The document discusses different types of advertising including online, print, guerrilla, broadcast, outdoor, product placement, mobile, and packaging advertising. It also covers common advertising strategies such as "before and after", "advice", "empathy", "testimonial", "demonstration", "competitive", and "negative to positive". Finally, it analyzes sample advertisements and discusses constraints in advertising related to law, money, and ethics.

1. TYPES OF ADVERTISING
By Gabriela Sokol

2. TYPES OF
ADVERTISING
On screen
Magazines
Online
Packaging
Print
Leaflet
Illustration
Outdoor advertising
Animation
Mobile
Post
Guerilla
Sponsor
advertising
Posters

3. Online advertising
Online advertising is adverts that involve use of
the internet. You can find them on websites,
social media, in apps. The advert below is an
example of an advert you could find on any
website, it advertises brand selling shoes.

4. Print advertising
Print advertising is a type a of advertising that
uses physical print like magazines, newspapers,
leaflets and posters. It always appear in printed
format. Below there are digital examples of
adverts you can see printed as posters or in
magazines.

5. Guerrilla advertising
Guerrilla advertising is a method of
advertising that promotes the
company and their services with
little budget and in a very different,
unconventional way. Some of
Guerilla adverts are illegal such as
stickers or posters on lampposts.
This kind of advertising involves a
lot of creativity and teamwork to
get people's attention.

6. Broadcast advertising
Broadcast advertising are all kind of adverts we
see on the television or hear on the radio,
known as on-air advertising. It is an expensive
type of advertising.

7. Outdoor advertising
Outdoor advertising is any kind of advertising
done outside. It includes billboards, ''street
furniture'' (buses, vehicles, signs etc.) and transit
which are ads on side of buses, in subway
stations or taxis. It is done to publicize the
company and their products.

8. Product placement advertising
Product placement advertising is a type of
advertising we can see on the television again, in
the films or TV shows. The companies, such as
Apple, pay for their products to be featured in films
and any other kinds of television programs. It is
known as a very expensive method of advertising.

9. Mobile advertising
Mobile advertising is a marketing strategy that pops
up on mobile devices like smart phones or tablets.
The adverts can be send to the audience as text
adds via SMS or adverts that appear during using
apps like on the example. Depending on the type it
usually pops up and leads you to the website.

10. Packaging advertising
Packaging advertising is a method of advertising
through the packaging of the actual product. The
packaging is designed to catch the customers'
attention and make them buy even if it is just for
the packaging – like the strawberry-shaped jar
bellow could be reused.

11. Design Context – information needed
to make an advert
1. Company details
2. Details about the product – What am I
advertising
3. Information about the audience
4. Research of previous adverts of the company to
find out the style used
5. The budget
6. Any necessary information you need to include
such as logo

12. Constraints in advertising
1. Law: In advertising you need to stick to certain rules. One of them
is libel which refers to publication of false statements that lead to
ruining other person or company's reputation. Also there is some
products that are banned from advertising or they can be
advertised only under specific conditions such as tobacco or
alcohol. Not being able to make untrue statements and claims in
adverts is another important rule.
2. Money: Depending on the budget different options of advertising
can be considered, e.g. you cannot consider billboard advert with
small budget. Money also decide on the quality of the advert
3. Ethics: Some adverts are inappropriate and some people can find
them distasteful also some products should not be advertised to
certain groups of people – e.g. advertising fast food to children.

13. ADVERTS ANALYSIS

14. This advert is against testing
cosmetics on animals. It is using
''empathy'' strategy to make
people feel sorry for the animals.
It uses quite terrifying image of a
woman that has been used to test
cosmetics and some strong words
written above and on the bottom
that have to opposite meanings. It
is aimed mainly at women as they
are the main group that uses
cosmetics. The advert is effective
in my opinion as it is really scary
and has an impact on the
audience, also the fact they used
woman attracts the feminine
audience. The text used also
creates an effect of the audience
and speaks the truth about animal
testing.

15. The poster presents a rabbit with
mascara going through its eye and
bold writing underneath. The
background is pink to catch women's
attention as it is mainly aimed at
females. The image used is quite
terrifying as the cute rabbit is
bleeding from its eye and it creates
an impact on the audience's
emotions. The used font is quite
interesting but does not stand out
too much to make the image of the
rabbit be the main thing on the
advert, and the bleeding letter 'B'
adds to the scary image. It uses the
''empathy'' strategy. The use of
mascara which is a daily used product
refers to wider range of audience.
The use of block colors make the
image very clear and the message it
is trying to tell easy to understand.
The overall poster is very effective,
mainly because of how simple it is.

16. The poster presents a
terrified looking rabbit
drawn in pop art style with
a bloody tear coming out
of its eye and a question
next to it. The used colors
red and brown make the
audience think a bout
blood. The used font is
really simple what makes
it easy to read. The overall
poster is effective because
of how simple it is.

17. The advert looks like a typical
female's perfume advert what
shows it is mainly aimed at 20+
women. It gets females
attention as the start they may
think it is just a perfume
however there is a rat inside
the bottle and ''torture''
written next to it like the name
of the perfume. The pinkish
feminine style makes it really
clear who it is aimed at. The
overall advert is really effective
as the image is scary and
disgusting what has an impact
on the audiences' emotions.
The message is also really clear
there so no useless images or
text.

18. The advert present a mascara
wand at the end of a needle.
It is a really simple advert,
there is only one image and
blank background. It is aimed
at women what is shown with
the mascara. The needle
makes the image kind of scary
as most people are scared of
needle and it also makes
them think about pain. The
overall poster is effective with
the scary needle and daily
used mascara that can be
used for torture, however it is
not really eye-catching
because of lack of colors

19. 7 MOST COMMON ADVERTISING
STRATEGIES

20. “Before and After”
This strategy is used to show the affect of the product on your
life. Usually the first image would be a negative picture
presenting your life without the product and the second
image would picture how the product has changed your life
for better. This method shows the audience the importance of
the product in their life and the value of it.

21. “Advice”
“Advice” strategy is based on giving the audience
an advice and offering help to present the benefit
of the advertised product. For example the advert
could say that everyone needs to consume 5 fruits
or vegetables everyday so you can sell more fruit
juice.

22. “Empathy”
Empathy method is supposed to make an impact on
the audience’s emotions to make them develop
feelings when they see the certain product, e.g.
disgusted when they see cigarettes or happy when
they see something advertised by a puppy.

23. “Testimonial”
This strategy uses famous or non-famous
consumers’ opinions to support the quality of the
product. For example a famous singer showing her
white teeth on an advert of toothpaste. It is used to
convince people about the authenticity of the
advert as people who already h have used the
product recommend it.

24. “Demonstration”
Demonstration is a method of advertising that
shows the audience how the product works and
presents its effectiveness.

25. “Competitive”
Competitive is a type of advertising that is using
a different brand or company in the advert to
compare both and show that the one they are
advertising is better.

26. “Negative to Positive”
Negative to positive is a way of
making features of the advertised
product that would be normally
considered negative and showing
them in a positive way e.g. when
this advert was made bigger cars
were popular and to advertise it
the creators took an advantage of
the fact it is smaller what makes it
easier to drive in cities.