ABSTRACT
This chapter presents the various types of advertising, and focuses on its use for public relations purposes. It explores various writing techniques, and addresses the issue of public service advertising. The most common use of advertising is consumer advertising, which is marketing oriented. Consumer advertising types include retail, general and business-to-business. Public relations advertising includes four subcategories: institutional advertising, advocacy advertising, political advertising and public service advertising. Good advertising copywriting features well-told stories. Print, poster, broadcast and digital are the four categories of media for public relations advertising. The technique of drama often is useful in public service advertising. Public service advertising sometimes makes effective use of mood pieces. Visual symbols can be very effective for public service advertising. Nonprofit organizations may have low budgets to produce broadcast spots, but high-impact visual symbols often are enough to carry the message. The Advertising Council and other groups regularly provide newspapers and magazines with various sizes of public service ads.
