TYPES OF ADEVRTISING

GEOGRAPHICAL BASIS
• National
Target entire country
Select media with countrywide base
Large established firms
Features, benefits, uses of product
or reinforce image
eg. Hindustan Uniliver, Brooke Bond, Escorts etc.
• Local
Small firms
By retailers of local merchants
Encourage to shop at specific store
Local services – banks/ hospitals/restaurants etc.
Business restricted to state or regional level
Some Localize first, then go wider
City or town covered
Media principally related to that area
City-focused magazines can also be used
Some pre-test in local areas before going national
Tend to emphasize specific benefits – merchandize
collection , atmosphere, services ec.
Range of services, delivery stds , ambience, convinience
Ex- BigBazaar sale, Punjabi Libas ad- new variety / Diwali offer
• Global-
Multinational firms
World as target market
Message in more than one country, multiple cultures
Different communication styles or concumption
patterns
IBM, Sony, Ford, microsoft etc.
Periodicals like times, Reader’s Digest etc.
Differe from country to country
• Adv. decisions and budgets centralised
• Same or limited number of agencies used
worldwide
• At times, decentralized budgets and given to
local subsidiaries
 TARGET AUDIENCE BASIS
• Consumer
• Industrial
• Trade
• Professional
• Consumer advertising-
directed to buyers of consumer products
Purchased for own use or household
Buyers in large number and wide distribution
Appeal directly to buyers/consumers via
newspapers , magazines generally
• Industrial advertising-
Issued to buyers of industrial products
Machinery, intermediary parts and components
Different decision making in industrial buying
Less importance than consumer advertising
Choose industry related magazines
• Trade advertising-
-directed by manufacturer to distributor
- eg. directed to retailer/wholesaler
- Objective – motivate distributors to stock more
items and promote sales
- Objective- attract new retail outlets
- Company sales executives call resellers to explain
product- introductory discounts / promotional
allowances offered
• Professional advertising-
directed at professionals like doctors, engineers,
architects, contractors etc.
They decide for/recommend to consumers
 PRODUCT ADVERTISING
TYPES OF PRODUCTS:
a. Consumer products for direct consumption
b. Industrial products like plant and machinery,
spare parts etc.
TYPES OF CONSUMER PRODUCTS:
c. Durables – last over long period ( Fridge,TV,AC
etc.)
d. Non-durables – last for short time ( soaps,
detergents, pastes, food prodcuts, medicines
etc.)
 PRODUCT ADVERTISING
• Pioneering advertising-
focused on primary demand of product
Introduction stage
Called informative advertising as well
Eg. First time introduction of microwaves,
mosquito repellants , CFL etc.
Emotional and logical appeals
• Competitive advertising-
Focused on selective demand for a product
brand
Growth and maturity stage of product
Called persuasive advertising as well
a. Direct- immediate buying action called upon
b. Indirect- emphasize benefits in anticipation of
final action by consumer
• Retentive advertising-
Sales may start declining later
Reminding buyer for product loyalty
Soft-selling by judging buyer to continue selling
Called reminder-oriented advertising as well