Classification of Advertisement
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Transcript of Classification of Advertisement
Advertising DefinedAdvertising Defined
Advertising is the non-personal communication of information, usually
paid for and usually persuasive in nature, about products (goods and
services), or ideas by identified sponsors through the various media.
— AMA
Classification of AdvertisingClassification of Advertising
GeographicGeographicAreaArea MediumMedium PurposePurpose
• Advertising can be classified by target audience, geographic area, medium, and purpose.
TargetTargetAudienceAudience
Classification of AdvertisingClassification of Advertising
TargetTargetAudienceAudience
GeographicGeographicAreaArea MediumMedium PurposePurpose
• Consumer advertising: Aimed at people who buy the product for their own or someone else’s personal use.
• Business advertising: Aimed at people who buy or specify goods and services for use in business:– Industrial– Trade– Professional– Agricultural (farm)
TargetTargetAudienceAudience
Classification of AdvertisingClassification of Advertising
MediumMedium PurposePurposeGeographicGeographic
AreaArea
• Local (retail) advertising: Advertising by businesses whose customers come from only one city or local trading area.
• Regional advertising: Advertising for products sold in one area or region, but not the whole country.
• National advertising: Advertising aimed at customers in several regions of the country.
• International advertising: Advertising directed at foreign markets.
MediumMedium
Classification of AdvertisingClassification of Advertising
GeographicGeographicAreaArea PurposePurpose
• Print advertising (newspaper, magazines, brochures, flyers)
• Electronic advertising (television, radio: commercials; Internet)
• Outdoor advertising (billboards, kiosks, public transport, events)
• Direct-mail advertising (through the Postal Service and by e-mail)
• POP (point of purchase) advertising
TargetTargetAudienceAudience
Classification of AdvertisingClassification of Advertising
GeographicGeographicAreaArea MediumMediumTargetTarget
AudienceAudiencePurposePurpose
• Product advertising: Intended to promote goods and services.
• Non-product (corporate or institutional) advertising: Intended to promote firm’s mission or philosophy rather than a product.
• Commercial advertising: Intended to promote goods, services, or ideas with the expectancy of making a profit.
Classification of AdvertisingClassification of Advertising
GeographicGeographicAreaArea MediumMediumTargetTarget
AudienceAudiencePurposePurpose
• Non-commercial advertising: Sponsored by or for a charitable institution, civic group, or religious or political organization.
• Action advertising: Intended to bring about immediate action on the part of the reader.
• Awareness advertising: Intended to build the image of a product or familiarity with the product’s name and package.
Non-product Advertising
• Idea Advertising: influence special interest group & generate public opinion.
For e.g. environmental issues, population explosion, dowry, child labor, human rights etc
Non-product Advertising
• Service advertising -Marketing of service
For e.g. Medical and healthcare services, financial services, educational services, transportation services, hospitality services,
Non-product Advertising
• Surrogate advertising: when the laws of country do not permit advertising of a certain product category, the surrogate advertisement give shelter to that product by brand extension.
For e.g. soda for alcoholic drink
Roles of Advertising
Marketing RoleMarketing Role
Communication RoleCommunication Role
Economic RoleEconomic Role
•Marketing is the process a business uses to satisfy consumer needs and wants through goods and services.
Societal RoleSocietal Role
•Advertising is a form of mass communication.
•Improves standard of living and the economy by generating material consumption.
•Informs us about new and improved products, teaches us how to use these innovations, etc.
Advertising’s role in marketing
• Marketing is a process—a series of actions or methods that take place sequentially—aimed at satisfying customer needs profitably.
• This process includes developing products, pricing them strategically, making them available to customers through a distribution network, and promoting them through sales and advertising activities.
4Ps (marketing mix): product, pricing, place (distribution) & promotion (communication)
Advertising’s role in marketing• Advertising is one of the numerous
tools used in the promotion, or communication aspect of marketing. (a promotional or communication tool)
Functions of Advertising • To identify products and differentiate them from
others. (branding)• To communicate information.• To induce consumers to try new products and to
suggest reuse. (new and repeated consumers)• To stimulate the distribution.• To build brand awareness, preference and loyalty.• To lower the cost of sales.
What makes a good advertisement?
Listening: • p.31
Product Reasons for liking
_______________________
_____________________________________________________________
_______________________
________________________________________________
What makes a good advertisement?
Creative and effective ads should seek to:
Attract attention and retain attention. Communicate the key benefits Achieve the objective of the advertising
strategy. Avoid errors, especially legal ones.
• Questions:
1. Outdoor advertising is increasing in many countries. Is this a good thing?
2. What products do you think are suitable for outdoor advertising?
3. Make a list of the advantages and disadvantages of the major media.