Types of advertising

Media

There are two basic types of advertising: product and corporate advertising. Product advertising aims to increase sales by making a concrete product or service known to a wide audience, and by emphasising its positive qualities. Corporate advertising is not directly concerned with increasing sales of particular merchandise, but more with the brand image of the whole company, which the latter wants to present to the public. It is the job of Public Relations (PR) experts to organise activities and events, which generate positive publicity for the company. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of the target audience.

Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television ads, the Internet and direct mail, shopping carts, skywriting, bus stop benches, human directional, magazines, newspapers, town criers, sides of buses or airplanes, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place sponsors pay to deliver their message through a medium is advertising. The design and organisation of advertising campaign is usually the job of an advertising agency.