Download TYPES OF ADVERTISING YWCA, Lecture 4

TYPES OF ADVERTISING
YWCA, Lecture 4
OBJECTIVES OF ADVERTISING
>Increase sales
>Increase brand loyalty
>Increase brand awareness
>Inform about the product usage
>Reduce the customer attrition
>Develop brand image & personality
>Develop brand connect
>Create goodwill for the company
MEDIUM OF ADVERTISING
Advertising’s medium can be wall paintings, billboards, printed
flyers and rack cards, radio, cinema and television adverts, web
banners,
mobile
telephone
screens,
shopping
carts,
web
popups,
skywriting,
bus
stop
benches,
human
billboards and forehead advertising, magazines, newspapers,
town criers, sides of buses, banners attached to or sides of
airplanes ("logojets"), in-flight advertisements on seatback tray
tables or overhead storage bins, taxicab doors, roof mounts
and passenger screens, musical stage shows, subway platforms
and trains, elastic bands on disposable diapers, doors of bathroom
stalls, stickers on apples in supermarkets, shopping cart
handles (grabertising), the opening section of streaming audio and
video, posters, and the backs of event tickets and supermarket
receipts.
MEDIUM OF ADVERTISING
Any place an "identified" sponsor pays to deliver their message,
becomes a medium for advertising.
FEW INTERESTING MEDIUMS
FEW INTERESTING MEDIUMS
FEW INTERESTING MEDIUMS
FEW INTERESTING MEDIUMS
FEW INTERESTING MEDIUMS
FEW INTERESTING MEDIUMS
FEW INTERESTING MEDIUMS
FEW INTERESTING MEDIUMS
CLASSIFICATION
AUDIENCE
BASED
ON
TARGET
1. Business to Business or B to B
>It is directed from one business firm to the other
>It generally appears in technical magazines
>It is generally more informative in nature
2. Business to Consumer or B to C
>Directed at individual consumers who use the end products
>Involves maximum creativity
3. Public Service Advertisements
>Generally promoted by government for the benefit of the general
public
CLASSIFICATION BASED ON MEDIA
>Newspaper/ Print Advertising
>Television Advertising
>OOH Advertising
>Internet Advertising
>Radio Advertising
PRINT ADVERTISING
Press advertising describes advertising in a printed medium such
as a newspaper, magazine, or trade journal.
>Print media has a very loyal readership. Therefore the targeting
the right consumer becomes easier.
>Targeting a particular geographical area becomes easier
>Inexpensive as compared to TV
>Mediums like magazines are read for even a month
Disadvantages:
>>Shelf life for newspapers is just for a day
>>The medium may not always give a wide reach
>>Difficult to reach the uneducated section
TELEVISION ADVERTISING
It is considered as the most expensive and also one of the most
effective medium of advertising.
>It gives the opportunity for maximum creativity.
>Due to high growth potential, it provides more employment and
higher earning
>We can’t even imagine few of the most successful ad campaigns
in the absence of televisions. Eg. Hutch, Zoo Zoo
ONLINE ADVERTISING
Online advertising uses the Internet for the purpose of delivering
marketing messages to attract customers.
Online advertising can use websites, blogs, emails, etc.
>It is inexpensive and enjoys higher freedom of expression
RADIO ADVERTISING
>Enjoys a much wider reach as compared to all other form of
advertising medium.
>Is inexpensive as compared to TV advertising
>Has the restriction of using only sound but that gives room to
more creativity and challenge
>Becomes more powerful while communicating to the uneducated
mass
OOH ADVERTISING
Out of home advertising is focused on marketing to consumers
when they are "on the go" in public places, in transit, waiting
(such as in a medical office), and/or in specific commercial
locations (such as in a retail venue).
Outdoor advertising formats fall into following four main
categories:
1. Billboards
2. Street Furniture
3. Transit
4. Alternative
OOH ADVERTISING
1. Billboards
2. Street Furniture
Street furniture is made up of formats such as bus shelters, mall
kiosks, and telephone booth advertising. This form of outdoor
advertising is mainly seen in urban areas. Additionally, this form
of advertising provides benefits to communities.
3. Transit
Transit advertising is typically advertising placed on anything
which moves, such as buses, food trucks and taxis, but also
includes fixed static and electronic advertising at train and bus
stations and platforms.
4. Alternative
Alternative advertising provides a way to address consumers in
places they may not expect like washrooms and other nontraditional areas
CLASSIFICATION BASED ON WHAT IS
BEING ADVERTISED
1. Product Advertising
2. Services Advertising
3. Brand Ads - It is done by businesses to build their image. It is
not focused on any specific brand of product or service.
Eg. Tata corporate Ad
CLASSIFICATION BASED ON THE
OBJECTIVES
1. Primary Demand Advertising
The ads are focused on a particular category of product, rather
than any specific brand, in order to stimulate its demand.
This type of advertising is done under two conditions:
A. When the product is in the nascent stage of its life cycle and
the company advertising the product focuses on the usage and
benefits of the product, instead of the brand.
Eg. Meswak Ads
B. It is done by trade associations to stimulate the demand for
their industry’s product.
Eg. “Sunday ho ya Monday roz khao Anday” by NECC
CLASSIFICATION BASED ON THE
OBJECTIVES
2. Secondary Demand Advertising
It is targeted to stimulate the demand for a particular brand. Eg.
Videocon Televisions, Dell Laptops, etc.
3. Direct Action Advertising
Expects immediate response from the consumers. Eg. End of
season sale
4. Indirect Action Advertising
Tries to place the product/brand in the minds of the consumers, so
that when they decide to make a purchase, they would look
favorably on the advertiser’s product. Eg. Cars
THANK YOU