Celebrity endorsements and testimonials are also used to advertise products and services along with covert advertising, which uses brand names or products in movies or TV shows.Other new methods include keyword advertising, blog advertising, and mobile advertising.
Colgate’s new ‘Smile’ campaign integrates social media and traditional advertising by linking online consumers to outdoor marketing actions. These efforts enable quicker interaction with consumers.
Colgate uses VAN; a mobile promotion station having facilities for screen show, slideshow, and publicity for its rural promotion activities.
Public relations campaigns which focus more directly on enhancing parent company’s image to stakeholders are also undertaken by the brand. This is done through major newspapers and magazines, and other media. These practices display the brands’ commitment to meeting their consumers’ needs.
Business-to-business vs. consumer advertising
Business to business advertising targets other enterprises, companies or organizations to resell their products or services or use them in their operations whereas consumer advertising targets the end user directly. Modern Advertising.
Applegate, Edd, and Art Johnsen. Cases in Advertising and Marketing Management: Real Situations for Tomorrow's Managers. Lanham: Rowman & Littlefield, 2007. Print.
Howe, Katherine, Judith Edelstein, and Mary L. Johnson. Understanding Advertising: History, Persuasion Techniques, Mass Media, Target Audiences, Ad Creation. San Luis Obispo, CA: Dandy Lion Pubns, 2000. Print.
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