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Types of Advertisement Job Thomas. MBA (PT), SMS, CUSAT
Advertising is a form of communication that typically attempt to persuade, Adpotential to purchase or consume more of a particular brand of product or service. ver t is i ng
History Background• In 1704 The first newspaper advertisement is published in the Boston News-Letter. It was an announcement for seeking a buyer for an estate Oyster Bay, Long Island, NY, US.• The first radio commercial is credited to Western Electric AT&T Fone WEAF(AM), New York on August 28, 1922 for the Queensboro real estate corporation.• The worlds first television advertisement was broadcast July 1, 1941. The watchmaker Bulova paid $4 for a placement on New York station WNBT before a baseball game.
Cont……• Lintas (Lever International Advertising) was one of the first worlds first advertising agencies foundation of Lintas in 1899 and following some large mergers and rapid growth in the 70’s and 80’s became a dominant and famous force in the advertising field with accounts such as IBM, MasterCard, Johnson and Johnson and of course Unilever .
World Biggest Advertising Agency• Omnicom is the world biggest advertising agency.• It was formatted in 1986 in New York.• The account for about 157,000 employees in well over 100 countries. Omnicom alone says it has 5,000 clients.
Advertising Agency in India• Ogilvy & Mather• FCB Ulka Advertising Ltd• Rediffusion DY & R• Mudra Communication• McCann Erickson India Ltd• Leo Burnett India Pvt. Ltd• Contract Advertising India Ltd
Definition• Advertisement is defined as one-way paid communication through a medium in which the sponsor is identified and the message is controlled by the sponsor. Sponsor Medium Target
• There are many forms of media that can be utilized to get advertisers message to its intended audience such as news paper, television, radio, internet and billboards are effective tools to this effort
Types of advertisements• Print • Media • Territory – Newspaper – Television – Retail – Magazine – Radio – Local – Directory – Webcasting – National – Out door – Cyber ads – International – Transit – Direct mail – Mobile
Types of advertisements• Purpose – Covert – Surrogate – Public Service • Brand – Reminder • Product – Defensive • Service – Persuasive • Trade – Cooperation – Celebrities – Reinforcement – Competition – Pioneer
Newspaper Advertisement• Is a product or services advertising that appears in specific section of newspaper under the heading classifying the product or service being offered.
Online advertising• Online advertising is the newest and fastest growing way to advertise. The Internet now provides everything from links on sites, to banner ads on sites, to small ads on sites, to pay per click advertising.
Mobile Advertisement•Is a form of advertising via mobile(wireless) phones or other mobile devices.It is a subset of mobile marketing.
National Advertisement• Geographically speaking national advertising’s range is extended to the territorial limits of the country.• The advertiser use the national media to inform the consumer about the product.• The advertiser use the national local or regional language but prefers the national language.• It can be available in everywhere of country and easily purchased it.
Covert advertising• 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.• Example Casino Royale car in James Bond movies
Brand Advertising• It is advertising with a strong emphasis on the company brand (logo and/or company name) also known as integrated marketing communications (IMC).
Non-Product Advertisement• This kind of advertisement is advertised from political parties trade fraternal and social group for the purposes of safeguard ideologies, social betterment and institution.
Celebrities Advertisement• 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.
Surrogate Advertising• 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.
Reminder advertisement• A marketing strategy typically consisting of brief messages sent with the objective of reminding a target consumer group about a product or service or of introducing a new theme into an existing marketing program.• Reminder advertising might be used by a business that has already invested considerable resources in initially promoting their product or service and still wishes to maintain its competitiveness.
Defensive advertisement• A type of advertising that is initiated for the purpose of combating a potentially damaging or negative effect of a competitors ads.• For example, political campaigns often involve negative advertisements regarding a candidate, paid for by the opposing candidates political party.
Persuasive advertisement• A type of product promotion that attempts to influence a consumer in favor of a purchasing particular good or service by appealing to their emotions and general sensibilities.• A business might engage in informative or persuasive advertising to encourage first time customers to try its product, in addition to reminding customers to purchase a product they have previously bought.
Cooperation advertisement• The key component is being shared by two parties• For example cost of advertisement is being shared by two parties for common interest.
Reinforcement advertisement• Promotions designed to retain a customer base by reassuring purchasers they made the correct choice.• For example, a dealer or manufacturer sends former customers information about awards and other news concerning a product that has been purchased.
Competitive advertisement• Promotional technique in which an advertiser claims the superiority of its product over competing product(s) by direct or indirect comparison.• If other products are mentioned by their name (and not as brand X, brand Y, etc.) the owners of those brands may challenge the fairness of the comparison in a court.• Also called comparative advertising or comparison advertising.
Pioneer advertisement• Promotion employed in informing the prospects about a new product. It aims at customer education and usually involves expensive and sustained advertising campaign.
Public Service Advertisement• The same advertisement techniques use to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues such as• HIV/AIDS, Political ideology and Energy consveration