Types of Educational Advertising
Educational advertising is an ad campaign in which the creators try to educate, warn, or convince the general public to avoid or partake in a given activity. This kind of ad is most often politically charged with much less subtle messaging. However, it is not surprising to see political campaigns go for this style of campaign as it has become extremely successful and is the backbone of all kinds of media in the information age. This kind of ad is often said to be one of the three major pillars of a successful marketing campaign.
Such educational advertisements can appear in the form of radio and TV commercials, newspaper ads, brochures, booklets, fliers, newsletters, posters, and many other ways of spreading the message about a given issue or activity. Educational advertising campaigns may use television and radio programs as well as the Internet to reach the widest audience possible. The print media and TV commercials allow candidates to directly address the audience in a way that is less filtered through the usual media filters. Public service announcements such as those announcing a school bake sale are also common educational advertisements.
There are two basic types of educational advertising: promotional and persuasive. Promotional advertising encourages customers to try a product or purchase a service by providing coupons, discount cards, freebies, or incentives. Persuasive advertisements encourage consumers to take an additional action such as signing up for a mailing list, buying a product, visiting a store, or registering for a course. For example, many local food pantries have promotional campaigns that include handing out coupons and flyers encouraging shoppers to sign up for a free food pantry when they visit. There are also public service announcements where a short video plays the background of a situation and the potential solutions provided by public service.
These campaigns can take on many shapes and forms and serve many purposes. However, they all generally fall under the umbrella of ‘educational advertising.’ This type is not about products and services; it is about getting your message across to potential customers about your organization or cause in a way that encourages them to take a specific action. Some examples of this type of campaign include fundraising campaigns that target young men and women who are interested in following a sports team. Television commercial campaigns often make use of educational advertising by showing athletes or musicians involved in educational campaigns.
Educational advertising can be either direct or indirect. Direct campaigns include ones that target specific audiences, such as elementary school children or working adults. Indirect campaigns, on the other hand, do not tell individuals what specific organizations they should support but rather what particular activities or classes they should look forward to. For example, a recent campaign included the production of television commercials in which children were asked to guess a word from a picture on a screen and then to click on the correct letter. The educational advertising campaign was part of the annual 36th annual educational awards program.
Schools, colleges and universities spent a reported $3.1 billion on direct marketing in the 2021-10 school year, according to estimates provided by the Marketing Research Industry Association. The number of direct marketing campaigns that were launched is expected to rise for the coming school year. Some of the campaigns that resulted in significant revenue for schools were the following: a mobile marketing campaign that allowed elementary school students to order promotional products through their cell phones; an investment in a digital media company that produced online video ads for under a dollar per video; and an order by students for personalised textbooks. If you’re a school or organization, you should definitely look into what types of educational advertising are available to you today.