Advertising - Unit 1

Ref:
Advertising by Shruthi Jain and Jaishri Jethwani –
Oxford
Advertising by Kazmi and Batra – Excel Books
Advertising and SP by S.L.Gupta and V.V.Ratna
 Types of Advertisements

1. Product – Related Advertising

A. Pioneering Advertising – Primary demand creation

B. Competitive Advertising –stimulates selective
demand - maturity stage
C. Retentive Advertising – remainder type – declining
stage
2. Public Service Advertising - Social welfare of a
community or a nation.
C. Functional Classification:
1. Advertising Based on Demand Influence Level.
A. Primary Demand (Stimulation)- Eg. Laptop
B. Selective Demand (Stimulation)-Eg. Preethi Mixie
2. Institutional Advertising –Eg.Sundaram Finance
3. Product Advertising
A. Informative Product Advertising-Intro Stage
B. Persuasive Product Advertising-Growth Stage
C. Reminder-Oriented Product Advertising-Maturity
D. Advertising Based on type of Consumer:
A. Consumer Advertising
B. Industrial Advertising
E. Trade Advertising
A. Retail Advertising
B.Wholesale Advertising

F. Advertising based on Area of Operation (Geographic

Location)
A. National Advertising
B. Regional Advertising
C. Local Advertising

G. Advertising Based on Medium Used

Advertising Types – Another Classification:

1. Personal Advertising – Obituary, Marriage

2. Vacancy or Appointment Advertising - Classified
3. Consumer/Product Advertising – FMCG Advt.
4. Retailer Advertising – Store Advt.
5. Trade Advertising – Channel Advt.
6. Business-to-Business Advertising – Industrial Ads
7. Institutional Advertising – Corporate Advt.
8. Service Advertising – Hospital Advt.
1. Financial Advertising – Rights issue advt.

2. Educational and NGO Advertising -

3. Advocacy Advertising -

4. Generic Advertising – Egg, Poultry, Milk Advt.

5. Comparative Advertising – Surf –Tide Ads

6. Political Advertising – During Election

7. Surrogate Advertising -
Types of Advertising – Another Classification
1. By Geographical Spread
a. National
b. Local
c. Global

2. By Type of Impact
1. Demand influence Level
a. Primary – unbranded b. Secondary – Branded
2. Action- terms of timing of purchase
a. Direct b. Indirect
3. By Target Group
i) Consumer - FMCG
ii) Industrial - B to B
iii) Trade – B to B
iv) Professional - Pharma Products
v) Institutional – Corporate Advertising
4. Non – Product Advertising
i) Idea
ii) Service
iii) Financial
iv) Personal