Download classification of advertising - Jashbhai Maganbhai Patel College of

Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
CLASSIFICATION OF
ADVERTISING
MODULE - 3
1
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
2
On the basis of area
LOCAL
REGIONAL
AREA
NATIONAL
INTERNATIONAL
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
3
Local Advertising
• Also known as retail advertising
• Media: newspapers, banners, posters, cable network,
neon signs, billboards.
• Response expected- “Buy at my store”
• Under by retailers to build name & goodwill of the store
and bring in more sales from local buyers. E.g Vijay sales,
Cambridge, Reliance, Big Bazaar etc.
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
4
Regional Advertising
• Marketers concentrate on a particular region like –
western region or southern region
• Media used : regional newspapers, magazines, radio,
regional television channels
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
5
National advertising
• Undertaken by marketers who sell their products
•
•
•
•
throughout the nation
Media used: national network television, magazines,
internet
The ads are inn respect of branded products.
E.g samsung, sony, colgate, cadburys HUL, P& G, Tata
Response expected: ”Buy my brand”
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
6
International advertising
• Undertaken by MNC’s, hotels, exporters who sell their
products or services in different countries.
• Advertisement depends on the target audience
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
On the basis of audience
Consumer Advertising
Industrial Advertising
Trade Advertising
Professional Advertising
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Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
8
• Consumer Advertising:
• it is aimed at ultimate consumers. It is done through mass
media like television, newspapers, magazines etc.
• For FMCG products such as detergents, soaps,
toothpaste, cosmetics, and products like motor cycles,
refrigerators, music systems etc.
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
9
• Industrial Advertising:
• This type of advertising is used by manufacturers and
distributors of industrial goods such as plant & machinery,
equipment, spare parts and components.
• Ads usually appear in trade journals or direct mail
advertising.
• Other media used are business magazines, trade fairs &
exhibitions
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
10
• Trade Advertising:
• It is directed towards channel members such as
wholesalers, retailers, stockists and other intermediaries.
• Media used are – trade journals, brouchures, direct mail,
etc
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
11
• Professional advertising: it is targeted at professional
groups such as doctors, lawyers, teachers, architects, etc.
• Products like medicines, books, building material etc
• Media used – professional journals, personal selling,
magazines etc.
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
On the basis of Media
Print Advertising
Broadcasting
Adv
Outdoor
Advertising
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Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
13
• Print Advertising:
• It refers to advertising in print media like newspapers,
magazines, journals, periodicals
• Detailed information can be given
• Preferred for financial advertising
• It has reference value
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
14
• Broadcasting Advertising:
• it refers to advertising on radio and television
• Radio- spot announcements & sponsored programmes. It
may be in the form of commercial songs, opinion of
famous personality etc.
• It is very popular in rural areas
• Television- Offers both audio-visual impact
suitable for product to be demonstrated
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
• Outdoor advertising – OOH advertising:
• it includes POP ad, banners, neon signs, posters,
billboards, transit ad etc.
• It is more effective for local advertising
• It is an excellent form of reminder advertising
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Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
16
On the basis of stages of Product Life Cycle
Pioneering
advertising
Competitive
Advertising
Reminder
/Retentive Ad
Mrs. Gracy D'souza, Assistant Professor J. M. Patel
College of Commerce
17
• Pioneering: Advertising during the introductory stage.
Objective is to make the target audience aware of
the new brand
• Competitive : Advertising during the growth stage.
Objective is to persuade the buyer. It is undertaken to face
competition
• Reminder : Advertising during the maturity stage. It is
undertaken to remind the consumers to go for repeat
purchase of the advertised brand. It attempts to maintain
brand loyalty.