DESIGN AND EXECUTION

OF ADVERTISEMENT
UNIT - 3
 CLASSIFICATION OF ADVERTISING
CLASSIFICATION ON THE BASIS OF PROSPECTS
Advertising can be classified into four types
Consumer Advertising- Direct Appeal by the manufacturer to the
ultimate consumers.
Industrial Advertising- Appeal is made by the producer to the
industrial users to buy goods for their production.
Trade Advertising- Appeal is made by a manufacturer to the trader
or dealer to stock their goods for resale.
Professional Advertising – Appeal is made by a manufacturer to the
professional to use their products and also recommend to the
others.
 CLASSIFICATION ON THE BASIS OF TYPE OF
PRODUCT

Consumer Product Advertising- Establish a competitive

advantage while advertising their brand.
Industrial Product Advertising- Rationale in nature- To inform ,
to bring in orders ,to stimulate queries, to enable the marketer's
name on the buyer’s panel of sources.
Service Advertising – Activities or benefits offered for sale.
 CLASSIFICATION ON THE EXTENT OF
GEOGRAPHICAL COVERAGE

National Advertising – Advertising undertaken by an advertiser

covering the entire nation
Regional Advertsing – Advertising that covers a particular
region (Covering one or two batches)
Local Advertising – Advertising that covers a particular locality
or area is called local advertising.
 CLASSIFICATION ON THE BASIS OF TYPES OF
DEMAND

Primary Advertising- Intended to stimulate the demand

for a particular type of product .

Selective Advertising – Kind of advertising undertaken

by a particular manufacturer for creating demand for his
products.
 CLASSIFICATION ON THE BASIS OF THE
OBJECTIVES OF ADVERTSING

Product Advertising – Types of advertising which is

undertaken by an advertiser for creating demand for his
product.
Institutional advertising – To create good image of the
institution or concern in the minds of the public and build
a good reputation.
 CLASSIFICATION ON THE BASIS OF RESPONSE
(Result Intended )

Direct Action or Quick Action Advertising – Intended to get

quick response from the buyers.
Indirect Action or delayed action advertising – One which
seeks to stimulate the demand for the product advertised.
 CLASSIFICATION ON THE BASIS OF NATURE OF
ADVERTSING

Emotional Advertising – Appeal to create emotional feeling of

the prospects to create a demand for a particular product.
Rationale Advertising – Functional benefits of the product is
highlighted here.
 CLASSIFICATION ON THE BASIS OF
SPONSORSHIP

Manufacture's Advertising – Undertaken by the

manufacturer – usually on a national scale.
Dealer’s Advertising – Undertaken by the dealer – Usually
on a regional or local level.
Cooperative Advertising – Sponsored jointly by both the
manufacturer and dealers.
 CLASSIFICATION ON THE PURPOSE OF
ADVERTISING

Commercial Advertising – Normal advertising undertaken

by an industrial or commercial undertaking solely for
increasing sales.

Non – commercial advertising – Done by a non – profit

organisation with a view to see
 CLASSIFICATION ON THE BASIS OF TARGET
PROSPECTS

Mass Advertsing – Appeal to be made to the masses to buy the

product advertised.

Class Advertsing – Appeal is made to a particular class of

buyers to buy the product advertised.
 CLASSIFICATION ON THE BASIS OF THE
USEFULNESS OF ADVERTISING

Constructive Advertising – One which creates demand for new

products and maintains or increases the demand for existing
products.

Competitive or selective Advertising – Which is undertaken by the

manufacturer to impress upon the consumers about superiority of
the products of competitors.
Comparative Advertising – Comparative advertsing compares
features with specific brands.

Destructive Advertsing – Seeks to induce the consumers to buy

the advertised product through exaggerated claims or
misrepresentation
 LAYOUT OF AN ADVERTISEMENT

The Layout of an advertisement consists of its overall structure or

the way in which the various elements are positioned with regard to
one another

CHIEF CHARACTERSTICS OF LAYOUT

1.Layout possess structural soundness
2.It invites all the prospects to the advertisement
3.A layout should be simple,direct & Straight forward.
 ESSENTIALS OF A GOOD LAYOUT
 Should have a compact and united meaning
 Impressive effect
 The message and the matter of the layout should be properly
spread
 Color combinations should be chosen carefully
 Layout should be simple & Attractive
 STEPS INVOLVED IN PREPARATION OF LAYOUT
 Thumbnail sketches
 The Rough
 Comprehensive
 Paste up
 PRINCIPLES OF EFFECTIVE DESIGN AND LAYOUT
1.Unity
2.Variety and Contrast
3.Achieving optical balance
4.Even Rhythm
5.Harmony
6.Even Proportion
7.Elegant Colour
8.Emphasis
9.Simplicity
10.Clarity
11.Use of space
 SIZE OF ADVERTISEMENT

• The size of the advertisement can be finalized if the

advertiser decides upon the advertising funds
Two types of sizes
• Large Advertisement
• Small Advertisement
 MEASURING ADVERTISING EFFECTIVENESS

It refers to Evaluation of advertising results against the

predetermined standards of performance or objectives

Advertising effectiveness can be measured either before

launching the advertisement (PRE TESTING) or after
launching the advertisement (POST TESTING)
 PRE TESTING TECHNIQUES
 Concept testing-
• Qualitative interviews
• Free association test
• Statement comparison test.
 Theme testing
 Copy Testing
• Consumer Jury testing
• Direct Mail test
• Portfolio test
• Mechanical/Laboratory test
 Mechanical/Laboratory test

 Eye camera / Oculometer

 Psychogalvometer
 Pupilometer
 Tachistoscope
 Electronic encephalographic measures- Brain wave
measure
 POST –TESTING TECHNIQUE

1.Recall Or Impact Test

2.Recognition Test
3.Enquiry Test
4.Triple Association Test
5.Sales Effect test
6.Sales Return Test