Question

Explain Public Service Advertising (PSA), Covert Advertising, and Point-of-Purchase (POP) advertising.

Hint:

{PSA = Social awareness} {Covert = Hidden promotion} {POP = In-store influence}

Answer 1

Concept: Advertising can take many forms depending on its purpose, placement, and method of communication. Public Service Advertising, Covert Advertising, and Point-of-Purchase advertising represent distinct approaches used for social awareness, subtle promotion, and in-store influence respectively.
Explanation: 1. Public Service Advertising (PSA): Public Service Advertising refers to advertisements designed to promote social welfare rather than commercial gain. These ads are usually sponsored by governments, NGOs, or public institutions to spread awareness about important social issues.

• Focuses on public interest topics such as health, safety, and environment
• Aims to educate and influence positive behaviour
• Examples: Anti-smoking campaigns, road safety awareness, vaccination drives

2. Covert Advertising: Covert advertising, also known as stealth advertising, is a subtle form of promotion where the advertising message is embedded within entertainment or content without explicitly appearing as an advertisement.

• Often used in movies, TV shows, or influencer content
• Viewers may not consciously recognize it as advertising
• Example: Product placements in films or web series

3. Point-of-Purchase (POP) Advertising: Point-of-Purchase advertising refers to promotional activities that take place at the location where the consumer makes the buying decision, such as retail stores or online checkout pages.

• Includes in-store displays, posters, standees, shelf talkers
• Encourages impulse buying
• Helps attract attention at the final stage of purchase

Thus, PSA focuses on social awareness, covert advertising uses subtle promotion, and POP advertising influences consumers at the point of buying.