The document discusses different types and objectives of advertising. It outlines various consumer advertising types including display, classified, and direct response ads. It also covers business and professional advertising, as well as non-product advertising. The objectives of advertising are described as trial, continuity, brand switching, and switching back. Strategies are discussed at the corporate, business, and functional levels and include authentic positioning, catch up advertising, and safety or quantity focused campaigns.

1. Advertising Classification, Objectives
and Strategies
Presented By:
Ashmeet Kaur
(Cub Reporter)

2. Types of advertising
• Consumer Advertising
• Advertising to business &
professions
• Non Product advertising

3. Consumer Advertising
• Display Ads
– National
– Retail
– Co-operative
– End-Product
– Direct Response
• Classified Ads

4. Display ads

5. Advertising to Business &
Professions
• Trade Advertising
• Industrial Advertising
• Professional Advertising
• Corporate & Institutional
Advertising

7. Non Product Advertising
• Idea Advertising
• Service Advertising

9. Classification based on Media
• Newspaper Advertising
• Radio Advertising
• Television Advertising
• Internet Advertising
• OOH Advertising

10. Some more types ….
• Based on Strategy
– Primary Demand Advertising
– Selective Demand
Advertising
• Surrogate Advertising

11. OBJECTIVES OF
ADVERTISING

12. MAIN OBJECTIVES:
• TRIAL
• CONTINUITY
• BRAND SWITCH
• SWITCHING BACK

13. OTHER OBJECTIVES
• Provide information
• To remind public
• Change social attitude
• Induce the public
• Convince customers for direct
purchase
• Encourage Salesmen

14. STRATEGIES

15. Levels of strategies
1. Corporate level
2. Business level
3. Functional level

16. TYPES
• Authentic product
positioning
• Catch up advertising
• Lowest price advertising
• Higher price
Sturdiness

17. More types……..
• Safety advertising
• Quantity advertising
• More bang for buck
• Time of the day

18. Sources
• http://www.managementstudyguide.
• www.freetv.com.au/media/CAD/Class
• www.adcracker.com/strategy/Adverti