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recent trends in advertising
Online Advertising
If you see an advertisement via the Internet (World Wide Web), then it is classified as online advertising. In fact, there are ads on this very page, and most other websites you visit, as they are the primary revenue driver for the Internet.

Covert Advertising - Advertising in Movies
Covert advertising is a unique kind of advertising, in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows, or even sports. There is no commercial advertising as such in the entertainment, but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show.

Surrogate Advertising - Advertising Indirectly
Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol, which are injurious to health, are prohibited by law in several countries. Hence, these companies come up with several other products that have the same brand name, and indirectly remind people of the cigarettes or alcohol of the same brand, by advertising the other products. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising - Advertising for Social Causes
Public service advertising is a technique that makes use of advertising as an effective communication medium, to convey socially relevant messages about important matters and social causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty, and so on.

Celebrity Advertising
Although the audience is getting smarter and smarter, and the modern-day consumer is getting immune to the exaggerated claims made in a majority of ads, there exists a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for campaigns, which consist of all sorts of advertising including television or even print ads. How effective these ads are, is something that each consumer himself can determine.

In-store Advertising
This is also a popular advertising method for large malls and departmental stores, popularized by stores such as Walmart. Also known as 'point of purchase advertising', the products are usually displayed prominently at checkout counters and packaged attractively. They aim to influence the customer to make an impulse purchase, rather than actively create a need for the product. Other forms of in-store advertising can be placing the product where the customer can easily see them, and banners inside the store announcing price cuts or new launches.

Coffee Cup Advertising
A relatively new form of mass advertising is the placement of small ads or promotional material on paper cups for coffees or onto the tabletops of the diner or cafe. Its origins can be traced to Australian companies, and is now gaining popularity in Asia and the Americas.

Digital Out of Home Advertising
This is a new type of advertising, which is gaining in popularity and effectiveness as a quick way to get the customers' attention. Digital out of home advertising can take many forms, but is essentially a systematic arrangement of media at different venues across a geographic location, where there is a lot of foot traffic such as cafes, bars, gyms, gas stations, and many others.

The advent of digital video recorders such as TiVo has enabled viewers to skip through ads shown on television causing advertisers and sponsors significant loss in revenue. This is being tackled by using digital broadcast systems in outdoor public places. Kiosks equipped with LCD screens and customized software can be found in public locations like parks, subways, and gas stations, along with digital televisions. This has also been integrated with Point of Purchase advertising, with many stores having LCD equipped stand-alone systems, where the customer can gain product information and even make a purchase using his credit card.


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