Types of Advertisements in Advertising

Advertising is a paid, impersonal method of conveying information about products or ideas by an identifiable sponsor via mass media, aiming to influence consumer behavior. It is impersonal because it involves a computer generated fantasy targeting a specific audience segment.  Advertising disseminates information about products or ideas and can be categorized based on Function, Region, Target Market, Company Demand, Desired Response, and Media.

Categorization By Purpose

Advertising fulfills specific functions

  1. It can educate customers about a products, services or ideas.
  2. It can motivate consumers to buy products, services and ideas.
  3. It can alleviate cognitive dissonance in customer’s minds, reinforcing the belief that they have made the right decision by choosing the best product, service, or idea.
  4. It can remind existing customers about the ongoing availability of the product, service, or idea in the market.
  5. It can discourage the public from purchasing certain products or services that are harmful to them.

Let’s explore some key types of advertising based on their functional aspects.

Product Information Advertising

Product information advertising is a type of advertising that focuses on providing potential customers with detailed information about a product or service. It is often used for new products or services, or for products that are complex or unfamiliar to consumers.

  • Informative: It provides potential customers with factual information about the product or service, such as its features, benefits and how it works.
  • Educational: It can educate customers about a new product or service, or about a complex product or service that they may not be familiar with.
  • Persuasive: While the primary goal of product information advertising is to inform, it can also be persuasive  by highlighting the benefits of the product or service and convincing customers that it is the right choice for them.

Product information advertising is an important tool for businesses that want to build trust with potential customers and convince them that their product or service is the right choice for them. Examples of product information advertising include:

Brochures : Printed materials that provide detailed information about a product or service.

White Papers : In-depth reports that provide technical information about a product or service.

Infographics : Visual representations of data that can be used to explain complex information in a simple and easy to understand way.

Tutorials : Step-by-step guides that can help customers learn how to use a product or service.

Promotional Advertising

This type of advertising aims to persuade or motivate potential buyers to take immediate action and purchase the firm’s product or services.

Example: “Buy one, get one free”.

Follow-up Advertising

This type of advertising encourages existing customers to increase their usage of the firm’s products or services, which they have already purchased at least once. It helps keep the brand name and product uses fresh in the mind of these customers.

Competitive Advertising

This type of advertising discourages the target audience from buying products or services that could be harmful to both themselves and society as a whole.

Examples: Advertisements of various civic authorities against alcohol, tobacco, and narotics.

Geographic Segmentation

Advertising can also be classified by region

Multinational Advertising

It is implemented by a company across its global market segments. Well-known global magazines such as Time, Far Eastern Economic Review, Span, Fortune, Futurist, and Popular Science, along with cable TV channels, are utilized to advertise products worldwide. High-end products are often promoted using supermodels and movie stars.

Example: Sony, Philips, Pepsi, Coco Cola, etc.,

Read more : Radio and TV Ad Headlines

Nationwide Advertising

It is carried out by a company at the national level to boost the demand for its products and services across the country.  Examples include BPL’s “Believe in the Best” and Whirlpool Refrigerator’s “Fast Forward Ice simple”.

Regional Advertising

When a manufacturer focuses their advertising efforts on a specific region within the country, it is known as Regional Advertising. This type of advertising can be undertaken by the manufacturer, wholesaler, or retailer. Examples include advertisements in regional newspapers that are distributed in specific states or districts, such as The Assam Tribune, which targets the Northeast region.

Local Advertising

When advertising targets only a specific area or city, it is referred to as Local Advertising. Some professionals also call it Retail Advertising. This type of advertising is sometimes used by retailers to encourage customers to visit their store regularly, rather than promoting a particular brand.

Examples: Advertisements of Ooo la la, Gupshup (Local FM Channels), etc.,

Demographic Targeting

Demographic targeting is a marketing strategy that involves targeting specific groups of people based on their demographic characteristics, such as age, gender, income, education level, occupation, and location. This approach allows businesses to tailor their marketing messages to reach the most relevant audience and increase the effectiveness of their campaigns.

Increased Relevance: By targeting specific demographics, businesses can deliver more relevant messages that resonate with their audience.

Improved Efficiency: Demographic targeting can help businesses allocate their marketing resources more efficiently by focusing on the most promising segments.

Consumer Goods Advertising

This type of advertising aims to impress the ultimate consumer, who purchases the product or service for personal use. It is typically carried out by the manufacturer or dealer of the product or service. Examples include advertisements for Intel, Cotton Shirts, and Lakme cosmetics.

Industrial Goods Advertising

This is also known as Business-to-Business Advertising. It is conducted by Industrial manufacturers or their distributors and aims to boost the demand for industrial products or services. This type of advertising targets industrial customers.

Industrial Product Advertising

This type of advertising is carried out by the manufacturer to encourage wholesalers and retailers to sell their products. Manufacturers select various media based on the type of product, distribution channel, and available resources. It is specifically designed for wholesalers and retailers who can effectively promote and sell the product.

Targeted Advertising for Professionals

This type of advertising is carried out by the manufacturers and distributors to influence professionals within a specific trade or industry. These professionals, such as doctors, engineers, teachers, procurement specialists, civil contractors, and architects, may recommend or prescribe the manufacturers’ products to end consumers. Manufacturers aim to reach these professionals through carefully planned programs.

Money Management Advertising

Banks, financial institutions, and corporate firms issue advertisements to raise funds from the market. They publish prospectus and application forms, placing them in locations where potential investors can easily find them.

Advertising Segmentation by Media

Advertising segmentation by media refers to the classification of advertising based on the specific media channels used to deliver the message. This segmentation helps businesses choose the most appropriate media platforms to reach their audience and achieve their advertising objectives.

Audio Advertising

Audio advertising is a form of advertising that uses audio to deliver a message to potential customers. It is typically used on radio, podcasts, and online audio platforms.

Visual Media Advertising

Visual media advertising is a form of advertising that uses images to deliver a message to potential customers.  It is typically used in print media, such as newspapers and magazines, as well as on billboards, posters, and online platforms.

Audio Visual Presentation

Audio-visual presentations effectively combine visual and auditory elements to enhance engagement and understanding. They are widely used in various settings, including education, business and entertainment.

Text-Based Advertising

Text-based advertising is a form of advertising that relies primarily on written text to convey a message to potential customers. It is commonly used in print media, such as newspapers and magazines, as well as online platforms, such as websites and social media.

Web Advertising

Web advertising is a form of advertising that takes place on the internet. It is a broad term that encompasses a variety of advertising formats and channels. Social media advertising ads that appear on social media platforms, such as Facebook, Instagram, and Twitter X.

Spoken Word Advertising

Spoken word advertising is a form of advertising that relies primarily on spoken language to deliver a message to potential customers. It is typically used in audio media, such as radio and podcasts, as well as in some forms of video advertising.

Key characteristics of spoken word advertising:

Audio-based :  Spoken word advertising relies solely on sound to convey the message.

Memorable : Spoken word adverting can be very memorable, especially if it uses a catchy jingle or slogan.

Targeted : Spoken word advertising can be targeted to specific demographics or interests through the choice of radio station or podcast.

Cost-effective : Spoken word advertising can be relatively affordable compared to other forms of advertising, such as television or print.

Versatile : Spoken word advertising can be used for a variety of purposes, such as promoting products, services or ideas.

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