Sheet 2 - Types Of Advertising

Sheet 1 Types of Advertising Advertising, as we have already discussed, is any paid for space which communicates a message about a product/service and can be categorised according to the medium in which it appears. Traditionally, this has been split between • • • • • •

Television & Cinema Radio Press & Publication Direct Marketing Packaging Outdoor and Event

In 2003 we now add Interactive (ie Internet) and New Media (ie any media which has not been used before, like the back of cinema tickets, or the dot matrix screens in the MTR stations) to the list. Television The history of mass advertising and the history of television are closely intertwined. Without advertising, television would have made no headway in countries without a state sponsored broadcaster (mainly the US) and would certainly not be the instrument of mass communication it is today. Television advertising takes the form of tv commercials (often referred to as TVCs or spots) which are either 30 or 45 seconds long. TVCs appear in gaps between and during regular programmes, known as commercial breaks. Advertisers buy time in specific breaks, knowing that their target audience must be the same as that of the programme during which the break occurs. Thus teen soaps have commercial breaks filled with pimple cream and music CD ads. Advertisers may choose to sponsor a whole programme, which means their logo and a short identity clip accompany the beginning and end of a programme ("Brought to you by...") and their advertising may feature heavily in commercial breaks during that programme. This is controversial, as it is felt that sponsors may interfere in the content of the programme if it doesn't work in their favour. Television advertising is under threat from devices such as the TiVo - hard drives which record programmes but edit out ad breaks. The problem is, without the funding that selling commercial space provides, there would be

Sheet 1 no TV programmes to start with, so TV companies are very anxious about the long term consequences of the TiVo. Read more about the debate here. Find examples of TVCs at • • •

Absolutely Andy - UK clips AdForum - the latest ad’s from all over the world USATVADS - archive dating back to 1975

Most big manufacturers now include their latest TV ads as part of the material on their website - try these from Apple but you can look for your own favourites. You can find ads from our very own ICAC here. Cinema Cinemas provide advertisers with a very specific audience (often sorted by age and taste, and often difficult to reach groups, such as 15-18 year olds) who are concentrating on a big screen in an environment without distractions. Because audiences are age rated, cinema commercials can be more daring and innovative than those that appear on TV which are aimed at a general audience. Cinema campaigns can be national, or extremely local (running in just one auditorium). Cinema advertising can also range from a single slide to a full length audio-visual commercial. As well as advertising in cinemas, manufacturers can also use product placement to promote their goods & services. Read more about it here. Press & Publication This category can be subdivided into •

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Magazine Ad - colour or b/w, in double, full, half or quarter pages. Some magazines have a classified section which includes line and box ads. Newspaper Ad - colour or b/w, again in double (rare for a newspaper), full, half or quarter pages. Many newspapers have a large classified section, sometimes as a separate pull-out Advertorial - an ad presented in editorial style, endorsing a product or service. To distinguish between advertorial (ie paid for) and editorial content, the word "Advertisement" appears across the top of the advertorial Poster - can be displayed indoors. Usually used by not-for-profit or government organisations

Sheet 1 Again, target audiences of advertisements must match the target audience of the publication in which it appears. Direct Marketing This includes material which is sent directly to people's homes or offices catalogues, brochures, mailing offers etc. Terms like spam and Direct Mail are contemporary techniques of reaching a target audience. Packaging Many advertising campaigns now involve a re-launch of product packaging and design, meaning that images and colours are consistent across both promotion and presentation. Outdoor & Event Outdoor advertising comes in many different forms. In a busy city, people may not even glance at a standard poster, so in an advertising saturated world the agencies use many different tricks to get our attention. Advertising creeps onto hitherto unused spaces, becomes larger, moves - anything to be different and eye-catching. This can be regarded as cultural pollution, as our cityscapes are plastered with paid-for messages. Or perhaps it just brightens up dull urban areas with wit and creativity? One of the most basic of these is the bus stop ad - a one sheet poster. However, much more inventive use can be made of the bus stop environment, as this FT sponsored example shows, with newsprint wrapped around the supporting columns and the whole bus stop given over to Financial Times advertising.

Sheet 1 Size matters: especially in advertising. Buildings in prominent places can be partly or wholly remade as giant billboards as these examples show.

Big Johnnie Walker Lan Kwai Fong, Hong Kong

Bigger iPod West Hollywood, Los Angeles

Biggest Financial Times IFC2 Building, Hong Kong (88 floors, tallest in HK, 3rd tallest in the world)