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Advertising [ˈædvətaɪzɪŋ] has become so much a part of our lives that we barely
give it a thought, except [ɪkˈsept] to be annoyed at it from time to time. However,
advertising is a complex field of study, and involves innovation and creativity
[kriːeɪˈtɪvɪtɪ] as a stale of its existence. In this presentation I try to shed some light
on the types of advertising [ˈædvətaɪzɪŋ] used as a means of promoting, both
products and ideas.
John Wanamaker Ванамейкер said that Half the money he spends on advertising
is wasted; the trouble is; he doesn't know which half.
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Advertising is the promotion of a company's products and services, carried out
primarily [ˈpraɪm(ə)rəlɪ] to drive up its sales. It is also done to build a brand
identity, communicate changes in old products, or introduce new product/services
to the customers.
Advertising has become an essential element of the corporate world, and hence,
companies allot [əˈlɒt] a considerable amount of resources towards their
advertising [ˈædvətaɪzɪŋ] budget. There are several reasons for advertising, some
of which are:
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-Increasing the sales of the product/service
-Creating and maintaining a brand identity or brand image [ˈɪmɪʤ]
-Communicating a change in the existing product line
-Introduction of a new product or service
-Increasing the buzz-value of the brand or the company
Thus, there are several reasons for advertising.
Similarly [ˈsɪmɪləlɪ], there exist various media which can be effectively used for
advertising.
Mentioned here are the various categories or types of advertising.

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Traditional Modes of Advertising
-Print Advertising: Newspapers, Magazines, Brochures [ˈbrəʊʃ(ʊ)ə], Fliers
-Billboards [ˈbɪlbɔːd], Kiosks, Trade-shows and Events
-Radio Advertising
-Television Advertising
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Print media has always been a popular advertising option. Advertising products via
[ˈvaɪə] newspapers or magazines is a common practice. In addition to this, the print
media also offers options like promotional brochures and fliers for advertising
purposes. Often, newspapers and magazines sell the advertising space according to
the area occupied by the ad, its position in the publication (front page/middle page,
above/below the fold), as well as the readership of the publication.
For instance, an advertisement [ədˈvɜːtɪsmənt] in a relatively [ˈrelətɪvlɪ] new and
less popular newspaper will cost far less than an advertisement in an established
newspaper that has a high readership. The price of print ads may also depend upon
quality of the paper and the supplement in which they appear. For example, an
advertisement in the glossy (and popular) supplement of a newspaper will cost
more than one in a supplement which uses mediocre [ˈmiːdɪəʊkə] quality paper.

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Advertising makes use of several tools and techniques to attract the customers
outdoors. The most common examples of outdoor advertising are billboards,
kiosks, and also events and trade-shows organized by a company. Billboard
advertising is very popular. However, it has to be really terse [tɜːs] and catchy
[ˈkæʧɪ], in order to grab the attention of passersby. Kiosks not only provide an easy
outlet for the company's products, but also make for an effective advertising tool to
promote the company's products.
Organizing special events or sponsoring [ˈspɒnsərɪŋ] them makes for an excellent
advertising opportunity and strategy. A company can organize trade fairs, or even
exhibitions for advertising their products. If not this, the company can organize
several events that are closely associated with their field. For instance, a company
that manufactures sports utilities [juːˈtɪlɪtɪz] can sponsor some tournament
[ˈtʊənəmənt] to advertise its products. Mobile billboards are a newer form of this
old advertising technique, where a large display screen or billboard is attached to
the back of a van or a flatbed truck, and taken to different locations within a city or
neighborhood.

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Radio advertising is one of the oldest forms of advertising. In the early 20th
century, as radio began to take center stage in a lot of American homes, businesses
realized that they could use this medium to reach a huge audience for their
products, and not merely rely on print media such as newspapers and pamphlets
[ˈpæmflɪt].
Advertisers [ˈædvətaɪzə] can buy airtime from a radio station to air their ads, and
prices depend upon the duration, time of the day, and the programs during which
the ads are aired. According to market research firm Arbitron Арбитрон, over 240
million people in the United States tune in to the radio at least once a week. Radio
has been given a much-needed boost as a medium of communication, and therefore
of advertising, with the advent of online radio broadcasts.

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For more than 50 years, television advertising remains the most sought-after mode
of advertising even in the 21st century. It reaches the maximum number of target
customers, and has a variety of programming [ˈprəʊgræmɪŋ] schedules which can
be effectively used for the insertion [ɪnˈsɜːʃn] of ad content.
This is an expensive type of advertising, as reflected by the high price for ad spots
during sporting events such as the Super Bowl. There is also a trend of placing
banners in the background while a program is playing, to increase the visibility of
ads. Computer-based graphics are also used to generate ads, which run in the
backdrop of high-profile events such as sporting events and movie premiers
[ˈpremɪə].

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Modern Types of Advertising

-Online Advertising
-Covert [ˈkʌvət] Advertising - Advertising in Movies
-Surrogate [ˈsʌrəgɪt] Advertising - Advertising Indirectly
-Public Service Advertising - Advertising for Social Causes
-Celebrity Advertising
-In-store Advertising
-Coffee Cup Advertising
-Digital [ˈdɪʤɪtl] Out of Home Advertising

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Broadcast advertising is a very popular advertising medium that constitutes several

branches like television, radio, or the Internet.
Television advertisements have been very popular ever since they were introduced.
The cost of television advertising often depends upon the duration of the ad, the
time of broadcast (prime time/lull time), sometimes the show on which it will be
broadcast, and of course, the popularity of the television channel itself.
The radio might have lost its charm owing to new-age media, however, it remains
the choice of small-scale advertisers. Radio jingles [ʤɪŋgl] has been very a popular
advertising medium, and has a large impact on the audience, which is evident in
the fact that many people still remember and enjoy old popular radio jingles
[ʤɪŋgl].

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Covert [ˈkʌvət] advertising is a unique kind of advertising, in which a product or a

particular brand is incorporated in some entertainment and media channels like
movies, television shows, or even sports. There is no commercial advertising as
such in the entertainment, but the brand or the product is subtly [ˈsʌtli] (or
sometimes evidently) showcased in the entertainment show. Some of the famous
examples for this sort of advertising have to be the appearance of brand Nokia
which is displayed on Tom Cruise's phone in the movie Minority Report, or the use
of Cadillac cars in the movie Matrix Reloaded [ˈriːləʊd]. Pay attention next time,
you're sure to come across a lot of such examples.

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Surrogate [ˈsʌrəgɪt] advertising is prominently seen in cases where advertising a

particular product is banned by law. Advertisement for products like cigarettes or
alcohol, which are injurious [ɪnˈʤʊərɪəs] to health, are prohibited by law in several
countries. Hence, these companies come up with several other products that have
the same brand name, and indirectly remind people of the cigarettes or alcohol of
the same brand, by advertising the other products. Common examples include
Fosters [ˈfɒstə] and Kingfisher beer brands, which are often seen to promote their
brand with the help of surrogate [ˈsʌrəgɪt] advertising.

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Public service advertising is a technique that makes use of advertising as an

effective communication medium, to convey socially relevant messages about
important matters and social causes like AIDS, energy conservation, political
integrity [ɪnˈtegrɪtɪ], deforestation [dɪˈfɒrɪsˈteɪʃn], illiteracy, poverty, and so on.
David Ogilvy Огилви, who is considered to be one of the pioneers of advertising
and marketing [ˈmɑːkɪtɪŋ] concepts, had reportedly encouraged the use of the
advertising field for a social cause. Ogilvy Огилви once said,
"Advertising justifies [ˈʤʌstɪfaɪ] its existence when used in the public interest - it
is much too powerful a tool to use solely [ˈsəʊllɪ] for commercial purposes.“
Today, public service advertising has been increasingly used in a non-commercial
fashion in several countries across the world in order to promote various social
causes. In the United States, radio and television stations are granted to bidders on
the basis of a fixed amount of public service advertisements aired by the channel.

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Although the audience is getting smarter and smarter, and the modern-day
consumer is getting immune [ɪˈmjuːn] to the exaggerated [ɪgˈzæʤəreɪtɪd] claims
made in a majority of ads, there exists a section of advertisers that still bank upon
celebrities and their popularity for advertising their products. Using celebrities for
advertising involves signing up celebrities for campaigns, which consist of all sorts
of advertising including television or even print ads. How effective these ads are, is
something that each consumer himself can determine.

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This is also a popular advertising method for large malls [mɔːl] and departmental
[diːpɑːtˈmentl] stores, popularized by stores such as Walmart Волмат. Also known
as 'point of purchase [ˈpɜːʧɪs] advertising', the products are usually displayed
prominently at checkout counters and packaged attractively. They aim to influence
the customer to make an impulse purchase [ˈpɜːʧɪs], rather than actively create a
need for the product.
Other forms of in-store advertising can be placing the product where the customer
can easily see them, and banners inside the store announcing price cuts or new
launches.

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A relatively new form of mass advertising is the placement of small ads or

promotional material on paper cups for coffees or onto the tabletops of the diner or
cafe. Its origins [ˈɒrɪʤɪnz] can be traced to Australian companies, and is now
gaining popularity in Asia and the Americas.

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This is a new type of advertising, which is gaining in popularity and effectiveness

as a quick way to get the customers' attention. Digital [ˈdɪʤɪtl] out of home
advertising can take many forms, but is essentially a systematic arrangement of
media at different venues [ˈvenjuːz] across a geographic location, where there is a
lot of foot traffic such as cafes, bars, gyms, gas stations, and many others.
The advent [ˈædvent] of digital [ˈdɪʤɪtl] video recorders such as TiVo has enabled
viewers to skip through ads shown on television causing advertisers and sponsors
significant loss in revenue. This is being tackled by using digital [ˈdɪʤɪtl]
broadcast systems in outdoor public places.
Kiosks equipped with LCD screens and customized software can be found in
public locations like parks, subways, and gas stations, along with digital [ˈdɪʤɪtl]
televisions. This has also been integrated [ˈɪntɪgreɪtɪd] with Point of Purchase
[ˈpɜːʧɪs] advertising, with many stores having LCD equipped stand-alone systems,
where the customer can gain product information and even make a purchase
[ˈpɜːʧɪs] using his credit card

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Each of the advertisement types mentioned has its own sub-types and rates of
effectiveness. It is the job of the advertising department to figure out which type or
which medium is the best and the most feasible [ˈfiːzəbl] for its company.

ВОПРОСЫ:

1. What is advertising in general?

Advertising is a step within the marketing process in which brands produce a piece
of media (called an advertisement, advert or ad) that encourages potential
customers to buy a product or service.

2. What type of advertising is the most popular in your opinion?

Advertising on television remains quite popular, which is distinguished by the fact

that both audio and visual images are served at the same time. In addition, it is
watched in a relaxed, comfortable state, tuned in to receive information and trying
to distract from other problems. During the commercial break, many mute the
sound, i.e. it is still necessary to focus on an interesting plot, understandable and
without words.

3. Which type of advertising do you think is more effective?

Various types of advertising help to present information in all possible ways for
perception. Thanks to this, it is gradually deposited in the mind, the product
becomes recognizable and in demand. What types of advertising should be used
first of all, correctly distributing the advertising budget and getting the expected
return from investments. In my opinion, currently the most effective type of
advertising is online advertising on the Internet, because now all people, from
children to adults, use the Internet for various purposes.