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The 28 types of advertising: different ways to advertise a product

The 28 types of advertising: different ways to advertise a product

May 23, 2022

We understand by advertising the set of strategies that are carried out by a subject or entity in order to get certain people to act or think in a certain way. Generally what is intended by this means is the purchase or acquisition of a good or service , although it is also used to propagate ideologies and ways of thinking with regard to various topics.

These strategies can be carried out in multiple ways and with different objectives. In other words, we can find different types of advertising to categorize according to different criteria. In this article we will indicate some of the best known.


1. Types of advertising depending on the objective

We can find different types of advertising depending on the objective that has who makes it, that is the goal pursued by the ad in question. In this sense we find different typologies.

1.1. Commercial advertising

A type of advertising in which the viewer is asked to act by acquiring a product or a good either immediately or deferred. The first would be stimulated using persuasive elements such as limited availability or temporary reduction of its price. It is one of the most common.

1.2. Pioneer advertising

Subtype of commercial advertising. We are facing the type of advertising that tries to promote and generate demand for a new good or service that does not yet exist at the social level that is necessary. Seeks to create awareness that we need that new type product , often through the vindication of values.


1.3. Competitive or comparative advertising

It refers to the type of advertising that is usually carried out with products that society already considers necessary and in which there is competition. Pretend that the advantages of the advertised product are observed, trying to stand out with respect to the competition and often comparing it directly. It is one of the types of commercial advertising referred to products.

1.4. Reinforcement advertising

It is considered as such the type of advertising aimed at reinforcing the fact of having acquired a product or good, remembering the characteristics of the offered and Strengthening the sense of customer satisfaction at your choice . It can facilitate the adscription to the brand.

1.5. Institutional / corporate advertising

This type of advertising does not have the direct objective of selling us a product, but to generate expectations that make the organization or business well seen and desirable so that potential customers come in the future. Create brand image More than a good or service, the advertiser is announcing itself.


1.6. Public service advertising

This is the type of advertising that does not intend to advertise a product or favor the adscription to a brand but to generate an attitudinal change or raise awareness of society on some subject . For example, the issuance of announcements regarding the prevention and reporting of partner violence or bullying, or advertising that attempts to raise awareness of the risks of drug use.

2. Who is it for? Types according to the target

If we classify the types of advertising according to the type of audience or target to which it is addressed we can find different classifications.

2.1. B2B advertising

From business to business (B2B refers to "Business to Business"). Refers to the type of advertising that a business or company carries out in order to draw attention and go to another or others. This is, for example, the type of advertising that can be carried out by production chains, manufacturers or advertisements aimed at professionals such as doctors or psychologists.

2.2. B2C advertising

This type of advertising refers to a company or business direct towards consumers (business to consumer). It is usually the best known type, and the one we see the most on television trying to sell an appetizing product for the end user.

3. Types of advertising taking into account the scope

Notice where it is issued or where the advertising element arrives, it also allows establishing other categories.

3.1. International advertising

International advertising is that which is directed from a company to the market and population located outside the national territory.

3.2. National advertising

It's about the kind of advertising that addresses the entire nation , without establishing geographical limitations within the State.

3.3. Regional advertising

We are facing a type of advertising that is broadcast in a region, province or autonomous community, affecting a relatively large population but without affecting the entire national territory.

3.4. Local or retail advertising

This type of advertising is limited to a specific area, having little scope but wide possibilities of being viewed by the target audience .

3.5. Advertising at the point of sale

This is the type of advertisement that takes place in the same location or establishment in which the good or service is offered.

4. Classification according to the communication channel

One of the easiest classifications to imagine and interpret is one that takes into account the media in which the advertising element in question appears. In this sense we can find the following types of advertising.

4.1. Word of mouth

Although usually not considered as a type of advertising, word of mouth from acquaintances and friends is in fact what is easier predisposes a customer to accept or reject a product . That is why we include it in this article.

4.2. Print advertising

Brochures and advertising included in various publications such as newspapers or magazines are part of print advertising, one of the best known along with television. It is also considered as such the advertising that comes to our mail, often through practices with the buzoneo .

4.3. Outdoor advertising at street level

Advertising can be easily found in any area of ​​life, without having to have any kind of. This is the type of advertising we see in advertising posters, which can be placed at different points on buses.

4.4. Television advertising

We are facing one of the most recognized types of advertising as such, in the form of television ads. It can also appear integrated within other formats , as it happens with some television series.

4.5. Radio advertising

Through radio waves, advertising can also reach us, advertising messages being transmitted through this medium, as happens with television.

4.6. Online advertising

This type of advertising is the one that jumps or appears on different pages while we surf the internet . You can also include in this type of advertising the sending of announcements and messages by email, although in this case has the particularity that implies the use of personal information (the email address in question).

4.7. Telephone advertising

As it happens with the sending of publicity by mail (be it the traditional one or the electronic one), it supposes the use of data of the concrete target to offer him a good or service, concretely his telephone number. In this case, it also has the peculiarity of establishing a real and active interaction between the recipient of the advertisement and the person in charge of transmitting it .

5. According to the manner in which the message is transmitted

Not only where, but also how the message is transmitted allows generating advertising typologies. Some of the highlights are the following.

5.1. Above The Line Advertising (ATL)

ATL advertising is one that uses mass media such as television, radio or social networks to reach its goal. This is the mechanism used to distribute the information to society as a whole and the one that has traditionally been identified as advertising.

5.2. Advertising Below The Line (BTL)

It refers to the type of advertising that uses non-mass media to propagate and that seeks to create new communication mechanisms to access the target population. An example is the creation of social events , spaces and activities aimed at this population, or the creation of merchandising.

5.3. Viral advertising

Type of advertising that is transmitted in order to be shared by different media, so that the targets themselves facilitate the propagation without ad costs . They usually include some kind of element that makes people find them fun, emotional, or deeply reflective. They are often transmitted through social networks.

5.4. Interactive advertising

It refers to the type of advertising in which an active interaction is established between the recipient and the advertising element, as is the case with many ads visible in touch or online elements. Telephone advertising could also be considered as such.

6. Types of illegal advertising

Not all types of advertising are allowed by law. Below we explain some of the advertising cases that they are prohibited and may incur a crime .

6.1. Subliminal publicity

It is about that type of advertising in which the message is so quick or occurs so hidden that it is not perceptible at the conscious level. However, it only exists theoretically, since it is based on a myth.

6.2. Misleading advertising

That advertising that manipulates the receiver by providing totally or partially false information or that it varies with time without indicating it, omitting the revelation of fundamental characteristics or doing it in a covert manner.

6.3. Unfair advertising

Competition between companies and various businesses can make them decide to discredit that competition , using advertising elements for that purpose.

6.4. Aggressive advertising

This type of advertising is what generates the imposition of doing or not doing something against personal freedom. It usually incurs coercion or harassment.


#MarketingTips: Innovative Marketing Ideas (May 2022).


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