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Introduction:- Advertising is a form of marketing
communication used to encourage, persuade or manipulate
an audience to take or continue to take some action.
It is a communication whose purpose is to influence
potential customers about products and services.
According to “Philip Kotler” and American Marketing
Association, advertising is any paid form of non-personal
presentation of ideas, goods and services by an identified
The purpose of advertising may also be to reassure
employees or shareholders that a company is viable or
Types of Advertising:-
1. Product Advertising
2. Service Advertising
3. Global Industrial Advertising
4. Public Service/ Non Profit Advertising
5. Institutional/ Corporate Advertising
6. Financial Advertising
Product advertising is more than just a commercial or an
ad in a magazine. It is any method of communication
about the promotion of a product in an attempt to induce
potential customers to purchase the product.
Advertisement usually requires payment to a
The general objective of product advertisement is to increase
brand awareness or to demonstrate the differences between
product and competing products to induce purchasing.
Methods of product advertising:- Comparative advertising,
cooperative advertising and informational advertising.
Example: - Pepsodent toothpaste, coca cola, etc.
Focuses on services such as professional training,
coaching classes, consultancies, advertising, public
relations, market research, education, public
speaking, institutes, management training, travel
agencies, hotels, tourism and others.
The approach here is usually more direct and information
Example: - Incredible India (Indian tourism)
Global Industrial Advertising:-
A form of business-to-business advertising, this is
advertising aimed at manufacturers. This advertising
typically promotes parts, equipment and raw materials
used in the manufacturing process. A smaller to smaller
and largest of all, every company has to do industrial
Example: - Industrial automation equipment: catalogues of
such equipment is sent only factories and places that
Public Service/ Non Profit Advertising:-
Unlike traditional commercials, PSAs are primarily designed to
inform and educate rather than sell a product or service. The
goal of a PSA is not to make a big sale, but rather to change
public opinion and raise awareness for a problem. However,
sometimes money is solicited, although not for profit.
As long as there have been ads for charitable causes,
government issues (including war), politics, religion and
health and safety issues.
Example: - Quit smoking, fitness, etc.
Institutional/ Corporate Advertising:-
The promotional message aimed at creating an image,
enhancing reputation, building goodwill or advocating an idea
or the philosophy of an organisation, instead of sales promotion.
When employed by an organisation to market itself (instead of
its products) it is called as corporate advertising.
It is an attempt to create a positive public awareness of a
company and distinguish it from competitors.
Example: - Philip and Morris promote quitting smoking and
a site for support and help on television.
Financial advertising is the practice of advertising to the
investor, loan, banking and mortgage consumer. Typical
products in financial advertising are publicly offered financial
products such as Mutual Fund Shares or Limited Partnership
Shares. The media used for financial advertising is normally
Example: - Axis Bank Mutual Fund, etc.