Professional Documents
Culture Documents
Types of Advertising
Types of Advertising
Types of Advertising
Scholars have proposed various approaches to classifying the vast variety of
advertising. An understanding of these would help managers in choosing the
most appropriate type of advertising to achieve their objectives.
Consumer Advertising
Most non-classified advertising is display advertising and is found throughout
the newspaper and on many magazine pages.
Trade Advertising
Industrial Advertising
Professional Advertising
Non-product Advertising
Idea Advertising
Service Advertising
Surrogate Advertising
In advertising context when the laws of a country do not permit advertising of a
certain product category, the advertisers take the shelter of brand extension.
Media Organisations
Target Audiences
Marketers should consider some specific factors when setting the advertising
budget:
Product life cycle stage
Market share
Intensity of competition and clutter
Advertising frequency
Product differentiation
Advertising Message
Great advertising results by creating a combination of “ad liking” and its
“strategic relevance.” While the text and the visuals carry the ad message,
behind the creative team’s choice of tone, words, and ideas, lies an
advertising strategy.
Ogilvy used prestigious individuals to convey the desired image for the product
in some of his most well-known campaigns and when possible, he would use
testimonials from celebrities.
He prescribed the following eleven commandments for creating advertising
campaigns:
1. What you say is more important than how you say it.
2. Unless your campaign is built around a great idea, it will flop.
3. Give the facts. The consumer isn’t a moron; she is your wife. You insult her
intelligence if you assume that a mere slogan and a few vapid adjectives
will persuade her to buy anything. She wants all the information you can
give her.
4. You cannot bore people into buying. We make advertisements that people
want to read. You can’t save souls in an empty church.
5. Be well mannered, but don’t clown.
6. Make your advertising contemporary. Cont…
© SHH Kazmi, 2007
Rosser Reeves: Rosser Reeves of Ted Bates agency (now part of Saatchi
group) developed the concept of Unique Selling Proposition (USP).
Leo Burnett: His approach to determining the major selling idea is termed as
“Inherent drama.” This approach focuses on finding out the product attribute
that made the manufacturer to produce it, and the product benefit that
motivates the consumer to purchase it.
Rational Appeals: These appeals address the consumer’s self interest and
focus on negatively originated motives (problem removal or problem avoidance)
as happens when we run out of something and experience a negative mental
state.
Media Plan
Media planning involves a series of decisions in delivering the ad message to
the largest number of the target audience in the most effective manner at the
lowest cost. Three important steps involved are media objectives, media
strategy, and media selection.
After closely analysing the media habits of target audience, geographic area,
and media timing, the planners formulate a particular combination that would
serve the reach, frequency, and impact objectives successfully and effectively.
Media class
Media vehicle
Media reach
Media frequency
Media impact
Media scheduling
© SHH Kazmi, 2007
Product Characteristics
Message Characteristics
Media Costs
Magazines Potential for focused segmentation. Long lead time for ad placing.
Very good production quality. Only visual.
Longevity of message. Low frequency.
High information content. Lack of flexibility.
More readers per copy.
General Outdoor Good for specific location. Short exposure time.
Characteristics High repetition. Short message.
of Major Media High visibility. Poor image.
Types
Direct mail High level of selectivity. High cost per contact Clutter.
Reader controls exposure. Often thrown as junk mail.
High information content.
Opportunity for repeat exposures
Internet User controlled. Limited creative capabilities.
Increased attention and involvement.
Pre-Testing Methods
Print Advertising
Direct Questioning
Focus Group
Portfolio Test
Order-of-Merit Test
Cont…
Pre-Testing Methods
Television and Radio Advertising
Central Location Test
Clutter Test
Trailer Test
Post-Testing Methods
Recall
Recognition
Inquiry
Sales Promotion
Sales promotion utilises a variety of incentive tools for a predetermined, limited
period of time in order to stimulate trial, increase consumer or trade demand,
and motivate and reward sales force, such as samples, coupons, discounts,
premiums, refunds and rebates, contest and sweepstakes, trade deals, and
sales contests for sales people etc. In most cases, the objectives are generally
short-term sales related rather than long-term brand building.
Consumer Promotions
Sales promotions directed at end-users are called consumer sales promotions.
Price Discount (also called cents-off)
Bonus-Pack
Samples
Premiums
Refund or Rebate (the terms are used interchangeably)
Frequent-User Reward
Coupons
Consumer Contests, Sweepstakes, and Games
Exchange or Buy-Back Offers
Point-of-Purchase Displays
© SHH Kazmi, 2007
Trade Promotions
Trade promotions are directed at resellers (distributors, dealers, wholesalers,
and retailers).
The main objectives of trade promotions include:
Build strong relations with channel members.
To stimulate in-store merchandising support, such as arranging
displays, shelf space, feature advertising etc.
Gain distribution of new products.
Gain support for existing brands.
Manipulate levels of inventory held by wholesalers and retailers.
Trade Allowances
Buying Allowances
Free Goods
Cont…
© SHH Kazmi, 2007
Trade Promotions
Slotting Allowances (also called stocking, or introductory allowance)
Buy-Back Allowance
Advertising Allowances
Display Allowance
Contests and Incentives
Cooperative Advertising
Dealer Loader
Training Programme
Internet Promotions
The number of companies using Internet promotions is increasing. Contests and
sweepstakes are among the most commonly used to motivate people to visit
marketers’ Internet sites.
Speciality Advertising