CLASSIFICATIONS OF

ADVERTISEMENT
DONE BY:
S.KIRUBASHINI
TTGI193003
BBA (2019)
 ADVERTISEMENT
▪ Advertising is a marketing communication that employs
an openly sponsored, non-personal message to
promote or sell a product, service or idea
▪ The actual presentation of the message in a medium is
referred to as an advertisement: advert or ad for short
▪ Advertising is communicated through various mass
media, including traditional media such as newspapers,
magazines, television, radio, outdoor advertising or
direct mail; and new media such as search results,
blogs, social media, websites or text messages.
CLASSIFICATIONS OF ADVERTISEMENT

▪ ON THE BASIS OF GEOGRAPHICAL SPREAD

▪ ON THE BASIS OF TARGET GROUP
▪ ON BASIS OF DEMAND INFLUENCE LEVEL
▪ ON BASIS OF CORPORATE PHILOSOPHY
▪ ON BASIS OF TIMING OF THE RESPONSE IT ELICITS
▪ ON BASIS OF MEDIA
 ON BASIS OF GEOGRAPHICAL SPREAD

1. NATIONAL ADVERTISING:
▪ National advertising is not confined to any
specific geographical area within a nation.
It conveys mass marketing effort. The
objective of national advertising is to
inform and remind consumers about the
brand and the company. The
advertisements intend to communicate the
features, benefits and uses of the brand.
 ON BASIS OF GEOGRAPHICAL
SPREAD

2. LOCAL ADVERTISING:

Local advertising helps in delivering

relevant messages and information to the
target audience who are based locally. It
is also known as local store marketing or
neighborhood marketing. The promotional
messages in local advertising are directed
to the local population instead of mass
market.
 ON BASIS OF GEOGRAPHICAL
SPREAD

3. GLOBAL ADVERTISING
▪ Global advertising is a communication
strategy where a company employs to
drive demands for its goods and services
in international or global markets. Global
advertising strategies are adapted and
tailor-made to suit the cultural differences
and preferences in the international
scenarios. This would help the
companies to achieve huge economies of
scale, sales volume and market shares.
 ON THE BASIS OF TARGET GROUP

1. TRADE ADVERTISING:
Trade advertising is carried out by a
producer, directed towards the wholesalers,
distributors and traders rather than the end
consumer of the product. Trade advertising
is strategically important as it establishes
good relations with the traders, wholesalers
and distributors associated with the selling
of a company’s brands.
 ON THE BASIS OF TARGET GROUP

2. PROFESSIONAL ADVERTISING:
▪ Professional advertising is mostly related to
the advertisements of those products which
are specially made for professionals such as
lawyers, engineers, doctors, architects and
others — for instance, kits required by the
architects or surgical equipment required by
doctors and dentist
 ON THE BASIS OF TARGET GROUP

3. CONSUMER ADVERTISING:

Consumer advertising is advertising

that is directed and intended for
domestic markets such as individuals
and families. The goal of consumer
advertising is to introduce, or
sometimes re-introduce, products and
services to families and private
individuals for daily use and
consumption.
 ON THE BASIS OF TARGET GROUP

4. INDUSTIAL ADVERTISING:
Also known as business to business
or b2b advertising, industrial
advertising is the strategy of
attracting the attention of another
business and convincing that
company to purchase the goods
and services offered by another
business.
 ON BASIS OF DEMAND INFLUENCE LEVEL

1. PRIMARY DEMAND:
It is a demand for a product category rather
than for a specific brand of product.

2. SELECTIVE DEMAND:
It is a demand for a specific brand.
Marketers employ promotional efforts which
points out the strengths and benefits of a
specific brand.
 ON BASIS OF CORPORATE PHILOSOPHY

1. CORPORATE ADVERTISING:
Advertising which are designed to win a target
audience with a specific point of view is known as
corporate or institutional advertising. Corporate
advertising can be local, regional or national. In
this kind of advertising, a company pays a fee to
have a message which can portray the brand or
sometimes it is designed to win an audience over
to a specific point of view. For example: Aircel
launching “Save the Tigers” Campaign in
association with WWF (World Wildlife Fund) India.
 ON BASIS OF CORPORATE PHILOSOPHY

2. BRAND ADVERTISING:
Brand advertising is a type of strategy that develops
brand recognition, customer loyalty, and builds lasting
relationships with clients. The purpose of brand ads
is to capture people’s attention, establish a stable
positive brand identity, brand credibility, and
awareness. The brand identity is an idea behind the
product or service, a concept that allows customers
to recognize offers made by specific companies out
of the huge number of similar products and services.
 ON BASIS OF TIMING OF THE RESPONSE IT ELICITS

1. DIRECT ACTION
ADVERTISING:
Direct response advertising is a type of
marketing designed to get an instant
response by encouraging people to take a
specific action. The goal is to generate
leads quickly. ... Furthermore, direct
response advertising can take place
through many different channels, such as
TV, print, radio, email, digital, and social
media
 ON BASIS OF TIMING OF THE RESPONSE IT
ELICITS

2. INDIRECT ACTION
ADVERTISING:
This type of advertising exercise is
carried out to make a positive effect on
the mind of the reader or viewer. After
getting the advertisement the consumer
does not rush to buy the product but
develops a favourable image of the brand
in his mind. Foe example: Social Media,
Blogs, and Newsletters.
 ON BASIS OF TIMING OF THE RESPONSE IT ELICITS

3. SURROGATE ADVERTISING:
Surrogate advertising is a form of advertising which
is used to promote regulated products, like cigarettes
and alcohol, in the disguise of another product. The
banned product (alcohol or cigarettes) may not be
projected directly to consumers but rather masked
under another product under the same brand name,
so that whenever there is mention of that brand,
people start associating it with its main product. In
India there is a large number of companies doing
surrogate advertising, from Bacardi Blast music CD's,
Bagpiper Club Soda to Officers Choice playing cards.
 ON BASIS OF MEDIA

1. PRINT MEDIA ADVERTISEMENT:

Print advertising is a widely used form of
advertising. These advertisements appear in
newspapers or magazines and are sometimes
included as brochures or fliers. Anything written
in the print media to grab the attention of the
specific target audience comes under the
purview of print advertising.
 ON BASIS OF MEDIA

2. BROADCAT MEDIA
ADVERTISEMENT:
Broadcast media advertising includes television
and radio advertising. It was one of the most
dominant ways to reach a large group of
consumers. Broadcast advertising has taken a
back seat from last few years due to the rise in
“digital video recorder” and “ad skipping”
technologies. However, it is still a popular way
to reach millions of people.
 ON BASIS OF MEDIA

3. OUTDOOR MEDIA
ADVERTISEMENT:
Outdoor media advertising refers to billboards,
bus shelter posters, fly posters, digital posters
etc. This type of advertising is also known as out-
of-home advertising as these ads reach out to
consumers when they are outside home
 ON BASIS OF MEDIA

4. DIGITAL MEDIA
ADVERTISEMENT:
Any advertisement which appears via the
Internet or online is known as digital media
advertising. Digital advertising has evolved
rapidly in the last 15 years and market leaders
have realised the importance and the
complexity it poses.