A. Classified Advertising
Introduction
Classified advertising is a form of advertising that is particularly common in newspapers, online, and in other periodicals that may be sold or distributed free of charge. Classified advertisements are much cheaper than larger display advertisements used by businesses, although display advertising is more widespread.
Benefits of Advertising in Classifieds
If you are looking for an affordable and direct way for small- to medium-sized businesses and individuals to connect with their prospects, classified ads are the perfect solution. Here are the primary benefits of using this platform:
- Simple format that gets straight to the point
- Reaches your target audience by focusing on the right demographic
- Allows potential customers to search for you, instead of the other way around
- Provides prospects with multiple ways to contact you
- They are significantly more affordable than other print media formats, without compromising effectiveness
Newspaper classifieds
Advertisements in a newspaper are typically short, as they are charged for by the line or word, and are one newspaper column wide. Publications printing news or other information often have sections of classified advertisements; there are also publications that contain only advertisements. The advertisements are grouped into categories or classes such as “for sale—telephones,” “wanted—kitchen appliances,” and “services—plumbing,” hence the term “classified.” Classified ads generally fall into two types: individuals advertising sales of their personal goods and advertisements by local businesses.
Some businesses use classified ads to hire new employees. One issue with newspaper classified advertising is that it doesn’t allow images, even though display ads, which do, can be found in the classified section. If your goal is to save money and reach a specific audience, classified advertisements in newspapers tend to be the most effective. Here’s what you need to know about local newspaper advertising and the types of ads that work well in the classifieds.
1. Business
Many small- and medium-sized businesses prefer classified ads to any other platforms. Some business classified ads include business proposals, offers, sales promotions, and ads seeking business partners.
2. Property
By property ads here, we do not mean real estate projects but advertisements for the sale, purchase, and rental of individual homes, flats, or apartments. Brokers, landlords, and individual property owners constitute 100% of the classified property advertisers across all Indian newspapers.
3. Education
A lot of educational advertisements can also be found under the classified ad section. It is mostly used by coaching centers, which have a small budget and thus prefer to introduce or promote their coaching classes.
4. Personal
This is the last kind of classified advertisement and includes personal messages such as birthday wishes, messages about personal achievements, season’s greetings, and other similar messages. These are placed by individuals in a personal capacity.
5. Matrimonial
All prospective grooms and brides advertise in a newspaper in the matrimonial category. The ad can be a text ad or an image of the prospective bride or groom. In most cases, parents and relatives publish matrimonial ads to reach out to a larger community.
6. Recruitment
Recruitment ads are very popular in display advertising, and they are also very common in classified ads. Advertisements under “situations vacant” and “situations wanted” are a great place for small- and medium-sized businesses to attract job applicants and for job applicants to describe their skills and qualifications in hopes of an employment opportunity.
7. Obituary
Obituary advertisements are generally released in the Classified Display format, which enables advertisers to include images of the deceased and messages of their choice at a much lesser price than display ads. Remembrances, funeral invitations, and even condolence messages are conveyed through classified text or classified display advertisements as per the budget of the advertiser.
8. Announcements
Announcement classifieds include personal statements such as a name or address change, legal notifications, lost and found, and notices of marriage. These ads are often placed by individual advertisers and are intended for personal or government references.
9. Public notices and Tenders
This is another type of public announcement. Public notices and tender ads are where the public is notified about changes to any local rules, contract requirements, common regulations, laws, or anything associated with the government. These ads often have a lot of information to fit into a simple line ad, which is why many people choose to publish them under the display classified format.
B. Corporate advertising
Introduction
Advertising designed to win an audience over to a specific point of view is called corporate advertising. Corporate advertising can be national, regional, or local, aimed at any type of audience, and delivered via any type of media. Corporate advertising is the advertising done for an entire institution/company/organization and not for individual brands or products.
Corporate advertising is comprised of the advertising campaigns that a company runs to signal its position in the marketplace. Instead of focusing on one product or product class, the advertisement talks about the company generally, addressing broad issues such as strategic initiatives, financial strength, or corporate philosophy.
According to the book “Corporate Communication,” by Paul A. Argenti, corporate advertising can be defined as “paid use of media that seeks to benefit the image of the corporation as a whole rather than its products or services alone.” Product advertising, in contrast, brands only the product itself. A major difference between corporate and product advertising is who is paying for it. Product advertising will be charged to the marketing department, whereas corporate advertising is paid by the corporate communication department or the CEO’s office.
1. Image Advertising
A common method corporations use and people used to. It gives a visual treat of the brand rather than service promotion or product promotion. Several types of themes fall under this advertising sector.
An advertising company always uses themes like “family-friendly,” “the lowest cost ever in the market,” “very sophisticated and classy,” and “very luxurious” to attract the customers. Image advertising is one of the methods that distinguish your brand and product from your competitors.
2. Advocacy Advertising
If you are working with firms that need to convey the messages to society, then you would go for this kind of advertisement. If you are working with the company that helps people get their medical and insurance, they definitely want you to do an ad based on saying, “Don’t drink and drive.”
According to Professor Robert Shayon of the University of Pennsylvania’s Annenberg School of Communications, corporations have taken to advocacy advertising because they feel they are not getting a fair shake from what they believe to be a generally hostile press and because they are convinced that the business world can make significant contributions to public debate on issues of great importance—energy, nuclear power, conservation, environment, taxation, and free enterprise, among others.
It achieves two objectives flawlessly. It helps the brand image of the company by making it contribute to society and a better place to live. NGOs, hospitals, and research establishments do generate this type of advocacy advertising.
3. Cause-Related
People used to get cause-related advertising confused with advocacy advertising. Both works are done in the same way, but advocacy methods are often taken for long-term benefit.
The cause-related advertising method acts as a quick reaction to current events or trending topics. When disaster hits any particular region and corporations want to raise funds to help the victims, they may choose the cause-related.
4. Financial Advertisements
Investment advertising is another type of marketing that is designed to attract investors. It focuses on the financial strength of the company and the benefits of owning the company’s securities. These ads typically appear in financial publications and other media sources that target the financial industry.
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