Press
advertising describes advertising in a printed medium such as a
newspaper, magazine, or trade journal. This encompasses everything from
media with a very broad readership base, such as a major national
newspaper or magazine, to more narrowly targeted media such as local
newspapers and trade journals on very specialized topics. A form of
press advertising is classified advertising, which allows private
individuals or companies to purchase a small, narrowly targeted ad for
a low fee advertising a product or service. Another form of press
advertising is the Display Ad, which is a larger ad (can include art)
that typically run in an article section of a newspaper.
Billboard
advertising: Billboards are large structures located in public places
which display advertisements to passing pedestrians and motorists. Most
often, they are located on main roads with a large amount of passing
motor and pedestrian traffic; however, they can be placed in any
location with large amounts of viewers, such as on mass transit
vehicles and in stations, in shopping malls or office buildings, and in
stadiums.
Mobile billboard advertising
Mobile
billboards are generally vehicle mounted billboards or digital screens.
These can be on dedicated vehicles built solely for carrying
advertisements along routes preselected by clients, they can also be
specially equipped cargo trucks or, in some cases, large banners strewn
from planes. The billboards are often lighted; some being backlit, and
others employing spotlights. Some billboard displays are static, while
others change; for example, continuously or periodically rotating among
a set of advertisements. Mobile displays are used for various
situations in metropolitan areas throughout the world, including:
Target advertising, One-day, and long-term campaigns, Conventions,
Sporting events, Store openings and similar promotional events, and Big
advertisements from smaller companies.
In-store advertising
In-store
advertising is any advertisement placed in a retail store. It includes
placement of a product in visible locations in a store, such as at eye
level, at the ends of aisles and near checkout counters, eye-catching
displays promoting a specific product, and advertisements in such
places as shopping carts and in-store video displays.
Celebrity branding
This
type of advertising focuses upon using celebrity power, fame, money,
popularity to gain recognition for their products and promote specific
stores or products. Advertisers often advertise their products, for
example, when celebrities share their favorite products or wear clothes
by specific brands or designers. Celebrities are often involved in
advertising campaigns such as television or print adverts to advertise
specific or general products.
The use of celebrities to endorse a brand
can have its downsides, however. One mistake by a celebrity can be
detrimental to the public relations of a brand. For example, following
his performance of eight gold medals at the 2008 Olympic Games in
Beijing, China, swimmer Michael Phelps' contract with Kellogg's was
terminated, as Kellogg's did not want to associate with him after he
was photographed smoking marijuana.