Question 1: What types of advertising are based on the communication media
Generally divided into five categories: traditional paper media (newspapers, magazine ads), television, radio, outdoor, and the Internet Advertising
Content-based advertising
Product advertising, brand advertising, concept advertising, public service advertising, purpose-based advertising, informing advertising, promotion advertising, image advertising, suggestions, public service advertising, promotional advertising, advertising strategy-based single article Campaign advertising Concentrated advertising Repetitive advertising Marketing advertising Comparative advertising Persuasive advertising Expression techniques are standard Image advertising: Pictures are the main text Design advertising: Text arrangement is the main humor advertising: Humorous situations are the main character Portrait advertising: Movie stars, singers, representatives of various industries Audio-visual advertising: sound, image and music rhythm
Based on the scope of advertising communication
1. International advertising 2. National advertising 3. Local advertising 4. Regional advertising
Consumer advertising corporate advertising based on the target of advertising communication
Advertising based on the advertiser
General advertising retail advertising
Question 2: What are the advertisements? In addition to television, newspapers, wall advertisements, and bus stops, form advertising also has the following forms:
(1) Classification according to media
1. Printed advertising
Mainly includes printed advertising and printed drawing advertising. Printed advertising includes newspaper advertisements, magazine advertisements, book advertisements, poster advertisements, flyer advertisements, product catalogs, organizational introductions, etc. Printed and drawn advertisements include wall advertisements, street sign advertisements, tool advertisements, packaging advertisements, calendar advertisements, etc.
2. Electronic advertising
Mainly includes radio advertising, TV advertising, movie advertising, computer network advertising, electronic display screen advertising, neon advertising, etc.
3. Physical advertising
Mainly includes physical advertising, window advertising, gift advertising, etc.
(2) Location classification based on advertisements
1. Sales floor advertising
refers to advertising placed inside and outside the sales floor. It mainly includes window advertisements, shelf display advertisements, indoor and outdoor colorful flag advertisements, cartoon-style advertisements, and giant commodity advertisements.
2. Non-sales field advertising
refers to all forms of advertising that exist outside the sales field.
(3) Classification according to the content of advertisements
1. Commercial advertising
Commercial advertising is the most common form of advertising and is the focus of theoretical research in advertising. Commercial advertising aims to promote products and mainly provides product information to consumers.
2. Cultural advertising
Advertisements with the content of disseminating science, culture, education, sports, news and publishing, etc.
3. Social advertising
Refers to advertising that provides social services. For example: social welfare, medical care, social insurance, marriage search, missing person reporting, recruitment, housing exchange, etc.
4. *** Announcements
Refers to announcements issued by the *** department, which also serve as advertisements. For example: announcement information released by public security, transportation, courts, finance, taxation, industry and commerce, health and other departments.
(4) Classification according to advertising purposes
1. Product advertising
Introduce the characteristics of the product to consumers and directly promote the product, with the purpose of opening up sales and increasing sales. Market share advertising.
2. Public relations advertising
Refers to advertising that aims to establish a good social image of the organization, increase public confidence in the organization, and establish an outstanding reputation for the organization.
(5) Classification according to the form of advertising:
1. Picture advertising
Mainly includes photography advertising and information advertising. Expressed in realistic and creative forms.
2. Text advertising
refers to the form of advertising content that uses text creativity to express advertising content.
Text ads can give people room for image and association.
3. Performance advertising
refers to the form of advertising that uses various performing arts forms to achieve advertising purposes through the artistic rendering of performers.
4. Word-of-mouth advertising
refers to the form of advertising that uses language arts and techniques to influence the public. It is impossible for most advertising forms not to use persuasive language, focus on promoting a certain aspect or even a certain feature of a company or product, and use exaggeration to render advertising within a specific range.
5． Comprehensive advertising
This is advertising that combines several forms of advertising to make up for the shortcomings of a single art form.
(6) Classification according to advertising stages
1. Advocacy advertising
This kind of advertising is also called original advertising, and its purpose is to open up sales of a new type of product or introduce a new concept to the market. The focus of this type of advertising is to make people aware.
2. Competitive advertising
This kind of advertising is also called comparative advertising. It compares one's own products with those of others, thereby showing the advantages of one's own products and allowing the public to selectively subscribe. The focus of this type of advertising is to highlight the uniqueness of your products. Many countries have certain restrictions on comparative advertising in their advertising legislation.
3. Reminder advertising
This kind of advertising is also called reminder advertising and memorandum advertising. It means that after the product sales reaches a certain stage, the product has become a familiar product to the public, and the name of the product is often reminded to the public in order to Promote product sales.
In addition to the above classifications, there are many other ways to classify advertisements. For example, according to the method of advertising appeal, advertising can be divided into rational appeal advertising and emotional appeal advertising; according to the speed of advertising effect, advertising can be divided into time-sensitive advertising and late-acting advertising; according to the impact of advertising on the public, advertising can be divided into Advertising is divided into impression advertising, explanatory advertising and emotional telling advertising; according to the target audience of advertising, advertising can be divided into: children, youth, women, high-income class, working class advertising; according to the requirements of advertising time , advertising can be divided into opportunity advertising, long-term advertising and short-term advertising, etc. ...>>
Question 3: Types and functions of advertising Types of advertising are divided into the following according to different classification methods:
Content
Product advertising , brand advertising, concept advertising, public service advertising
Purpose
Informative advertising, promotional advertising, image advertising, suggestion advertising, public service advertising, promotional advertising
Strategy< /p>
Single advertisement, series advertisement, concentrated advertisement, repeated advertisement, marketing advertisement, comparative advertisement, persuasive advertisement
Communication media
Newspaper advertisement, magazine advertisement, TV advertising, movie advertising, online advertising, packaging advertising, radio advertising, poster advertising, POP advertising, transportation advertising, direct mail advertising, car body advertising, ticket advertising, lunch box advertising
With the development of new media As advertising continues to increase, there will be more and more types of advertising divided by media.
Expression techniques
Image advertising: mainly pictures
Text design advertising: mainly text arrangement
Humorous advertising: humorous situations are Main
Portrait advertising: movie stars, singers and representatives of various industries
Audio-visual advertising: sound, images and music rhythm
Scope of communication
International Sexual advertising, national advertising, local advertising, regional advertising
Communication objects
Consumer advertising, corporate advertising
Subject
General advertising, retail advertising
The role of advertising mainly includes the following aspects:
Accurate expression of advertising information
Advertising design is a very practical Strong discipline, clear purpose, and accurately conveying advertising information are the primary tasks of advertising design.
In modern commercial society, most information about goods and services is conveyed through advertisements. Print advertisements accurately express information through text, color, and graphics, while two-dimensional advertisements express information through sounds and dynamic effects. Through the above various Only in this way can goods and services be accepted and recognized by consumers. Due to differences in cultural level, personal experience, education, and understanding, consumers will have different feelings and reactions to information, so design needs to be carefully controlled.
Establishing a brand image
The image and brand of a company determine the status of the company and its products in the minds of consumers. This status is usually maintained and shaped by the company's strength and advertising strategy. Among print ads, newspaper ads, and magazine ads have strong brand-building capabilities due to their wide audience, large circulation, and high credibility. Combined with two-dimensional advertising, the shaping power can be greatly enhanced.
Guide consumption
Print advertisements can generally reach consumers directly, and the information is detailed and specific. Therefore, shopping guides, real estate advertisements, product information, etc. can guide consumers to make purchases. product. Two-dimensional advertising can encourage consumers to consume through the influence of dynamic effects.
Satisfy consumers
A colorful and vivid advertising work can enhance the appeal of advertising with its extraordinary aesthetic power and immerse consumers in the products and products. The pleasure given by the service image makes them consciously accept the guidance of advertising. Therefore, the aesthetic recreation of material culture and lifestyle in advertising design uses exaggeration, association, symbolism, metaphor, humor, humor and other techniques to beautify the picture so that it meets the aesthetic needs of people and can capture the aesthetic taste of consumers. It can effectively guide their consumption concepts in material culture and lifestyle.
Question 4: How many types of advertising are there? Due to different classification standards and different perspectives on the problem, there are many types of advertising.
◇ Based on the communication media, newspaper advertising, magazine advertising, TV advertising, movie advertising, online advertising, packaging advertising, radio advertising, poster advertising, POP advertising, transportation advertising, direct mail advertising. With the continuous increase of new media, the types of advertising are divided according to media. There will be more and more.
◇ Based on the purpose of advertising, product advertising, corporate advertising, brand advertising, concept advertising, public service announcements ◇ Based on the scope of advertising communication
1. International advertising 2. National advertising 3. Local advertising Sexual advertising 4. Regional advertising ◇ Based on the advertising target as the standard Consumer advertising Enterprise advertising ◇ Based on the advertiser as the standard General advertising Retail advertising
Question 5: What are the classifications of advertising media? Advertising media are classified according to their functions and can be divided into three categories: visual media, auditory media and audio-visual dual-use media. Because it is divided according to the impact of advertising on the perception process of people's psychological activities, and in terms of production, such a classification is more reasonable. 1. Visual media include newspapers, magazines, mail, posters, leaflets, posters, calendars, point-of-sale advertisements, outdoor advertisements, window displays, physical objects and transportation advertisements and other media forms. Its main feature is to influence the sensory process in people's psychological activities through information *** to people's visual organs, thereby leaving people with an impression of the things they perceive. 2. Auditory media include radio broadcasts, cable broadcasts, promotional vehicles, recordings, telephones, etc. Its main feature is to stimulate people's psychological perception process through information stimulation of people's auditory organs, leaving people with an impression of the things they perceive. 3. Audiovisual dual-use media mainly includes television, movies and other performance forms. Its main feature is to stimulate people's psychological perception process through dual information stimulation of people's auditory and visual organs, thus making the advertising leave a deep impression on the audience.
Question 6: What are the types of advertising design? Advertising design is divided into printing categories\indoor and outdoor advertising categories. The printing category is used for various types of printing. The indoor and outdoor advertising categories are large-format posters. The former is mainly paper, and the latter is mainly display boards.
Question 7 : What are the classifications of advertising? Due to different classification standards and different perspectives on the problem, there are many types of advertising.
1. Based on the standard of communication media, it is divided into: newspaper advertising, magazine advertising, TV advertising, movie advertising, online advertising, packaging advertising, radio advertising, poster advertising, POP advertising, transportation advertising, direct mail advertising .
2. Based on the purpose of advertising, it is divided into: product advertising, corporate advertising, brand advertising, concept advertising, and public service advertising.
3. Based on the scope of advertising communication, it is divided into: international advertising, national advertising, local advertising and regional advertising.
4. Based on the target of advertising communication, it is divided into: consumer advertising and corporate advertising.
Word-of-mouth advertising refers to people's verbal praise, generally refers to public discussions and oral legends of the masses. General direct selling companies (such as Amway, Tiens, Perfect, etc.) rely on word of mouth, which is the most common word-of-mouth advertising.
Question 8: What are the types of signboard advertisements? There are basically three categories of common advertising signs on the market:
1. Flat signboards - including inkjet printing, engraving, Hand-painted etc.
2. Three-dimensional signboards - including engraving, metal characters, blister, etc.
3. Lighting signs - including light boxes, neon lights, LEDs, etc.
Various signs have different algorithms, and regional differences in prices are also different. Regions with high competition in the same industry have higher prices. It is relatively low, the production process is simple, and it is common in the market, and the profit is low.
The basic algorithm is: material cost + design cost + man-hour fee + long-distance transportation fee + aerial work fee + tax = cost.
Question 9: What types of advertising business are there? Magazine advertising
The biggest advantage of magazine advertising is its strong selectivity. Different magazines have
different readerships, and different products also have different consumer targets. Many products
appeal to some people but not others, especially when it comes to production
materials. Therefore, for companies, it is better to do concentrated advertising than to do "pepper noodles" advertising. Professional magazines provide companies that manufacture specialized products with the opportunity to advertise to professional readers. Through magazine advertising, small businesses with small funds can also advertise their products. The industry's limited market has been promoted in depth
.
Another advantage of magazine advertising is its concentrated layout, exquisite printing and prominent image
. Most magazines are printed on high-quality paper and can reproduce well
black and white and color photos, which can serve as great promotional purposes.
Compared with other advertisements, the superiority of magazine advertising is also reflected in its long-term effectiveness
and strong vitality. In terms of time, most families and work units have the habit of keeping magazines and reading expired magazines; in terms of space, a magazine will never
just stay there. In the hands of a few people, it will be widely circulated, which will expand the publicity effect of magazine advertising. < /p>
Disadvantages.
In addition to the circulation of the magazine, the pricing of magazine advertising is also calculated based on different layouts such as full page, half page, quarter page, front cover, back cover, second cover, and third cover
Forget it.
>>TV advertising
Since televisions have gradually become popular and widely entered into households, TV advertising
has achieved great success with its great advantages. development. This is because TV advertising has
some advantages that other advertising cannot match:
First, it is widespread. For the majority of people who cannot be publicized or whose image
is not well publicized through print media, television can be publicized and play a huge publicity effect
. Since television advertisements are less affected by the educational level of the recipients,
especially after television plays an increasingly important role in modern family life,
The impact is even greater.
The second is intuitiveness. Television advertising uses the comprehensive effect of vision and hearing to intuitively display products and has a demonstration effect, so it can leave a deep impression on consumers. American toy manufacturers often choose several new products that are not yet on the market and advertise them on TV to attract children's interest with their new, strange and beautiful features. At the same time,
for more complex toys, not only demonstrate how to use, but also how to maintain
them. Sometimes, it is also paired with a certain plot to make the whole picture permeated with a strong life
atmosphere, profound meaning, full of emotions and joy, and in a relaxed and happy atmosphere, it inspires
< p> Children’s purchasing desire. In this way, customers can not only choose their favorite toys through TV advertisements, but the shopping time is also greatly shortened.The third is fun. The TV screen allows creatives to use their thoughts to create strange fights
and win. Many TV commercials arouse the audience's interest with their imaginative animations and unique dubbing effects.
Shanghai Detergent Factory No. 5 launched a TV advertisement for "White Cat" dishwashing liquid
, using vivid images of white cats and jumping and brisk Cantonese tunes to make
People have a refreshing feeling that will be unforgettable for a long time. Through advertising, the sales volume of "White Cat" dishwashing liquid has skyrocketed, from nearly 200 tons in 1979 to more than 4,000 tons in 1983. Not only It is sold to major cities across the country and has also entered the international market.
The fourth is tolerability. Although TV commercials are shorter than radio commercials, they generally only last 10 to 15 seconds. However, repeated publicity on television can still make some companies' products
greatly "famous".
TV advertising also has its limitations. First of all, it is expensive. Producing a one-minute TV commercial is the same as producing a TV series. It requires art, editing, sound, director, supervision, Recording, photography, and rehearsal are therefore more expensive
. Second is the lack of selectivity. Broad publicity has both advantages and disadvantages. Many ads
need to be selectively promoted to the audience, which is difficult to do with TV ads. < /p>
For some specialized products such as appliances and equipment with relatively narrow consumption areas, TV advertising is not used very much.
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