Types of Advertising

Campaign
Novrita Widiyastuti, S.Sos
 By Target Audience
 Trade Advertising
 Consumer Advertising
 Trade Advertising
 The trade consist of enterprising business people
 For distributor, wholesaler and retailer
 They are concerned only to know if these qualities will
make the product saleable to their end-customers and
earn themselves income and profit
 Contents of trade advertising are the promotional
support that is planned in terms of launch advertising
 Include planned sales promotion schemes to encourage
customers and consumers to try and buy the product
 Incentives for the retailers might also be included
 Trade advertising also states the point-of-sale (POS) and
display material available as well as any in-store
demonstration that are planned
 Consumer Advertising
 Generic Advertising
 Product Advertising
 Brand Advertising
 Range Advertising
 Corporate Advertising
 Retail Advertising
 Co-operative Advertising
 Generic Advertising
 Generic advertising means advertising a
product type rather than a brand and is
usually undertaken by a trade association
or consortium of manufacturers and
supplier
 Does not promote a particular supplier but
promotes the overall benefits and
advantages of the product type
 Eg: Got Milk?
 Product Advertising
 Concentrates on promoting the benefits
and advantages of the product, such as
the price, value and performance
 Eg: Rinso, Coca Cola, etc
 Brand Advertising
 The emphasis of brand advertising is on
the brand name, with sometimes little or
no reference to the product
 The essence of brand advertising is
usually image building for the total product
offering-developing that feeling of goodwill
between the branded product or brand
name and the customer
 Eg: Nike
 Range Advertising
 Promote complete range of products
 Range are frequently promoted in a single
commercial or advertisement
 Eg: Rinso-Molto, Pixy
 Corporate Advertising
 Promotes the company not the individual
products
 Also used for financial advertising to re-
assure existing shareholders, launch a
company on the stock exchange or attract
new investors
 Eg: XL, Telkomsel, Indosat
 Retail Advertising
 The message may be based on what
brands and products they have or the
range of goods that they can offer, though
it may also include additional benefits like
a convenient location, free parking, late-
night opening or even a restaurant/coffee
shop
 Eg: Carrefour, Electronic city, etc
 Co-operative Advertising
 The message is relative simple-for a
limited period, this brand/product/model
pack is available only at this outlet at a
special offer price or with a gift
 Eg: Credit card BCA-Starbucks, XL-
Blackberry, etc
 Direct-Response Advertising
 Direct advertising is advertising to
customer who deal with the manufacturer
or supplier without intermediate
wholesalers and retailers
 Eg: TV Media
 Public-Service Advertising
 A public service Advertising (PSA) or
community service announcement (CSA) is a
non-commercial advertisement, typically on
radio or television, broadcast for the public.
 The main concept is to modify public attitudes by
raising awareness about specific issues.
 Eg: Anti Narkoba, Pekan Imunisasi Nasional
COURSEWORK!