2. Advertising is a form of marketing
communication used to encourage, persuade
or manipulate an audience to take or
continue to take some action. It is a
communication whose purpose is to
influence potential customers about products
and services.
Introduction:-
3. Advertising is a marketing tactic involving
paying for space to promote a product, service, or
cause. The actual promotional messages are
called advertisements, or ads for short. The goal
of advertising is to reach people most likely to be
willing to pay for a company's products or
services and entice them to buy.
4. According to “Philip Kotler” and
American Marketing Association, advertising is
any paid form of non-personal presentation of
ideas, goods and services by an identified sponsor.
The purpose of advertising may also be to reassure
employees or shareholders that a company is viable
or successful.
DEFINITION :
5. Product Advertising
Service Advertising
Global Industrial Advertising
Public Service/ Non Profit Advertising
Institutional/ Corporate Advertising
Financial Advertising
Types of Advertising:-
6. Product advertising is more than just a
commercial or an ad in a magazine. It is any
method of communication about the
promotion of a product in an attempt to
induce potential customers to purchase the
product. Advertisement usually requires
payment to a communication channel.
Product Advertising:-
7. The general objective of product
advertisement is to increase brand awareness or
to demonstrate the differences between product
and competing products to induce purchasing.
Methods of product advertising:- Comparative
advertising, cooperative advertising and
informational advertising.
9. Focuses on services such as
professional training, coaching classes,
consultancies, advertising, public relations,
market research, education, public
speaking, institutes, management training,
travel agencies, hotels, tourism and others.
Service Advertising:-
10. The approach here is usually more direct and
information oriented. Example: - Incredible
India (Indian tourism)
11. A form of business-to-business advertising, this
is advertising aimed at manufacturers. This
advertising typically promotes parts, equipment and
raw materials used in the manufacturing process. A
smaller to smaller and largest of all, every company
has to do industrial advertising.
Global Industrial Advertising:-
12. Example: - Industrial automation equipment:
catalogues of such equipment is sent only
factories and places that require these.
13. Unlike traditional commercials, PSAs are
primarily designed to inform and educate rather
than sell a product or service. The goal of a PSA
is not to make a big sale, but rather to change
public opinion and raise awareness for a
problem. However, sometimes money is
solicited, although not for profit.
Public Service/ Non Profit Advertising:-
14. As long as there have been ads for charitable
causes, government issues (including war), politics,
religion and health and safety issues. Example: - Quit
smoking, fitness, etc.
15. The promotional message aimed at creating
an image, enhancing reputation, building goodwill
or advocating an idea or the philosophy of an
organisation, instead of sales promotion. When
employed by an organisation to market itself
(instead of its products) it is called as corporate
advertising.
Institutional/ Corporate Advertising:-
16. It is an attempt to create a positive public
awareness of a company and distinguish it
from competitors. Example: - Philip and
Morris promote quitting smoking and a site
for support and help on television.
17.
18. Financial advertising is the practice of
advertising to the investor, loan, banking and
mortgage consumer. Typical products in
financial advertising are publicly offered
financial products such as Mutual Fund Shares
or Limited Partnership Shares.
Financial Advertising:-
19. The media used for financial
advertising is normally the print.
Example: - Axis Bank Mutual
Fund, etc
