The 8 types of Advertisements used to attract the attention of prospects in Botswana.

1. Guruwo Paul. T.
+267 76 568 468 (WhatsApp)
guruwopt@gmail.com
1PT Guruwo BA ISAGO University

2. Definition of Advertising
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 The word advertising originates from the Latin word “advertere” to
turn the minds of towards. Thus the aim of advertising is to turn the
focus of potential customers towards the advertised product.
 Advertising is any paid form of non-personal communication,
about an organization, product, service or idea by an identified sponsor
(Belch 2015; 17; AMA)
 the paid aspect shows that the space or time of an advertising message
generally is bought.
 Thus any other communication that is not paid for is not advertising.
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3. Types of Advertisements in Botswana
i. Consumer Advertising
ii. Retail Advertising
iii.Recruitment Advertising
iv. Financial Advertising
v. Institutional Advertising
vi. Industrial Advertising
vii.Trade Advertising
viii.Cooperative Advertising
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4. 4
 Is an advertisement directed towards those
who buy the product for final use or
consumption. (end users)
 Mass advertising media is used due to its
large and wide appeal to the targeted
audience.
 The primary media of consumer advertising
are the press, radio, TV, outdoor, social
media and to a limited extend Cinema.
 Consumer advertising needs to be supported
by sales promotion and exhibitions to be
successful.
i. Consumer Advertising
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5. ii. Retail Advertising
 Retail advertising is used by a wide range of
retailers e.g. petrol stations, supermarkets,
and other forms of retailers, to attract
customers to their shop premises in
order to increase store trafficking.
 Retail advertising is characterised by four
main aspects:
 Creating an image of the shop
 Establishing its location
 Variety or special kind of goods offered
 Competitive price offers.
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6.  The principal media for retail advertising are local, regional and
national newspapers, outdoor media like posters, fliers, catalogues,
public transport, sports grounds, direct mails, local radio, point-of-sale
(POS) window and in-store displays.
 The objective of retail advertising is to persuade people to visit the
shop either physically or online.
 Most shops are nowadays using e-tailing/ direct response retailing as a
direct advertising media.
 Where print media is used, high quality catalogues papers must be
used in order to eye-catch the customers
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…cont… Retail Advertising
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7. iii. Recruitment Advertising
 Recruitment advertisement aims to
attract the largest &/ best
number of job applicants.
 Appears in the classified section of
media like newspapers, trade
journals, radios, TV, Posters,
internet etc.
 Usually inserted by employers
and recruitment agencies.
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8. iv. Financial Advertising
 Financial advertising is used by financial institutions
like banks, insurance and investment companies to
inform and to give financial information to both
lenders and borrowers, analysts, shareholders, potential
investors and advisers.
 It’s used to distribute financial information like shares,
bonds, pension funds, unit trusts and report financial
results.
 There are different classes of financial ads e.g. banks
advertise their services like loans, mortgages,
investment portfolios, mobile money services etc.
 Media of financial advertising are include financial
trade journals or business sections of
newspapers and magazines like the financial
times, business press, commercial TV and
radio.
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9. v. Institutional/ Corporate advertising
 Institutional / corporate advertising seeks to
promote the whole organisation, build good
corporate image and corporate identity of the
organisation not a specific or individual product or product line.
 It usually describes the organisation’s history, attributes like logo, colours,
packaging etc.
 It helps to differentiate the company from its rivals, hence helping
customers and potential buyers to quickly identify the company’s
products.
 Usually appears in the business and financial press and commercial TV.
 It seeks to establish the correct image of the organisation in the event of a
disaster, crisis, recall of a defective product etc.
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10. 10
vi. Industrial/ Business-to- Business Advertising
 B2B advertising is directed towards industrial
buyers NOT final consumers.
 Aim of B2B advertising is to promote
industrial goods or non-consumer
goods/services like raw materials, components,
parts, office equipment, supplies, plant and
equipment etc.
 Media of B2B advertising is more targeted,
detailed and informative compared to
consumer advertising media e.g. trade journals,
direct mail, catalogues, business exhibitions,
video documentaries etc.
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11. 11
 Is advertising addressed to distributors or channel members who buy products
for resale such as wholesalers, agents, importers/ exporters, retailers, brokers etc.
 Specific trade advertising media are used e.g. trade journals like building
magazines, trade catalogues, commercial TV, direct mails etc.
 The purpose of trade advertising is to inform merchants, encourage them to stock
up and alert them about goods available for resale, price reductions, trade terms
and other schemes which motivates channel members to push the producer’s
products as fast as possible to end users.
vii. Trade Advertising
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12. viii.Co-operative advertising
 Is that form of advertising support given by manufacturers to retailers.
 It is sometimes termed ‘vertical advertising’. e.g. producers sometimes
give retailers advertising promotional tools/ support like Fliers, Neon
signs, pamphlets, Calendars, T-shirts, Gifts etc. like Coca-cola give Choppies
some fridges, banners and so on.
 Allows sharing of advertising costs and boost sales of both parties.
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13. Thank you
Paul T. Guruwo
Marketing Management Lecturer & PhD Candidate,
Department of Entrepreneurship,
BA ISAGO University,
P. Bag 149,
Gaborone, Botswana
guruwopt@gmail.com
13PT Guruwo BA ISAGO University