs and exhibitions for promotion of the product or service also in a way advertises the product. Therefore, outdoor advertising is an effective advertising tool.

 

COVERT ADVERTISING 

This is a unique way of advertising in which the product or the message is subtly included in a movie or TV serial. There is no actual ad, just the mention of the product in the movie. For example, in ‘big boss show’  used the soft drinks, using cell phone for selfie  .

 PUBLIC SERVICE ADVERTISING 

As evident from the title itself, such advertising is for the public causes. There are a host of important matters such as AIDS, political integrity, energy conservation, illiteracy, poverty and so on all of which need more awareness as far as general public is concerned.

 

WINDOW DISPLAY

Advertising and Sales Promotion Page 24 It is a common method which is usually undertaken by retailers who display their products in the shop windows in order to attract the customers. This is also known as exterior display. It is the most effective and direct method of influencing the people. Window display has direct appeal to the onlookers. It is instrumental in arousing the desire to purchase in the prospective customers. It acts as a silent salesman.  This type of advertising has gained much importance in recent times and is an effective tool to convey the message.

FILM ADVERTISING:

This is also known as cinema advertising. This also provides sight and hearing facilities like television. Short advertisement films are not prepared by big business houses which are sent to different cinema houses to be shown to the audience before the regular shows or during the intermission. It has more repetitive value but not to the same viewers.

ONLINE ADVERTISING

Online advertising is one of the most effective ways for businesses of all sizes to expand their reach, find new customers, and diversify their revenue streams. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising/ web banner advertising), and mobile advertising. Like other advertising media. 

Online advertising is important because your business isn’t going anywhere unless you can generate consistently high volumes of traffic to your websites over time.