ADVERTISING

2014

Types of Advertising

Advertising Types
Personal advertising
Ads that are placed by individuals with a specific purpose,
such as matrimonial, situation wanted, selling some
household goods, or placing an obituary notice
for a dear one. (Times Matrimonial)
Vacancy or appointment advertising
Advertisements that detail situations/jobs vacant.
Placed either by the employer or placement agencies,
keeping the name of the company secret. (Times Ascent)

National consumer or Brand advertising

Focuses on building long-term brand identity
and image.
Retailer or Local advertising
Usually carried out in local markets (certain geographical
areas) to announce availability and thereby
increase consumer traffic. Also used to create retailer
image.

Direct-Response Advertising
Tries to stimulate a sale directly. The consumer can
respond by telephone, sms, mail, and the product is
delivered directly to the consumer by mail or some
other carrier.

Business to Business advertising

B2B advertising is sent from one business to another.
Not directed at general consumers. Ads are placed in
industry specific publications.

Institutional Advertising
Advertising that promotes a companys mission and
philosophy. Also known as corporate advertising.
(HLL to HUL; Hutch to Vodafone; Aditya Birla Group)
Service advertising
Advertising that is aimed at publicizing services like
hotel, airlines, insurance, tele-communication etc.

Financial advertising
Advertising aimed at selling financial products
like mutual funds, bonds, debentures, fixed deposits etc.
This occurs when companies decide to collect
money from the primary market.

Educational and NGO advertising

Advertising aimed at students for choice of courses
inserted by educational institutions. NGO advertising
refers to advertising by the non-governmental sectors
espousing various causes for their support.
(CRY)

Advocacy advertising
Advertising that aims at convincing various sections
of the public to accept an organizations
position on certain issues. (Delhi Police, Bhagidari Delhi Government)

Generic advertising
Advertising that does not talk about a particular brand
but a category of products like gold, diamonds,
milk, eggs.
Comparative advertising
Advertising that makes indirect or direct comparison
between brands, implying that one brand is better
than the other. (Car brands)

Political advertising
Advertising by various political parties at the time
of elections. Such advertising at times talks about the
political agenda of the sponsoring political party or
aims at deriding the opposite political party.

Surrogate advertising
Surrogate advertising refers to the strategy used by the
companies and advertisers when the product is promoted
clandestinely, because the law of the land may not permit
advertising a particular product. (Liquor)

Public service advertising

Aimed at issues of public interest and promotes
public welfare or public service. (Pulse polio, national
integration, HIV Aids)