Download Types of Advertising

Types of Advertising
Political advertising
• The simple and obvious task of political advertising is to persuade
voters to take a more favourable view of the broadcasting party visà-vis its opponents.
• In principle, rational political advertisers seek to reinforce the
commitment of their existing supporters, to persuade neutrals to
view the party more sympathetically, and to raise doubts in the
minds of supporters of opposing parties about the likely performance
of their currently preferred party choice.
• Political advertising attempts to achieve these objectives through a
mixture of advocacy and attack. Advocacy involves making a
positive appeal to voters. The party stresses its own record, in
national, local or regional government, in satisfying voters’ demands.
It emphasises its own vision and policies for the future and indicates
how these will contribute to meeting voters’ continuing needs and
aspirations.
• Attack implies ‘going negative’. It involves, inter alia, criticising the
record of the opposing party or parties; questioning the judgement,
experience and probity of opposing leaders; and generating fear
about what the future might hold if the opposing party or parties
were in power.
• The world of political advertising is very different from the world of
commercial advertising. There really are no "rules" when it comes to
the content and form of political advertising. Political advertisers are
not accountable to any regulatory body, voluntary or otherwise, for
the accuracy of their claims. They readily engage in so-called
"comparative" advertising. They blatantly criticize their competitors.
They complain incessantly about the fairness of the comments
made about them, while their opponents are doing the same. There
is no acknowledged forum for the review of these claims and
counter-claims.
Lifestyle advertising
•
Lifestyles are born of a multitude of causes, from childhood determinants to
personality makeup to influences in the cultural, physical, economic, and political
environments. Associated closely with particular ways of living promoted through
advertising and branding, Lifestyle advertising is nothing but advertising that cleverly
chooses to focus on the personality and ways of living that will be positively affected
through purchase or hire of a product or service.
•
When implemented, it should help influence conversations around your brand, drive
consumer purchasing behavior and monetize ongoing customer relationships.
•
According to PricewaterhouseCoopers, the three principles of Lifestyle Advertising
are:
1. Be relevant. Marketers have to understand the issues that are important to
customers’ lives and build strategies around them.
2. Engage them. Converged media redefines engagement as it combines both
brand-level and product-level interactions in the same consumer experience.
3. Build trust. To successfully engender trust with the consumer, efforts must be
genuine and transparent, and companies must act on what they hear when listening
to consumers.
• But be warned: If you’re considering the Lifestyle
Advertising path, you’ll need to implement new media
strategies and significant organizational changes.
Specifically:
Listen to the Market. You will need to view your
audience not as a collection of consumers—or a portfolio
of demographic profiles—but rather
as individual customers.
Change and Respond. To maximize and monetize
Lifestyle Advertising potential, you’ll have to be more
open, have real-time flexibility and enable informed risktaking. You must organize around the ongoing
conversations in which you participate.
Classified Advertising
• Classified advertising provides information in a
dry matter-of-fact manner. Useful information
about the employment market (situations vacant
and situations wanted) about births, deaths,
engagements and marriages, about change of
names, about accommodation and housing
(accommodation available and accommodation
wanted), about the availability of various
services such as tuitions, and about various
items on sale.
• Matrimonial advertising are also a part of
classifieds and are frequently casteist, racist and
sexist. Another type of classifieds is service
advertising which focuses on services such as
professional training , coaching classes,
consultancies, public speaking, hotel, tourism
and others.
• The approach here is usually more direct and
information oriented. Very little creativity is
allowed and creativity is used for complimenting
the important factual information / data.
Consumer advertising
• Consumer advertising is the type of advertising
readers, listeners and viewers are exposed to
most of the times. It is the type that tends to
promote attitude and lifestyles, which praise
acquisition and consumption at the expense of
higher values.
• They play on emotions, change real human
situations into stereotypes, exploit anxieties and
employ techniques of direct and indirect
persuasion.
• Thus consumer ads don't sell soap but glamour
and charm; they don't sell soft drinks or
chocolates but a happy and carefree lifestyle.
Indeed, consumer ads more than other ads
conjure up a fantasy world where it neither rains
or blows, where the women exude charm, the
men are macho, and children little cherubs all
eager for the goodies of life.
• Thus consumer ads are extremely low on
information but high on wit, rhetoric and style.
Business to Business (B2B)
advertising
• Business to business advertising is something that most
individual consumers never see unless they operate a
retail store or a wholesale business for a living. The
techniques used in consumer advertising concentrate on
selling to people who may not know about the product,
but business to business advertising focuses on a group
of people who know exactly what they want--and why
they want it.
• Business to business advertisers often employ
professionals from the industries they target as opposed
to using them as advisors.
• Copy (the words in an ad) and graphics (pictures and
layout) are carefully created to appeal to people in a
particular type of business and appear only in direct mail,
catalogs, trade journals and subscription websites that
target a particular industry.
• Ads created are not aimed at consumers; they contain
wholesaling information only and emphasize qualities
important to wholesalers or retailers looking for an
economical, superior or easily marketable product.
• Vocabulary and idioms used in copy are often
unintelligible to anyone outside of the trade in which they
are used.
• Business to business advertising ad placement and
direct mail campaigns are often timed to coincide with
industry trade shows or are focused 6 to 8 months
before products would be in wholesale or retail
businesses.
Industrial advertising
• In proportion of total adspend, the contribution of
Industrial advertising is just 10%
• Industrial advertising is a form advertising aimed at
manufacturers. This advertising typically promotes parts,
equipment, and raw materials used in the manufacturing
process or any other industrial activities.
• Sticks closely to hard facts that would be read by
technical experts who buy on a rational, logical,
commercial and professional basis. No room for emotion
here.
• Communication must be such to motivate and make
eminent sense for hard core technical people to adopt
usage of the product for their applications
• Must be conservative in communicating product
prowess. It is better to under commit and over deliver
• Ad positioning is relatively less important. Audience
would most likely be on an active search mode. Media
used would be mostly technical journals, newspapers,
trade journals, targeted to qualified prospects. Direct
marketing is another method of communicating with
industrial clients
• The information conveyed through industrial advertising
consists of : Identity of manufacturer, his reputation,
credibility, worksmanship, infrastructure, resources;
Never deal frivolously with industrial products; Do not be
afraid to use technical jargon; Use diagrams,
illustrations, drawings to explain; Formatted catalogues
are better than qualitative copy.
Retail advertising
Advertising that conveys to the
consumers messages about the retailer,
its products, its service and its goals.
The objective here is to inform reader
listener or viewer about
Retailer
Offerings
Prices
Services
Retail ads primarily look at Stimulating trial, Increasing demand, improve
availability
Includes : premiums, Frequent buyer programs, coupons
Long Term goals are to Create a positive store image, Store Positioning in
Marketplace, Public Service
Short Term focus is to Increase sales to current customers, Attract new
customers
• The ad message is designed based on and inclusive of:
 Age of Store
 Store location
 Types of Goods
 Level of competition
 Market Area Size
 Supplier Support
Viral Marketing
• Viral marketing is a term used to describe the
technique used to increase awareness of a
certain advertisement through self-replicating
processes.
• The basic rule about viral marketing is that you
only have to think of a way that your
advertisement would encourage people to
pass it along. This is why this technique is
more often called “word-of-mouth marketing”.
Where and what to use for the advertisement
is up to you.
•
As a publisher of viral advertisements, the effect is to add content so that it may achieve
significant result in driving traffic to the website. More traffic to the ads means bigger probability of
sales and an increase in brand awareness for the advertiser of the ads. If companies would want
to use word-of-mouth marketing then they must focus on strengthening their consumer’s ability to
communicate with another consumer.
•
Using the internet as means of marketing is becoming a need nowadays if the goal is to have a
cheap advertisement and gain brand awareness in a fast and effective way.
•
The goal of viral marketing is to make people promote your product in order to increase brand
awareness.
•
If your target consumer is everybody this technique is used.
•
People are the means and target of these advertisements.
•
The medium used for the advertisement must have the elements needed to stimulate the people
to respond emotionally.
•
This reaction may be positive or negative depending on the impression of that person.
Web advertising
Web advertising is the action of promoting your website using online
advertising tools, techniques and methods proven to get the results you
are looking for.
It is used simultaneously as online advertising.
Online advertising is basically the action
your new
business.
of actively promoting
“The signposting should give a concise and accurate idea of what they can expect to
find when they get there with that precious click. What happens after that, is another
matter. “
-Zsolt Kerekes, is the editor of STORAGEsearcha
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Keep ads for outside companies on the periphery of the page
Keep ads as small and discreet as possible relative to your core homepage
content
If you place ads outside the standard banner area at the top of the page, label
them as advertising so that users don’t confuse them with your site’s content
Avoid using ad conventions to showcase regular features of the site
Types of web advertising
• Banners
– (static, animated and interactive)
• Interstitial
– (pop ups and similar pages that
interrupt the user)
• Rich Media
– (Advanced technology, incorporating video, audio, animation and
photographs)
• Sponsorships, events and corporate sites
• Opt-ins
– (forms, newsletters push technologies)
• Viral marketing and email campaigns
• Spam, malware and cookies
Institutional advertising/ Image
advertising
• The aim here is the building up a good image for the
company rather than of the product. The company is
presented as serving the public through sponsorships of
cultural, sports and social events, as supporting charities
and social service causes. Generally, such advertising
does a public relations job for the company.
• Institutional ad may persuade its audience to patronise a
particular retailer or store, or in terms of a strike tell the
workers of what it has done for them in the past and
what it plans for their future- could be a type of public
relation activity. Finally, it could be simply an attempt by
the company to create the image of how public spirited it
is by talking about its contribution to the development of
the community.
• The advertising technique used is again
information oriented rather than rhetorical. The
message is carefully designed keeping in mind
the response that will be elicited by the message
in terms of favourable brand image making
future activities of the company smooth while
keeping its audience interested.
• The large display of ‘achievements’ of state
governments, the telephone and
telecommunications authorities, the Indian
railways serve a similar purpose.