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10/14/2014 ClassificationofAdvertisingINDIACLASS

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October14,2014
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Classification of Advertising
August 29, 2013byProf. DeepakPore LeaveaComment
ClassificationofAdvertisingcanbedoneonthebasisoffollowingpoints.Advertisingisan
importantfunctionofmarketingwhichhelpsorganizationtodomarketingresearch,sales
anddistributioneffectively.Wecanclassifyadvertisingintovarioustypesbasedontarget
audience,media,geographyandpurpose.
ClassificationsofAdvertising
Types Explanation
1.ByTargetAudience
A.Consumer
advertising:
focusoncustomers/consumers(endusers),TV,Radio,
Magazines,newspapersfallsunderthebroadcategoryof
consumeradvertising.
B.BusinessAdvertising:
AlsocalledB2BorIndustrialadvertising,focusonproductsand
servicesforuseinbusiness
Trade
focusonwholesalersandretailersi.e.middleman,theybuysfor
resale
Professional
Aimedatpeoplelicensedunderacodeofethicsorsetof
professionalstandards
Agricultural focusonfarmersoragribusiness
C.LocalAdvertising: TargetcustomersfromOnlyonecityorlocaltradearea
D.Regionaladvertising: focusonproductssold
2.ByGeographicarea
A.NationalAdvertising: focusonseveralareasorregionsofthecountry
B.International
Advertising
focusoninternationalorforeignmarkets
3.ByMedium
A.PrintAdvertising TraditionalMedia,Newspapers,Journals,Magazines
B.Broadcast(Electronic
Media)Advertising
Radio,FM,TV
C.OutofHome
Advertising
Outdoor,Transit
D.DirectMail
Advertising:
throughthepostalserviceandemail
E.Interactive
advertising:
Internet,Kiosksetc.
4.ByPurpose
A.ProductAdvertising Promotesthesaleofproductsandservices
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B.Nonproduct
(corporateor
institutional)advertising
promotestheorganizationsmissionorphilosophyratherthana
specificproduct
C.Commercial
Advertising
focusonproducts,services,orideaswiththeexpectationof
makingaprofit
D.Noncommercial
advertising
Mainlyforacharitableornonprofitinstitution,civicgroupor
religiousorpoliticalorganization
E.ActionAdvertising
motivatestostimulateimmediateactionbytheaudienceor
readerorpublic
F.Awareness
Advertising
focusonbuildingtheimageofaproductorservice
ADVERTISINGTOCONSUMERMARKETS
NationalAdvertising
Retail/LocalAdvertising
PrimaryVs.SelectiveDemandAdvertising
ClassificationofAdvertising
ADVERTISINGTOBUSINESS&PROFESSIONALMARKETS
B2BAdvertising
ProfessionalAdvertising
TradeAdvertising
NationalAdvertising
Advertisingdonebylargecompaniesonanationwidebasisorinmostregionsofcountry
MainlyonprimetimeTVorinothermajornationalorregionalmediaeg.Newspapers,
magazinesetc.
GOAL:Toinformorremindcustomers/consumersofthecompanyoraparticularbrand
anditsbenefits,features,specifications,uses,andadvantagestocreateorreinforceits
imagesothatconsumerwillpurchaseit.
Retail/LocalAdvertising
Byretailersorlocalmerchants,distributorsetc.
Toencourageconsumerstoshopataspecificstore,useorlocalserviceorpatronizea
particularestablishment
Emphasisonprice,hoursofoperations,service,atmosphere,imageormerchandise
assortment
Usesdirectactionadvertisingtobuildmoretraffic
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PrimaryVs.SelectiveDemandAdvertising
PrimaryDemandAdvertising:Designedtostimulatedemandforthegeneralproductclass
orentireindustry
Generallypartofpromotionalactivitytohelpanewproductgainmarketacceptance
Eg.Industrytradeassociationscotton.Milk,egg.Etc.
SelectiveDemandAdvertising:focusesoncreatingdemandforaspecificcompanysbrand
B2BAdvertising
Industrialgoodsandservicesfortheircompanies
Industrialgoodsaregenerallyapartoffinalproductsforeg.Rawmaterial
Maybeusedtomanufactureanothergoodseg.Machinery
Ormaybeusedtohelpacompanyconductitsbusinesseg.Officesupplies,computers
Eg.Insurance,travelservices,healthcare
ProfessionalAdvertising
Targetedtoprofessionals
Eg.Doctors,dentists,engineers,lawyers,professorsetc.
Toencouragethemtouseacompanysproductsintheirbusinessoperations
Alsotorecommendproductstoendusers
Ortospecifyuseproductstoendusers
TradeAdvertising
Targetedtomarketingchannelmembers
Eg.Wholesalers,distributors,retailers,etc.
Toencouragechannelpartnersormemberstostock,promote,andresellthe
manufacturersbrandedproductstotheircustomers
References
ContemporaryAdvertisingbyWilliamFArens,10thEdition,McGrawHillcompanies,
ListofotheradvertisingReferenceBooks
Related
MarketingNotes AdvertisingAppropriation StepsinDesigningan
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FiledUnder:NotesTaggedWith:Advertising,Marketing
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