Types of AdvertisingIf you ask most people what is meant by "type" of advertising, invariably they will respond by defining itin terms of how it is delivered (e.g., television ad, radio ad, etc.). But in marketing, type of advertisingrefers to the primary "focus" of the message being sent and falls into one of the following fourcategories:Product-Oriented AdvertisingImage AdvertisingAdvocacy AdvertisingPublic Service AdvertisingRole of Advertising AgencyThe major role as advertising agency is to work alongside the clients to develop and sustain the brandsthat they mutually serve, through consumer understanding and insight and through creative and mediadelivery skills to provide best advice and the best execution thereof to those clients for the advertisingof those brands.
“Buildings age and become dilapidated. Machines wear out. People die. But what live on are thebrands.”
Brands are much more than mere products and services. Brands, if successful, are clearly differentiatedentities with which consumers can and do form a mutually beneficial relationship over time, because of the values
rational and emotional, physical and aesthetic
that consumers derive from them. Theimportance can be summed up as follows:
” A product is something th
at is made, in a factory: a brand is something that is bought, by a customer. Acompetitor can copy a product; a brand is unique. A product can be quickly out-dated; a successful
brand is timeless.”
The role of advertising and the advertising agency is to help effect this transformation from product orservice to brand by clearly positioning the offering to the consumer
its role and its benefits
communicating the brand’s own personality. In short its role is to provide meaningful differentiation
viathe consumer connection.