This document defines and describes several types of advertising: 1. Consumer advertising promotes products directly to end users through mass media like TV, radio, newspapers and magazines. Its goal is to inform and persuade consumers of a brand's benefits. 2. Industrial advertising promotes products to other businesses that will use them. It is a form of B2B advertising. 3. Retail advertising is used by local stores to increase foot traffic and build customer loyalty. It conveys the store's image to attract target consumers. The document then briefly outlines other advertising types like classifieds, corporate, public service, generic and advocacy advertising. Each has a distinct purpose in informing or influencing audiences.

1. TYPES OF ADVERTISING

2. 1. CONSUMER ADVERTISING:
• Consumer advertising is messages paid for by companies and delivered through
mass media.
• The objective is to inform or persuade consumers of the merits of your brand and
products.
• Consumers are a large and common target of ads presented through several
traditional types of media.
• It uses the benefits and positives of the product to persuade consumers.
• It is done for the final/end-user of the commodity that is produced.
• It is done by using Radio, TV, Newspaper, Magazines, Online mediums.

3. ROLE OF CONSUMER ADVERTISING
• Differentiation:
• Consumer advertising helps brands to stand apart from their competition to have an edge
over them.
• Educates customer:
• It educates the consumers regarding the aspects and the benefits of the products.
• Eliminates Middlemen:
• Advertising directly to consumers help eliminate any middlemen who can influence the
consumers.

4. EXAMPLES OF CONSUMER ADVERTISING

5. INDUSTRIAL ADVERTISING
• Industrial advertising is advertising that promotes your products to companies who
will use them in their own business.
• It is a form of business to business, or B2B, advertising.
• A manufacturer will promote its tools, equipment and raw materials used in the
manufacturing process.
• In this type of advertising one company approaches the other company to convince
the other company to purchase products from you.
• Businesses like travel support, network system support, communication services
and many others take help of industrial advertising to reach out to their clients who
need their services the most.

6. ROLE OF INDUSTRIAL ADVERTISING
• Minimizes the hunt for buyers.
• Helps in increasing sales of the company.
• Helps in making more and more distribution channels.
• Makes company work more efficiently to produce the desired product or service.
• Creates awareness among the customers or other companies about the products and
services.

7. EXAMPLES:

8. RETAIL ADVERTISING
• Retail Advertising is carried pout by local retail stores to increase footfall in their
retail outlets.
• The retailer advertises to encourage patronage by consumers and build store loyalty
among them.
• It must convey the image of the type of store to particularly attract certain types of
consumers.
• The retailer must compete in one of the most competitive arenas of business and
move large volumes of products.

9. ROLE OF RETAIL ADVERTISING
• Selling the establishment:
• To sell the establishment, attract customers to the premises and try to increase the
number of people passing through the shop.
• Selling exclusive/own labeled goods:
• Some retail distributors are appointed as dealers for certain make.
• Some large departmental stores have a special brand name for all their products,
invariably they will be cheaper and they complete with national brands.
• Example: John Miller, DJ&C, Shatranj
• Clearance Sale:
• To clear the stock of the shop, such as promoting products which are seasonal, special
offers could be made.
• Sale of air conditioners during winter and water heaters during summer.

10. EXAMPLES

11. CLASSIFIED ADVERTISING
• Classified advertisement is a small message or advertisement that is placed in
newspapers, magazines or periodicals.
• These messages are generally grouped under specific headings, also called
classifications, in a separate section.
• Classified advertisements are comparatively low-cost ads.
• Classified Ads can be for recruitment, Property, Obituary, Matrimonial, Business or
Educational.

12. ROLE OF CLASSIFIED ADVERTISEMENTS
• Low cost: Allows small and medium businesses to effectively advertise their
products or service while not burning a hole in their pockets.
• Wide reach: Classified ads placed in newspapers or magazines can be seen by
everyone reading them.
• Short and simple: They are easy to create and need no rocket science.

13. EXAMPLES

14. CORPORATE ADVERTISING
• Corporate advertising is the advertising done for an entire institution/ company/
organization and not for individual brands or products.
• Done by the company to improve its image and goodwill in the minds of the general
public.
• These companies invest in improving the overall perception of the company itself.
• They want to prove that the company is ethical and all its brands and products are
secondary.
• The primary focus for these companies are their customers, which is what they try
to prove through corporate advertising.

15. ROLE OF CORPORATE ADVERTISING
• Creating a positive brand image of the firm.
• Explain a view point to the public and to take a stand during controversial times.
• Engage and enhance employee morale
• Maintain good relations with labor unions
• Establish company identity and macro level positioning of the brand

16. EXAMPLES

17. PUBLIC SERVICE ADVERTISING
• Unlike traditional commercials, public service announcements (PSAs) are primarily
designed to inform and educate rather than sell a product or service.
• They set about to change public opinion and raise awareness on important issues
while disseminating information quickly and efficiently.
• PSA’s are grounded in educating people, typically from a nonprofit's point-of-view.
• PSAs are found anywhere traditional ads can be seen, including on television and
radio, outdoor and online media, direct mail, and in print.

18. ROLE OF PSA’S
• Promote Good Behaviour:
• PSA’s are designed to persuade consumers to engage in behaviors that actively promote
healthy behaviors or good citizenship.
• Focus on social Issues:
• PSA’s main focus is on creating awareness and educating audience about social issues.
• Influence the public's opinion:
• These ads are created to make more people aware of the issues with the goal that the
audience will take action to reduce risks, increase safety or otherwise resolve the issue of
focus.
• Free publicity and an improved company reputation:
• When a brand becomes known for supporting good causes in the community, it also
benefits from an improved reputation.

19. EXAMPLES

20. GENERIC ADVERTISING
• Generic advertising is a type of marketing designed to promote a general product
rather than a specific brand name.
• This type of advertising does not mention particular brand names but attempts to
build consumer support for the product in general.
• The main purpose of generic advertising is to enlarge the total market demand
rather than capturing further slices from competitors.

21. EXAMPLES

22. ADVOCACY ADVERTISING
• Advocacy advertising is the use of marketing to support a particular message or
cause.
• Unlike commercial advertising, advocacy advertising is considered to be undertaken
in the interest of a group or the public and typically does not promote a product or
service
• Advocacy advertising will often center on interrelated areas such as social matters,
economic issues, and politics.
• Advocacy ads may be launched to address matters that affect an industry or market.

23. ROLE OF ADVOCACY ADVERTISING
• No Focus on Purchasing of Product:
• Independent from direct purchasing of sponsor’s products or services.
• Brand’s CSR:
• Advocacy Advertisements are commercials about a firms CSR, used to develop
impressions of brand and creating long-term relationships
• Show’s the Brand’s stand on an Issue:
• Advocacy ads are also used to put forward a brand’s stand or opinion on a certain issue.

24. EXAMPLES