Advertising Techniques and Strategies: A Deep Dive
Advertising Techniques and Strategies
What is Advertising?
Advertising is a communication technique primarily intended to persuade and convince the public to purchase certain products, whether goods or services.
Types of Advertising
Television Advertising
TV advertising is very profitable for two reasons: it is based on the television image, so that with a 1-minute emission, many pictures can be conveyed, of which only some will be remembered. Yet, another advantage is that it reaches a very large and dispersed audience.
Radio Advertising
Radio is an auditory medium because the message is received through the ear. It is characterized by its capacity for clarity and concise messaging since no images are involved. It can reach a very large audience, thanks to the varied number of different programs that are broadcast. The time frame is very important; for example, in the morning, almost everyone listens to the radio, making it much more effective.
Print Advertising
The press is the collection of written publications (newspapers, magazines) with a certain frequency (daily, weekly, monthly) that aim to inform. Advertising varies by the type of audience (adults, children, specific demographics) who read the publication and the thematic section it belongs to. It combines image and text.
Outdoor or Public Road Advertising
This type of advertising was born from the moment commercial activity began. Its purpose is twofold: on one hand, to draw the attention of people to acquire certain products, and on the other, to announce businesses where magnificent goods can be found. Billboards are commonly used.
Posters
The poster is a means of mass communication that aims to be simple, evocative, intense, direct, and original, as its function is to call the attention of citizens.
Point-of-Sale Advertising
This includes communication elements that help to highlight those places where products will be sold. This includes furniture, displays, dispensers, flags, pictures, posters, banners, etc., where the products are installed to draw consumers’ attention and influence their purchasing decisions.
Online or Interactive Advertising on the Internet
Online advertising is a piece included on a web page. Its objective is almost always to attract surfers to the website of the advertiser who pays for being included there. This type of advertising pursues a target audience, classified according to their characteristics and preferences. Marketing lists are also worth mentioning.
Indirect Advertising
Indirect advertising is a technique that does not appear as explicit advertising. It inserts brands, symbols, or distinctive aspects of products discreetly into a variety of programs. It can be active or passive.
Illegal Advertising
Illegal advertising violates dignity or infringes upon rights and values recognized in the constitution. Examples include ads that present the body or body parts of women as mere objects detached from the product intended to be promoted or present images associated with stereotypes or behaviors that can generate violence.