A couple of weeks ago I introduced you to some
ad techniques as outlined by Aristotle’s three persuasive techniques – with the promise of expanding on the subject. Today, I’m backing up a step. In a conversation I had with a start-up business owner, I discovered that he wasn’t aware of all the different types of advertising.
Advertising is done to drive sales and build brand identity. It is an essential element of business. Marketing is defined as anything that leads to a sale. Therefore, without marketing there are no sales. Advertising and marketing increase sales, create/maintain brand image, communicate new products or changes in current ones, and build brand value in the mind of consumers.
Print Advertising
Print Advertising includes newspapers and magazines, but can also include marketing collateral such as brochures,
business cards, and flyers. Many newspapers give the option of inserting flyers or brochures into the paper’s inner fold. Ad space in newspapers and magazines is sold by the size of the ad and its location within the publication. Rates vary based on readership.
Outdoor Advertising
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| Courtesy Digital Outdoor |
Billboards, kiosks, tradeshows, and events are popular outdoor advertising. Billboards can be highly effective if they create a “visual speed bump.” Kiosks are an easy way to showcase products. Events such as
trade fairs, business expos, home improvement shows, even county fairs can provide an opportunity to advertise to large numbers of people. Sponsoring events that have a commonality and matching demographic may be an effective brand image building technique.
Broadcast Advertising
Television and radio are broadcast medias. Cost depends on duration, timing, placement, and the channel’s popularity. Radio is a popular choice for small-scale advertisers. Catchy jingles can be very memorable.
Product Placement
Product placement or covert advertising is a unique way of placing a product or brand into a movie, TV show, or sporting event. It is not as obvious as a commercial. The product or brand is subtly showcased or placed in the background. You may notice that the latest cell phone is used by each actor on your favorite show. Or that the same brand of soft drink appears several times in one episode.
Celebrity Advertising
Celebrity advertising is similar to product placement in that we (consciously/subconsciously) want to be like our favorite characters or celebrities. This can be done through blatant use of a celebrity in an ad - or more subtly. Celebs are often contracted to only carry a certain brand of handbag, wear one company’s sunglasses, or even drive one automobile make or model. And if they’re not paid to do so – company’s often give samples to high-profile clients in hopes the celeb is caught (by the paparazzi) with their item.
Stay tuned for more ad types and techniques. For help designing an effective ad please call (715) 584-6773 today!
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