We all see advertisements, talk about them, complain about them, admire them, and some of us are in the business of making them. But how many of us know the various types of advertising? Let’s take a look.
These advertisements are prestige advertisements that create, sustain and enhance image of the company. These advertisements are also called Public Relation advertisements. Such advertisements help to develop corporate identity of the company, generate good will among the public and portray the company as a socially responsible organization.
Industrial advertisements are a way of business-to-business interaction, where business circles are informed about the availability, quality, special features of the raw and semi-processed materials, machinery, and equipment, machine parts.
Trade advertisements cater to the retailers, franchises, wholesalers. Direct mail, trade journals, specialized magazines, newspapers are used for such advertising.
These advertisements are directed towards the professionals (doctors, interior decorators, hair or skin experts) who themselves will not buy or use the product but recommend, prescribe and suggest to the end users.
These are the ads given by manufacturers or companies seeking suppliers of raw materials, equipments, service providers. Such ads are targeted towards the suppliers and manufacturers.
Financial advertisements are done by financial institutions like banks, unit trusts, insurance companies, credit lender and cooperative societies. Such advertisements are targeted towards the users and investment communities. Major economic and national dailies, commercial and trade publications are used as advertising medium.
Retailers often advertise their stores. In case retailers stock more than a brand they may advertise the entire list of brands available with them. Exclusive right holding retailer may advertise locations of its chains.
Comparative advertising draws a direct comparison of the advertised brand with its major competitor in the given market. Comparison can be product feature centric, price centric, quality centric, offers centric, benefit centric.
Public Service Advertising
Social service or public service advertising (PSA) is non-profit advertising and seeks no profit. Govt. and many social private institutions practice this type of advertising. Such non-commercial ads seek acceptance, help, donation, support, or attitudinal changes towards a cause or idea. Campaigns relate to blood donation, AIDS awareness, wild life protection etc.