Post on 04-Apr-2018
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Types of Advertising
CampaignNovrita Widiyastuti, S.Sos
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By Target Audience
Trade Advertising
Consumer Advertising
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Trade Advertising
The trade consist of enterprising business people
For distributor, wholesaler and retailer
They are concerned only to know if these qualities willmake the product saleable to their end-customers and
earn themselves income and profit Contents of trade advertising are the promotional
support that is planned in terms of launch advertising
Include planned sales promotion schemes to encouragecustomers and consumers to try and buy the product
Incentives for the retailers might also be included Trade advertising also states the point-of-sale (POS) and
display material available as well as any in-storedemonstration that are planned
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Consumer Advertising
Generic Advertising
Product Advertising
Brand AdvertisingRange Advertising
Corporate Advertising
Retail AdvertisingCo-operative Advertising
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Generic Advertising
Generic advertising means advertising aproduct type rather than a brand and isusually undertaken by a trade association
or consortium of manufacturers andsupplier
Does not promote a particular supplier butpromotes the overall benefits andadvantages of the product type
Eg: Got Milk?
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Product Advertising
Concentrates on promoting the benefits
and advantages of the product, such as
the price, value and performance
Eg: Rinso, Coca Cola, etc
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Brand Advertising
The emphasis of brand advertising is onthe brand name, with sometimes little orno reference to the product
The essence of brand advertising isusually image building for the total productoffering-developing that feeling of goodwillbetween the branded product or brandname and the customer
Eg: Nike
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Range Advertising
Promote complete range of products
Range are frequently promoted in a single
commercial or advertisement
Eg: Rinso-Molto, Pixy
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Corporate Advertising
Promotes the company not the individual
products
Also used for financial advertising to re-
assure existing shareholders, launch a
company on the stock exchange or attract
new investors
Eg: XL, Telkomsel, Indosat
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Retail Advertising
The message may be based on what
brands and products they have or the
range of goods that they can offer, though
it may also include additional benefits likea convenient location, free parking, late-
night opening or even a restaurant/coffee
shop Eg: Carrefour, Electronic city, etc
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Co-operative Advertising
The message is relative simple-for a
limited period, this brand/product/model
pack is available only at this outlet at a
special offer price or with a gift
Eg: Credit card BCA-Starbucks, XL-
Blackberry, etc
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Direct-Response Advertising
Direct advertising is advertising to
customer who deal with the manufacturer
or supplier without intermediate
wholesalers and retailers
Eg: TV Media
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Public-Service Advertising
A public service Advertising (PSA) or
community service announcement (CSA) is a
non-commercial advertisement, typically on
radio or television, broadcast for the public. The main concept is to modify public attitudes by
raising awareness about specific issues.
Eg: Anti Narkoba, Pekan Imunisasi Nasional
http://en.wikipedia.org/wiki/PSAhttp://en.wikipedia.org/wiki/PSA7/31/2019 presentation on advertisement campaign......
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COURSEWORK!