presentation on advertisement campaign......

7/31/2019 presentation on advertisement campaign......

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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/PSA


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COURSEWORK!

presentation on advertisement campaign......

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