Shawn has a masters of public administration, JD, and a BA in political science.
Product advertising is more than just a commercial or an ad in a magazine. In this lesson, you'll learn about product advertising and the various methods used to advertise products through some examples. A short quiz follows.
Definition of Product Advertising
Product advertising is any method of communication about the promotion of a product in an attempt to induce potential customers to purchase the product. Advertisement usually requires payment to a communication channel. The general objective is to increase brand awareness or to demonstrate the differences between product and competing products in order to sell them.
Product advertisement can be done through numerous communication channels. Some common channels are listed here:
Print (newspapers and magazines)
Mail (flyers, circulars, coupons)
Signs and billboards
Methods of Advertisement
Now, let's take a look at some of the most common methods of product advertising:
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Comparative advertising is a method of advertising where you compare your product attributes against the attributes of competitor products to demonstrate how your product better meets the needs and wants of consumers. A product attribute is simply a physical or non-physical characteristic of a product, such as price, size, quantity, quality, color, taste, and feel. An example of comparative advertising is a commercial where people engage in a taste test of two different products, with most choosing your product over the competitor's product.
Cooperative advertising is when a manufacturer of a product teams up with a wholesaler or retailer to jointly market the product. The manufacturer will usually partially fund the advertising campaign. An example of cooperative advertising is where a retailer sends out a sales flyer exclusively about a product line from one specific manufacturer, and the manufacturer pays for part of the costs of the campaign.
Informational advertising is often used for new products to the market. The focus is to introduce it to the market and promote its name, benefits, and uses. The infamous late-night infomercial is a classic example.
Direct mail is one of the oldest forms of advertising, and it is simply the mailing of promotional materials, such as brochures, catalogs, flyers, or letters to consumers. Most junk mail is promotional mail. Advantages of this method include the ability to narrowly target specific consumers and provide a great detail of information. The pieces can be personalized and the campaign can be quickly commenced.
Outdoor advertising is your typical billboard advertising. You usually need to have your billboard in a very high-traffic area for it to be effective. A billboard displaying a new car model is a typical example.
Point-of-purchase advertising is simply using a display near the product. Companies will often provide retailers special displays to be used by their product. For example, a golf store may place a life-sized cutout of a celebrity golfer who endorses a set of clubs next to the clubs.
As you might have guessed, some of these forms of advertising can be used at the same time. For example, a manufacturer may help pay for the lease of a billboard to advertise a store's sale of its product. This is both a form of outdoor advertising and cooperative advertising.
Product advertising is a paid promotional communication that attempts to induce consumers to purchase a product. Communication channels utilized for product advertising include television, radio, print media, websites, social media, and billboards. Common methods of product advertisement includes comparative advertising, cooperative advertising, informational advertising, direct mail advertising, outdoor advertising, and point-of-purchase advertising.
Product advertising can take many forms.
*Television *Radio *Print *Mail *Website *Social media *Signs and billboards
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