Introduction to Advertising

Topic 4
TYPES AND FORMS OF
ADVERTISING
 10 Types of Advertising
1. Generic Advertising
2. Product Advertising
3. Brand Advertising
4. Range Advertising
5. Institutional or Corporate Advertising
6. Retail or Local Advertising
7. Co-operative Advertising
8. Direct-Response Advertising
9. Public Service Advertising
10. Business-to-Business Advertising (B2B)
 Types of Advertising

1. Generic Advertising
Means advertise a product type rather than a
brand and it is usually undertaken by a trade
association or consortium of manufacturers and
supplier
It does not promote a particular supplier but
promotes the overall benefits and advantages of
the product type
 Types of Advertising

2. Product Advertising
Concentrates on promoting the benefits and
advantages of the product, such as the price,
value and performance
 Types of Advertising

3. Brand Advertising
Emphasis on the brand name, with sometimes
little or no reference to the product
The essence of brand advertising is usually
image building for the total product offering-
developing that feeling of goodwill between the
branded product or brand name and the
customer
 Types of Advertising

4. Range Advertising
Promote complete range of products within a
same brand
Range advertising is frequently promoted in a
single commercial or advertisement
 Types of Advertising

5. Institutional or Corporate Advertising

Promotes the company not the individual
products, focuses on establishing a corporate
identity or winning the public over to the
organizations point of view.
Also used for financial advertising to re-assure
existing shareholders, launch a company on the
stock exchange or attract new investors
 Types of Advertising

6. Retail or Local Advertising

Focuses on retailers, distributors, or dealers who
sell their merchandise in certain geographical
area
The message may be based on what brands and
products they have or the range of goods that
they can offer
It may also include additional benefits like a
convenient location, free parking, late-night
opening or even a restaurant/coffee shop
 Types of Advertising

7. Co-operative Advertising
The message is relatively simple, this
brand/product/model pack is available only at
this outlet at a special offer price or with a gift
Usually in a limited period of time
 Types of Advertising

8. Direct-Response Advertising
Advertise to customer who deal with the
manufacturer or supplier without intermediate
wholesalers and retailers
The objective is to stimulate an immediate
response by the customer to the seller
 Types of Advertising

9. Public Service Advertising (PSA)

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
Advertising and PR professionals usually create
PSA as pro-bono (free of charge) and the media
donate the space and time
 Types of Advertising

10. Business-to-Business Advertising (B2B)

Business-to-Business advertising, also called
trade advertising, is sent from one business to
another
It includes message directed at companies
distributing products as well as industrial
purchasers and professionals such
Advertisers place most business advertising in
professional publications
 Types of Advertising

10. Business-to-Business Advertising (B2B)

a. Industrial and Technical Ad: advertisement
about equipment and materials that needed by
manufactures / process companies. Not only
physical product but also the design of total
system
b. High technology Ad: offers high tech products,
sophisticated electronic components or
telecommunication system
 Types of Advertising

10. Business-to-Business Advertising (B2B)

c. Pharmaceuticals/Healthcare Ad: three levels of
pharmaceuticals product: Over-the-counter
(OTC), Pharmacist advice (P), Prescription-only
medicines (POM).
 Specialist Form of Advertising

A. Recruitment Ad: is used for finding

candidates for a position in a company
B. Financial ad: is used to inform the public
about the companys performance and
potential