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This video is on Types of Advertising.

Advocacy Advertising is a type of public awareness program where a cause is highlighted with help of an advertising campaign to influence the opinion of the public.

Advocacy Advertising is used more often by non-profit organizations and is funded by political organizations, private groups, and corporations.

Who is involved in Advocacy Advertising?

1. Corporations
2. Lobbyists
3. Advocacy groups
4. Interested groups

Advocacy Advertising Example – Kellogg

1. Share Your Breakfast - Kellogg’s

Channels of Advocacy Advertising

Traditional Advocacy Advertising

1. Tel3vision
2. Radio
3. Magazines
4. Newspapers

Modern channels of Advocacy Advertising

1. Social Media

It can reach the support base directly and is useful in Advocacy Advertising

2. Email

Personalized messages can be sent directly to the target audience

3. Search and Display ads

Search and Display ads can easily create awareness among people who are searching online

4. Website

A website is used as a base for digital advocacy campaigns. Target audience visit websites and can be made to sign up for donation and volunteering work

Advocacy Advertising Example – WWF

1. World Wildlife Foundation WWF entered into a partnership with Snapchat for its promotional campaign #LastSelfie Campaign

Advocacy Advertising Example – Airbnb

1. Airbnb promotes inclusivity with the #WeAccept campaign

Advocacy Advertising Example – Starbucks

1. Starbucks UK teamed up with Mermaids for the #WhatsYourName campaign

Advocacy Advertising Example – Make-A-Wish Foundation

1. Make-A-Wish Foundation came to the aid of Miles, a leukemia patient

Surrogate Advertising is an advertising concept that is used by advertisers to promote products that are banned and cannot be advertised through a proper media channel.

Surrogate Advertising takes the help of a product category that is close to the product it wants to advertise and uses it to hammer the brand name in the consumer's mind through the ad campaign.

Example – Alcohol advertisement is banned in countries like India and advertisers use mineral water and club soda as part of Surrogate Advertising.

Surrogate Advertising – History

In Britain, women started protesting against the liquor campaigns and the advertisers then decided to use Surrogate Advertising as a promotional strategy.

Surrogate Advertising in India

India has banned promotional advertising of several product categories like tobacco and liquor and this is why the brands are using surrogate advertising, along with event sponsorship and corporate films to advertise their products.

This video is on Types of Advertising and it has the following sub-topics.

Time Stamps

0:21 - Advocacy Advertising
6:27 - Surrogate Advertising
11:11 - Disruptive Advertising
16:34 - Subliminal Advertising
20:52 - Institutional Advertising