Advertizing..

Right from the neon signs, down to the street billboards or those along the highway, you come across
numerous advertisements on a daily basis. As if that's not enough, these advertisements are also
sneaked into the commercial breaks in your favorite TV show and soccer matches that you watch with
great enthusiasm. With so many advertisements that we are subjected to on a daily basis, it's obvious
for the people to be left wondering as to why is advertising important. That being a general point of
view, being aware of the importance of advertising is beneficial for the manufacturer as well as the
consumer.

Importance of Advertisements

An advertisement is basically a message designed by the manufacturer, in order to persuade the end
consumer to go for his products or services. There are several different types of advertising, which are
channelized through different means of mass media. At the end of the day, these messages are
meant to give suggestions to the consumer, and therefore they need to be appealing. In order to
make them appealing, the manufacturers are ready to spend millions of dollars on the advertising
agencies which promotes their products and services. Today, the advertising industry has become a
multi-billion dollar industry, and going by the trends its growth is not going to cease anywhere in the
near future. One of the most important tool of marketing, advertising is the driving factor when it comes
to buying and selling of goods and services.

Why is Advertising Important in Business

It is a well known fact that the aim of any business is to sell goods and services with the sole intention
of making profits. The consumer will only go for goods and services, that are offered by the
manufacturer, when he knows about their existence. And this is where advertising comes into the
picture. If you are selling a particular product which boasts of numerous benefits and you are not quite
keen on investing in advertising it, the end consumer may not even realize that some such product
even exists. Simply put, the advertising industry provides a platform for the business entities to spread
awareness about the products and services offered by them. Contrary to the popular myth that
advertising is only restricted to the television, radio or newspapers, advertising by word of mouth and
event sponsoring can also work wonders for a business. A good advertisement is one which doesn't
just attract the new consumers, but also persuades the loyal consumers of the rival firms to shift
bases.

Why is Advertising Important for the Consumer

On the other hand, advertising is important for the consumer as it makes him aware of the various
choices that are available. Even though we get irritated every time a commercial break starts, or every
time pop ups appear while surfing, we do go through them religiously when we intend to but these
products. To some extent these advertisements do tend to influence the decision of the consumer, but
that is alright as long as the consumer gets the best options possible.

That answered one of the most intricate questions in the field of marketing - why is advertising
important? There are numerous advertising techniques which you as a business entity can resort to, but
choosing the right technique is very crucial. One needs to understand that a billboard advertisement
will never work for a software company, and an email advertisement will never work for an auto repair
shop, as the targeted audience is different for the two. To sum it up, the objective of advertising is to
help the manufacturer to spread awareness about his products in the market, and to educate the
consumer about the options available.
Modern Advertising Methods, Types of Advertising Appeals and Techniques
Advertising is the process of persuading potential customers to buy products or promote its services.
The process of advertising involves a variety of strategies and media. Advertisements may appear in
many forms, including newspaper and magazine ads, radio and television commercials, direct mail
campaigns, and various other forms. With the emergence of brand recognition as a key factor in
marketing and advertising, companies have entered into multi-billion dollar contracts with advertising
firms to promote their products and services. These efforts have led to products becoming integral
aspects of popular culture. Below is a list of modern advertising methods, types of advertising
appeals, effective advertising techniques and strategies.

 Article Marketing
 Advertising Techniques
 Banner Advertising
 Billboard Advertising
 Branding
 Brochure Printing
 Business Cards
 Controversial Television Advertising
 Corporate Branding
 Direct Mail Advertising and Marketing
 Direct Mail Postcard Marketing
 Email Advertising
 Free Advertising
 Freebies
 Google Adwords and AdSense
 Internet Advertising
 Media Planning
 MLM (Multi Level Marketing)
 Network Marketing
 Newsletters
 Online Affiliate Marketing
 Online Advertising and Online Marketing
 PPC Advertising
 Press Release
 Promotional Advertising and Promotional Gifts
 Propaganda Techniques
 Public Relations
 Radio Advertising
 Search Engine Marketing (SEM)
 SMS Marketing
 Subliminal Messages in Advertising
 Telemarketing
 Trade Show Displays / Exhibit Booths
 Trade Show Promotions
 TV Commercials & Television Advertising
 Video Advertising and Marketing
 Viral Advertising and Marketing
 Website Promotion
 More:
o Types of Advertising Appeals
o Modern Advertising Methods
o Types of Advertising Techniques
o Types of Propaganda Techniques
o Different Types of Advertising Media
o Psychology of Advertising
o Advertising Agencies
Branding
Branding is the process of making a product of name more popular and identifiable, amongst the wide clutter of
competing products. Branding is an essential marketing strategy to develop a loyal market and to separate a
product from others for better consumer visibility. Know all about branding from the articles that are showcased
below.

Web Banner Advertising 

If billboard advertising is used on roads, then a similar type called banner advertising is used on the
web! Have you noticed the horizontal advertisement strips that are seen at the top of the web page?
Web banners are usually constructed using images, or JavaScript, or any other multimedia objects
and animations. Web banners are usually link to web pages that are related to the content on the
existing website. 

Bandwagon Advertising 

Well, this is nothing but a propaganda advertising technique, which aims at convincing the user that
everyone else is using the products or everyone in the customer base, is in favor of the brand. This
compels the consumer to at least think about buying that product and check what everyone else is
raving about. Bandwagon advertising is a strategy that is based on consumer psychology and hence,
is an effective advertising technique which can be used via any media, be it print, electronic or
broadcast. 

Promotional Advertising 

Promotional advertising involves the use of promotional give-away items or promotional media events,
which help to garner public attention and are an effective way of advertising. Handing out
promotional freebies is a modern advertising technique that is innovative and very effective as well. 

Testimonials and Endorsements

Ever wondered why Colgate brought Brooke Shields on board to promote their toothpaste? Or did you
know that Keanu Reeves had once been a part of an advertisement for cornflakes? Well, an
endorsement from a celebrity or a public figure is reason enough for certain customers to try a
particular product. Such testimonials or endorsements are a great way to advertise particular products
and services. Another evolved version of this being a new type called covert advertising, which
involves the use of brand names or actual products in movies or television shows which leads to an
indirect form of advertising. 

Surrogate Advertising 

Several national laws have banned the advertising of products like alcohol or cigarettes. Owing to this,
many umbrella brands have come up with an advertising technique which only promotes the umbrella
brand name which of course, also reminds the consumer of the products that have been banned from
advertising. For example, Kingfisher doesn’t need to advertise its beer when the general brand name,
also conferred to the aircrafts, are being advertised publicly. 
Pixel Advertising

Pixel advertising is a new type of Internet advertising in which the cost of an advertisement is
calculated based on the number of pixels it occupies. This form of advertising originated in late 2005,
when a British student Alex Tew came up with a website called The Million Dollar Homepage, where
the advertisers could buy advertising space at the rate of $1 USD per pixel with a space limit of one
million pixels. In addition to the space options provided by the hosting websites, there is also the
option of using Do-it-Yourself (DIY) pixel scripts, which ensures that people who do not understand
the intricacies of the pixel ads can incorporate the pixel ads in their website without any hassles.
Some of the commonly used DIY pixel scripts are Million Pixel Script and the GPix Pixel Ad Script. 

Contextual Advertising

Do you notice how Google generates ads that are relevant to your search? Or more recently, have
you noticed the Google ads that show up next to your emails in the Google mail service? Well, if you
are one of those people who still haven’t noticed this, then you need to wake up and smell the coffee.
Well, Google Adsense was the first contextual advertising venture. Contextual advertising is a very
specifically targeted form of Internet marketing in which the advertisements are selected by
automated systems based on the content being viewed by a particular user. The automated system
scans the text of a website for keywords and sends advertisements that match the content which the
user is viewing. Many search engines also make use of contextual advertising for displaying ads on
the search result pages, such that the ads match the things that the user is looking up on the web.
After Google started this trend, there were many others like Yahoo and Microsoft who followed suit. 

Keyword Advertising 

Commonly, keyword advertising is also known as pay per click advertising or cost per action
advertising. Although, Yahoo was the first company to venture into keyword advertising, it is Google
Adwords program which is now most popular for its keyword advertising. Some of the popular search
engines, which are into keyword advertising, include Yahoo! Search Marketing, Microsoft adCenter,
Miva and LookSmart.

Blog Advertising

If you thought that a blog was nothing, but an online journal, then you are wrong. Owing to the
tremendous popularity of blogs, advertisers have wisely used the blogs as effective advertising and
marketing tools. The corporate blogs are excellent ways for companies to reach out to their customer
base on the Internet. The advertising blogs often make use of Search Engine Marketing techniques,
which ensure better results on the web. 

Bathroom Advertising

Truly out-of-the-box isn’t it? Yes, bathroom advertising is nothing, but placement of advertisements in
public restrooms! A research was carried out, in which a test group of people visiting a restroom were
questioned whether they noticed the advertisements in there, and surprisingly a major percentage of
the group were seen to have a high retention of the advertisements. This led to the conclusion that
people visiting the restroom are a good target audience. Bathroom advertising is soon catching up as
an effective advertising tool. 

Mobile Advertising 

Yes, as annoying as it might be for you to receive advertisements on your cell phone, it is now a fact
that mobile advertising or cell phone advertising is one of the most effective ways of advertising. Most
of the times, advertisers have a data of mobile numbers of their existing customer base as well as a
list of phone numbers of people who might be potential customers. A message on the mobile phone
rarely goes unnoticed and hence, qualifies as an effective marketing or advertising tool! 

Public Relations Advertising

Maintaining and developing good public relations has been a marketing tool for companies to maintain
goodwill amongst employees as well as clients. It is not only a way to be in the public eye, but also a
great way to build and maintain a particular brand image and identity. Public relations is thus a great
advertising tool which is used by companies to reach out to their investors, employees and of course,
their existing and potential customer base.

Major Methods of
Advertising
First, A Word About Writing Ads
It's almost useless to review lists of alternatives for advertising if you haven't developed
well-written ads. Writing ads is a skill. There are important aspects to think about,
including the wording, graphics, arrangement of wording and graphics, coloring, how
your audience will interpret the ads, their placement, etc. Poorly done ads can hurt you
worse than not having ads at all. Therefore, very carefully consider getting help to write
your first ads. (See Writing Your Ad.)

What Should You Write in Your Ads?

The answer to this question depends almost entirely on the reading and listening habits
of your current and potential customers. This is where some basic market research can
help you a great deal. A lot can be learned by using a few basic methods. (SeeBasic
Methods to Get Customer Feedback and Some Major Sources of Market Research
Information.)

Before you write your ads, you should give careful thought to your unique selling
position so you know what unique features and benefits to convey and to whom. Review
information in Positioning.

Note that a common mistake among inexperienced ad writers is to write the ad to

themselves, rather than to their current and potential customers. Your ads should clearly
the benefits (of products and services) to customers, not the benefits to you -- clearly
state the ads in terms that the customer will value, for example, easy access, low cost,
easy to use, reliability, etc. Your ads should answer the customer's question: "What's in
it for me?" Your ad should also specify what they are to do next. What action should they
take and how do they take it, for example, who do they call and how.

Major Methods of Advertising (Repeatedly Getting Message Out)

Brochures or flyers
-- Many desk-top publishing and word-processing software packages can produce highly
attractive tri-fold (an 8.5 inch by 11-inch sheet folded in thirds) brochures. Brochures
can contain a great deal of information if designed well, and are becoming a common
method of advertising. (See Writing Brochures.)

Direct mail -- Mail sent directly from you to your customers can be highly customized
to suit their nature and needs. You may want to build a mailing list of your current and
desired customers. Collect addresses from customers by noticing addresses on their
checks, asking them to fill out information cards, etc. Keep the list online and up-to-
date. Mailing lists can quickly become out-of-date. Notice mailings that get returned to
you. This should be used carefully and it can incur substantial cost, you don't want to
inundate your stakeholders with information so make the most of your message.
(See Using Direct Mail and Mailing Lists.)

E-mail messages -- These can be wonderful means to getting the word out about your
business. Design your e-mail software to include a "signature line" at the end of each of
your e-mail messages. Many e-mail software packages will automatically attach this
signature line to your e-mail, if you prefer. (See Netiquette - Techniques and styles of
writing e-mail messages and E-mail vs. voice mail.)

Magazines -- Magazines ads can get quite expensive. Find out if there's a magazine
that focuses on your particular industry. If there is one, then the magazine can be very
useful because it already focuses on your market and potential customers. Consider
placing an ad or writing a short article for the magazine. Contact a reporter to introduce
yourself. Reporters are often on the look out for new stories and sources from which to
collect quotes. (See Classifieds of Newspapers and Magazines.)

Newsletters -- This can be powerful means to conveying the nature of your

organization and its services. Consider using a consultant for the initial design and
layout. Today's desktop publishing tools can generate very interesting newsletters quite
inexpensively. (See Newsletters.)

Newspapers (major) - Almost everyone reads the local, major newspaper(s). You can
get your business in the newspaper by placing ads, writing a letter to the editor or
working with a reporter to get a story written about your business. Advertising can get
quite expensive. Newspaper are often quite useful in giving advice about what and how
to advertise. Know when to advertise -- this depends on the buying habits of your
customers. (See Classifieds of Newspapers and Magazines.)

Newspapers (neighborhood) -- Ironically, these are often forgotten in lieu of major

newspapers, yet the neighborhood newspapers are often closest to the interests of the
organization's stakeholders. (See Classifieds of Newspapers and Magazines.)

Online discussion groups and chat groups -- As with e-mail, you can gain frequent
exposure to yourself and your business by participating in online discussion groups and
chat groups. Note, however, that many groups have strong groundrules against blatant
advertising. When you join a group, always check with the moderator to understand
what is appropriate. (See the groups listed on the right-hand side, Netiquette -
Techniques and styles of writing e-mail messages and E-mail vs. voice mail.)

Posters and bulletin boards -- Posters can be very powerful when placed where your
customers will actually notice them. But think of how often you've actually noticed
posters and bulletin boards yourself. Your best bet is to place the posters on bulletin
boards and other places which your customers frequent, and always refresh your posters
with new and colorful posters that will appear new to passers by. Note that some
businesses and municipalities have regulations about the number of size of posters that
can be placed in their areas. (See Signs and Displays.)

Radio announcements -- A major advantage of radio ads is they are usually cheaper
than television ads, and many people still listen to the radio, for example, when in their
cars. Ads are usually sold on a package basis that considers the number of ads, the
length of ads and when they are put on the air. . A major consideration with radio ads is
to get them announced at the times that your potential customers are listening to the
radio. (See Advertising on Radio and T.V.)

Telemarketing -- The use of telemarketing is on the rise. (See Telemarketing.)

Television ads -- Many people don't even consider television ads because of the
impression that the ads are very expensive. They are more expensive than most of
major forms of advertising. However, with the increasing number of television networks
and stations, businesses might find good deals for placing commercials or other forms of
advertisements. Television ads usually are priced with similar considerations to radio
ads, that is, the number of ads, the length of ads and when they are put on the air.
(See Advertising on Radio and T.V.)

Web pages -- You probably would not have seen this means of advertising on a list of
advertising methods if you had read a list even two years ago. Now, advertising and
promotions on the World Wide Web are almost commonplace. Businesses are developing
Web pages sometimes just to appear up-to-date. Using the Web for advertising requires
certain equipment and expertise, including getting a computer, getting an Internet
service provider, buying (usually renting) a Website name, designing and installing the
Website graphics and other functions as needed (for example, an online store for e-
commerce), promoting the Website (via various search engines, directories, etc.) and
maintaining the Website. (See Building, Managing and Promoting Your
Website and Online Advertising and Promotions.)

Yellow Pages --The Yellow Pages can be very effective advertising if your ads are well-
placed in the directory's categories of services, and the name of your business is
descriptive of your services and/or your ad stands out (for example, is bolded, in a large
box on the page, etc.). The phone company will offer free advice about placing your ad
in the Yellow Pages. They usually have special packages where you get a business phone
line along with a certain number of ads.
Promotional Activities Through the Media (Reporters, Newspapers, etc.)
Articles that you write -- Is there something in your industry or market about you
have a strong impression? Consider writing an article for the local newspaper or a
magazine. In your article, use the opportunity to describe what you're doing to address
the issue through use of your business. (See Basic Writing Skills.)

Editorials and letters to the editor -- Often, program providers are experts at their
service and understanding a particular need in the community; newspapers often take
strong interest in information about these needs, so staff should regularly offer articles
(of about 200 to 900 words) for publication. (See Managing Media Relations and Basic
Writing Skills.)

Press kits -- This kit is handy when working with the media or training employees
about working with the media. The kit usually includes information about your business,
pictures, information about your products, commentary from happy customers, etc.
(See Managing Media Relations.)

Press releases or news alerts -- They alert the press to a major event or
accomplishment and requesting, e.g., it get included in the newspaper; they explain
who, what, where, why and when; some include pictures, quotes, etc. to make it easier
for the reporter to develop an announcement or story. (See Managing Media Relations.)

Public service announcements (PSA)s -- Many radio and some television stations
will provide public service announcements for nonprofit efforts. Usually, these PSAs are
free.

Other Promotional Activities and Events

Annual reports - Disseminate these to key stakeholders; they're ripe with information
if they include an overview of your year's activities, accomplishments, challenges and
financial status. (See Annual Reports.)

Collaboration or strategic restructuring - If you're organization is undertaking these

activities, celebrate it publicly. (SeeOrganizational Alliances.)

Networking - Spread the word to peers, professional organizations and those with
whom you interact outside the organizations, e.g., educators, consultants, suppliers,
clients, etc. (See Networking.)

Novelties -- It seems more common to find ads placed on pens and pencils, coffee
cups, T-shirts, etc. These can be powerful means of advertising if indeed current and
potential customers see the novelties. This condition often implies additional costs to
mail novelties, print T-shirts, etc.

Presentations -- You're probably an expert at something. Find ways to give even short
presentations, for example, at local seminars, Chamber of Commerce meetings, trade
shows, conventions, seminars, etc. It's amazing that one can send out 500 brochures
and be lucky to get 5 people who respond. Yet, you can give a presentation to 30 people
and 15 of them will be very interested in staying in touch with you. (See Presenting.)
Relationships with key stakeholders -- Identify at least one representative from
each major stakeholder group and take them to lunch once a year. What seem as short,
informal exchanges can cultivate powerful relationships of interest and concern.

Special events -- These tend to attract attention, and can include, e.g., an open house,
granting a special award, announcing a major program or service or campaign, etc.

Special offers -- We see these offers all the time. They include, for example, coupons,
discounts, sweepstakes, sales, etc.

Recent Movement in Marketing, Advertising and Public Relations --

Social Networking (Online)
Social networking involves a variety of online tools that can be used by people and
organizations to quickly share a great deal of information at very little cost. Many people
are now hearing of some of those tools, e.g., Facebook, Twitter, MySpace and Youtube.
Experts are asserting that social networking is a must for people and organizations
wanting to share information with others -- after all, that's what marketing is all about!
For more information, see
Social Networking (Online)