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All companies allot a large sum of money for advertising purposes. It is the only way to promote the company's products and services. It not only helps to drive sales of the products and services, but also builds a brand identity of the new product to the customers. All changes in the product line are also communicated to the customers through advertising. Various media can be used for advertising and that is why there can be several types and branches of advertising, such as print advertising, outdoor advertising, broadcast advertising, covert advertising, surrogate advertising, public service advertising and celebrity advertising. Print Advertising is the oldest and the most popular type of advertising and is done through newspapers, magazines, brochures and fliers. For most newspapers, this is their biggest income, because they sell advertising space according to the size and the position of the advertisement. Besides, an ad in a popular newspaper would cost much more than in a less popular one. The price of the ad depends on the quality of the paper. Outdoor advertising is mainly done on billboards, through kiosks, tradeshows and events. These are common examples as the company's products can be shown to the audience by displaying them in the kiosks or tradeshows. It is important to hold the attention of the audience passing by. Trade fairs and fashion shows are organized to advertise the latest designs introduced by the company. For example, if the company makes sports products, a sports tournament is also a type of advertisement for their products. The television is today the most popular type of advertising, especially with children. Advertising on the internet has gained immense popularity too. Radio jingles always have a memorable impact on the audience. Advertising on television is expensive, and depends on a variety of factors like the duration of the advertisement, the time of broadcast and the popularity of the television channel. Advertising in movies is often subtle and not as evident as broadcast advertising. The main character of the movie uses a certain brand of product, like a watch or a soft drink, or even a car. Often this is also called indirect or surrogate advertising, when products like alcohol and cigarettes are advertised, which are prohibited by law. The product is then not shown directly, but the company or brand name is advertised promoting another product. For the purpose of advertising beautiful men and women are shown on pictures or on screen to promote the company's products. These models become ambassadors of the products and because of the popularity of advertising and the large budgets of the companies; modeling has become a popular profession for many. Today celebrities have also started signing up for advertising campaigns and hence the popularity of the product gets linked to the popularity of the celebrity. Public service advertising is meant to advertise social causes. All socially relevant messages related to any important matters like conservation of energy, AIDS or illiteracy are made known to the public through advertising. In the US, all television and radio channels are granted a fixed amount of public service advertisements which can be aired by their channels.
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