Product Advertising

Product advertising is any method of communication about the promotion of a product in an

attempt to induce potential customers to purchase the product. Advertisement usually requires
payment to a communication channel. The general objective is to increase brand awareness or to
demonstrate the differences between product and competing products in order to sell them.

Example

Therma is LG’s newest Air to Water Heat Pump system, especially designed for new housing and
renovation by LG’s advanced heating technology with energy saving. THERMA V can be used as
various heating solution from floor heating to hot water supply with multiple heat sources. The
product advertising video content shows how Therma offers the best solution for home heating
and hot water supply with LG’s inverter technology.
 Public Service Advertising

Ad agencies, working with non-profit organizations, create public service advertisements, also
known as public service announcements or PSAs, designed to persuade consumers to engage in
behaviors that actively promote healthy behaviors or good citizenship. Media organizations often
donate space and time for the distribution of these messages. To gain control over the distribution
of their advertisements, nonprofit organizations and state and national governments sometimes
pay for these services.

Example

Friends Don't Let Friends Drive Drunk: A truly innovative approach to the widespread drinking and
driving problem, this strategy was clear. People who have been drinking don't make smart choices.
But their friends, if they're clear-headed, are culpable if they let their drunk friends get behind the
wheel.
Functional Classification

Is marketing & promoting a company, corporate, firm or institution rather than its product or
service. The main objective of institutional advertising is to build a positive image and to generate
goodwill about a particular industry, rather than to promote sales. The benefits, ideas and
philosophies of the business are conveyed in a lucid manner. Because of its attempts to create a
positive image, it is closely related to public relations. In this, the organization markets itself rather
than its products.

Example

The world’s biggest oil corporation, Gulf Oil, spreads awareness about the issue of oil spills in the
ocean and of how oil mining is hazardous to the marine life. They have also launched a campaign
to save the environment.
Advertising based on Product Life Cycle
When it comes to advertising a product, the advertising life cycle is made up of four primary
stages. These stages are the introduction, growth, maturity and decline stages. Each stage is
associated with how the product sells, but each stage has its own set of advertising guidelines
businesses should abide by so companies can plan to address the advertising challenges a
product faces as it moves through each stage of the product life cycle.

Example

Growth – Electric cars. For example, the Tesla Model S is in its growth phase. Electric cars still
need to convince people that it will work and be practical. As there are more electric charging
points and more people adopt, it becomes easier to sell to those who are more sceptical of
new technology like electric cars.
Trade Advertising

This kind of advertising is carried out by a producer which is directed towards the wholesaler,
traders and distributors rather than the end consumers of the product. This kind of advertising is
strategically important for firms so that they can establish good relations with the trader,
wholesaler or the distributors associated with the selling of the company’s products. It is also
known as business to business advertising.

Example

An example of trade advertising would be a Coca-Cola advertisement placed in a trade magazine,

such as Progressive Grocer, in order to promote Coca-Cola to food store managers. The primary
objective of trade advertising is to promote greater distribution of the advertised product. This can
be done by opening up new outlets for products or by increasing the volume among present
outlets.
Advertising Based on Area of operation

No encontre nada

Advertising According to Medium Utilized

Selection of the perfect advertising media where the advertisements will be presented is really
important for the success of the marketing campaign. There are several advertising mediums
which can be categorized under five heads:

 Print Advertising
 Broadcast Advertising
 Outdoor Advertising
 Digital Advertising
 Product/Brand Integration

Each of the media has its own exclusive characteristic like the reach, shelf space, interest, and
niche targetting, etc. A marketer has to evaluate each and choose the one with the greatest ROI.

Example

Blue Apron has chosen to feature their incredible ingredients—clearly what they believe is a point
of difference. It seems they are targeting a consumer that wants to cook from scratch, but doesn’t
have the time or knowledge to do it on their own. The image highlights the delight of opening the
box, and the ad has a clear call to action.