The Nine(9) Major types of Advertising
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This document defines and provides examples of different types of advertising including brand advertising, local store advertising, political advertising, directory advertising, direct response advertising, business-to-business advertising, corporate advertising, public service announcements, and digital advertising. It aims to educate readers on the various forms that advertising can take.
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9 types of advertising
There are 9 main types of advertising: brand advertising to establish identity; retail or local advertising for a certain area; political advertising for politicians; directory advertising with lists of products and services; direct response advertising through direct contact; business to business focusing on groups; institutional advertising to form company identity; public service advertising for good causes; and interactive advertising through digital media.
Advertising
Advertising, meaning of advertising, types of advertising, print advertising, outdoor advertising, covert advertising, surrogate advertising, public service advertising, celebrity advertising.
9 major types of advertising
There are 9 major types of advertising: 1) Brand advertising aims to establish long-term brand identity, 2) Retail advertising encourages customers to visit local stores, 3) Political advertising promotes politicians, 4) Directory advertising provides listings of companies and services, 5) Direct-response advertising stimulates direct responses like sales through contact methods, 6) Business-to-business advertising focuses on business niches, 7) Institutional advertising establishes a company's look and identity, 8) Public service advertising communicates messages for good causes, and 9) Interactive advertising runs through webpages and digital media.
Advertising Effectiveness
The document discusses the history and concepts of advertising. It defines advertising as a form of communication used by companies to promote their products and services. The document outlines the advertising planning process, including setting objectives, deciding budgets, creating messages, and media planning. It also discusses measuring the communication and sales effects of advertising, and different types of advertising such as print, broadcast, outdoor, covert, and public service. Famous pioneers in the field of advertising like John Caples, Claude Hopkins, and Leo Burnett are also mentioned.
Ppt on types of advertising
The document discusses the definition and purposes of advertising. Advertising is defined as any paid, non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. Some key purposes of advertising include introducing new products, supporting personal selling, reaching broader audiences, entering new markets, increasing competition, enhancing goodwill, improving dealer relations, and warning against imitations. The document also lists various advertising media like newspapers, magazines, billboards, television, radio, and the internet.
Integrated marketing communication
Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
Ethics in advertising
The document discusses various types and techniques of advertising. It notes that advertising communicates information about goods and services to consumers in an attractive and appealing way. However, it also discusses some of the problems with contemporary advertising, including deceptive pricing, social prejudices like favoring fair skin, using surrogate ads to circumvent alcohol advertising laws, exploiting children, stereotyping and objectifying women, and threatening consumer privacy. The document advocates for honest advertising representations that are not offensive or misleading to the public.
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The document discusses various factors that influence the persuasiveness of communications, including source credibility, attractiveness, and power; message-related factors like structure, appeals, and humor; and channel factors such as personal vs. nonpersonal channels, media pacing, and environmental context. It provides examples of how companies have utilized celebrities, comparisons, fear appeals, and humor in their advertising messages and campaigns.
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9 types of advertising
There are 9 main types of advertising: brand advertising to establish identity; retail or local advertising for a certain area; political advertising for politicians; directory advertising with lists of products and services; direct response advertising through direct contact; business to business focusing on groups; institutional advertising to form company identity; public service advertising for good causes; and interactive advertising through digital media.
Advertising
Advertising, meaning of advertising, types of advertising, print advertising, outdoor advertising, covert advertising, surrogate advertising, public service advertising, celebrity advertising.
9 major types of advertising
There are 9 major types of advertising: 1) Brand advertising aims to establish long-term brand identity, 2) Retail advertising encourages customers to visit local stores, 3) Political advertising promotes politicians, 4) Directory advertising provides listings of companies and services, 5) Direct-response advertising stimulates direct responses like sales through contact methods, 6) Business-to-business advertising focuses on business niches, 7) Institutional advertising establishes a company's look and identity, 8) Public service advertising communicates messages for good causes, and 9) Interactive advertising runs through webpages and digital media.
Advertising Effectiveness
The document discusses the history and concepts of advertising. It defines advertising as a form of communication used by companies to promote their products and services. The document outlines the advertising planning process, including setting objectives, deciding budgets, creating messages, and media planning. It also discusses measuring the communication and sales effects of advertising, and different types of advertising such as print, broadcast, outdoor, covert, and public service. Famous pioneers in the field of advertising like John Caples, Claude Hopkins, and Leo Burnett are also mentioned.
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The document discusses the definition and purposes of advertising. Advertising is defined as any paid, non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. Some key purposes of advertising include introducing new products, supporting personal selling, reaching broader audiences, entering new markets, increasing competition, enhancing goodwill, improving dealer relations, and warning against imitations. The document also lists various advertising media like newspapers, magazines, billboards, television, radio, and the internet.
Integrated marketing communication
Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
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The document discusses various types and techniques of advertising. It notes that advertising communicates information about goods and services to consumers in an attractive and appealing way. However, it also discusses some of the problems with contemporary advertising, including deceptive pricing, social prejudices like favoring fair skin, using surrogate ads to circumvent alcohol advertising laws, exploiting children, stereotyping and objectifying women, and threatening consumer privacy. The document advocates for honest advertising representations that are not offensive or misleading to the public.
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“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
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The document provides an overview of the history of advertising from the 15th century to present day. It traces the evolution of advertising from early notices placed on church doors and in newspapers to the rise of mass media like magazines, radio, and television. Key developments discussed include the growth of advertising agencies, early campaigns using celebrities and sex appeal, the impact of wars and economic conditions, and the recent rise of digital advertising.
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This document discusses integrated marketing communication strategies for Coca-Cola. It outlines Coca-Cola's use of various marketing communication tools including advertising through print, TV, billboards; direct marketing via partnerships and campaigns; sales promotions for consumers and trade partners; public relations through events and social causes; sponsorship of events like FIFA; and digital marketing on their website, social networks, and mobile app. The overall goal of Coca-Cola's IMC is to remain close to consumers and be part of their daily lives through engaging marketing strategies and social responsibility initiatives.
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This document defines and discusses various forms of outdoor advertising. It begins by defining outdoor advertising as any advertising done outside that publicizes business products and services. It then describes common forms of outdoor advertising such as billboards, gantry advertising, street furniture advertising, transit advertising, and guerrilla advertising. Billboard advertising contributes nearly 60% of revenues to outdoor advertising and allows for high-impact, customized messages. Gantry advertising involves sign assemblies mounted on overhead supports along highways. Street furniture advertising uses displays on sidewalk items like bus shelters and benches. Transit advertising appears on vehicles like buses, taxis, subways and trains. Guerrilla advertising promotes products and services unconventionally with little budget through memorable personal attention-grabbing techniques
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Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
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The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
Direct marketing
Les Wunderman created the Columbia House record club and is considered the father of modern direct marketing. His genius was creating recurring customer interactions through monthly responses that built relationships between consumers and brands. Direct marketing uses advertising media like mail, telephone, and email to elicit a measurable response or transaction and is used by companies like L.L. Bean to build entire businesses by directly communicating with and fulfilling orders for customers.
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This document outlines different types of advertising including brand advertising which aims to establish long-term identity, retail or local advertising which encourages store traffic, political advertising which promotes politicians, directory advertising with company listings, business-to-business advertising focused on business niches, institutional advertising to establish company identity, public service advertising for good causes, and interactive advertising via digital media and webpages.
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Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
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This document discusses different types of advertising including retail advertising, national advertising, cooperative advertising, and political advertising. It provides details on the objectives, methods, and considerations for each type. Retail advertising promotes specific stores and products to local customers. National advertising uses mass media to market branded products to broad audiences. Cooperative advertising involves brand manufacturers collaborating with retailers to share advertisement costs. Political advertising is used by candidates to promote their messages and ideals to voters.
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Integrated Marketing Communication
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
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This document outlines 52 different types of marketing strategies and tactics that businesses can use. Some examples mentioned include cause marketing like Toms Shoes giving away free pairs of shoes, relationship marketing like Walgreens seeing increased spending from loyal customers, and viral marketing like WestJet's Christmas video receiving millions of views. The document provides brief descriptions and examples for each type of marketing strategy.
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This document defines and provides examples of different types of advertisements. It discusses brand advertisements, local advertisements, direct response advertisements, directory advertisements, political advertisements, institutional advertisements, retail advertisements, business to business advertisements, public service advertisements, and interactive advertisements. For each type, it briefly explains what the advertisement involves promoting and sometimes provides examples. The overall purpose is to educate about the various promotional techniques used in advertising.
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This document discusses different types of advertising including brand advertising, local advertising, direct response advertising, directory advertising, political advertising, institutional advertising, retail advertising, business to business advertising, public service advertising, and interactive advertising. For each type, it provides a brief definition or example of what that type of advertising entails and who or what it is targeted towards. The overall purpose is to educate about various advertising techniques and how they differ based on their goals and audiences.
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“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Advertising and its history
The document provides an overview of the history of advertising from the 15th century to present day. It traces the evolution of advertising from early notices placed on church doors and in newspapers to the rise of mass media like magazines, radio, and television. Key developments discussed include the growth of advertising agencies, early campaigns using celebrities and sex appeal, the impact of wars and economic conditions, and the recent rise of digital advertising.
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This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
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This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
Integrated marketing communication
This document discusses integrated marketing communication strategies for Coca-Cola. It outlines Coca-Cola's use of various marketing communication tools including advertising through print, TV, billboards; direct marketing via partnerships and campaigns; sales promotions for consumers and trade partners; public relations through events and social causes; sponsorship of events like FIFA; and digital marketing on their website, social networks, and mobile app. The overall goal of Coca-Cola's IMC is to remain close to consumers and be part of their daily lives through engaging marketing strategies and social responsibility initiatives.
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This document defines and discusses various forms of outdoor advertising. It begins by defining outdoor advertising as any advertising done outside that publicizes business products and services. It then describes common forms of outdoor advertising such as billboards, gantry advertising, street furniture advertising, transit advertising, and guerrilla advertising. Billboard advertising contributes nearly 60% of revenues to outdoor advertising and allows for high-impact, customized messages. Gantry advertising involves sign assemblies mounted on overhead supports along highways. Street furniture advertising uses displays on sidewalk items like bus shelters and benches. Transit advertising appears on vehicles like buses, taxis, subways and trains. Guerrilla advertising promotes products and services unconventionally with little budget through memorable personal attention-grabbing techniques
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Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
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Direct marketing
Les Wunderman created the Columbia House record club and is considered the father of modern direct marketing. His genius was creating recurring customer interactions through monthly responses that built relationships between consumers and brands. Direct marketing uses advertising media like mail, telephone, and email to elicit a measurable response or transaction and is used by companies like L.L. Bean to build entire businesses by directly communicating with and fulfilling orders for customers.
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This document outlines different types of advertising including brand advertising which aims to establish long-term identity, retail or local advertising which encourages store traffic, political advertising which promotes politicians, directory advertising with company listings, business-to-business advertising focused on business niches, institutional advertising to establish company identity, public service advertising for good causes, and interactive advertising via digital media and webpages.
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Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
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This document discusses different types of advertising including retail advertising, national advertising, cooperative advertising, and political advertising. It provides details on the objectives, methods, and considerations for each type. Retail advertising promotes specific stores and products to local customers. National advertising uses mass media to market branded products to broad audiences. Cooperative advertising involves brand manufacturers collaborating with retailers to share advertisement costs. Political advertising is used by candidates to promote their messages and ideals to voters.
What is an advertising agency , types of agency - Basics of advertising
Every organization broadcast their products or services through the medium of advertising agency. In this lesson, students will study about how advertising agencies assist marketers by providing the correct medium of broadcasting their ad.
Functions of advertising and Objectives of advertising
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
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Previewing New Trends Previews, Create Demand,PRICING
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Integrated Marketing Communication
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
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Satisfied Customer who will spread the word of mouth are your most powerful assets and this positive aura about your brand is created by effective public relations program that result in good publicity. learn the insights of this very effective tool of marketing communication.
Online Advertising
Online advertising provides many benefits for companies but also raises some ethical issues. Twin Info Solutions currently uses cost-per-click advertising and contextual ads to generate leads for their complex BPO services. The report recommends Twin try cost-per-lead models and video/forum ads showcasing customer feedback to better suit their needs. Behavioral targeting and email advertising could also help reach corporate decision makers. Overall online advertising is effective if used strategically while maintaining ethical standards.
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Basic of Advertising
Advertising is a paid, non-personal communication through mass media used to persuade consumers about a product, service or idea. It is usually sponsored communication that aims to influence consumers and make them aware of or favorably inclined toward something. There are many forms of advertising categorized by factors like geographical reach, target audience, media used, purpose and whether it is business-to-business, consumer products, public relations or political in nature.
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Promotion
This document discusses promotion and the promotional mix. It defines promotion as communication to customers about a product to persuade them to buy it. A business needs to promote to make customers aware of its products, increase awareness and market share, and encourage customers to choose its products over competitors. The document outlines different promotional methods including advertising, sales promotions, public relations, and personal selling that make up the promotional mix. It notes that small businesses should consider their target market and utilize an effective mix of above and below the line promotion strategies to gain sales.
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Integrated marketing communications is an approach where different communication modes work together to create a seamless experience for customers. The goal is to make advertising, sales promotion, public relations, direct marketing, online communications, and social media reinforce a unified brand message rather than work in isolation. Components include corporate image, branding, media selection, promotional tools, customer relationship management, and consistent messaging across all channels. Tools that are part of an IMC plan include advertising, sales promotion, direct marketing, personal selling, and public relations activities. The unified approach is important as it allows a brand to communicate effectively to a large audience at a minimal cost while also maintaining long-term customer relationships.
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Page 1 of 4 Marketing Planning and Strategy ©2012 Argosy.docx
Page 1 of 4
Marketing Planning and Strategy
©2012 Argosy University
Major Marketing Strategies
The following sections outline the major marketing strategies and examples of tactics that are used in
marketing planning.
Internal Marketing
Internal marketing is marketing activities within a company infrastructure that are designed to obtain brand
development contribution and maintenance from the employees and other internal participants.
Examples: Employee newsletters; customer service training on brand support in answering phones,
e-mails, etc.; letterheads and all materials retaining logos, colors, etc.; packaging, retreats, and any
other manifestations of marketing communication occurring within a company
Examples of Web marketing: Intranet sites that contain employee profiles, job postings, company
information, product specs, posted employee newsletters, contests for employees, sales tracking
through data-basing, e-mail updates, other department newsletters, etc.
External Marketing
External marketing is all marketing activities occurring outside the company.
Relationship Marketing
Relationship marketing is strategic relationship management that focuses on several consumer
relationships. These relationships can be with the brand, the company, and the account executive (if
applicable).
Relationships exist between the selected forms of marketing that relate to the main brand message, and the
relationship that marketing is designed to form between brand and consumer. Relationship marketing also
refers to the internal relationships among departments in a company that are working to communicate the
brand vision and message.
Examples: Marketing campaigns that focus on creating emotional ties with the target audience,
building loyalty, and two-way communication. It is not really so much about the method of delivery,
as with ads or direct mail pieces. Rather, it is about building a relationship between the target and
the brand.
Examples of Web marketing: information delivery or communication using the Web site or e-mail
campaigns. Pop-up ads can be used for contests, surveys, registration. These mechanisms enable
easier communication and interaction between target audience and the brand.
The sales division in relationship marketing is responsible for making direct contact with a potential
client/buyer and presenting the product or service offer to the decision maker or influencer.
Examples: Retail salespeople, sales representatives, and customer service divisions all make sales
calls and close sales.
Examples of Web marketing: Enable sales on Web sites; e-mail coupons that can be redeemed
online or in a store; any type of online advertising that will encourage an action, whether the action
takes place online or in the store
Page 2 of 4
Marketing Planning and Strategy
©2012 Argosy University
2
Major Marketing Strategies
One-to-One Marketing
One-to-one ma.
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- 2. It is the most common type of advertising. It is also a featuring of a particular brand in media to build strong and long term identity in the minds of the consumers.
- 3. Advertising done by local stores that directly states availability of product or services. This aims to encourage traffic to come into the store.
- 4. Political advertisements are also known as Political Campaigns. This advertisement promote politicians.
- 5. a type of advertising that shows a listing of companies, products or services. The most popular type of which is the Yellow Pages.
- 6. a direct way of stimulating a response, usually a sale, through direct contact to prospect via mail, telephone, e-mail and now short messaging system (SMS).
- 7. a type of advertising that focuses on a certain niche in the business industry (retailers, wholesalers, distributors or industrial / professional brackets)
- 8. Or otherwise known as Corporate Advertising, wherein the message is focused on establishing a general look or identity of a company into the minds of the target audience.
- 9. Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service.
- 10. Advertisements run by web pages or via digital media.
- 11. Sources: Reybelen.com About.com Google.com (photos) Presented by: Cathlyn Anne Caballero