XXTypes of Advertising

8/14/2019 XXTypes of Advertising

1/141

Forms of Advertising

Advertising Management


2/141

Who uses advertising?

Several categories of organizations are

large users of advertising

Among them are manufacturing, trading, &service firms

Also, non-profit & government agencies


3/141

Classification

Advertising can also be classified

according to type or form


4/141

Principal means of classification

By geographic spread, such as national,

regional, local, global

By target group- consumer, industrial or trade

advertising

By type of impact such as- primary or

selective demand advertising, direct or

indirect action advertising, and institutionaladvertising


5/141

Geographic classification

National Advertising: Some manufacturers

may think that the entire country

They select media with a countrywide

base

Among them are companies like HUL,

Ponds, Nestle,


6/141


Local Advertising

Small firms restrict their business to state,

or regional level;


7/141


8/141


Global Advertising:

Multinational firms treat the world as a

market

Firms such as Sony, IBM, or Ford

advertise globally


9/141

Global Advertising


10/141


11/141

WWF


12/141

TARGET GROUP

Consumer Advertising

Industrial Advertising

Trade Advertising Professional Advertising


13/141


14/141

Consumer Ads
http://4.bp.blogspot.com/_zfDuy4-yDB8/SMqhf7HcXDI/AAAAAAAABSs/HPmGxLLAYKo/s1600-h/Lifebuoy_soap_ad.jpghttp://2.bp.blogspot.com/_zfDuy4-yDB8/SMoyrS84loI/AAAAAAAABRY/ij-zWUTBTtc/s1600-h/rexona_soap_ad.jpg


15/141

Industrial Advertising

Refers to those ads that are directed at

buyers of industrial products

Includes machinery, equipment, industrial

components

Due to the unique characteristics of

industrial buying, importance is lower than

consumer marketing


16/141


17/141


18/141

Trade Advertising

Ads that are directed by the manufacturer

towards the distribution channel members-

wholesalers, retailers, distributors is

called Trade Advertising

Objective is to promote sales by

motivating to stock more or to attract new

retail outlets


19/141

Professional Advertising

There are certain products for which the

consumers themselves are not

responsible for the buying choice

The classic examples are pharmaceuticals

where the decision is made by doctors

while the consumers are the patients-

Same for architects, electrical consultants,

builders etc


20/141

Professional Advertising

Firms operating in such market segments

have to direct their advertising towards

these professional decision makers

Such advertising is called Professional

Advertising


21/141


22/141


23/141

Categories of Advertising

Public Service Advertising

Financial Advertising

Global Advertising Internationalizing of Advertising


24/141

Public Awareness Advertising

Mara Fizdale of US based agency- Leo

Burnett made a presentation at the 15 th

Asian Advertising Congress at Bangkok.

She says- By its very nature, the

marketing of causes professionally called

public service advertising-PSA) is

emotional.


25/141

Public Awareness Advertising

.It touches peoples deepest fears,

anxieties & Values


26/141

Product Advertising

Advertising is part of the marketing mix

Marketing team decides on mix elementsto be used & in which proportion it is to be

blended into the marketing programmes

Advertisings specific role is of pre-selling

to the customers- existing & potential


27/141

Four Ps

Four Ps


28/141

Product Advertising

Amount of advertising depends on

components of Marketing mix


29/141

Product Advertising

Various elements ofpromotion mix is to be

used- personal selling, POS, Coupons,

demonstrations, & trade shows

Advertising ensures that important

functions lead to a successful marketing

programme formass produced, mass

marketing goods


30/141

Product Advertising

In industrial marketing advertising helps in

informing the prospects , enabling the

salesman get a hearing

Marketing concepts can also be applied to

non-commercial ventures such as family

planning, adult literacy, polio drive


31/141

Pulse Polio- India


32/141


33/141


34/141

Product Advertising

Even political candidates advertise


35/141


36/141


37/141
http://upload.wikimedia.org/wikipedia/commons/f/ff/Gandhisonia04052007.jpg


38/141


39/141

Link

Candidates Spending More on Cable

Ads


40/141

Link-

http://images.google.co.in/imgres?imgurl=http://s.wsj.net/public/resources/images/NA-AS136_CONVIE_NS_20080826190503.gif&imgr

efurl=http://online.wsj.com/article/SB121979642139374843.html&usg=__xZCxV1WzFSCMmxB5AGapUiceiPY=&h=476&w=382&sz=67&hl=en&start=40&tbnid=0FUp7xmCce-Q1M:&tbnh=129&tbnw=104&prev=/images%3Fq

%3Dpolitical%2Bcandidates%2Badvertise%2Badvertisement%2Bindia%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D20


41/141

Product Advertising

The product hold the key for success

Consumers should derive satisfaction from

the product

Consumer awareness can be created by

advertising

Product positioning is essential


42/141

Product Advertising - 3 Types

Pioneering Advertising

Competitive Advertising

Retentive Advertising


43/141

Product Advertising- Pioneering

Advertising

Attempt to stimulate primary demand of

the product category rather than a brand

Product category like microwave ovens,

mosquito repellants, tourist places are first

introduced

Educative in intent

Appeals to his emotions as well as rational

motives


44/141

Pioneering Advertising

This is relevant in the introductory stage of

the PLC


45/141

Product Advertising- Competitive

Advertising

Selective demand of a specific product is

stimulated

The product is well established & has

reached the maturity stage in the PLC

This is of two types- Direct & Indirect


46/141

P d Ad i i R i


47/141

Product Advertising- Retentive

Advertising

The product is well established in the

market

Its sales may decline later

The customer has to be reminded about

the product to sustain loyalty

It is a soft-sell approach where the buyer

is judged to continue using the product


48/141


49/141

Advertising- PLC

Informative product advertising:

Introductory stage

Mostly all new products are promoted this

way

Basic objective: Create awareness about

its existence & availability


50/141

Advertising- PLC

Persuasive Advertising: Aims at building

up demand for a specific product or brand

Used in Growth & Maturity stage

Competitive type of advertising


51/141

Advertising- PLC

Reminder Oriented Product Advertising:

Aims at strengthening the previous

promotional activity by keeping the brand

name alive in the minds of the customer


52/141

Advertising- PLC

It is used in the maturity stage as well as

Declining stage of the product


53/141

Types of Products

Consumer- Durable & Non-durable

TVs, Refrigerators, ACs- last for a long

time

Shampoos, Soaps, Detergents- last for a

short time

Industrial products- Plant machinery,

spare parts


54/141

Consumer Advertising

Most of the consumer goods are in a

competitive field- so have to engage in

advertising

Both emotional & rational appeals


55/141

Rational Appeals In Advertising

Some of the tactics typically used in marketingcommunication that is framed upon the logicalapproach include:

Listing Product Benefits - To use this methodeffectively, the advertisement must underscoreconsumer benefits rather than product features.

Convincing Proof- This approach is based uponthe premise, "Seeing is believing." Ads or

commercials take the form of a productdemonstration.


56/141

Emotional Appeals In Advertising

Each of us enters the world as an irrationalindividual.

For infants, feelings are everything. Our earliest response is to nonverbal

communication. In the first years of life, mother'ssmile is comforting.

Thunder is threatening. Life is simple. Meanings are clear.

Then we invest 12 years or more in formaleducation to learn how to think rationally. Byadulthood, it has become a habit.


57/141


However, rational thinking is an overlay on

the primal vocabulary that continues to

influence our decisions and behavior.

So, we invest in a certain stock because

"it feels right." We vote for a candidate

because "he can be trusted."

We make a critical business decisionbased on our "gut feeling."


58/141


Emotion-based advertising speaks the

primal (first; original;) tongue.

It communicates through design and color.

Motion and stagecraft. Music and tonality.

While the rational mind acts on logical

relationships, the primal mind seeks

symbolic relationships.


59/141


Symbols are, indeed, the vocabulary of

emotional marketing.

Just as we instinctively trust the person with a

warm, firm handshake, we have confidence inthe announcer with a smile in his voice.

The best radio and voice-over announcers

understand this.

They know just when to smile - even though

they're not on camera.


60/141


The primal mind evaluates the photo in a magazineadvertisement or a televised image just as it would a reallife situation.

We immediately recognize that the Marlboro man is a

rugged individualist because we see his tattoo. He controls his destiny as we would like to be in

command of ours.

By emulating him, we, too, might find fulfillment.

Emulating:(to try to equal or excel; imitate with effort toequal or surpass: to emulate one's father as a concertviolinist. )


61/141


62/141


63/141


64/141

Dominant Mood


65/141

Dominant Mood

Marlboro: Come to where the flavour is


66/141


67/141


68/141


69/141


70/141


71/141


72/141

Nano

Now you can find more kilometers in every

litre


73/141


74/141


75/141

Industrial Product Advertising

Industrial advertising is much smaller than

consumer advertising

An industrial product is bought after an

elaborate purchase process affected by anumber of variables

Complicated advertising


76/141


Field of advertising directed at commercial

business customers.

The advertised products are raw

materials, components, or equipmentneeded in the production or distribution of

other goods and services.


77/141


The end-product is a combination of many

manufactured & bought out parts

Many components lose their identity in the

end-product

Most common objectives are:


78/141


79/141


Basic appeals used are rational

The appeals to patronize is emotional

Copy gives facts & figures

Specific & gives evidence

I d i l P d Ad i i


80/141


Prepared in the form of messages in trade

journals, & press

Other media used are product catalogues,

brochures,

D fi i i


81/141

Definitions

catalogue is a bound book or bookletshow products

brochure - a pamphlet that has more

information about a product, event, orservice than a catalog has.

leaflet is a single sheet printed on one orboth sides and often folded

D fi iti


82/141

Definitions

insert - loose ad inserted into annewspaper or magazine.

pamphlet - usually not bound. Can be a

leaflet or multiple pages

flyers - are leaflets that are handed out

instead of mailed or inserted.

C t l & B h Diff


83/141

Catalogue & Brochure- Difference

http://www.zimbio.com/Brand+Building+and+Sales+Promotion+Marketing/articles/15/

How+Tell+Difference+Between+Brochure

s+Catalogs

C t l


84/141

Catalogues

There are many types of catalogs. Some industries are dominated by catalogs-

for example, more than 50% of gardening-

supply sales are made through catalogs. Catalogs are also widely used for industrialand office supplies, such as computeraccessories, stationery, and educational

services.

C t l


85/141

Catalogues

Some industrial catalogs are intended foruse by sales representatives and contain

a complete listing of all products sold by

that company. This type of catalog does not have strong

promotional copy or design relative to

consumer catalogs.


86/141

P i ti t


87/141

Printing terms

http://www.tridentprinting.co.uk/glossary.htm


88/141


89/141


90/141


91/141

Ser ice Ad ertising


92/141

Service Advertising

Services are activities, benefits, orsatisfactions offered for sale

They are intangible, inseparable, variable

& perishable.

They require strict quality control, supplier

credibility, & adaptability

Service Advertising


93/141

Service Advertising

Personalizes services like

laundry, hair grooming, beauty salon,

automotive repairs,

when advertise place greater emphasis on

the institution offering it

& the advantages in patronizing them

Service Advertising


94/141

Service Advertising

The advertisers may project a congenialatmosphere, quickness of service,

economy, exclusiveness, status

Luxury hotels & airlines attach greatsignificance to service with a smile,

courtesy, thoughtfulness, & claim that they

offer a home away from home

Service Advertising


95/141

Service Advertising

Banks advertise about the teller system,personalized banking, computer banking

Hospitals may talk about location &

specialization

Institutional Advertising


96/141


Advertising intended to promote a company ororganization rather than its products; also

called Corporate Advertising.



97/141


The institution presents its story to createan image in the minds of the target

segment

May present its views on a national cause,like prevention of blindness, & the efforts it

has taken to help the cause


98/141

Terms of Advertising


99/141

Terms of Advertising

http://advertising.utexas.edu/resources/terms/index.htm


100/141



101/141


Company may build on its history & maybuild its awareness around it

SBI


102/141



103/141


The ad copy may be directed to a potentialmarket, or any of the interest groups like

employees, shareholders, govt.,

Institutional advertising cultivates or triesto promote a spirit of friendliness towards

it among the public

Aims at building a positive image or itsinternal & external customers



104/141


It does not attempt to sell anything directly

The advertising is integrated to public

relations of the organization

It can be informative, persuasive, or

reminder-oriented

This advertising gives the face/image to

the company



105/141


Main objectives:

To make the company known

Make its products/services known

Achievements known

Values known

Make its socio-political, economic or moralstatements known


106/141



107/141


Establishes a relationship

Example: Taj Group

A new hotel is trying to create an identity;

how can it be done? What is the role of

relationship marketing in marketing a hotel

chain?


108/141


109/141

Receptivity to Institutional


110/141

Advertising

The information is hardly relevant to many

Recall rates are low

Self-praise

It asks for no action- only approval

Difficult to evaluate

Can have major impact- considered nice,rather than necessary

Trends- Institutional Advertising


111/141


Used to harness investor support

Has become means to an end- end being

public issue

Smaller companies go for corporateadvertising for getting visibility

This trend was started in the 80s by RIL

for its branded issue Khazana



112/141


The high stakes make a pre-issuecampaign essential

Public Relation Advertising


113/141

Public Relation Advertising

It is a part of institutional marketing

Public Relations


114/141

Public Relations

Public relations (PR) is the practice ofmanaging the communication between anorganization and its publics.

Public relations gains an organization orindividual exposure to theiraudiencesusing topics ofpublic interest and newsitems that do not require direct payment.

Public Relations
http://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Exposurehttp://en.wikipedia.org/wiki/Audiencehttp://en.wikipedia.org/wiki/Topicshttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Newshttp://en.wikipedia.org/wiki/Paymenthttp://en.wikipedia.org/wiki/Paymenthttp://en.wikipedia.org/wiki/Newshttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Topicshttp://en.wikipedia.org/wiki/Audiencehttp://en.wikipedia.org/wiki/Exposurehttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Organization


115/141

Public Relations

Common activities include speaking atconferences, working with the press, and

employee communication.

Public Relations


116/141

Public Relations

Because public relations places exposurein credible third-party outlets, it offers a

third-party legitimacy that advertising does

not have.

Public Relations
http://en.wikipedia.org/wiki/Legitimacyhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Legitimacy


117/141

Public Relations

PR can be used to build rapport withemployees, customers, investors, voters,

or the general public.

Almost any organization that has a stakein how it is portrayed in the public arena

employs some level of public relations.
http://en.wikipedia.org/wiki/Employeeshttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Investorshttp://en.wikipedia.org/wiki/Votershttp://en.wikipedia.org/wiki/Votershttp://en.wikipedia.org/wiki/Investorshttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Employees


118/141

There are number of related sisterdisciplines all falling under the banner of

Corporate Communications, such as

Analyst relations, Media Relations,Investor Relations,

Internal Communications or

Labor Relations.
http://en.wikipedia.org/wiki/Corporate_Communicationshttp://en.wikipedia.org/wiki/Analyst_relationshttp://en.wikipedia.org/wiki/Media_Relationshttp://en.wikipedia.org/wiki/Investor_Relationshttp://en.wikipedia.org/wiki/Internal_Communicationshttp://en.wikipedia.org/wiki/Labor_Relationshttp://en.wikipedia.org/wiki/Labor_Relationshttp://en.wikipedia.org/wiki/Internal_Communicationshttp://en.wikipedia.org/wiki/Investor_Relationshttp://en.wikipedia.org/wiki/Media_Relationshttp://en.wikipedia.org/wiki/Analyst_relationshttp://en.wikipedia.org/wiki/Corporate_Communications


119/141


120/141


121/141


122/141


123/141


124/141


125/141


126/141


127/141


128/141


129/141


130/141


131/141


132/141


133/141


134/141


135/141


136/141


137/141


138/141


139/141


140/141


141/141

XXTypes of Advertising

Documents