The document discusses different types of advertising, including print advertising and broadcast advertising. It provides details on print advertising methods like newspapers, magazines, directories, brochures, and direct mail. It also covers broadcast advertising using radio, television, and internet. Broadcast advertising reaches a wide audience through commercials and ads, but regulators ensure advertisers are not making false claims. Overall, the document outlines various advertising channels and considerations for each method.

1. Unit – 4
TYPES OF ADVERTISEMENT

2. TYPES 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.
 It works by making the customer aware of the product and by focusing on customer’s need to
buy the product.
 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.

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

4. What is Print Advertising?
• Print advertising is a type of marketing that uses different print media channels for advertising to reach a broader target audience.
• Companies advertise their products on different print advertising channels such as newspapers, direct mails, brochures, magazines,
billboards, etc.
• Many people think that print media has simply become obsolete.
• Yes, it is true to some extent, but on average, the companies in the United States spent 25 billion USD on print advertising annually.
• This figure is pretty low in comparison to the past, but it is a solid indication that print advertising is still an integral part of modern marketing
strategies.

5. Is Print Advertising Still Effective in the Digital Age?
• As mentioned earlier, the importance of print advertising is undeniable even after digital advertising surpassed the
former. Here are some reasons; why print advertising is still crucial for companies.
Print Advertising Has Unique Way to Reach Audience
• Print advertising is different from digital advertising in several ways. For instance, people generally find it easy to
recall a print advertisement. Similarly, the trust factor is also in favor of products or services in print ads rather than
online ads.
Here are some interesting marketing trends:
 Customers’ reaction towards print ads is more “emotional” than online ads.
 Print ads are a better “information absorbing” source for customers as compared to online ads.
 Products or services in print advertisements hit the subconsciousness of people in a better way.

6. Print Advertising Builds Trust and
Credibility
• Even after an authoritative website, amazing email campaigns, and strong social media presence, a company might still fail to win the trust of its
target audience.However, print advertising conveys a hidden message that “this brand is trustable.” Yes, this might sound awkward, but it is what it
is. In fact, as per the Nielson survey, here are the top 10 advertising/marketing formats ranked according to customers’ trust:
• TV ads
• Newspaper ads
• Magazine ads
• Billboards/outdoor advertising
• Radio ads
• Online videos
• Brochures
• Search engine results
• Social networks
• Ads on mobile devices

7. Print Advertisements Have A Higher
Conversion Rate
• The conversion rate is one of the benchmarks to evaluate any marketing campaign’s success.
• Yes, print advertising may be costly, but it is a substantial investment for any company.
• Moreover, the conversion rates in print advertising are also on the higher side. For instance, the CMO Council
concluded that:
 80 percent of the consumers/potential customers take action on direct mail advertisements.
 50 percent of the consumers respond to email advertisements.
• Similarly, business cards, newspaper ads, magazines, etc., have higher conversion rates as well.

8. • Types of Print Advertising
• There are various forms of print advertising, but here are some of the most common and effective ones:
 Newspapers
 Magazines
 Directories
 Brochures
 Direct Mail
 Billboards

9. Newspapers
• It won’t be wrong to say that newspaper is the king of print advertising. Even after
digitalization, people still like reading the newspaper. Newspapers have not only a greater
reach, but they are very effective for small or local businesses.
• According to Dun & Bradstreet, small businesses in the United States are advantageous
when it comes to newspaper advertising. Newspaper advertising can help businesses to
reach a local or specific target audience effectively.

10. Magazines
• Magazines are one of the best print advertising channels to target a specific audience.
• People in United States, Europe, and Asia, have a special liking to magazines.
• In fact, there are magazines for different niches such as health, fashion, and beauty, cooking, diet, etc.
• Another good thing about magazines is that readers get high-quality images that are not only attractive but portray a product
in the best possible way.
• The cost of a magazine ad depends on different factors, and it may range from dollars to $2000 depending on the magazine.

11. • Directories
• Directories can give your business greater exposure to build a client base. Directory ads appear in different
forms of directories such as regional directories, industry directories, yellow pages, etc.
• If a business can make it to the yellow page, it is a clear indication for consumers that the business is
completely legitimate. Legitimacy leads to trust and credibility.
• Brochures
• Brochures are one of the best ways to give complete information about your business, product, or service.
Appealing and comprehensive brochures are still very effective in advertising your brand. Moreover, brochures
are easy to distribute and are very cost-effective.

12. • Direct Mail
• If you want personalization while reaching your potential customers, then direct mail is still one of
the ways to do it. You can target a specific group of potential customers according to their needs.
Apart from that, direct mailing is also another very affordable option.
• Billboards
• Billboards are a form of print advertising which is impossible to ignore. Appealing and rightly-placed
billboards can help you create brand awareness on a huge scale. Moreover, you can target a
general as well as a specific audience. Different studies have shown that billboards are still one of
the most viewed types of advertising.

13. • Advantages of Print Advertising
 Cost-Effective.
 Credibility and Trust Building.
 Better Engagement.
 Longevity.
 Flexibility.
• Disadvantages of Print Advertising
 Against the Trend.
 Lower Accessibility.
 Paper Media Is “Killing Our Planet”.

14. 2. BROADCAST ADVERTISING
• Generally speaking, broadcast advertising is radio, television, and Internet advertising. The
commercials aired on radio and televisions are an essential part of broadcast advertising.
• The broadcast media like radio and television reaches a wider audience as opposed to the print media.
The radio and television commercials fall under the category of mass marketing as the national as well
as global audience can be reached through it.
• The role of broadcast advertising is to persuade consumers about the benefits of the product. It is
considered as a very effective medium of advertising. The cost of advertising on this channel depends on
the time of the commercial and the specific time at which it is aired. For example, the cost of an ad in the
premium slot will be greater than in any other slot.

16. • A radio ad must be aired several times before it actually sinks in the minds of the consumers.
• Thus the frequency of the ad is important.
• The type of your target audience is also important.
• Therefore, one must do a research on which type of audience listens to which channels if they want the ads to
be successful.
• The voice talent in the commercial should be taken keeping in mind the type of audience and the type of
commercial.

17.  The television advertising is usually considered the advertising for the corporate giant, though even the small
businesses can benefit from it. A strong audio and video combination is a must for the success of the commercial.
But it is also important that the audio and video should function well without each other. For example, if a person is
not viewing the TV but just listening to it, s/he should get the idea and vice versa.
 It is extremely important that whatever has been advertised in the commercial is true. For this reason, organizations
such as Federal Trade Commission (FTC) are there to monitor the commercials on television and radio. This
ensures that the advertisers are not making any false claims to lure consumers to buy their products.
 Most of the radio and television advertisements are paid though there are some public service ads which can be
aired for free. The advertisers usually have to pay for the spot which lasts for 30 seconds. In rare cases, this spot
can increase to 60 seconds too.

18.  Internet or online advertising uses the Internet or the World Wide Web for the
purpose of attracting consumers to buy their product and services. Examples of
on search engine result pages, rich media ads, banner ads, social network
and so on.
 Online advertising has its benefits, one of them being immediate publishing of
availability of the commercial to a global audience. But along with the benefits
These days, advertisers put distracting flashing banners or send across email
on a mass scale. This can annoy the consumers and even the real ads might get
Therefore, ethics in advertising is very important for it to be successful.
 Whatever the mode of advertising, broadcast advertising is an inherent part of
these days.