Classification of advertisement

1. Classification & Function

2. Advertisement History (Indian)

3. 5 Ms
1. Mission
2. Money
3. Message
4. Media
5. Measurement

4. Classification
• Geographic Area: Local Ads, Regional Ads, National Ads
• Prospects : Consumer Ads, Industrial Ads, Trade Ads
• Nature Of Demand : Primary demand creation, Selective demand ads

5. Classification
• Message : Product Ads , Institutional Ads (Bajaj)
• PLC: Pioneering Ads (intro stage), Competitive Ads ( G+ M), Retentive
Ads (M+ decline stage)
• Sponsorship : Manufacturer Ads , Middle Man Ads, Co-Operative ads

6. Classification…
• Target Market : Mass ad, Class Ad ( niche)
• Result Oriented Ads: Quick Response Ads, Delayed Ads (till stock
ends)
• Surrogate Ads : e.g.: Kingfisher mineral water

7. Classification…
• Professional Ads
• Classified Ads
• Film Ads : Born vita in Krish

8. Functions
1. Increase Sales (By AIDAS)
2. Persuade Dealers
3. Increase per capita consumption
4. Eliminates seasonal fluctuation
5. Ensure business of manufacturer
6. Trust in quality
7. Generate awareness
8. Furnish information
9. Brand Building
10. Employment opportunities to society
11. Acceptability for new products

9. Objectives
To Inform
To Persuade
To Remind