Different Types Of Advertising

There is many ways to advertise something, whether it be products or campaigns. Advertising goes back for centuries whether it be carving into walls and so on. The thing is over the years advertising has evolved in many ways, there is so many ways a message can get through to the customer but they all full under a category at some point.

Print Advertising,

If an advertisement is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising. Print advertising is becoming cheaper with time because digital is becoming more popular. Print advertising varies in cost, this is because of the size of the ad the exposure and so on. You can also have the ad placed in more than once which increases the cost. You can also have print advertising sent to a direct market audience, this kind of information would cost you money though.

Guerrilla Advertising,

Also known as ambient media, guerrilla advertising (or marketing) has become prominent over the last 20 years. It is a broadly used term for anything unconventional, and usually invites the consumer to participate or interact with the piece in some way. Location is important, as is timing. The driving forces behind guerrilla advertising or marketing are creative ideas and innovation, not a large budget. Quite often, you will ask for forgiveness rather than permission with these campaigns, and they will spread via word of mouth and social media.

Broadcast Advertising,

A mass-market form of communication including television and radio, broadcast advertising has, until recently, been the most dominant way to reach a large number of consumers. This can be a very good way to advertise, there is many things to take into account for example the time of day for that certain person watching TV to listening to the radio. The company buys the stop which has been considered and then the time and so on, taking all of these things into account makes the price range massively.

Outdoor Advertising,

Also known as out-of-home (OOH) advertising, this is a broad term that describes any type of advertising that reaches the consumer when he or she is outside of the home. The most common way to show outdoor advertising is the use of billboards, they are massively popular but there are lots of things to take into account. With billboards location also matters because if you put a item to sell to students on a billboard near a old peoples home you aren’t going to get full exposure. If you were to put it in the middle of a city center on the other hand it would be very different. This method is effective but should only be used as secondary to a campaign or so on. Also 6 words is about ideal but show it don’t say it. There is also a 2 second rule which you have to take into consideration so lots of information is a no no, but if its clear and cleaver it can be very effective.

Public Service Advertising,

Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service. This can be a very effective way to advertise usually used to inform people for example stop smoking and better health and so on. It does cost but is normally just for a non-profit cost. This is the kind of method that could be used for a campaign like this one.

Product Placement Advertising,

In a nutshell, product placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement. Product placement can be very effective depending on how successful the movie or show is, the costs can vary as its an agreement between the show and company,  for example Audi and Converse paid to have their products shown in the movie I Robot.

Cell Phone & Mobile Advertising,

A relatively new form of advertising, but one that’s spreading rapidly, uses cell phones, iPads, Kindles, Nooks, and other portable electronic devices with Internet connectivity. Current trends in mobile advertising involve major use of social media such as Twitter and Facebook.

Online Advertising ( Digital ),

If you see an advertisement via the Internet (World Wide Web), then it is classified as online advertising. In fact there are ads on any page you visit and most other websites you visit, as they are the primary revenue driver for the Internet. Learn more about this vital part of the Internet.


Current Recycling Campaigns

I have researched into current recycling campaigns and what they do and how they work. It is nice to see campaigns out there and ill link a few websites at the end of this post. After looking through all the campaigns take a different approach to how they deal with the problem recycling. http://www.wiseuptowaste.org.uk/recycle I found this website which has an advertisement which explains what they want to achieve. https://www.youtube.com/watch?v=2Jw7iLrdYwI There is the link to the video I really like the way they designed this video. You can tell its been properly made, I think it is effective by letting people know they can improve their own community by changing their own ways. I think if this was to be advertised on television it would be very effective, their website is also well set up.

http://www.recyclenow.com/ I also found this website which gives people information and help on recycling. It allows people to see where the closest recycling bank is and so on, they can also order a collection of recyclable waste they have collected. They also use the Reuse as well as the Reduce. I think this website is very good, I just don’t think it is put out there enough. They allow people to donate to charities and also instead of throwing out old furniture etc. they offer links to websites where they can sell all of there unwanted items. This is under the Reuse part most of the information under Recycle is just information e.g. where to recycle and how and why.

http://www.wastewatch.org.uk/pages/building-capacity-in-the-community.html this is another website I found, the link explains exactly what they do and who they work with. A lot of campaigns have partnerships so this is a good way in which I could use the Domestoes brand to promote. If this idea was going to get put into practice I could see how the website would work also. I think that the website could offer similar information guides and what the campaign does as well as what the aim is. This way you could put QR codes on the products and posters and ads etc. This would provide a direct link to the website for example.

Brand Promoting

I have spent a lot of time looking into the involvement a company has on a recycling campaign. I needed to know if they just sponsored the campaign and get advertising out of it or if they actually helped in other ways. After some reading, I never actually found an explanation for this it seams as though every company is different. The company and campaign come to an agreement I guess with how much they want to get involved and how much they expect both ways. From what I’ve seen most of them just come down to sponsorship and advertising the company logo in some way. A lot of companies actually buy a partnership with the campaign if its an organisation or so on. With this they could either get extra perks or discounts and mentions etc.

I guess for the campaign I am building this will be something I have to think more about, grounding a big idea in reality is always a challenge but I think using the brand as a way of promoting adds to the reality of the idea working.

Another reason why campaigns like to get corporations involved is because governments listen to corporations, rather than not listening to the people. Also lobbying is another massive part of this and that’s also why campaigns try their best to get them involved. This project is about changing city wide behaviour through the power of branding. I think that as I have an appropriate brand to the aim of the campaign there isn’t much else apart from advertising it. If this was to be put into practice on the other hand then things would be very different.

Building The Idea

I decided on New York City for my mega city, this is because of my recent visit to New York. In New York there was loads of waste at the side of the streets, bags full of it. The city was amazing but they obviously have issues with the rubbish left all over the streets. This is one example of were my idea could be very effective to reduce waste throughout the city. It could also do lots for housing and creating jobs.

I’ve decided on the brand I’m going to use to promote the campaign, I guess for the brief it is easy to tell but I’m going to use Domestos because it’s a cleaning product and this could fit nicely with things such and clean up the city and so on. The next thing I am going to look into is how campaigns are advertised and promoted, especially recycling and see what involvement company’s have in campaigns.

Mega City

After a lot of thought I was struggling to choose the mega on which I would focus the project on so I did my research on mega cities and the problems they have. There are 24 mega cities in existence as of 2013, the biggest ones are Tokyo, Delhi, Mexico City and New York.

The growth of mega cities can be caused by immigration, the challenges that mega cities face is lots of slums and homeless people. With growing population they don’t have enough housing for all the people which leads to homeless people and rising numbers of people in poverty.

There is also problems with traffic congestion and air pollution with higher numbers of traffic passing through the cities this causes the traffic to become stuck and cause a lot of air pollution. This is bad for environmental reasons and the weather e.g. smog over the cities. There also becomes slight problems when the cities build outwards into other areas meaning more travel for work therefore more cars etc.


The Correct Brief

After a long talk with my tutor we decided that the Unilever brief was the right one for my idea, the Al Gore brief was focused on climate change only. The Al Gore brief fit most of the other criteria with my idea but the climate change was the main part and didn’t suit the plan I was going for. We then looked at the Unilever brief and my idea worked with it, it could make better health and well being, reducing environmental impact and enhancing livelihoods.

Looking at the solutions it also works in many ways, it can make better housing, lowering waste, better healthcare and a working community. When I said it can be changed in many ways it is really quite diverse. As the brief is about city change for example a city council could invest in this making money themselves which in turn could increase jobs, housing and better services. Even if big companies or the governments were to invest, they could set up a system which allows councils to get extra money if they reach their target recycling and lose if they fall short. This way it would have a massive impact and they could do schemes.

There is also a part of the brief that says considerations, I think I have considered that it is a big ambition but I think I have clearly grounded it in reality and shown how it could work the next step for me is to choose the city and explain why and show how I am going to start to build up the campaign.

Choosing The Briefs

After some time reading through the briefs I decided on two that I will take a closer look at and discuss with my tutor. The first briefs is by Unilever, this brief is about changing city wide behavior through the power of brand advertising. We are asked to pick one of three brands and one of three subjects to use for our advertising. The three brands are

  • Domestos
  • PG tips
  • Ben and Jerry’s

the three subjects are

  • Health and well-being
  • Reducing environmental impact
  • Enhancing livelihoods

We can chose the city but it has to be a mega city and explain why we have chosen that certain city. The advertising has to create last behavior changes for one of the subjects.

The second brief is by WPP working with Al Gore, This brief is specifically on global warming. We have to create a campaign that not only makes people accept that there is a problem but makes them do something about it. As an added benefit the best one will be shown to Al Gore and maybe put into production.

The next stage for me is to consult my tutor and start building a profile of ideas and see which one best suits the briefs and so on.