Types of advertising

Advertising is a paid form of non-personal presentation and

promotion of ideas, goods and services.
The major types of advertising are :
1. Industrial and consumer advertising
2. Product and institutional
3. Primary demand and brand-demand advertising
4. Direct demand and indirect action advertising
5. Manufacturer, retail and cooperative advertising
Advertising Terms
Industrial adv : adv for machines and machine tools
Consumer: adv for consumer items
Product: adv aimed at promoting the companys products
Institutional: adv aimed at improving the corporate image
Primary demand: adv promoting the consumption of a
product
Brand-demand: adv promoting selective brand choice
Direct demand: adv aimed at affecting immediate sale of the
product advertised
Indirect action: adv performing tasks like announcing the
launch of a new product, creating interest in customers or
changing their attitudes towards the product.
Manufacturer: adv sponsored and paid for by the
manufacturers
Cooperative: adv whose costs are shared by the
manufacturer, wholesaler or retailers.
Retail: adv sponsored by the retailer for his own retail shop.

Role of advertising
Here are the different roles that advertising plays from
information and market power points of views:
Adv affects consumer preferences and tastes, changes
product attributes and differentiate the product from
competitive offerings.
Consumer become band loyal and less price sensitive
and perceive fewer substitutes for advertised brands.
It provides a barrier to entry
Adv informs consumer about product attributes
Consumer gets to know about the best value for their
money
Industry prices are decreased.
It is a backbone to create awareness in people.
Advertising objectives
The general advertising objectives are to :
Inform and build awareness
Create brand knowledge
Reinforce positive attitudes about the brand
Precipitate (swift) buying action
Increase sales
Build up an image
Developing advertising copy and message
An advertisement copy is the communicative portion of an
advertisement.
It includes:
Headline

 Illustration
Body copy
Signature line identifying the sponsor of the
advertisement
Advertising appeals
Following are the most commonly used appeals:
1. Highlighting unique product feature
2. Relative competitive advantage
3. Perceived price advantage
4. Popularity or market superiority
5. Projected saving through product use
6. Self enhancement
7. Creation of fear, anxiety or guilt through use or non-use of
the product.
8. Johan Maloney identifies the four types of rewards that a
buyer expects from a product.
9. These four potential types of rewards are:
1. Rational
2. Sensory
3. Social
4. Ego satisfaction
10.
The four types of rewards combined with the three
types of experience generates 12 types of advertising
messages:
Selecting and scheduling media
Media planning includes decisions relating to:
1. Which media should be used

2. When and how often should advertisements be place in the

selected media.
The basic purpose of media planning is to optimize the
communicating reaction to the available budget
For efficient and effective media decisions following criteria's
should be considered:
1. Collecting appropriate data from internal and external
sources for short listing available media.
The internal sources are: advertising objectives, copy
strategy, product attributes and budget available.
The external sources such as reach, credibility, media
availability, media cost, competitors media mix.
2. Media Selection:
after short-listing the available media the media will be
than selected on considering the following evaluation
criterion:
Reach: it refers to the number of households or
individuals reached by a given medium over a period of
time. In the case of press media it is called readership.
Frequency: it refers to average number of times
different target households or individuals are reached
by a medium in a given period of time.
Gross rating point: a combined measure of reach and
frequency gives gross rating points (GPRs) for a given
medium.

Publicity
A non-personal stimulation of demand for a product, service
or business unit by placing commercially significant news

about it in a published medium or obtaining favorable

presentation of it upon radio, television, or stage.
Use of publicity
Publicity plays an important role in following marketing
efforts of a company:
Disseminating information regarding new product
Warranty terms
Product replacement policies
Customer service arrangements
New R & D findings
Successful bids
Contributions
Culture, employee welfare
Community development programs e.t.c