Types of advertising
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Advertising is a sponsored marketing communication which is intended to promote or sell a product, service or idea. Advertisings can be transmitted by various mass media and communication channels and can be divided into two, namely:
- Traditional media
- New Media
Traditional media consists of, as the name suggests, traditional channels of communication for advertising such as newspapers, magazines, TV, radio, door-to-door selling, etc. Companies have used these methods for many years to reach consumers and motivate them to make purchases. However, as the needs and expectations of consumers evolved, advertising started evolving as well. This, added with the increasing trend of shifting of consumers towards internet for fulfilling their purposes which were earlier fulfilled by traditional media, are what led to the rise in the use of new media for advertising purposes.
New Media mostly relates to the use of internet for advertisement such as search engine optimization, blogs, social media, websites, etc. Many of these methods have been around for several years but have only gained prominence recently owing to the effectiveness of these methods over traditional advertising as well as due to increased digital literacy added with access to and use of internet. Different types of advertising are designed for different clients/customers and the companies can use either of the advertising methods or both in various proportions depending on the crowds’ response to their advertising methods and advertisement content, the advertising preferences of the target customers, the products that they are selling, and other factors that are the key for influencing the customers through advertisements
Examples of Types of advertising
- Paid Search Advertising: This type of advertising involves paying search engines such as Google or Bing to show your ad when a user searches for a term related to your product or service. For example, if you run an online store that sells running shoes, you could pay to have your ad appear when someone searches for "running shoes."
- Social Media Advertising: This type of advertising involves placing ads on social media platforms such as Facebook, Instagram, and Twitter. These ads can be targeted to reach specific audiences based on their interests, location, and other factors. For example, a clothing retailer could target ads to people who have recently expressed an interest in fashion.
- Display Advertising: This type of advertising involves placing ads on websites or other online locations. These ads can be targeted to reach specific audiences based on their interests, location and other factors. For example, a travel company could place ads on websites and blogs related to travel to attract potential customers.
- Video Advertising: This type of advertising involves placing ads in the form of videos on websites or other online locations. These ads can be targeted to reach specific audiences based on their interests, location and other factors. For example, a car manufacturer could place ads on websites or in online video streaming services to show potential customers their latest models.
- Radio Advertising: This type of advertising involves placing ads on radio stations. These ads can be targeted to reach specific audiences based on their interests, location and other factors. For example, a hotel chain could place ads on radio stations that target people who are travelling or planning a trip.
Advantages of Types of advertising
Advertising is an important part of a successful business strategy and can be a powerful tool for connecting with potential customers. Here are some advantages of various types of advertising:
- Traditional Advertising: Traditional advertising methods, such as television, radio, and print, are more likely to reach a wide audience, as they are often more affordable and have a longer shelf life.
- Digital Advertising: Digital advertising can be highly targeted, reaching the right audience at the right time. It is also cost-effective and can be easily tracked and measured, allowing for better ROI.
- Social Media Advertising: Social media advertising platforms, such as Facebook and Instagram, have millions of users, and can be used to target a specific audience. This type of advertising also has a relatively low cost and allows companies to create a more personal connection with their customers.
- Influencer Marketing: By using influencers, companies can reach a large, engaged audience and build trust through positive word-of-mouth. This type of advertising is often more cost-effective than traditional methods.
- Mobile Advertising: Mobile advertising allows companies to reach their target audience wherever they are, providing them with a personal experience. It also has a high click-through rate and allows for precise targeting.
Limitations of Types of advertising
Advertising is an effective tool for businesses to reach their target audiences, but it is not without its limitations. These include:
- Cost: Advertising can be expensive, costing businesses a lot of money. It can also be difficult to measure the effectiveness of an advertising campaign, making it difficult to determine the return on investment.
- Reach: Advertising can be limited in terms of reach, as it can only reach a certain number of people. It can also be targeted to a specific demographic, which limits its potential audience.
- Trust: Advertising can be seen as manipulative and dishonest, leading to mistrust of the brand and its message.
- Clutter: Advertising can become lost in the crowded marketplace, making it difficult to stand out from the competition.
- Legal: Advertising must adhere to certain legal and ethical standards, restricting the types of messages and visuals that can be used.
- Timing: Advertising can be seen as intrusive and disruptive, especially when placed at inappropriate times or in the wrong context.
- Format: Advertising is limited by the medium in which it appears, as each medium has its own constraints and limitations.
Introducing the list of other approaches related to types of advertising, the following should be noted:
- Native Advertising: Native advertising is a form of advertising that matches the form and function of the platform upon which it appears. It's paid content that is crafted to look and feel like the platform it appears on, without disrupting the user experience.
- Influencer Marketing: Influencer marketing is a form of marketing that focuses on using key leaders to drive your brand's message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.
- Social Media Advertising: Social media advertising is a form of digital advertising that uses various social media networks as a platform for promoting a product or service. Advertising on social media networks allows businesses to target a much wider audience and to create more personalized messages.
- Search Engine Marketing: Search engine marketing (SEM) is a form of online advertising that uses search engines to display advertiser’s ads in the search results. It is a cost-effective way to drive traffic to a website and can be used to target a specific audience.
- Display Advertising: Display advertising is a type of online advertising that uses visuals such as images, videos, and other media to promote a product or service. Display ads are typically placed on webpages or social media platforms and are often used to increase brand awareness or drive conversions.
- Radio Advertising: Radio advertising is a form of advertising that uses radio frequencies to reach potential customers. It is a cost-effective way to reach a large audience and can be used to build brand awareness or promote a specific product or service.
In conclusion, there are many other approaches related to types of advertising such as Native Advertising, Influencer Marketing, Social Media Advertising, Search Engine Marketing, Display Advertising and Radio Advertising. Each approach can be used to reach a specific audience and to create more personalized messages for the target market.
References
- Sandra M., Nancy M., William W., Robert C., Linda B., Ruth S., (2014) Advertising: Principles and Practice
- WebFX, (2018), Traditional Media vs. New Media: Which Methods Belong in Your Marketing Plan?
- Lynn L., (2018), Examples of Traditional Advertising
- marketing-schools.org, (2012), Traditional Marketing. Explore the Strategy of Traditional Marketing.
Author: Oliwia Cyrulik, Kacper Szostak, Ashika T, Kashif Hussain
