Advertising isn’t just about promoting products; it’s a multifaceted tool for engaging potential customers, building brand awareness, and influencing purchase decisions. Whether you’re an entrepreneur, business owner, or a marketing professional, understanding different types of advertising can help you craft marketing campaigns that resonate.
There are many types of advertising, so it’s crucial to choose one that matches your business goals, target audience, and marketing budget. A local car dealership might use radio advertising to promote a weekend-long anniversary sale, while a direct-to-consumer hair care brand may leverage influencer marketing on TikTok to drive sales among a younger audience.
Here are different types of advertising to help you meet your growth, marketing, and revenue goals.
Table of contents
What is advertising?
Advertising is a form of communication that influences an audience to take a specific action, such as purchasing a product, using a service, or adopting a particular belief or behavior. It involves crafting persuasive and memorable messaging that reaches potential customers, highlights the unique benefits of a product or service, and encourages action.
Brands strategically spread advertising messages through television, radio, print, digital platforms, and outdoor displays. Advertising works to introduce new products to a target market, raise brand awareness, and ultimately drive sales.
14 types of advertising
- Television advertising
- Print advertising
- Radio advertising
- Direct-mail advertising
- Outdoor advertising
- Product placement advertising
- Native advertising
- Pay-per-click advertising
- Display advertising
- Social media advertising
- Mobile advertising
- Podcast advertising
- Influencer advertising
- Word-of-mouth advertising
Advertising comes in many forms, each with its own characteristics and advantages. Here are the most common types of advertising:
1. Television advertising
Television advertising involves creating and airing commercials during television programs to promote your products, services, or brand. This approach is ideal if you have a substantial marketing budget and are trying to reach a broad target audience, but it may be less effective if you have a more niche or local focus.
A fast-food chain could use television advertising to drive sales by creating humorous commercials featuring its new menu items and airing them during popular programs.
2. Print advertising
Print advertising involves placing ads in printed materials like newspapers, magazines, brochures, and flyers. Print ads target specific audiences aligned with the print media’s readership, making them ideal if your business has a local or niche focus and a moderate marketing budget.
A local boutique clothing store, for example, could run a print ad campaign in local magazines to draw in customers from the area.
3. Radio advertising
Radio advertising is a form of broadcast advertising where you create and air radio ads to connect with local audiences since, unlike podcasts, only locals can listen to certain radio stations. It’s well-suited for smaller businesses with a local or regional focus and a moderate marketing budget.
A local hardware store could create entertaining radio ads featuring helpful home improvement tips and exclusive promotions, then air them on popular local radio stations to attract DIY enthusiasts and homeowners in a particular area.
4. Direct-mail advertising
Direct-mail advertising is a print media marketing strategy that involves sending targeted promotional materials, like letters, postcards, or brochures, directly to potential or existing customers by mail.
Direct mail lets you personalize your message and tailor your offers to specific audience segments, helping you stand out in a crowded digital landscape and build a tangible connection with your target audience. It’s particularly useful for local businesses looking to drive foot traffic or promote special events.
A pet grooming salon could create attractive postcards featuring a limited-time discount for first-time customers and send them to pet owners in the neighborhood.
5. Outdoor advertising
Outdoor advertising is a form of street advertising in which ads are placed in public spaces to capture the attention of passersby. This includes billboards, bus shelters, bench ads, and other eye-catching displays you can place in high-traffic areas.
Outdoor ads can repeatedly reach a diverse audience as they go about their daily lives, making them an excellent tool for building brand familiarity and driving top-of-mind awareness.
A local fitness center could use outdoor ads featuring motivational images and a clear call to action to encourage people to sign up for a membership.
6. Product placement advertising
Product placement advertising is a subtle technique that seamlessly integrates a product or brand into entertainment content, like movies, TV shows, or video games. Unlike traditional television ad spots, product placement helps you showcase your products in action.
This approach can be particularly effective for reaching younger, ad-averse audiences who may tune out conventional advertising campaigns. Brands often work with advertising agencies specializing in product placement to ensure seamless integration and maximum impact.
A luxury watch brand could partner with a popular action movie franchise to feature its timepieces on the wrists of the main characters, associating the brand with the film’s themes.
7. Native advertising
Native advertising is about creating sponsored content that blends with the surrounding editorial content on a website or platform. Unlike traditional display ads, native ads blend seamlessly with their media environment, mimicking the look, feel, and function of the non-promotional content to provide a more engaging and less intrusive experience for users. It feels authentic and informative rather than overtly promotional.
Native advertising can take many forms, such as sponsored articles, social media posts, or video content, and is often used to build brand awareness, drive engagement, and establish thought leadership.
A financial services company could partner with a popular business news website to create a sponsored article that provides tips for managing personal finances and highlights the company’s products.
8. Pay-per-click advertising
Pay-per-click (PPC) advertising is a form of online advertising where you pay each time a user clicks on one of your targeted ads. It’s commonly used on search engines, where ads appear above or below organic search results based on relevant keywords.
Unlike traditional advertising methods, PPC advertising lets you reach potential customers as they search for related products or services, making it targeted and cost-effective. With paid search advertising, you can control your budget, target specific demographics, and track the success of your advertising campaign in real time.
A local bakery could use PPC advertising to create ads that appear when users search for “fresh bread near me.” This would drive targeted traffic to its website and increase in-store sales.
9. Display advertising
Display advertising uses visual advertising formats, such as banner ads, video ads, and graphics, to capture users’ attention on websites, social media, and other digital channels. Display ads rely on eye-catching visuals and compelling designs to stand out. Display advertising can target specific audiences based on demographics, interests, and browsing behavior.
A fitness apparel brand could create a series of banner ads featuring images of their products and target them to users who have previously visited fitness-related websites or engaged with similar content on social media.
10. Social media advertising
Social media advertising involves promoting products or services on social media platforms like Facebook, Instagram, X, Pinterest, and TikTok through targeted social media ads. It enables you to target specific audiences by demographics and interests.
A fashion ecommerce brand specializing in vintage clothing might create a series of TikTok and Instagram ads featuring popular influencers styling their products, targeting users interested in retro fashion trends.
11. Mobile advertising
Mobile advertising lets you reach and engage with target customers on their mobile devices. Deliver personalized and time-sensitive content by advertising to your audience through mobile apps, websites, and SMS messages.
Mobile advertising can also leverage location-based targeting, displaying ads to users when they’re most receptive. Mobile ads can direct users to a specific landing page or prompt desired actions like making a purchase or downloading an app.
A food delivery service could send mobile push notifications featuring images of popular dishes and special offers. These notifications could target users in specific locations during peak meal times and direct them to a mobile-optimized landing page to place their order.
12. Podcast advertising
Podcast advertising is a form of paid advertising that lets you reach audiences within podcast episodes. The host often reads podcast ads, creating a sense of trust and alignment with the show’s content and personality.
This unique format has attracted many advertisers looking to connect with niche audiences. By selecting podcasts that align with your target audience and crafting compelling ad content, you can generate leads and drive sales, making podcast advertising a valuable addition to your overall ad spend.
A direct-to-consumer mattress brand could partner with a popular health and wellness podcast, with the host promoting the brand’s products as a solution for better sleep.
13. Influencer advertising
Influencer advertising involves partnering with social media influencers to promote your products to their followers. Influencer advertising relies on the trust and credibility influencers have with their audiences, making it a powerful way to reach potential customers. Influencer partnerships can take many forms, from sponsored posts and product reviews to long-term brand ambassadorships.
By collaborating with influencers who align with your brand values and ideal customer profile, you can create authentic and compelling content that resonates with your desired audience.
A beauty brand might partner with a popular makeup artist on YouTube to create a series of sponsored tutorials featuring the brand’s products.
14. Word-of-mouth advertising
Word-of-mouth advertising relies on satisfied customers sharing their positive experiences with your product or service with others. It is driven by genuine, unpaid recommendations from trusted sources, such as friends, family, or online reviews. This authentic endorsement can influence purchasing decisions, as consumers are more likely to trust the opinions of people they know and respect.
An ecommerce retailer specializing in customizable, artisanal wedding entrance signs could focus on providing exceptional products and customer service, encouraging satisfied customers to leave positive reviews on their website.
Types of advertising FAQ
What is the most common type of advertising?
The most common type of advertising is digital advertising, which includes pay-per-click advertising, display ads, and social media advertising.
What is the most effective type of advertising?
The most effective advertising strategy depends on your target audience, marketing goals, and budget. Generally, a well-executed mix of digital and traditional advertising can yield the best results.
Is advertising the same as marketing?
Advertising is a subset of marketing. Marketing includes a broader range of activities, including market research, product development, pricing, and distribution, while advertising focuses on promoting products or services to a target audience.
