TYPES OF ADVERTISING

1.GEOGRAPHICAL SPREAD
National Advertising
Local Advertising
Global 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 Advertising
Industrial Advertising
Professional 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

Reminder
Oriented
Advertising

Informative
Advertising
Persuasive
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.