TYPES OF ADVERTISING

1.GEOGRAPHICAL SPREAD

National AdvertisingLocal AdvertisingGlobal Advertising

National Advertising :

Some manufacturers may think that their target is the entire country.Example: Advertisement given by Hindustan Unilever, Brooke Bond et.

Local advertising:

Small firm may like to restrict their business to state or regional level.Sometimes large firms do local advertising in case of pre-testing of a product.Example:

Nirma washing powder Initial market in Gujarat

Global advertising:

Multinational firms treat the world as their market.Example:Advertisement given by IBM, Sony, Ford etc.

2. TARGET GROUP

Consumer AdvertisingIndustrial AdvertisingProfessional Advertising

Consumer advertising:

Advertising which is directed to buyers of consumer products who purchase them either for their own use or for their households.

Industrial advertising:

Which are issued by the manufacturers / distributors to the buyers of industrial products.It includes machinery and equipment, parts and components etc.

Professional Advertising:

There are certain products for which the consumers themselves are not responsible for the buying choice.Example:
Pharmaceuticals doctors

Construction-architects, civil engineers, contractors.

PUBLIC AWARENESS ADVERTISING

1.Product advertising: (Taste, color, texture, aroma, design, packaging)

Pioneering advertising:

It is used to stimulate the primary demand of the product category rather than a specific brand. Initial advertising of microwave ovens, electric mosquito repellants etc.

Competitive advertising:

Selective demand of a specific product brand is stimulated.

Retentive advertising:

The sales of the product may start declining. The buyer must be reminded about the product to sustain his loyalty.It is soft sell approach where the buyer is judged to continue the usage of the product.Example:

Lux , liril in soap market

Relation of product advertising to PLC

Informative

Advertising

Persuasive

Advertising

Reminder Oriented

Advertising

Informative advertising:

To create initial demand for the product at the introductory stage.

Persuasive Advertising:

Aims at building up demand for a specific product/ brand in growth stage or maturity stage..

Reminder oriented Advertising:

Aims at strengthening the previous promotional activities. It is used in maturity/ decline stage.

2. Service Advertising:

Advertising given by beauty salon, automotive repair, banks, luxury hotels and airlines etc.

They may talk about congenial environment, quickness and promptness of service , status significance etc.

Banks may talk about the use of ATMs and telephone banking.

Example: Higher Standards- Bank of America

Theres no better to fly- Lufthansa

3. Institutional Advertising or Corporate advertising:

The institute presents its own story to build up an image of itself in the public mind.

It is a public relations approach advertising.

It may list its social contributions.

It shows how its actions are consistent with overall national objectives like environmental protection, employment generation, health for all etc.

Example: The Taj group of Hotels- Nobody cares as much

4. Public relation Advertising:

It is a part of institutional advertising.It is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public.It also includes the annual reports of the company and the chairmans speech.

5. Public Service Advertising:

It is done as a part of social responsibility by the advertising agencies.Example: Handicapped children and their help, female foeticid, drug addiction, blood donation etc.

Seagram ad says that drinking and driving do not mix

6. Financial Advertising:

Promoting capital issues has become a very specialized segment of advertising called financial advertising.

The copy of financial ad gives the highlights of the project, details of the issue, crisil rating, closing date of issue, name of company and its address.