Advertising: market research reports

Advertising is a type of communication used to influence an audience. The goal is to have viewers, readers or listeners take action in response to the advertising. Advertising messages typically promote products, ideas and businesses. Political advertising is also very common.

Commercial advertisers often use “branding” to promote their products. Commercial advertising can include street furniture, billboards, flyers, wall paintings, banners, in flight advertising, skywriting, taxi cab doors, passenger screens, newspapers, radios, television, subway platforms, human billboards and anywhere a sponsor is willing to pay to put out a message.

Other forms of advertising include press advertising, where ads are placed in newspapers or magazines. An example of press advertising would be advertising in the classified ad section of a newspaper. Mobile billboard advertising is most often a billboard or digital screen that has been mounted on a moving vehicle. In- store advertising consists of advertising in the aisles, in store videos and on the inside of shopping carts in a retail store. Covert advertising or guerrilla advertising is when a brand or product is used in a large entertainment venue. An example of this would be when a car, watch or pair of sneakers is shown or referred to in a popular movie.

Non commercial advertising would include religious groups, political parties, political candidates and special interest groups. Non profit advertising often relies on free advertising or advertising in the form of a public service announcement. Public service advertising is used to educate and motivate the public about many non commercial issues such as Breast Cancer, HIV and recycling.

Celebrity advertising uses the power of fame, money and power to influence consumers. The use of celebrities can sometimes be damaging to a brand if the celebrity falls out of favor.