Types of Advertising

Manukonda Rabindranath () and Aradhana Kumari Singh
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Manukonda Rabindranath: Jawaharlal Nehru University
Aradhana Kumari Singh: Indian Council of Social Science Research (ICSSR), Ministry of Education, Govt. of India

Chapter Chapter 2 in Advertising Management, 2024, pp 39-78 from Springer

Abstract: Abstract This chapter explains the different types of advertising used by advertisers to reach potential consumers. Advertising is an effective form of communication for companies to promote products, goods, and services. There are numerous ways to advertise your brand and products based on the level of their effectiveness to reach different audiences. Whatever the medium is, all types of advertising have two major goals: (a) to promote products and (b) to persuade/influence consumers to buy them. Which type of advertising the company will choose, depends on numerous factors such as its need, objectives, budget, target audience and so on. Today companies have multiple options in advertising for the promotion of their brands. With the introduction of the internet, numerous digital platforms have opened for advertising to easily connect with the target audience. One of the major advantages of digital advertising is that the success of an ad campaign can be tracked in real-time. The traditional form of advertising (print, TV, radio, outdoor) has its benefits. Companies can use either traditional or digital advertising or both for maximum benefits. This chapter discusses what the various medium of advertising is and what are the benefits and limitations of each medium.

Date: 2024
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DOI: 10.1007/978-981-99-8657-6_2

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