Module 10

Online advertising

Online advertising refers to any form of advertising that is delivered over the internet, using various
digital channels and platforms to reach target audiences. There are many different types of online
advertising, including:

1. Display Advertising: Display advertising involves the use of banner ads, pop-up ads, and
other graphical ads that appear on websites and other digital platforms. These ads can be
targeted to specific audiences based on factors such as location, interests, and behavior.
2. Search Engine Marketing (SEM): SEM involves the use of paid search ads, such as Google
Ads or Bing Ads, to appear at the top of search engine results pages for specific search
terms. Advertisers bid on keywords, and the ads are displayed to users who search for those
terms.
3. Social Media Advertising: Social media advertising involves the use of paid ads on social
media platforms such as Facebook, Instagram, Twitter, and LinkedIn. These ads can be
targeted to specific audiences based on factors such as demographics, interests, and
behavior.
4. Video Advertising: Video advertising involves the use of pre-roll, mid-roll, or post-roll
video ads that appear on streaming video platforms such as YouTube and Hulu. These ads
can be targeted to specific audiences based on factors such as demographics, interests, and
behavior.
5. Native Advertising: Native advertising involves the use of ads that are designed to blend
in with the content on the website or platform where they appear. These ads are often
labeled as "sponsored" or "promoted" content and can appear on websites, social media
platforms, and other digital channels.
6. Email Marketing: Email marketing involves sending promotional emails to a list of
subscribers who have opted-in to receive communications from the advertiser. These
emails can be used to promote products or services, announce sales or promotions, or share
other types of content with subscribers.
Online advertising offers a wide range of options for advertisers to reach their target audiences,
using a variety of digital channels and platforms. The key to successful online advertising is to
develop a clear strategy, set specific goals and metrics, and continuously monitor and optimize
campaigns for maximum impact and ROI.

Covert Advertising

Covert advertising refers to the practice of promoting a product or service in a way that is not
immediately obvious or transparent to the consumer. The purpose of covert advertising is to
promote the product without overtly advertising it, to create a more subtle, indirect impression on
the consumer's mind. An example of covert advertising could be a company hiring social media
influencers to promote their products without disclosing that the posts are sponsored. In this case,
the influencer would share posts that appear to be organic content, but in reality, they are promoting
a product or service in exchange for payment or other incentives.

Another example of covert advertising is product placement in movies or TV shows. In this

scenario, a brand pays to have their product appear on-screen, but it is integrated into the story or
scene in a way that doesn't feel like an obvious advertisement. The goal is to create a positive
association between the brand and the viewer without interrupting the flow of the story.

Covert advertising can be a controversial practice, as it can be seen as manipulative or deceptive.

For this reason, many countries have regulations in place to require disclosure of sponsored
content, to ensure that consumers are aware of any commercial relationships between influencers
and brands.

Surrogate Advertising:

Surrogate advertising is a form of advertising that promotes products or services that are prohibited
from advertising, by advertising related products or services instead. This practice is commonly
used in industries such as tobacco and alcohol, where advertising is heavily regulated or banned
altogether. For example, a company that sells alcoholic beverages may use surrogate advertising
to promote their brand by advertising products such as mineral water, soda or other non-alcoholic
beverages. The advertisements may use similar branding, imagery or slogans as the alcoholic
beverage products, creating a subtle association with the brand.

Another example of surrogate advertising is promoting a brand through sponsorships, events or

merchandise that are related to the brand but not directly promoting the prohibited product. For
instance, a tobacco company may sponsor a sporting event and prominently display its logo,
creating an indirect association with the brand and its products.

Surrogate advertising can be controversial as it can be seen as exploiting loopholes in regulations

to promote prohibited products indirectly. However, it can be an effective strategy for building
brand recognition and loyalty, as well as maintaining visibility and awareness for the brand in
highly regulated industries.

Product Placement

Product placement is a form of advertising that involves featuring a product or brand within a TV
show, movie, or other forms of media content. The product or brand is integrated into the content
in a way that feels natural and not forced, with the goal of creating positive associations between
the brand and the audience. Product placement is a popular marketing strategy because it allows
brands to reach a captive audience without interrupting the flow of the content. For example, a
character in a TV show may be seen drinking a Coca-Cola or driving a BMW car, creating an
association with the brand and potentially influencing consumer behavior and purchasing
decisions.

Product placement can take many forms, including visual placement, verbal mentions, or even
storyline integration. For example, a character may wear a specific brand of clothing throughout
the TV show or movie, or a character may use a certain brand of technology product throughout
the story.

Product placement can be a lucrative advertising strategy for brands, especially if the content in
which the placement appears becomes popular or goes viral. However, there are regulations and
guidelines in place to ensure that product placement is disclosed to the audience and not misleading
or deceptive in any way.
Guerrilla Advertising:

Guerrilla advertising is a marketing strategy that relies on unconventional, low-cost tactics to

create buzz and generate interest in a product or service. It often involves using unexpected or
unusual locations and methods to reach consumers, such as street art, flash mobs, or interactive
installations. The goal of guerrilla advertising is to create a memorable experience for consumers
that they will talk about and share with others. This can be a more effective way to reach consumers
than traditional advertising, which can often be ignored or tuned out.

For example, a company might create a large-scale mural on the side of a building that features
their product in a creative way. This would grab the attention of passersby and create a memorable
experience that they might share on social media or with friends. Another example of guerrilla
advertising is using stunts or performances to promote a product or service. For instance, a
company might organize a flash mob in a public space, where performers break into a dance
routine that incorporates the brand or product.

Guerrilla advertising can be risky, as it relies on unconventional methods that may not be well-
received by all audiences. However, if executed well, it can be a highly effective strategy for
building brand awareness and generating buzz for a product or service.

Viral Advertising

Viral advertising is a marketing strategy that aims to create content that is highly shareable and
can spread quickly through social media and other digital channels. The goal of viral advertising
is to create a buzz around a product or service, with the hope that it will reach a wide audience and
generate positive brand awareness. Viral advertising typically involves creating content that is
entertaining, informative, or emotionally resonant, such as videos, memes, or interactive
campaigns. The content may be humorous, controversial, or thought-provoking, with the goal of
capturing the attention of the audience and encouraging them to share the content with their friends
and followers.

One of the key advantages of viral advertising is that it can be very cost-effective, as it relies on
organic sharing rather than paid advertising. However, creating viral content is not easy and can
be difficult to predict. Many viral campaigns fail to gain traction, while others may become viral
unexpectedly.

One example of successful viral advertising is the "Ice Bucket Challenge" campaign, which went
viral on social media in 2014. The campaign involved people pouring a bucket of ice water over
their heads and challenging others to do the same, with the goal of raising awareness and funds for
the ALS Association. The campaign generated over $115 million in donations and helped to raise
awareness of the disease. Overall, viral advertising can be a powerful marketing strategy if
executed well, but it requires a deep understanding of the target audience and a willingness to take
creative risks.

Influencer Marketing:

Influencer marketing is a type of marketing that involves partnering with individuals who have a
large following on social media platforms, such as Instagram, YouTube, or TikTok, to promote a
product or service. These individuals, known as "influencers," have the ability to sway the opinions
and purchasing behavior of their followers, making them a valuable marketing asset for brands.
Influencer marketing can take many forms, such as sponsored posts, product reviews, or even
branded content created by the influencer. The goal is to leverage the influencer's credibility and
authenticity with their followers to create positive associations between the brand and the
audience.

For example, a fashion brand may partner with a popular Instagram influencer to showcase their
latest collection. The influencer would create a series of posts featuring the brand's clothing, with
a call-to-action for their followers to check out the brand's website or make a purchase. This would
expose the brand to the influencer's large and engaged audience, potentially driving traffic and
sales.

Influencer marketing can be effective because it allows brands to reach a highly targeted and
engaged audience, often with a higher degree of authenticity and credibility than traditional
advertising. However, it is important for brands to carefully vet influencers and ensure that their
values and messaging align with the brand's goals and values.