This lecture provides a brief about the different types of advertising, which a marketer can adopt while marketing their products or services.

1. Types of Advertising
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2. Meaning of Advertising
 Advertising defined as one-way paid communication through a medium
in which the sponsor is identified and the message is controlled by the
sponsor.
 There are many forms of media that can be utilized to get an advertisers
message to its intended audience such as newspapers, television, radio,
Internet and billboards are effective tools in this effort.
 So when businesses need to promote something they make sure that it
contains good content, design and of course honest advertising.
 Because customers make sure that they get their dollar’s worth for
whatever product they buy.
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3. Classification of Advertising
 The basis of classification can be diverse as will be evident from below:
a. Geographical’Spread
b. Target Group
c. By Type of Impact
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4. Geographical’ Spread
 National Advertising: Some ‘manufacturers may’ think that their target
is, the entire country. ‘They select media with’ a countryside base. For
example: Hindustan Lever, Brooke Bond, Larsen & Toubro.
 Local Advertising: Small firms may like to restrict their business to
State or regional level. Some firms first localize their marketing efforts
and once success has been achieved, they spread out to wider horizons.
For example: Nirma washing powder.
 Global Advertising:Multinational firms treat the world as their market.
Firms such as National IBM or Sony or Ford advertise globally, e.g., in
periodicals like Times, Readers Digest.
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5. Target Group
 Consumer Advertising: A very substantial portion of total advertising is
directed to buyers of consumer products who purchase them either for their
own use or for their household’s. For example: White Star Line developed a
brand image of power, scientific wonder, and unparalleled luxury forTitanic.
 Industrial Advertising: Industrial advertising refers to those
advertisements which are issued by the manufacturers/distributors to the
buyers of industrial products.
 Trade Advertising: Advertisements, which are directed by the
manufacturers to the distribution channel members, such as wholesalers or
retailers, are called trade advertising.
 Professional Adverting: There are certain products for which the
consumers themselves are not responsible for the buying choice.
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6. By Type of Impact
 On the basis of impact, advertising can’ be primary advertising for
generic products such as tea, coffee, paints etc.
 These are unbranded products. At later stages, these commodities are
branded and specific brands are promoted.
 ‘They are called selective advertising.
 Direct action advertising expects immediate response from the buyers
such as soliciting orders through direct mail.
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7. Other types of advertisements:
 Institutional advertising: Promotes organizational images, ideas, and
political issues
 Advocacy advertising: Promotes a company’s position on a public
issues
 Product advertising: Promotes products’ uses, features, and benefits
 Pioneer advertising : Tries to stimulate demand for a product category
with information about the product
 Competitive advertising: Tries to stimulate demand for a product with
information about the product’s advantages
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8.  Financial Advertising: When public limited companies’ invite the
general public to subscribe to the share capital of the company, it is
called financial advertising.
 Cooperative Advertising: Sharing is the key component here. Two
parties share their advertising costs in this type of advertising.
 Direct-Mail Advertising: Emails, catalogues, flyers, letters, and
postcards are just a few of the direct-mail advertising options available.
A lot of personal details are required to be known for this type of
advertising.
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9.  Outdoor Advertising -Billboards, wraps on the side of buildings, etc.
fall in the category of outdoor advertising. Outdoor advertising is
extremely effective if implemented on busy located areas where a lot
of travelers come and can buy the product from nearby.
 Comparative advertising: Compares the brand to one or more
other brands
 Reminder advertising: Reminds customers about an established
brand’s uses, characteristics, and benefits
 Reinforcement advertising: Assures users they chose the right
brand
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10.  There are a lot of ways out there that offer advertising idea possibilities,
but one thing that must be adhered to is that you must do something.
 When you create advertising for small businesses, consider both the life
cycle of your product or service along with customer buying habits.
 Plan to have your advertising message repeated often enough where it
will be available to them when they are ready to explore and make a
buying decision.
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11. Thank You!!
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