In the ever-evolving world of marketing, the art of advertising takes many shapes and forms. From informative to persuasive, and even reminder advertising, each type serves a unique purpose.
The kind of advertising you select hinges on your specific goals, the ways you promote, and the core focus of your business. But how do you decide which is right for you?
In this article, you will learn about the features of various types of advertising, including reminder advertising, which will allow you to achieve effective results with your marketing campaigns.
Types of Advertising in Marketing Depending On Its Purpose
In fact, all types of advertising in marketing do not have clear boundaries, since the same advertisement can combine both characters. It depends on the specific advertising situation in which the organization finds itself.
#1: Informative Advertising
This type of advertising in marketing is used, as a rule, when new products are launched on the market and primary demand needs to be created. For example, food manufacturers first strive to convey to consumers information about the nutritional value, health benefits of their products, and options for their use.
Informative advertising solves the following problems:
- announces to the market new products, and new ways to use existing ones;
- informs the market that the price of the product has changed;
- clearly explains how the product works;
- describes the services provided;
- corrects misconceptions, dispels customer doubts and concerns;
- forms the image of the company.
#2: Persuasive Advertising
This type of advertising in marketing can be successfully used at the growth stage; it allows you to create selective demand.
It happens that with the help of persuasive advertising, a company tries to prove the advantage of a certain brand by comparing it with other products of the same class, but of a different brand. Such advertisements can be classified as comparative advertisements.
This type solves the following problems:
- forms consumer preference for the brand;
- encourages customers to switch to your brand products;
- under its influence, the client begins to perceive the properties of the product differently;
- convinces the consumer of the need to purchase right now;
#3: Reminder Ads
The use of reminder advertising in marketing is effective at the maturity stage; it does not allow the consumer to forget about the product. Companies with a long history of consumer recognition advertise their well-known products to remind consumers of their existence rather than to inform or persuade.
The objectives of this type of advertising:
- remind people of their likely need for a product in the near future;
- remind them where they can purchase products;
- do not allow the consumer to forget about the product between seasons;
- maintain product awareness at a high level.
For example, a new product was brought to the store. The company brings this to the attention of consumers (an informational type of advertising) and indicates (reminds) the addresses of retail outlets where products can be purchased (this is a reminder advertisement).
#4: Emotional Advertising
An analog of emotional advertising in marketing can be called reinforcing advertising, the purpose of which is to convince consumers that they have made the right choice. When creating emotional advertising, they often use images of satisfied customers and demonstrate a welcoming, friendly atmosphere.
The objectives of this type of advertising are as follows:
- to ensure that consumers are sympathetic to the product;
- create an image;
- increase the level of trust in the company, directly in the product or service;
- draw the attention of buyers to certain elite behavior.
How Can You Deliver Advertising Content to Users?
Delivery of advertising content to users can occur through various channels and methods. A successful advertising campaign usually involves a combination of different channels and strategies. Below are some of them.
Indoor advertising
Such advertising is placed indoors – shopping centers, shops, and hypermarkets. It can also be effectively used in cinema halls, entertainment centers, airports, buses, business centers, etc. Plasma panels, screens, and LCD monitors are used for placement.
Product placement
This involves integrating advertising into the plot, props of a film, TV show, computer game, music video, or book of a product, brand, or image that is similar to a real commercial product. This type of advertising in marketing is hidden; it allows you to demonstrate the product being sold or its logo, and remind you of its purpose, quality, method of use, or application.
Internet advertising
This marketing tool allows you to present products, services, or a company on the World Wide Web; it is addressed to a wide audience and has the character of persuasion.
SMS advertising
This tool allows you to send advertising SMS messages to potential customers on their mobile phones. This type combines the latest methods of electronic and mobile commerce, which owe their development to the widespread use of the Internet and the rapid growth of the mobile communications market.
Ambient advertising
This advertising direction involves the use of environmental elements such as benches, doors, building walls, office supplies, etc. as carriers of advertising information, not space in printed publications, time on television and radio broadcasts, and billboards.
Cross-promotion
This is a type of advertising that involves holding an event to promote two or more brands simultaneously. In this case, a joint product is not created; the calculation is to increase sales of each brand separately and increase consumer awareness.
POS materials
Their use is aimed at promoting a brand or product at points of sale. Such materials are shelf talkers, price tag holders, wobblers, price tags, stoppers, promotional stands, dispensers, plastic trays, flags, and other souvenir products distributed at points of sale.
Final Thoughts
The choice of advertising based on promotional objectives depends on the specific goals of your campaign and your target audience. Be clear about what exactly you want to achieve with your advertising campaign.
For example, this could be increasing sales, increasing brand awareness, attracting new customers, etc. If you are an intermediary between a brand and clients, we recommend contacting SmartyAds, a developer of high-quality solutions for providing digital advertising.