Mass Communication

MASS COMMUNICATION ECM 4(1+3)

Lesson 4: Types of Mass Media

Advertisement

Definition

Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

There are several reasons for advertising some of which are as follows:

• Increasing the sales of the product/service
• Creating and maintaining a brand identity or brand image.
• 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, several reasons for advertising and similarly there exist various media which can be effectively used for advertising. Based on these criteria there can be several branches of advertising.

Mentioned below are the various categories or types of advertising:

1. Print Advertising – Newspapers, Magazines, Brochures, Fliers
2. Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
3. Broadcast advertising – Television, Radio and the Internet
4. Covert Advertising – Advertising in Movies
5. Surrogate Advertising – Advertising Indirectly
6. Public Service Advertising – Advertising for Social Causes
7. Celebrity Advertising