Types of Advertising Research

8 Different Ways to Advertise Products and Services

Advertising persuades members of a particular market to take some form of action, such as buying a product or service. There are many ways to spread an advertising message. A good ad campaign incorporates several types of advertising to get maximum exposure.

Television Advertising

TV commercials are a popular way to mass-market messages to large audiences. Although this medium has the ability to reach a high number of potential buyers, it is also one of the most costly forms of advertising. For example, one 30-second TV commercial during the Super Bowl cost about $3 million in 2009.

Infomercials are another form of television advertising. The infomercial is different than a commercial because it is longer, includes more product information, and has more of a personal tone. Although they are also costly to produce, infomercials are highly effective in creating impulse buys because of their demonstrative and persuasive nature.

Radio Advertising

Radio commercials are an effective way for businesses to target a group of people based on location or similar tastes. For example, a local night club seeking college student clientele would probably consider advertising on a local pop station. Likewise, a country and western bar would choose a local country station.

Print Advertising

Magazine and newspaper ads are another way to spread the word about a product or service. Print also offers the ability to target a specific audience based on geography or common interests. Print advertising usually includes larger display ads, as well as classified advertising. The classifieds are typically very affordable, whereas display ads are a bit more pricey.

Online Advertising

Advertising online is an increasingly popular method for promoting a business. There are many forms of online advertising. Banner ads are image ads displayed on web pages. Google AdWords is another popular form of online advertising that matches an ad to an Internet user’s search inquiry.  Social network marketing has been the fastest-growing form of Internet advertising. This includes using sites like Facebook, Twitter, and LinkedIn to promote a product or service. Many social networks have advertising available, such as Facebook Ads.

Billboard Advertising

Billboard ads are large advertisements displayed on structures in public places. Most commonly, billboards are located along highways to target passing motorists. Another type of billboard advertising is a mobile banner or billboard. This can range from the signs seen at major sporting event arenas to billboard advertisements pasted on the sides of semi trailers.

In-Store Advertising

In-store advertising takes place within a retail store. For example, a company that produces a new cleaning product might include an end cap display when they ship the product to stores. This gives the store an attractive display that draws attention to the new product. Other types of in-store advertising include banners and display cases.

Word of Mouth Advertising

While some may argue that word of mouth is not advertising because it’s free, this form of promotion is one of the most credible and priceless assets of any business. Even if business owners can’t buy word of mouth advertising, they can encourage their customers to tell their friends and family about the great product or service they purchased.


Endorsement is similar to word of mouth promotion but typically does cost money. Having a product or service endorsed by a celebrity can increase sales and product awareness. Not every company can afford to have a major A-list celeb promoting a product, though. For smaller companies, consider using local celebrities or well-known individuals within the product’s niche market. For example, many equine companies look for professional horse trainers to endorse their products.

Which Type of Advertising is Best?

The best type of advertising depends on the business or organization and its particular needs. If a company needs mass-market exposure and has the capital, television advertising is probably a good fit. For a local company on a budget, a customer referral program to stimulate word of mouth might be the best option. The best advertising campaigns typically involve several forms of media to effectively gain maximum exposure.


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