Classification of Advertising Objectives (A&BM 16Sept2020)

 Classification of Advertising Objectives

Advertising objectives are the major guiding force of types of advertising used by the firm.

There are following types of advertising:

 

i. Selective Demand Advertising:

It is essentially competitive advertising. It puts one brand against rest of the market. This type of advertising is employed when a product is beyond the introduction stage in its life cycle. The objective of selective demand advertising is to make the consumers select a particular brand from among various competing brands.

 

ii. Global Advertising:

Multinational firms treat the world as their market. Firms such as National, IBM, Sony or Ford advertise globally. This type of advertising is called global advertising.

 

iii. Primary Demand Advertising:

It is designed to stimulate demand for a generic category of a product such as tea, detergent, or refrigerators. Primary demand advertising is used when product is in the introductory stage of its life cycle. This is called “pioneering advertising”.

 

iv. Product Advertising:

Most advertising is product advertising which is designed to promote the sale or reputation of a particular product or brand.

 

v. Consumer Advertising:

These advertisements are intended to promote sale of the advertised products by appealing directly to the buyers and consumers. Such advertising is called consumer advertising.

vi. National Advertising:

The advertising is conducted on a national basis through a media which has base throughout the country.

 

vii. Industrial Advertising:

Industrial advertising on the other hand, refers to those advertisements which are issued by the manufacturers or distributors to the buyers of industrial goods/products. This category includes machinery and equipment, industrial intermediates, parts and components, etc.

 

viii. Professional Advertising:

There are certain products for which the consumers themselves are not responsible for the buying choice. The classic examples are pharmaceuticals where the decision is made by doctors while the consumers are the patients.

Almost similar situation exists in the field of construction where architects, civil engineers and contractors are the decision makers. Firms operating in such market segments, therefore, have to direct their advertising to their decision makers, who are professional people. Such advertising is called professional advertising.

 

ix. Trade Advertising:

Advertisements which are directed by the manufacturers to distribution channel members, such as wholesalers and retailers, are called trade advertising. The objective of such advertising is to promote sales by motivating the members of distribution channel to stock more or to attract new retail outlets.

 

x. Local Advertising:

Small firms may like to restrict their business to state or regional level. Some firms first localize their marketing efforts and once success has been achieved, they spread out to wider horizons. A classic example is Nirma Washing powder, which initially was sold in Gujrat and subsequently entered the other markets of the country. Retail stores also undertake local advertising.

xi. Advocacy Advertising:

It is another form of non-commercial or social advertising. It is also referred to as cause advertising. It is any kind of paid public communication or message from an identified source and in a conventional medium that presents information or a point of view bearing on publicly recognized controversial socio-economic, political and cultural issues. In fact, it is idea marketing. For example, advertisements against child labor and drink driving come in this category.

 

xii. Comparative Advertising:

Comparative advertising is another form of selective demand advertising. In comparative advertising, the advertising directly (by naming a rival brand) or indirectly (through inference) points out differences between the brands.

 

xiii. Institutional Advertising:

It presents information about the advertiser’s business or tries to create a favorable attitude i.e., build good image towards the organization. The objective of institutional advertising is to create a particular image for a company.

 

xiv. Social Advertising:

The objective behind it is purely social considerations of various types. Such advertising is generally given by the government agencies, social organizations, charitable institutions, police department, railways etc.