2.5.1—Advertising types and techniques

2.5.1 Types of advertising and advertising techniques.

• the Yale model of communication including five features.
• advertising media including types of advertising media: printed, television, internet and smartphone; use of eye-tracking and EEG, including a study, e.g. Ciceri et al. (2020).
• Lauterborn's 4 Cs marketing mix model.
• Relevant issues and debates and methodology for this topic include: application to everyday life, cultural differences, objective and subjective data, generalisations, validity.

This matters because —advertising types and techniques determines what can be inferred or chosen; begin with the stated conditions and keep the conclusion tied to the evidence.

Example: apply —advertising types and techniques to one small, clearly defined case, show the key step or comparison, and explain the result in words.

Boundary: —Advertising types and techniques is not a universal recommendation. Check the syllabus scope, assumptions, units and the limits of the evidence before generalising.