Types of Advertising

 Ethical (meeting ethical standards)

 Informative (highlighting some product features)
 Persuasive (buy again and again)
 Reminder (for product at maturity of PLC)
 Consumer (addressing end users)
 Trade (addressing distribution network)
 Positioning (creating a brand positioning)
 Repositioning (creating a new brand position)
 Repetitive (more frequency)
 Attitudinal change (changing the mind of customers)
 Collective (two products together)
 Direct-response (consumers are asked to give feedback)
 Competitive (hitting a rival)
 End product (product is used to make another branded
product e.g. Intel processors for Pentium Computers)
 Classified (small and economical ads in newspapers)
 With respect to media
Functions of Advertising
 Supports marketing mix
 Advertising creates demand

Primary demand and primary advertising

For a new product category e.g. shampoo

Selective demand and selective advertising

Done after primary demand is created
Specific brand of a company e.g. Head & Shoulders by Procter & Gamble

 Differentiates the product

 It helps in expanding the market
Expands distribution
(as you approach a large audience)
Customer information
Builds image for the organization
Establishes credibility
Reduces sales cost
(brands has already established its credibility )
 Supports promotional mix
 Creates competitive moves
 Counters competitive moves
 Increases customer contact
 Economical to serve larger market segment