14 Computer can also put callers on hold and play prerecorded sales messages until a
customer service replies answers.
c. The Types of Advertisements
Based on the medium, Arens 2006: 15 classifies the types of advertising into five categories.
1 Print advertising: Newspaper, magazines.
2 Broadcast electronic advertising: Radio, TV.
3 Out-of-home advertising: Outdoor, transit.
4 Direct-mail advertising: Advertising sent through the Postal Service and by e-
mail. 5
Interactive advertising: Internet, kiosks, etc. Furthermore, Bovee and Arens 1986: 408 classify the advertisements in
newspaper and magazine into four major classifications. They are display advertisements, classified advertisements, small display, public notice, and
preprinted insert. 1
Display Advertisements Display advertisements appear in different sizes, from small boxes to one-
paged advertisements. They have three main elements, such as headlines, body copies or texts, pictures or images, and typographies. There are local and national
display advertisements. A common variation is the reading notice. 2
Classified Advertisements Classified advertisements do not have display. It has no special layout,
headline, or image. It is arranged in small sizes and under general headings. The
15 heading describes the class of goods or the needs to be offered, such as “Business
for Sale”, “Help Wanted”. Classified advertisements consist of some commercial messages of articles, services and opportunities of every type that are related to
the advertisers. The advertisers are not mainly big companies but mostly they are individuals.
3 Small Display
Like display, small displays are characterized by large size type, photos, art borders, white space, and sometimes color. What makes them different from
display advertisements is that the uses of those devices are simpler and in small size. If small displays are run in the classified section on news, they are called
display advertisements. 4
Public Notices Public notices or public announcements can be legal notices of changes in
business or personal relationship, or public governmental reports. Sometimes they are treated similarly to a small display that they require little creativity in
designing. 5
Preprinted Inserts Magazines and newspapers usually issue preprinted inserts or supplement,
although they are still rare. The inserts can be printed by the publishers.
d. The Format of Advertisements
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