Types of advertising in marketing can be defined as those alternative ways/mediums at the disposal of a marketer that is used to inform, educate and convince a customer to try a product.
Or rather, that can be used to turn potential clients into clients.
The purpose of article is pretty simple and straightforward…
… and that is to enlighten you on the:
- kinds of advertising and
- Types of advertising
While both terms can be used interchangeably, i want you to understand they are NOT 100% same.
It’s just a general misconception…
…which I’ll explain to you right away.
Kinds of advertising are like a body while types of advertising are those things or methods that make up the body.
…or that make the body functional.
One typical example for kinds of advertising is BRAND ADVERTISING.
For the records…
…brand advertising involves promoting a particular product brand.
And the purpose of this is to differentiate it from another similar product or competitor’s product.
Look at this two category of products below:
What is it they have in common?
They are both mobile phones.
In essence, you can either choose to buy a Samsung or an Iphone when you need a mobile phone.
About the difference?
Product A is of a BRAND (Apple)
Product B is of another BRAND (Samsung)
Stay with me:
The reason you’ll agree without reasonable doubt they’re both of different brands is because…
…both companies (BRANDS) have successfully used TYPES OF ADVERTISING (i.e online ads) to leverage BRAND ADVERTISING (which is a particular kind of advertising)
In other words, both Apple and Samsung have successfully used the likes of social media advertising, display ads etc… To aid brand advertising…
…by making you and me know that although product A and B are both phones, they are still different.
So thanks to Kinds of advertising (brand advert) which was triggered, aided or made possible by Types of advertising (display ads, social media ads)…
…both Apple and Samsung have been able to simplify consumers adoption process by using ads to:
- highlight unique features
- List benefit and
- Differentiate their product.
Furthermore, imagine you’re into personal selling; you’re salesman for Apple Inc. And i’m just me – a random guy.
We both met in a wine bar and got talking.
I told you about my intention of getting a brand new phone and a car this week.
You told me you had little knowledge on cars but for the phone, you successfully talked me into getting an Iphone instead of a Samsung…
Now — by painting the perfect picture and talking me into an Iphone,
That’s a “kind of advertising” known as “brand advertising”...
…and by using your salesman techniques to convince me, that’s a Type of Advertising called “Personal sales or personal selling”
Hope you got the idea now? Good.
So without any further delay, let’s dive into business of day.
But first, let’s start with the various kinds of advertising you need to know…
10 kinds Of Advertising
1. Institutional advertising
Also known as corporate advertising.
This is the type of advertising that is done to specifically promote or boost the image/reputation of a particular organization or company as being socially responsible or mindful.
In a few words, institutional advertising is leveraged by a company in other to promote itself rather than a particular product.
The kicker here is:
Institution advertising does not directly aim to sell any of the organization’s product. Rather, it’s done to create goodwill for itself and also let prospects in on the organization’s philosophy.
2. Local advertising.
This is the advertising that is limited to a locality.
Local advertising is the strategy of targeting audiences close to the location of a business with messages reflecting the local market.
See this Instagram post from beauty brand Frank Body:
Frank is adopting local advertising by connecting their products to a cause specific to their home region, in Australia:
A post like this shows how local advertising can start small and then expand to the masses, by having the sale apply globally. This sale builds Frank’s reputation as a brand that cares about the local population.
Here, the company or business individual are targeting the audience close to their locality. Local slangs and influencers are often use to increase ads conversion rate.
Benefit? Local advertising helps you maximize funds.
3. National advertising
Arguably the most common of them all and basically the direct opposite of local advertising…
…It’s a strategy used to advertise products that are nationally distributed so as to reach as many people as possible. Media used include Newspapers, Radio and Television.
Benefit: Although it could cos a lot of money when compared to local ads, it helps in reaching a wider audience and more effective.
4. Product advertising
Firstly, a product can be seen as anything that is offered into the market as solution to a problem in exchange for something of monetary value.
However, product advertising is concerned with the art/process of promoting the image of a product.
Or P.A is simply the act of building and maintaining product awareness with potential buyers.
5. Informative advertising
As the name implies…
…this is the type of advertising that gives information about a product. It is usually used for launching new products and informing the target market about the qualities and features of the product.
See example below:
The essence of information advertising is to position the product and bring its unique features to the notice of the consumers.
Who knew a Pepsi bottle filled with water could be used as a bulb without electricity? I didn’t know that. Did you?
Now that’s the unique feature the information ads brought to us.
Where it is used for existing products especially expensive ones, it helps customers to overcome objections as well as remove cognitive dissonance.
6. Persuasive advertising.
In simple terms, this is the type of advertising that is used to convince customers or consumers to purchase a particular product and neglect another (usually that of the competitors).
Everyone has experienced this at some point.
If you’ve ever dropped let’s say product A for B — because of a few words on the comparative advantage you — perhaps —saw on television or heard from a sales representative, that’s persuasive advertising.
7. Reminder advertising
This is a type of advertising which puts the product being advertised constantly in the minds of customers or consumers. The essence of this is to build brand loyalty.
8. Classified advertisement.
Classified advertisement is a small message or advertisement on the sale of a product that is placed in newspapers, magazines or periodicals. They are usually low-cost or very affordable
Types of classified advert include:
See examples below:
9. Promotional advertising.
This type of advertising is done to announce incentives like special bonanza or jumbo sale in other to stimulate sales.
Although promotional adverts are known to doubtlessly increase public awareness about the sale and increase it chances of success, it’s usually short term. Just like sales promotion.
10. Brand advertisement
Like i said earlier, …brand advertising involves promoting a particular product brand.
To avoid repetition, i wont be going further on brand advertising as I’ve already discussed it above…
In essence, that’s it on the kind of advertising in marketing you need to know.
Having said that;
Let’s now dive into those mediums — otherwise known as Types Of Advertising that can be used to aid the success of the kinds of advert i shared earlier.
10 Different Types Of Advertising In Marketing
1. Online advertising
Also known as display advertising… This refer to the promotion of ideas, goods or services by an identified sponsor via the internet
in other words, online advertising is simply any form of promotion that is conveyed using the internet.
The number of smartphone users is rapidly increasing globally. With this in know, marketers are more now focused on offering mobile web-based advertisements, which are expected to have a positive impact on the market growth.
Examples of online advertising:
- Facebook ads
- Google search result page ads
Advantages of online advertising:
- It enables a marketer or advertiser runs a particular ad that can be targeted to a specific person of specific age of a specific location and at a specific time.
- In terms of pricing, digital advertising is very affordable when compared to all other forms of advertising.
- It’s a major strategy used in starting and growing and online business
- It require a certain level of expertise to set up which everyone can easily navigate.
- It could lead to waste of time and money if not done properly
- Sometimes people do not pay attention to the ads or ignore it.
- It’s prone to spam/spamming
2. Television ads.
Before the global spread of smart phones and internet access, television advertising was the most popular medium of them all.
Proceedings like the Olympics, FIFA world cup, super bowl… happen to be the major focus of top advertisers and marketers to advertise their product.
However, you won’t really blame them because television is none to have an extensive reach…
…and back then when targeting very large market in a large area was the norm, television was the major go-to medium.
Furthermore, this medium of advertising is still key to a large extent…
But the new normal of online streaming on mobile and personal computers — has made marketers move from television to online as their most preferred advertising medium.
Advantages of television advertising.
- For reaching very large audiences
- The advantage of sight, sound, movement and colour to persuade a customer to buy from you.
- When there’s need to demonstrate how your product or service works, television advertising is very key.
- It’s very expensive
Advertising is sold in units (e.g. 20, 30, 60 seconds) and expense vary according to:
- the time slot
- the television program
- whether it is metro or regional
- if you want to buy spots on multiple networks.
Print media advertising is a type of advertising that uses physically printed media, such as magazines and newspapers, to reach consumers, business customers and prospects.
Arguably, print media is drifting backwards. Still effective to an extent, but slowly rolling down the ladder.
Similar to television advertising, there was days when printing was a solid and highly reliable medium for creating awareness and influencing sales.
Although it still does, but since the explosion of television usage, print advertisements have taken a backseat.
Example of print advertising:
- Brochures and handouts
- It guarantees a solid reach (very effective for boutique business owners)
- It’s expensive
4. Global ads
Global advertising is not the same as international advertising.
Global ads is a type of advertising whereby a single advertisement or message is created, used and displayed globally.
Here, the same way a message on a produced is aired or displayed in America…
…is the same way it will be aired or displayed in United kingdom, Australia, Canada etc. As long as the organization’s product is present in that country.
International ads is a type of advertising whereby the promotional message or advertisement are made, altered, and displayed to reflect regional, national, and local market.
Marketers understand consumers are emotional buyers and will most likely relate to anything that portraits or support their culture.
In other words, international advertisement are created in relation to cultural differences and preferences of every country.
The way an advert will be aired in America will be different from that of Saudi Arabia for the same product… This is because the marketer understands cultural differences, language – amongst other factors — is to be considered.
It’s very unlikely that (ads above) will make sense to Americans.
Apple ads are known to be the most effective global ads. They also are known for not endorsing any celebrities to promote the product. The ads are homogeneous and run through the entire world in the English.
5. Ads in theatre.
After the theater went dark and the curtain opened, you were greeted not by the main attraction, but a series of commercials. So there you sat, keenly aware that the scene felt oddly similar to that of sitting in your own home and watching your favorite show on TV.
What can you do?
Also known as movie or cinema ads…
This is the type of advertising we see before the beginning of movies or during announcement.
Movie ads are judge to be one of the coolest advertising mediums. Of course — because you and I can’t actually skip it or move away.
- Unlike online advertising, here the entire message usually reaches the whole audience. Because the audience can’t interfere with it.
- It’s affordable
Like other forms of advertising, cinema advertising rates vary, based on:
- The length of the ad: 15, 30 or 60 seconds.
- The number of theaters the ad will appear in. The number of screens within those theaters the ads will appear on.
- …duration of the advertising campaign.
Also known as out-of- home advert…
This refer to all marketing strategies geared towards creating awareness for a particular product or service outside the home of an organization’s target audience.
It consists of displaying large posters, banners etc with a promotional message (advertisements). These ads are usually displayed on very large building, road site etc.
Types of out of home advert include:
- Retail advertising
- Stunt advertising
- Transit… etc.
According to Statista, outdoor marketing revenue in the US amassed eight billion dollars in 2018.
That simply tells you outdoor marketing strategy isn’t dead. YET!
Lately, this particular type of advertising might be seen as old fashioned thanks to the rise of the Internet and other types of media.
Reports also has is it that their audience has decreased… but how about it effectiveness when strategically utilised?
Because i am not a fan of hearsays, i actually did some research on radio out —reach and below is a snippet:
This is why i love radio advertising:
Every single feature and benefit of the product are often explained on radio, unlike other sources of advertising…
8. Electronic mail advertising (online)
This is a type of advertising that has to do with sending promotion messages of a product or service directly to subscribers of your newsletter.
Here’s the kicker:
email advertising is not as simple as sending out a single standard email to thousands of people on a email list.
It involves planning and designing on your part, and it also involves getting customers to read and take action.
- The message can be directed to specific customers and thus it is selective.
- It can be spread over a wide territory
- It gives room for detailed explanation on the benefits and features of the product or service.
9. Product placement
Also known as covert advertising…
This is a unique marketing strategy whereby:
An organization with the intention of promoting their product have it embedded in another body of work…
…usually an entertainment media such as Tv shows, movies or films etc.
Although the placement or reference to a company’s brand or product could be voluntarily done in situations whereby it naturally suit the occasion…
…it’s often done on purpose in exchange for a compensation from the company
Most importantly, the product or brand is never talked about at all in most cases…
It’s just there for viewers to see. Primarily to influence them.
Finally: This promotional strategy is often leveraged in movies than television programs.
The 2009 movie Star Trek, featured James Kirk drives operating a Nokia touch-screen smartphone.
The movie I Robot of 2004 also featured will smith with his converse all start shoes. A couple of beer brands was also featured in the movie How I Met Your Mother.
10. Guerilla advertising
This strategy involves using unconventional methods and ideas to promote a product or service. One that doesn’t look, feel or seen like marketing at all.
In most cases, it could be:
- An interesting product packaging that makes customers do like a double take. Something they really kind of appreciate, get confused/excited… at the very least, makes customers be like; what’s even going on?
- A captivating street art that’s on point and trending
- Social awareness campaign etc
- Plus: it could come in any media style… Be it text, image, video etc.
Guerilla advertising is all about surprise. And that’s why it’s very effective and recommended for small business owners.
Imagine walking into a bus like this:
For the very first time, you’re more likely to take a picture of it and share and talk more about it with family and friends…
…by doing all of those, you’re promoting the Copenhagen zoo (Denmark).
- It’s cheap, very very affordable.
- It’s very captivating, memorable and makes a more deeper emotional impact to be remembered for a long time.
What is advertising?
The committee of the American Marketing Association see Advertising as “any paid form of non-personal presentation and the promotion of ideas, goods or services by an identified sponsor”
it can also be defined as “a form of communication about products and services paid for by a sponsor through the media”
see this guide for more information on the definition of advertising and their key terms…
Related: Are you contemplating why you need to advertise? Or You’re interested in knowing why business owners and top brands leverage advertising?
Well, i just published an article where i discussed why they do…
During my research, i also discovered a secret tactic they don’t want you know to of.
Big brands like coke use it to command lots of sales a daily basis.
click here now to access the full guide and watch out for reason No: 6
So just in case you intend promoting a brand anytime soon, you consider that strategy to have an edge over your competitors.
Over To You
Use the comment section…
let me know your favourite advertising type and why. Personally i like guerilla. That’s why i saved it for last.
I would like to know yours too.
…that’s a wrap on the kinds & types of advertising. Thanks for stopping by.
- The 12 major types of advertising media leveraged by advertisers to promote their product and/or services
- Olarenwaju, I.A. and Ismail, M. (2014). Introduction to Advertising and Public Relations. Illorin: SAN commercial press.
- Product Life Cycle Phases: Four (4) Product Life Cycle Phases In Marketing
- Strategies for product life cycle: Improved PLC Marketing Strategies
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