In today’s world companies have access to a wide variety of advertising options.
Businesses looking to grow their client base and boost their earnings quickly should consider investing in advertising to build awareness of their brand among a larger audience.
There is a wide range of different advertising approaches that your small business can take.
You can focus on digital ad platforms, including Facebook, Twitter, LinkedIn, YouTube, and Google AdWords.
Or, you can select more traditional advertising platforms, including newspapers, radio, and local TV.
Investing strategically and tactically in advertising for your small business can result in a high return on investment, bringing valuable new business to your company.
To determine which types of advertising you should do, a company may need to consider numerous factors, such as budgets or the audience it wants to target.
In this article, we provide examples of 14 different advertising types And tips that companies can use to promote their products or services.
What is advertising?
Advertising is a component of a company’s marketing strategy.
Enterprise uses advertising to share information about their products or services through various media platforms.
Technology has changed the landscape of advertising, with print and broadcast advertising serving as the traditional format and digital advertising serving as a more modern option.
Technology helps companies to gain new ways of targeting consumers and tracking the effectiveness of their advertising campaigns.
14 different types of advertising
Companies can use various forms of advertisement to reach their target consumers or to inform the public. Here are 14 types of advertising and examples:
1. Print advertising
Print advertising is also known as printed advertisements, is mostly seen in newspapers and magazines.
Print advertising used to be the primary advertising option for businesses before the advent of digital advertising
Moreover, print advertising also includes other printed materials, such as brochures, directories, and flyers.
Companies can place advertisements in local newspapers–whether throughout the paper or within the classifieds section—to target consumers within a geographic location.
To reach a more targeted audience, companies may seek advertising opportunities in magazines.
Specialty magazines can assist a company reaches a specific and targeted group or type of people.
For example, a company that sells beauty accessories would place ads in magazines for beauty enthusiasts because they know that audience is more likely to appreciate their product.
Magazine advertising can also provide a more visual experience for consumers, as the full-page opportunities allow for more color and high-production images than newspaper advertisements.
However, it’s also more difficult to measure the success of your print advertising campaigns, since it’s almost impossible to prove how many people who saw your ads in print went on to buy your product at your store or become a client of your business.
2. Direct mail advertising
Direct mail is a type of print advertising that sends advertisements to customers’ homes through the mail.
Examples of direct mail advertising include brochures, catalogs, newsletters, and flyers.
This type of advertising enables companies to identify an even more targeted market than other print advertising formats because it distributes ads via a direct mailing list.
For instance, someone who opens a restaurant can create a flyer that announces their grand opening.
They can then send that flyer to a list of residents located within five miles of the restaurant.
To attract new customers, the restaurant owner can also include a discount coupon with the mailer.
While direct mail advertising is a less common type of advertising for businesses than digital advertising, it can be successful if you create a creative, visually appealing direct mail campaign.
Direct mail ads allow you to deliver your message one-on-one to local consumer
3. Television advertising
Television advertising is a kind of broadcast advertising where companies advertise their products or services through 20 seconds, 30 seconds, or 60 seconds TV commercials.
It can be quite expensive but it enables companies to repeat their advertisements regularly.
The costs to air television commercials can vary due to the following factors:
- The ad length
- The time of day
- The television show
- Frequency of airing
- The geographic reach
- The number of networks
While consumers now have the ability to skip advertisements on their televisions, it still serves as an effective method of reaching a large audience.
Repeating advertisements help create recognition and brand awareness, and even if consumers are not really watching the ads, they may still be listening to them.
4. Radio advertising
Radio is also a type of broadcast advertising that plays ads during programming breaks.
Customers can listen to radio advertisements while performing other activities, such as driving or doing household chores.
Radio also enables the repetition of advertisements just like television, which can give companies more recognition with consumers.
Companies can search for radio stations that are popular with their target customers.
They can also take note of what times of the day these customers listen to the radio most.
For instance, they may try to advertise their products and services during a morning time slot when they know many of their customers will be driving to work.
5. Podcast advertising
Companies can sponsor podcasts or have advertisements for their products or services played during the episodes.
However, podcasts play ads at the beginning, middle, and end of episodes.
Just like radio advertising, companies can find out which podcasts are most popular with their target audience.
Some podcast hosts read from a script given to them by the company or they can create their own, which can be an entertaining way for listeners to consume advertising content.
Most of the time, companies will offer a discount code available to listeners of a podcast.
Apart from attracting new customers, this discount code can help companies assess how well this advertising strategy works based on its use.
6. Mobile advertising
Mobile advertising help companies to reach consumers through any mobile device with internet connectivity, such as smartphones or tablets.
Mobile advertising can include:
- Mobile display ads
- Mobile search ads
- Mobile videos
- Mobile app ads, which are meant to drive downloads of a brand’s app
- Social media ads served on mobile devices only
For instance, a customer playing game on their mobile device may receive ads for similar games between gameplay rounds.
The benefit of using mobile advertising is that these advertisements can reach consumers no matter where they are.
If an individual enables location settings, companies may even be able to target them via geographic location.
Another method that companies use to conduct mobile advertising is by combining it with print advertisements using QR codes.
When consumers see a QR code in a magazine or flyer, they can scan it with their mobile device.
It could probably take them to the brand’s website or offer them a coupon.
7. Social media advertising
Social media advertising is a common option for businesses because the cost is relatively affordable and you can be highly selective with the audience you target.
Companies make use of social media advertising to promote their products or services on various social media platforms.
Social media advertising, like other digital advertising, allows companies to target specific audiences.
They may consider reaching customers based on their geographic location, age group, interest or buying habits.
They can either pay for the platforms to promote their advertisements, or they can use more organic methods.
Today’s businesses also make use of online influencers, bloggers or celebrities to create posts promoting their brand or products.
Instead of full advertising campaigns, these methods of advertising serve as more cost-effective techniques that enable the business to spread awareness of their brand.
There are a few different social media platforms you can select from for social advertising, including:
- Facebook: Facebook is a great advertising platform for most businesses, because of the popular adoption of the platform and the relatively low cost of their ads. Nearly 70 percent of American adults use Facebook, and among those who use it, nearly 75 percent log in to the service at least once per day. There are different ad units to choose from on Facebook, including video ads, customer offers, carousel images, lead generation, page likes, event responses and more.
- Instagram: Instagram ads are a great option for small businesses with a highly visual brand that appeals to younger audiences, since 60 percent of Instagram’s one-billion users are under the age of 30. Instagram includes many of the same targeting parameters offered by Facebook and their ad units include image ads, video ads, Stories ads and carousel ads. You can also include clear call-to-action buttons to drive traffic to your website.
- LinkedIn: LinkedIn advertising tends to be a bit more expensive compared to other social networks, but it’s a great option for small businesses with a business-to-business (B2B) sales model, since you can target professionals in specific industries and with certain job titles through LinkedIn ads. There are more than 560 active professional users on LinkedIn.
8. Paid search advertising
Paid search is a type of internet advertising, often referred to as pay-per-click (PPC) advertising.
Companies that use pay-per-click (PPC) advertising only pay a fee when users click on their ads, usually through a search engine.
They bid on specific keywords that are mostly related to their business, along with the placement of their ad on the search engine.
If a person sees your ad but doesn’t click on it, you won’t be billed.
The most common platforms for pay-per-click (PPC) advertising are Google Ads and Bing Ads.
Pay-per-click (PPC) advertising is a form of search engine marketing (SEM).
For example, a company that sells weight loss products can include the keyword “weight loss” in its bid.
When users search that phrase or related phrase, the company’s products appear as an ad within the search results—typically at the top of the page.
9. Native advertising
Native advertising is a type of digital advertising, in which the ads look similar to the rest of the content on a page.
Pay-per-click advertisements can serve as a form of native advertising because the product that is advertised often blends in with the other results.
Businesses like to use this type of format because it does not interrupt the user experience, unlike display advertising.
For instance, a website that publishes articles about the latest technology product may also include sponsored articles.
These look just like the articles that are already published by the site’s writers and editors but came from a business looking to promote its products or services.
A reader may search for an article about how to track business expenses and realize later that it is a sponsored post from a company that sells accounting software.
In this case, the company also would likely mention or advertise its software within the content in the article.
10. Display advertising
Display advertising is a type of digital advertising that uses ads that are identifiable.
These methods of advertising may include banner ads at the tops or sides of web pages and pop-up ads.
Another example would be the video ads that appear before or during streaming video content.
Display advertising encourages users to click on them to move to the company’s website, often to take a predetermined action which could be sales, attending a particular event, email sign-up.
These advertisements are very prevalent online, though sometimes that can make them easy for consumers to ignore.
One method used in display advertising is remarketing or retargeting.
When users visit a company’s website, they often accept browser cookies that allow the site to track their journey.
If the user decides not to buy anything on the site, the brand may target that customer and place ads for their products or services on other websites to remind them to return and purchase the item.
11. Outdoor (Out-of-Home) advertising
Outdoor advertising can be said to be a type of advertisement that consumers see outside their homes.
As a result, this type of advertising is commonly called out-of-home advertising.
The aim of outdoor advertising is to catch the attention of a large population.
One of the importance of outdoor advertising is that these ads help businesses build their brand awareness within a geographic location.
The space allotted to outdoor advertisements may be limited, as can the amount of time a consumer takes to view the advertisements.
Usually, these ads use bold images and fewer words so that the content is easily understood.
12. Guerrilla advertising
Guerrilla advertising is said to be a less conventional method that is generally low-cost and employs creative techniques to draw attention.
A common method of guerrilla advertising is ambient advertising, in which a company places ads in public places but using an unconventional manner.
For example, instead of advertising on a bus stop, a company may paint a mural on the sidewalk advertising their products or services.
This type of advertising sometimes invites public interaction or participation.
For instance, the advertisement may motivate individuals to take a photo with the ad and post it on social media using a hashtag.
That is why companies using guerilla advertising aim for eye-catching ads — to attract consumers to interact with their content.
13. Product placement advertising
Product placement advertising is a type of advertising, whereby a company pays to have their product embedded in media content, such as a television show or movie.
The content sometimes does not explicitly mention the product, but it can be viewed by the audience.
This form of advertising can help companies reach targeted groups more discreetly.
For example, a lemonade drink brand may want to target adults.
They can pay to have their beverages advertised via product placement in a popular adult film franchise.
Characters in the film will drink the lemonade drinks of that company with the label visible.
The characters may mention the beverage brand, but not necessarily.
14. Public service advertising
Public service advertising is a form of advertisement that promotes a cause or initiative rather than a product.
Commonly called public service announcements (PSAs), these ads aim to inform the public about a topic in a way that benefits the public.
Organizations can make use of public service advertising in various formats, such as television, radio, or digital video advertising.
Providers will donate airtime to these ads, though they must meet certain requirements to qualify as public services advertising.
This kind of advertisement is mostly used by government agencies or charitable organizations to educate consumers on health and safety topics.
5 Advertising Tips for Businesses
1. Target the Right Audience
One of the best methods to efficiently maximize your budget and spend your ad dollars is to ensure you’re reaching your business’s target audience.
The first thing you need to do is to make a profile of your target customer.
You can conduct a survey for your existing customer base, or refer to demographic information you’ve already gathered about your audience, including details included in mailing list sign-ups.
After you have created a demographic profile of your target customer, choose advertising platforms that make sense for that audience and your location.
2. Advertise Where Your Audience Is
Now that you know who your target audience is, perform your research on the various ad platforms available to make sure your advertisement will reach your target customer.
For instance, if your target audience is under 21 years old, mobile advertising through Snapchat might be a great choice.
If you’re deciding on using print advertising, broadcast, or outdoor advertising, request a media kit before purchasing ad space to make sure the demographics make sense for your targeting.
3. Track and Measure Success
It’s crucial that you evaluate the performance of every of your advertising campaign so that you can make informed decisions about future ad decisions.
Digital ads make it easy to track the success of your efforts; social and PPC ad platforms give you detailed reports on how much you spend, how efficiently you spend your budget, which ads performs better than the others, the best-performing ad creative, and the demographics of the people who engage with your ads.
You can get a clue of how many people click on your digital ads and what percentage of those people go on to make a purchase for your products or services, or how many of those people take another desired action on your business website.
With television, radio, and outdoor advertising, it can be more difficult to measure success.
You can also consider using a unique URL, email address, or phone number in those ads, so you can see how much interest they generate.
Or, include an offer code that can be to get a discount on your website. If you use a unique code for each ad you create, you’ll be able to compare and contrast the success of all your advertisements.
4. Get the Timing Right
If you don’t have the budget to advertise all year long, it’s best to run your ad campaigns during the most effective times of the year.
Study your business earnings and identify the seasons you make more sales.
Advertising, especially during the time of year when people are most likely to pay for your products and services can increase your return on investment.
5. Try Remarketing Strategies
Remarketing is crucial for most forms of digital advertising.
It involves targeting your ads at people who have visited your website before but haven’t converted to paying customers.
You can create highly personalized ads to engage with these users, based on what they previously viewed on your website.
These ads will then be more relevant for the customer and with an engaging copy or a discount offer, you can hopefully convince the person to convert.