EDP(LECTURE 15)

                                 MARWARI COLLEGE,RANCHI                                                           (UNDER RANCHI UNIVERSITY RANCHI) 

NAME : RAJU MANJHI,PRAKASH KUMAR

SUB: EDP

SEM : IT /CA/BCM VI

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Types of advertising

Advertising can be classified in different ways namely

1. Primary or selective demand advertising - advertising may be seemed at merely creating a primary demand for a certain type of product such as motor cars in general or to increase selective demand for a particular product of a specific company such as ambassador. Similarly in the case of cigarettes if a cigarette manufacturer attempting to increase the overall demand with a view to remove the scare of causing Cancer through smoking that would be an example of primary demand advertising campaign.
2. Product or institutional advertising - Most advertising aims at selling a particular product is referred to product advertising. As against this large undertaking or companies some of these advertise their general advertise like the consumers items produced or services rendered by them without mentioning specific product this is described as institutional advertising which is aimed at building a favorable image or attitude towards the company and thus ultimately its product.
3. Co-operative advertisement - Manufacturers at time co-operate with their wholesalers and retailers by giving them an advertising allowance for this local advertising so that the manufacturers own brand may get preference in advertising. A proportion of advertising cost are here paid by the manufacturers to the wholesalers or retailers concerned. This is called co-operative advertising. In addition co-operative is short to be obtained by the manufacturers from the distribution channel by often mentioning in his advertising the names and addresses of stockists or retailers who stock his product. Although this is not strictly co-operative advertising, it does faster co-operation from the retailers concern.
4. Advertising classified by intended audience - Advertising can be classified by intended audience. It means by the specific type of audience such as consumers, industrial or trade audience towards whom the advertising is directed. Consumers advertising is naturally directed at the ultimate household customers or actual consumers or users of the product. As against this industrial advertising aims at industrial concern or aims at industrial consumers. Where as trade advertising is directed at the channels of distribution such as wholesalers or retailers.
5. Advertising classified by nature of appeal - Sometimes advertising is also classified by the nature of type of appeal used or motives towards which advertising is aimed. For this purpose appeals are divided into rational or emotional appeal. Whereas advertisement tries to create an image that the housewife would look like a glamorous movie star and thus attempt to create a common bond between them through a common use of a brand of soap. It is appealing to a motives that are emotional as against this if the advertisement where to explain its medical qualities it is aimed at rational motives like Cinthol
6. Direct and indirect action ads - When the advertising is aimed at making the consumer buy immediately the product or at least to ask for more details about that product it is described as direct action advertising as against this in case of a higher priced item. Which is not purchased frequently such as motor cars the advertising is generally indirect action type with a view to create a favorable attitude towards the manufacturers products so that when the consumers ultimately is in the market for that product he would reasonably purchase the advertisers product.