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SEVERAL ADVERTISING TYPES COMMERCIAL NON COMMERCIAL ADVERTISING TYPES BASED ON CHARACTERISTICS ADVERTISEMENT TYPES BASED ON THE MESSAGES / CONTENT Brand advertising institusional advertising retail or local advertising directory advertising Classified advetorial surrogate direct response advertising Deffense ads Proffesional ads business to business advertising Public service advertising Hidden adv Political advertising 1, Focus on image development and image for long time periods 2, It is advertising with a strong emphasis on the company brand (logo and/or company name) BRAND ADS Example : product placement of camaro – strong image (chevrolet) Focuses on corporate identity and lead target audiences toward organization’s standpoint. It’s also use for issues denial. INSTITUTIONAL ADS Example : VW = Smart and visioner company Emphasizes the specific retail outlet as the place to buy a specific range of brand. It can be local store advertising in local newspaper. Ex : hypermart ads in local newspaper Retail or local ads Advertising directed toward professionals such as doctors, dentists, and pharmacists, etc., who are in a position to promote products to their patients or customers. PROFESSIONAL ADS? advertising directed at commercial business customers.The advertised products are raw materials, components, or equipment needed in the production or distribution of other goods and services. BUSINESS TO BUSINESS ADS / INDUSTRIAL ADS Advertiser use certain media such as journal or specific magazine,catalogue etc. Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Surrogate Ads ? DIRECT RESPONSE ADS / INFORMERCIAL ADS for direct selling purposes. There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing. This kind of advertisement is advertised from political parties trade fraternal and social group for the purposes of safeguard ideologies, social betterment and institution. POLITICAL ADS (often called non product ads) A type of advertising that is initiated for the purpose of combating a potentially damaging or negative effect of a competitors ads. Defensive advertisement For example, political campaigns often involve negative advertisements regarding a candidate, paid for by the opposing candidate's political party. Lapindo adv The key component is being shared by two parties For example cost of advertisement is being shared by two parties for common interest. Cooperation advertisement The same advertisement techniques use to promote commercial goods and services can be used to inform, educate and motivate the public about noncommercial issues such as HIV/AIDS, Political ideology and Energy consveration PSA / ILM secretly Paid? Article or news format , but the ads doest give a Sign line : advetorial, commercial, bussines it’s also refers to product placement HIDDEN ADS ex : berita jawapos tentang : Unair memenangkan juara II lomba karyailmiah (knp unair yg di ekspose? Pdhl UB juara I) The ads give a Sign line : advetorial, commercial, bussines ADVETORIAL List of several object : - kostjakarta.net - acaraapa.com DIRECTORY ADS Is a product or services advertising that appears in specific section of newspaper under the heading classifying the product or service being offered. Classified Advertisement TYPE OF ADVERTISEMENT BASED ON GEOGRAPHICAL ORIENTATION Advertising a product or service in a country other than where it originates. international advertising NATIONAL ADVERTISING Geographically speaking national advertising’s range is extended to the territorial limits of the country. The advertiser use the national media to inform the consumer about the product. The advertiser use the national local or regional language but prefers the national language. It can be available in everywhere of country and easily purchased it. Local Advertisement Any advertising placed by a company, organization, or individual operating in a limited geographical area such as a city or within a state. ADVERTISING TYPES BASED ON MEDIA Print advertisements – advertisements created by copywriters that appear in print format in newspapers, magazines etc PRINT ADS Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Broadcast Advertising It is a small business advertising. Radio advertising can be a very effective means to attract customer to some business. FOCUS ON THEATER OF MIND RADIO ADVERTISING EX : TOLAK ANGIN SIDOMUNCUL Is a generally considered the most effective massmarketing advertising format as is reflected by the high prices. T.V network charge for commercial airtime during popular events. T.V Commercial INDOOR OUTDOOR AMBIENCE MEDIA OUT OF HOME ADS This kind of advertisement provide the best opportunity of putting over a reasoned selling argument. The advertisement are addressed to the reader, listener and viewer at a time of leisure when he or she can observe the message. In-Door Advertisement Bill-board and message painted on the side of buildings are common forms of out-door advertising, which is often used when quick, simple, ideas are being promoted. Out-Door Advertisement UNIQ, DIFFERENT CONCEPT , STRIKING AUDIENCE MIND (OUTDOOR,INDOOR) AMBIENCE MEDIA Covert advertising (pruduct placement) Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. Online advertising is the newest and fastest growing way to advertise. The Internet now provides everything from links on sites, to banner ads on sites, to small ads on sites, to pay per click advertising. INTERNET / ONLINE ADS Direct mail advertisement : internet + direct marketing Is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing. Mobile Advertisement TYPES OF ADVERTISING BASED ON COMMUNICATION OBJECTIVE (based on advertising function – not mutually exclusive) Informing Types of Advertising based on Communication Objective Persuading Reminding Adding value Assisting other company efforts Communication Objective..(1) : Informing • One Adv function is publicize brands. • That is advertising makes consumers aware of new brands, educates them about a brand’s distinct features and benefits, and facilitates the creation of positive brand images. Communication Objective..(2) : 2. influencing -- persuading • Effective advertising influences prospective customers to try advertised products, services and other enties.. • Ads also persuade people to adopt certain behavior, or directing audiences mind toward specific issues bring by ads. • Sometimes advertising influences primary demand—that is, creating demand for an entire product category. • More frequently, advertising attempts to build secondary demand, the demand for a company’s brand Communication Objective .. (3) reminding and increasing salliance • Advertising keeps a company’s brand fresh in the consumer’s memory. • When a need arises that is related to the advertised product, the influence of past advertising makes it possible for the advertiser’s brand to come to the consumer’s mind as a purchase candidate Communication Objective..(4) : Adding value • Advertising adds value to brands by influencing perceptions. • Effective advertising causes brands to be viewed as more elegant, more stylish, more prestigious, of higher quality, and so on. • Ex : chevrolet – camaro – bumble bee Communication objective..(5) Assisting other company effort • Advertising is just one member of the marcomm team. • Advertising’s primary role is at times to facilitate/enhance other marcom efforts. • ex : info packaging , info discount