Kinds
of advertising
1. Product advertising
Most business houses try to sell their
products and services through advertising. The need for product advertising
arises mainly because the business has to create demand for its products. This
is being done through a public medium like newspapers, television or radio by
means of an advertisement.
The advertisement may appear in a
visual form with the picture of the product together with its features
explained (in the case of newspapers and magazines). It may also appear in the
form of oral presentation of the product idea (in the case of radio
advertisement) or in both visual and oral forms (as in the case of television
advertisement) and Digital.
Such advertisements speak not only
about the product but also stress the brand. Examples are Vicco Turmeric Cream,
Cock brand crackers, Double-Deer Basmati rice, etc.
2. Institutional advertising
Here, the focus is on the company and
its services. Such an advertisement is not intended for the consumers alone. It
may also be meant for various other groups like the shareholders, creditors,
suppliers and so on. The goal of such an advertisement is mainly to boost the
image of the concern. It may also be used to make an offer or an announcement
Example: There may be an offer to the
suppliers of materials to submit price-quotations. The advertisement may also
announce the date and time of the Annual General Meeting of the company.
3. Competitive advertising
In this case, the goal of
advertisement is to show the superiority of one product over the competing
products. Such an approach is resorted to when there is cut-throat competition
in the market. The advertisement stresses on brand name, product quality, price
and the company image. Eg. Different tooth paste ads and different hair oil
ads.
4. Comparative Advertising
Here, the marketer highlights the
comparative features of the competing products. Such advertisements are quite
common these days and also have become a matter of controversy. Car, motorcycle
and television manufacturers adopt such an approach.
Example: The comparative features of
different car models are often advertised by the manufacturers. In the same
way, the comparative advantage of two-wheeler are advertised. The advertiser
invariably claims that his product alone is superior.
5. Collective or Cooperative
advertising
Certain products are jointly
advertised by the manufacturers and dealers together. Such an advertising is
what is known as collective or co-operative advertising. The manufacturers of
car, motorcycle and TV also use such an approach. Eg. Premson Motors, Ranchi
6. Non-commercial advertising
Advertisements for non commercial
purpose are brought out by charitable organizations mainly to secure financial
help from philanthropists. Organizations like NGOs solicit financial help from
generous people, particularly during festival times, for the benefit of the
inmates.
7.
Primary Demand Advertising:
It is intended to
stimulate primary demand for a new product. It is heavily utilised during the
introduction stage of the product life cycle.
8.
Shortage Advertising:
When there is
short-supply of products shortage advertising is resorted to. Example- oil
crisis. In such kind of advertising, new promotional objectives may be
incorporated such as-
(a) Educating the
people about the most economic use of the product.
(b) Making appeal to
save resources.
(c) To reduce
customer pressure on the sales force.
9.
Co-Operative Advertising:
When manufacturers,
wholesalers and retailers join and share the expenditure on advertising it
takes the form of co-operative advertising. Such advertising would carry the
names of all the parties involved. From the point of view of the customers this
is beneficial as they get the articles directly from the authorised outlets.
10.
Commercial Advertising:
It is also termed as
business advertising. Such advertising is only meant for affecting increase in
sales.
Usually the following
forms of commercial advertising are recognised:
(a) Industrial
advertising — this is exclusively meant for selling industrial products.
(b) Trade advertising
— advertising relating to a trade.
(c) Professional
advertising — undertaken by professionals like doctors, accountants, etc.
(d) Farm advertising
— exclusively used for selling farm products such as fertilisers, insecticides,
farm implements etc.
11.
Direct Action Advertising:
Advertising that stresses and persuades immediate buying of the product is known as Direct Action advertising. Direct mail advertising is capable of achieving immediate action to a greater extent.
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