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
Informative
Oriented
Advertising
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
There’s 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 chairman’s 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.