Types Of Advertising

Types of Advertising

National Advertising

Advertising done by a company on a nationwide basis or in most regions of the country and targeted to the ultimate consumer market is known as national advertising.





The companies that sponsor these ads are generally referred to as national advertisers.





Most of the advertisements for well-known brands that we see on TV or in other major media are examples of national advertising.





It informs or reminds consumers of the brand and its features, benefits, advantages and uses or reinforces its images.





However, in Indian context due to cultural and linguistic variation, different versions of advertisements are released by the advertisers.





Example of National Advertiser are: Hyundai, Nestle, HUL etc.



Local/Retail Advertising

Another prevalent type of advertising directed at the consumer market is classified as retail/local advertising.





This type of advertising is done by major retailers or smaller local merchants to encourage consumers to shop at a specific store or use a local service such as local financial companies, bank, hospitals, fitness club, restaurants, show rooms etc.





While the national advertisers sell their products at many locations, retail or local advertisers must give the consumer a reason to patronize their establishment.





Retail advertising tends to emphasize specific customer benefits such as store house, credit policies, services, atmosphere, merchandise collection and other distinguish attributes.



International/Global Advertising

International advertising disseminate a commercial message to a target audiences in more than one country, multiple cultures that differ in terms of values, communication styles, and consumption patterns. Target audiences differ from country to country in terms of how they perceive or interpret message.





International advertising is a business activity involving advertisers and the advertising agencies that create ads and buy media in different countries.





In some cases, multinational firms centralize advertising decisions and budgets and use the same or a limited number of agencies worldwide. In other cases, budgets are decentralized and placed in the hands of local subsidiaries, resulting in greater use of local advertising agencies.



Case Study: KFC

Client – KFC





Slogan – Finger Lickin Good





Brief – Take the international campaign and rehash them for India





Campaign – KFC print ad





TG – Young, modern, westward-looking and experimental audience





Challenge – To change the food habit of any country





Idea – A series of print ads to establish ‘Finger Lickin’ Good’ with visuals of hands, with the headlines ‘Cutlery at KFC’ and the line ‘Finger Lickin’ Good’ prominently near the KFC logo





Insight – No one in India ate chicken only with cutlery





Consumer Product Advertising

Consumer product advertising is an activity to make product or services known as well to persuade the ultimate consumer. An ultimate consumer is a person who buys the product or service for his personal use.





This type of advertising is done by the manufacturer or dealer of the product or service. Examples: Advertisements of Intel, Kuttons (shirt), Lakme (cosmetics) etc.



Industrial Advertising

Advertising targeted at individuals who buy or influence the purchase of industrial goods or other services is known as industrial advertising.





Industrial goods are those products that either become a physical part of another product, or used in manufacturing other goods.





Business service, such as insurance, financial services, and health care, are also included in this category. Industrial advertising is usually found in general business publications or in trade publications targeted to the particular industry.





Trade Advertising

Advertising with in a trade to attract the wholesalers and retailers and motivate them to purchase its products for resale is termed as trade advertising.





Company sales representatives call on resellers to explain the product, discuss the firm’s plans for building demand among ultimate consumers, and describe special programs being offered to the trade, such as introductory discounts, promotional allowances etc.





Trade advertise usually appears in publications that serve the particular industry.





Professional Advertising

Advertising that is targeted to professional groups, such as doctors, lawyers, dentists, engineers among others, to encourage to use the advertiser’s product or specify it for other’s to use is known as professional advertising.





Professional groups are important because they constitute a market for products and services they use in their businesses. Also, their recommendations influences, many consumer purchase decisions.





Surrogate Advertising

Surrogate advertising is a form of advertising which is used to promote banned products, like cigarettes, alcohol, tobacco and narcotic products, in the cover up of another product.





The advent of Surrogate Advertising in India came into being after Cable Television Networks Rules, 1994 and Cable Television Networks (Regulation) Act 1995 was implemented, which banned direct liquor, tobacco and cigarette advertisements.





Examples from tobacco industry engaged in Surrogate Advertising in India are: Red & White Bravery Awards, Wills Lifestyle Clothing Line, Four Square White Water Rafting and Godfrey Phillips Bravery Awards.





Examples from liquor industry are: Bagpiper Soda, Cassettes & CDs, Hayward Soda, Royal Challenge Golf Accessories & Mineral Water, Kingfisher Mineral Water, White Mischief Holidays, Smirnoff Cassettes & CDs, Imperial Blue Cassettes & CDs and Teacher’s Achievement Awards.





Corporate/Institutional Advertising

In this form of advertising, the corporate presents its own story to build up a positive image of itself in the public mind. It is a public-relations-approach advertising. The focus point could be:



1.Viewpoint about a national cause

2.Efforts taken to help this cause

3.Corporate own social contribution and policies

4.Mission of the organization an its philosophy

Corporate advertising is indirect, subtle, affects basic attitudes of public and does not attempt to sell anything directly.





It may be targeted to a potential market or to any of the stake holders.





Many companies are faceless entities. This type of advertising gives a face to the company.





Objective of Corporate Advertising:



1.To make the company known

2.To make its product/services known

3.To make its achievements known

4.To make its values known

5.To make socio-political/economic/moral statements

Receptivity to Corporate Advertising:



1.They are meant to be image building so not considered necessary

2.Public are usually adverse of this type of advertising

3.It asks for no action on the part of the audience, except passive approval

4.The recall rates of these ads are low

5.The effectiveness of this types of ads are difficult to evaluate.



Public Service Advertising

Public Service Advertising (PSA) is done as a part of social responsibility by the advertising agencies or business organization or government or social service institutions.





Public Service Advertising is considered to be one of the most effective means to create social awareness and bring about a change/shift in the mindsets of people.





In PSA it is essential to focus the message to a target group, while keeping in mind that what motivates this target group.





PSAs are usually emotional since it touches people’s deepest fears, anxieties and values.





It is also called Also called Public Awareness Advertising, Social Service Advertising and Social Awareness Advertising





Primary and Selective Demand Advertising

Primary Demand Advertising is designed to create demand for the general product class or entire industry.





Selective Demand Advertising focuses on creating demand for a particular manufacturer’s brands.





These are another way of viewing advertising to the ultimate customers in terms of whether the message is designed to stimulate either primary or selective demand.





Primary demand advertising is often used as part of a promotional strategy to help a new product gain acceptance among customers. Products in the introductory or growth stages of their life cycles often have primary demand stimulation as a promotional objective because the challenge is to sell customers on the product as much as it is to sell a particular brand.





Classified Advertising

The ads which are classified in categories are called classified ads. These ads are normally placed at certain part of the news paper.





Classified advertising is a tool for reaching out various categories of customers to offer jobs, cars, houses and a variety of new and used goods.





In print, classified advertising space is sold in terms of line or, words.





On internet, classified ads are get posted free of cost, though it is chargeable for premium posting. E.g:- Just dial, OLX, Quikr etc.





NGO Advertising

There’s good advertising. Then there’s advertising that does some good. An advertising with a core aim to raise social issues and to help to make the world a better place is a motive of NGO advertising.





Advertising for good causes, promoting the importance of social and environmental responsibility, encouraging the participation of common people and urging them to donate for a cause are the main aim of this.





Complicated narratives and long explanations don’t attract attention, and they don’t get donations, heartbreaking pictures and tidy stories do.





Financial Advertising

Financial advertising is the specialized practice of advertising which promotes capital issues to the investor, loan, banking and mortgage customer.





Increased wealth and expectations have created an enormous appetite for financial services and new financial products are launched every day. So, it is necessary to pinpoint a product’s potential and identity and identify the audience to whom it will appeal.





The public is motivated to invest by a slogan, a promise of dividends/returns, profile of the product etc.





The positive image of financial corporation is largely promoted to turn it into a trusted name for general investors.





 http://www.indianmediastudies.com/types-of-advertising/