Types of Advertising
1. Persuasive Advertising :
This kind of advertising persuades to but those things which they do not want. It finds the market and keeps the wheel of the industry turning by maintaining demand. The persuasive advertising should perform the following five functions, namely
·Attract attention
·Command interest
·Create desire
·Inspire conviction
·Provoke action
2. Product Advertising :
When advertising is done with a view to promoting the sale of a particular product, it is called product advertising. This type of advertising is intended to inform the market about a particular product. It is a most common type of advertisement. The object behind product advertising is to create demand of the particular type of product. It may be direct action advertising or indirect action advertising or delayed action advertising.
In direct action advertising, the advertiser wants a quick response for his advertising. The buyer us urged to take an immediate step as to but the particular product.
Indirect or delayed advertising is intended to stimulate demand of particular product over long period of time and also by creating awareness on the part of the consumer.
Product advertising may further be classified as primary demand advertising or selective demand advertising. Primary demand advertising is intended to build up the demand for the entire class of product, selective demand or brand advertising is intended to create the demand of a specific brand of a product.
3. Institutional Advertising :
It is designed or aimed to create a proper attitude towards the seller and to build goodwill or image for the advertiser rather than to sell a specific product or service. Most of the companies are successful in making their image in the minds of the people by using their names, such as Bata, Bombay Dying etc.
4. National Advertising :
It is sponsored by the manufacturers of the product and is intended to cover a wide market.
5. Legal Advertising :
It is sponsored by the retailer and is intended to cover the local public or local market only.
6. Consumer Advertising :
When advertising is directed to attract the consumers who buy for ultimate consumption or use, it is called consumer advertising. The object of this advertising is to create demand for various consumer goods.
7. Industrial Advertising :
It is directed to attract the industrial users to purchase the product. The object of this advertising is to create demand for industrial goods which are used by the industry concerned such as tools, spare parts etc.
8. Commercial Advertising :
It is concerned with increasing the sale of commercial enterprise. It is also called as business advertising. The forms of commercial advertising are,
·Industrial Advertising
·Trade Advertising
·Professional Advertising
·Form Advertising
9. Non Commercial Advertising :
It is one which is undertaken by non-profit organization such as Government charitable and religious institution to support ideas and raising donations etc.
10. Co-operative Advertising :
It is undertaken by a group of persons or enterprises on co-operative basis.
11. Emotional Advertising :
When appeals are directed to emotional feelings of the customer so as to create demand of a particular product, it is called emotional advertising.
12. Intended Audience Advertising :
When advertising is undertaken targeting a particular group of product audience, it is called intended audience advertisement.
13. Media Advertising :
Advertising may be classified on the basis of media. It is called media advertising.
14. Product service advertising :
It is done as a part of social responsibility by the advertising agency or business organization or government or institution.
15. Financial Advertising :
It has assumed greater importance in these days. All financial institutions like banks, insurance companies etc take shelter under financial advertising. The copy of financial advertising gives the highlights of the project, details or issues, closing date of issue, profile of the product.
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