Types of advertising - what types do we distinguish?

By definition, advertising is any message that seeks to promote a product and increase its sales. It combines information and a persuasive message, and the multitude of its types may surprise you. The questions then arise: what is consumer advertising and what distinguishes it from endorsement advertising? Here are the highlights of advertising!

Types of advertising from the point of view of strategic objectives

Strategic objectives are named after a set of tasks that the company must complete within a set period of time, and their direction is defined by the company's mission. Advertising can be helpful in having these goals because of its versatility and adaptability to many situations.

From the point of view of strategic objectives, such types and objectives of advertising are distinguished as:

• Informational advertising - draws attention to the benefits that its recipients will achieve once they have made a purchase.
• Reminder advertising - aims to maintain awareness of the product and its benefits.
• Supportive advertising - used to verify that buyers do not perceive controversial content from the wrong perspective, additionally serves to indicate the right point of view.
• Professional advertising - aimed primarily at those working in the liberal professions (doctors, lawyers, financial advisers).
• Competitive advertising - focuses on the qualities of the product that differentiate it from the competition.

Types of advertising - a breakdown by addressee

Advertising is specifically tailored to a designated audience to make the message as relevant and effective as possible. The divisions include:

• Consumer advertising - aimed at the end consumer of a finished product. It takes on an individual or institutional nature.
• Industrial advertising - aimed at entrepreneurs, manufacturing companies, wholesale and retail customers.
• Retailer advertising - used in retail locations.
• Institutional advertising - intended for administrative and social institutions, e.g. non-profit.
• Political advertising - related to electoral campaigns, prepared by electoral staffs to attract voters.

What types of advertising can we distinguish according to the media used?

The media make it possible to reach a very large audience through various methods, which increases the effectiveness of marketing materials. Among the forms of advertising by media, we can distinguish:

• TV advertising;
• radio advertising;
• press advertising;
• cinema advertising;
• outdoor advertising;
• Internet advertising.

The last two are particularly close to our hearts - these are the main methods on offer for advertising to companies from InPost. What is more, they are becoming increasingly effective. They make it possible to reach widely and convert the money invested in advertising into concrete profit. The types of outdoor advertising, on the other hand, are materials that definitely draw the attention of passers-by and, in addition, allow a brand to be associated in a specific way - they support the shaping of a company's image.

Types of outdoor advertising include:

• vehicle advertising;
• large-format adverts, which are placed, for example, on ParcelMate® equipment;
• banners, billboards and posters;
• advertising signs.

In turn, the types of online advertising that are distinguished are:

• newsletter;
• sponsored articles;
• advertising banners;
• Google Ads in search;
• positioning - SEO;
• running social media and specific types of advertising on Facebook and Instagram;
• influencer marketing;
• content marketing.

Among the forms of online advertising on websites, for example, there will be room for many formats and solutions that are impossible to use in any other space with the kind of effectiveness that is achieved through these types of sites.

Types of advertising - why is it useful to know them?

Knowing the types of advertising used in marketing, as well as the strategies being followed, allows you to better understand some of the actions and decisions you are taking. Furthermore, if you yourself need to advertise for your business, you know best where your customers are, which group they belong to and what information will reach them most effectively. For this reason, it is worthwhile to find out what types of advertising will achieve the desired objectives. This is easiest to do when you know what tools to use.

This is useful knowledge if you decide to work with a company that will prepare a marketing campaign for your company. As well as having content creators prepare a campaign that is appropriate to your needs, you can also indicate what you would like to see featured in the campaign. Collaborating with people who understand a topic is much more fruitful and can be more effective by sharing experience and perspectives.

In addition, working with our InPost team allows us to use not only online promotion, but also the use of several types of outdoor advertising to increase brand awareness in the customer's perception.

InPost advertising types - choose the best one for your business!

At InPost, we value qualitative and effective things, the use of which has the intended effect. For this reason, using our own experience, we want to share advertising opportunities with others. The existence of a courier network in Poland has created a new, unprecedented marketing platform that it would be a shame not to take advantage of.

How can you advertise with InPost? Among the options available to companies, it is worth mentioning:

• Outdoor and large-format advertising, focused on wrapping Parcel Machines® with advertisements.
• Display advertising - we place it on the screens of Parcel Machines®, ensuring that up to 4 million recipients are reached per month.
• Sampling - we can place samples of your company's products in the vending boxes to help build awareness and a commercial relationship with potential customers.
• Advertise in a newsletter - a banner graphic and a short text encouraging recipients to use the shop's offer, purchase products or services can be included in the InPost newsletter sent to subscribed users.
• Advertising banners - our website inpost.co.uk is visited by a diverse group of people. What can we guarantee? A banner within the inpost.pl website.

In addition, you can take advantage of our customised plan offers, so that together we can select the best services for your situation. Our specialists will help you choose the types of advertising tailored to your business. Go to inpost.co.uk/advertising or apply straight away via the form below.