Types of Advertising Types of Advertising CampaignCampaign

Novrita Widiyastuti, S.SosNovrita Widiyastuti, S.Sos

By Target AudienceBy Target Audience

Trade AdvertisingTrade Advertising Consumer AdvertisingConsumer Advertising

Trade AdvertisingTrade Advertising The trade consist of enterprising business peopleThe trade consist of enterprising business people For distributor, wholesaler and retailerFor distributor, wholesaler and retailer They are concerned only to know if these qualities will They are concerned only to know if these qualities will

make the product saleable to their end-customers and make the product saleable to their end-customers and earn themselves income and profitearn themselves income and profit

Contents of trade advertising are the promotional Contents of trade advertising are the promotional support that is planned in terms of launch advertisingsupport that is planned in terms of launch advertising

Include planned sales promotion schemes to encourage Include planned sales promotion schemes to encourage customers and consumers to try and buy the productcustomers and consumers to try and buy the product

Incentives for the retailers might also be includedIncentives for the retailers might also be included Trade advertising also states the point-of-sale (POS) and Trade advertising also states the point-of-sale (POS) and

display material available as well as any in-store display material available as well as any in-store demonstration that are planned demonstration that are planned

Consumer AdvertisingConsumer Advertising

Generic AdvertisingGeneric Advertising Product AdvertisingProduct Advertising Brand AdvertisingBrand Advertising Range AdvertisingRange Advertising Corporate AdvertisingCorporate Advertising Retail AdvertisingRetail Advertising Co-operative AdvertisingCo-operative Advertising

Generic AdvertisingGeneric Advertising

Generic advertising means advertising a Generic advertising means advertising a product type rather than a brand and is product type rather than a brand and is usually undertaken by a trade association usually undertaken by a trade association or consortium of manufacturers and or consortium of manufacturers and suppliersupplier

Does not promote a particular supplier but Does not promote a particular supplier but promotes the overall benefits and promotes the overall benefits and advantages of the product typeadvantages of the product type

Eg: Got Milk?Eg: Got Milk?

Product AdvertisingProduct Advertising

Concentrates on promoting the benefits Concentrates on promoting the benefits and advantages of the product, such as and advantages of the product, such as the price, value and performancethe price, value and performance

Eg: Rinso, Coca Cola, etcEg: Rinso, Coca Cola, etc

Brand AdvertisingBrand Advertising

The emphasis of brand advertising is on The emphasis of brand advertising is on the brand name, with sometimes little or the brand name, with sometimes little or no reference to the productno reference to the product

The essence of brand advertising is The essence of brand advertising is usually image building for the total product usually image building for the total product offering-developing that feeling of goodwill offering-developing that feeling of goodwill between the branded product or brand between the branded product or brand name and the customername and the customer

Eg: NikeEg: Nike

Range AdvertisingRange Advertising

Promote complete range of products Promote complete range of products Range are frequently promoted in a single Range are frequently promoted in a single

commercial or advertisementcommercial or advertisement Eg: Rinso-Molto, PixyEg: Rinso-Molto, Pixy

Corporate AdvertisingCorporate Advertising

Promotes the company not the individual Promotes the company not the individual productsproducts

Also used for financial advertising to re-Also used for financial advertising to re-assure existing shareholders, launch a assure existing shareholders, launch a company on the stock exchange or attract company on the stock exchange or attract new investorsnew investors

Eg: XL, Telkomsel, Indosat Eg: XL, Telkomsel, Indosat

Retail AdvertisingRetail Advertising

The message may be based on what The message may be based on what brands and products they have or the brands and products they have or the range of goods that they can offer, though range of goods that they can offer, though it may also include additional benefits like it may also include additional benefits like a convenient location, free parking, late-a convenient location, free parking, late-night opening or even a restaurant/coffee night opening or even a restaurant/coffee shopshop

Eg: Carrefour, Electronic city, etcEg: Carrefour, Electronic city, etc

Co-operative AdvertisingCo-operative Advertising

The message is relative simple-for a The message is relative simple-for a limited period, this brand/product/model limited period, this brand/product/model pack is available only at this outlet at a pack is available only at this outlet at a special offer price or with a giftspecial offer price or with a gift

Eg: Credit card BCA-Starbucks, XL-Eg: Credit card BCA-Starbucks, XL-Blackberry, etcBlackberry, etc

Direct-Response AdvertisingDirect-Response Advertising

Direct advertising is advertising to Direct advertising is advertising to customer who deal with the manufacturer customer who deal with the manufacturer or supplier without intermediate or supplier without intermediate wholesalers and retailerswholesalers and retailers

Eg: TV MediaEg: TV Media

Public-Service AdvertisingPublic-Service Advertising

A A public service Advertisingpublic service Advertising ( (PSAPSA) or ) or community service announcementcommunity service announcement (CSA) is a (CSA) is a non-commercial advertisement, typically on non-commercial advertisement, typically on radio or television, broadcast for the public.radio or television, broadcast for the public.

The main concept is to modify public attitudes by The main concept is to modify public attitudes by raising awareness about specific issues.raising awareness about specific issues.

Eg: Anti Narkoba, Pekan Imunisasi NasionalEg: Anti Narkoba, Pekan Imunisasi Nasional

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