LSPR Introduction to Advertising

1. TYPES AND FORMS OF ADVERTISING
CHAPTER 4 & 5

2. TRADE ADVERTISING
• Directed at retailers
• Push strategy
• Their interest is how well the
brand will sell and how
much profit they will get
from selling the brand
• Places in special trade
media.

3. CONSUMER ADVERTISING
Directed at the consumers
• GENERIC ADVERTISING
• PRODUCT ADVERTISING
• BRAND ADVERTISING
• RANGE ADVERTISING
• CORPORATE ADVERTISING
• RETAIL ADVERTISING
• CO-OPERATIVE
ADVERTISING

4. GENERIC ADVERTISING
• Advertising a type of
product not brand
• Example “got milk”
advertising campaign.
• Sponsored by association.
(ex: association of dairy
farmers )

5. PRODUCT ADVERTISING
• Product hero approach,
showing the packaging as
the main visual of the
advertising
• Not very easy to distinguish
product adv from brand
adv, prod adv focused
more on informing the
benefits/features of the
product

6. BRAND ADVERTISING
• Most consumer advertising
is brand advertising
• It delivers a positioning and
brand differentiation
• Aim to establish brand
image
• Counter acts it competitors

7. RANGE ADVERTISING
• A brand may have
different type of products
to suits different consumer
needs
• Range advertising focused
on 1 brand but several
products under the same
brand
• Ex: Pigeon baby products

8. CORPORATE ADVERTISING
• Promote the image of the
corporate/ manufacturing
company
• Corporate advertising is to
build image of the
corporate and credibility
for the brands produced
by that company.
• Brands may have their
corporate name: Tahapan
BCA

9. RETAIL ADVERTISING
• Promoting a retailer.
• Showing location and also
brands that the retailer is
selling
• Quite often is a sale
promotion adv.

10. COOPERATIVE ADVERTISING
• Joint promotion between 2
brands or more. Ex: Bank
Mandiri and Garuda. Buy
Garuda ticket with Bank
Mandiri cc, get a
discounted price.
• A sale promotion adv: to
boost sale and only offered
for limited time period.

11. SPECIALIST FORMS OF ADVERTISING
• BUSINESS TO BUSINESS
ADVERTISING
• RECRUITMENT ADVERTISING
• FINANCIAL ADVERTISING

12. BUSINESS TO BUSINESS
• A specialist for of
advertising where a
particular business is
targeting another business.
• Ex: office building for
companies

13. RECRUITMENT ADVERTISING
• Published by companies to
find candidates for a
vacant position in the
company
• Usually use print media and
the internet, sometimes
radio.

14. FINANCIAL ADVERTISING
• Information to investors to
show data of how the
company is performing
• Some financial advertising
is mandatory. Ex: iklan
neraca keuangan bank

15. ASSIGNMENT
• Work in a group of max 5
people.
• Clip and present:
– Range advertising
– Corporate advertising
– Retail advertising
– Cooperative advertising
– Generic advertising