Classificatin of Advertising

bull Objective bull bull You will get to understand the different

types of advertisements bull bull You will be able to differentiate the different

types of advertisements bull bull Based on the types you will also understand

the message strategy along with the objectives to be followed

Classification of Advertising

bull Advertising can be classified by target audience geographic area medium and purpose

GeographicGeographicAreaArea MediumMedium PurposePurposeTargetTarget

AudienceAudience

Classification of Advertising

Consumer advertising Aimed at people who buy the product for their own or someone elsersquos personal use

Business advertising Aimed at people who buy or specify goods and services for use in business Industrial Trade Professional Agricultural (farm)

TargetTargetAudienceAudience

GeographicGeographicAreaArea MediumMedium PurposePurpose

Consumer advertising Product or brand knowledge coupled with a

clear positioning derived from a well thought out marketing strategy is essential to every successful advertising program The other elements in good product advertising are packaging trademark and such other physical and psychic attributes of the product like taste color texture aroma style and design The saleabilty influence of these product attributes is to be analyzed before incorporating them in the advertising messages through various mediums

Product advertising Product advertising is of 3 types namely bull Pioneering or Informative advertising Attempt is made to stimulate the primary

demand of the product category rather than a specific brand For example the advertisement Malaysia Tourism with their pictorous TV commercial and the slogan lsquoMalaysia - Truly Asiarsquo Here the product category is introduced first educative in intent and it appeals to the consumerrsquos rational as well as to his emotional being

Product advertising

PRODUCT ADVERTISING bull Competitive or Persuasive advertising

selective demand of a specific product brand is stimulatedThe product is established in the market and has reached the growth or maturity stage of the PLC Very competitive to market forces Two types

1048766 Direct type where it seeks to stimulate immediate buying action

1048766 Indirect type here the benefit of the product is emphasized in the anticipation of the buying

Consumer advertising

bull bull Retentive or Reminder oriented The product is now having a firm footing in the market place Its sales may start to decline at a later point The buyer must be reminded about the product to sustain his loyalty It is a soft sell approach where the buyer is judged to continue the usage of the product The essence here is to keep the brand name in front of the eye of the viewer Used at both the maturity as well as the declining stage

Consumer advertising

bull following points should be taken into consideration

bull 1 Most of them are in competitive field and engaged in advertising

bull 2 Non-durables are frequently bought bull 3 Non-durables are appliances which serve

for a long period of time bull 4 Both rational as well as emotional appeals

are used

5 Use of celebrity endorsement is heavy 6 Major chunk of advertising business

Industrial Advertising

bull 2 Elaborate buying process is involved bull 3 Main objectives of this class is to Inform get

Orders to stimulate queries to empanel the marketerrsquos name on the buyerrsquos panel of sources

bull 4 Trade journals and lay press are the most sought after media vehicles

bull 5 Seeks to build the corporate image bull 6 Rational appeal is used here The copy gives

facts and figures

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Classification of Advertising

bull Advertising can be classified by target audience geographic area medium and purpose

GeographicGeographicAreaArea MediumMedium PurposePurposeTargetTarget

AudienceAudience

Classification of Advertising

Consumer advertising Aimed at people who buy the product for their own or someone elsersquos personal use

Business advertising Aimed at people who buy or specify goods and services for use in business Industrial Trade Professional Agricultural (farm)

TargetTargetAudienceAudience

GeographicGeographicAreaArea MediumMedium PurposePurpose

Consumer advertising Product or brand knowledge coupled with a

clear positioning derived from a well thought out marketing strategy is essential to every successful advertising program The other elements in good product advertising are packaging trademark and such other physical and psychic attributes of the product like taste color texture aroma style and design The saleabilty influence of these product attributes is to be analyzed before incorporating them in the advertising messages through various mediums

Product advertising Product advertising is of 3 types namely bull Pioneering or Informative advertising Attempt is made to stimulate the primary

demand of the product category rather than a specific brand For example the advertisement Malaysia Tourism with their pictorous TV commercial and the slogan lsquoMalaysia - Truly Asiarsquo Here the product category is introduced first educative in intent and it appeals to the consumerrsquos rational as well as to his emotional being

Product advertising

PRODUCT ADVERTISING bull Competitive or Persuasive advertising

selective demand of a specific product brand is stimulatedThe product is established in the market and has reached the growth or maturity stage of the PLC Very competitive to market forces Two types

1048766 Direct type where it seeks to stimulate immediate buying action

1048766 Indirect type here the benefit of the product is emphasized in the anticipation of the buying

Consumer advertising

bull bull Retentive or Reminder oriented The product is now having a firm footing in the market place Its sales may start to decline at a later point The buyer must be reminded about the product to sustain his loyalty It is a soft sell approach where the buyer is judged to continue the usage of the product The essence here is to keep the brand name in front of the eye of the viewer Used at both the maturity as well as the declining stage

Consumer advertising

bull following points should be taken into consideration

bull 1 Most of them are in competitive field and engaged in advertising

bull 2 Non-durables are frequently bought bull 3 Non-durables are appliances which serve

for a long period of time bull 4 Both rational as well as emotional appeals

are used

5 Use of celebrity endorsement is heavy 6 Major chunk of advertising business

Industrial Advertising

bull 2 Elaborate buying process is involved bull 3 Main objectives of this class is to Inform get

Orders to stimulate queries to empanel the marketerrsquos name on the buyerrsquos panel of sources

bull 4 Trade journals and lay press are the most sought after media vehicles

bull 5 Seeks to build the corporate image bull 6 Rational appeal is used here The copy gives

facts and figures

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Classification of Advertising

Consumer advertising Aimed at people who buy the product for their own or someone elsersquos personal use

Business advertising Aimed at people who buy or specify goods and services for use in business Industrial Trade Professional Agricultural (farm)

TargetTargetAudienceAudience

GeographicGeographicAreaArea MediumMedium PurposePurpose

Consumer advertising Product or brand knowledge coupled with a

clear positioning derived from a well thought out marketing strategy is essential to every successful advertising program The other elements in good product advertising are packaging trademark and such other physical and psychic attributes of the product like taste color texture aroma style and design The saleabilty influence of these product attributes is to be analyzed before incorporating them in the advertising messages through various mediums

Product advertising Product advertising is of 3 types namely bull Pioneering or Informative advertising Attempt is made to stimulate the primary

demand of the product category rather than a specific brand For example the advertisement Malaysia Tourism with their pictorous TV commercial and the slogan lsquoMalaysia - Truly Asiarsquo Here the product category is introduced first educative in intent and it appeals to the consumerrsquos rational as well as to his emotional being

Product advertising

PRODUCT ADVERTISING bull Competitive or Persuasive advertising

selective demand of a specific product brand is stimulatedThe product is established in the market and has reached the growth or maturity stage of the PLC Very competitive to market forces Two types

1048766 Direct type where it seeks to stimulate immediate buying action

1048766 Indirect type here the benefit of the product is emphasized in the anticipation of the buying

Consumer advertising

bull bull Retentive or Reminder oriented The product is now having a firm footing in the market place Its sales may start to decline at a later point The buyer must be reminded about the product to sustain his loyalty It is a soft sell approach where the buyer is judged to continue the usage of the product The essence here is to keep the brand name in front of the eye of the viewer Used at both the maturity as well as the declining stage

Consumer advertising

bull following points should be taken into consideration

bull 1 Most of them are in competitive field and engaged in advertising

bull 2 Non-durables are frequently bought bull 3 Non-durables are appliances which serve

for a long period of time bull 4 Both rational as well as emotional appeals

are used

5 Use of celebrity endorsement is heavy 6 Major chunk of advertising business

Industrial Advertising

bull 2 Elaborate buying process is involved bull 3 Main objectives of this class is to Inform get

Orders to stimulate queries to empanel the marketerrsquos name on the buyerrsquos panel of sources

bull 4 Trade journals and lay press are the most sought after media vehicles

bull 5 Seeks to build the corporate image bull 6 Rational appeal is used here The copy gives

facts and figures

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Consumer advertising Product or brand knowledge coupled with a

clear positioning derived from a well thought out marketing strategy is essential to every successful advertising program The other elements in good product advertising are packaging trademark and such other physical and psychic attributes of the product like taste color texture aroma style and design The saleabilty influence of these product attributes is to be analyzed before incorporating them in the advertising messages through various mediums

Product advertising Product advertising is of 3 types namely bull Pioneering or Informative advertising Attempt is made to stimulate the primary

demand of the product category rather than a specific brand For example the advertisement Malaysia Tourism with their pictorous TV commercial and the slogan lsquoMalaysia - Truly Asiarsquo Here the product category is introduced first educative in intent and it appeals to the consumerrsquos rational as well as to his emotional being

Product advertising

PRODUCT ADVERTISING bull Competitive or Persuasive advertising

selective demand of a specific product brand is stimulatedThe product is established in the market and has reached the growth or maturity stage of the PLC Very competitive to market forces Two types

1048766 Direct type where it seeks to stimulate immediate buying action

1048766 Indirect type here the benefit of the product is emphasized in the anticipation of the buying

Consumer advertising

bull bull Retentive or Reminder oriented The product is now having a firm footing in the market place Its sales may start to decline at a later point The buyer must be reminded about the product to sustain his loyalty It is a soft sell approach where the buyer is judged to continue the usage of the product The essence here is to keep the brand name in front of the eye of the viewer Used at both the maturity as well as the declining stage

Consumer advertising

bull following points should be taken into consideration

bull 1 Most of them are in competitive field and engaged in advertising

bull 2 Non-durables are frequently bought bull 3 Non-durables are appliances which serve

for a long period of time bull 4 Both rational as well as emotional appeals

are used

5 Use of celebrity endorsement is heavy 6 Major chunk of advertising business

Industrial Advertising

bull 2 Elaborate buying process is involved bull 3 Main objectives of this class is to Inform get

Orders to stimulate queries to empanel the marketerrsquos name on the buyerrsquos panel of sources

bull 4 Trade journals and lay press are the most sought after media vehicles

bull 5 Seeks to build the corporate image bull 6 Rational appeal is used here The copy gives

facts and figures

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Product advertising Product advertising is of 3 types namely bull Pioneering or Informative advertising Attempt is made to stimulate the primary

demand of the product category rather than a specific brand For example the advertisement Malaysia Tourism with their pictorous TV commercial and the slogan lsquoMalaysia - Truly Asiarsquo Here the product category is introduced first educative in intent and it appeals to the consumerrsquos rational as well as to his emotional being

Product advertising

PRODUCT ADVERTISING bull Competitive or Persuasive advertising

selective demand of a specific product brand is stimulatedThe product is established in the market and has reached the growth or maturity stage of the PLC Very competitive to market forces Two types

1048766 Direct type where it seeks to stimulate immediate buying action

1048766 Indirect type here the benefit of the product is emphasized in the anticipation of the buying

Consumer advertising

bull bull Retentive or Reminder oriented The product is now having a firm footing in the market place Its sales may start to decline at a later point The buyer must be reminded about the product to sustain his loyalty It is a soft sell approach where the buyer is judged to continue the usage of the product The essence here is to keep the brand name in front of the eye of the viewer Used at both the maturity as well as the declining stage

Consumer advertising

bull following points should be taken into consideration

bull 1 Most of them are in competitive field and engaged in advertising

bull 2 Non-durables are frequently bought bull 3 Non-durables are appliances which serve

for a long period of time bull 4 Both rational as well as emotional appeals

are used

5 Use of celebrity endorsement is heavy 6 Major chunk of advertising business

Industrial Advertising

bull 2 Elaborate buying process is involved bull 3 Main objectives of this class is to Inform get

Orders to stimulate queries to empanel the marketerrsquos name on the buyerrsquos panel of sources

bull 4 Trade journals and lay press are the most sought after media vehicles

bull 5 Seeks to build the corporate image bull 6 Rational appeal is used here The copy gives

facts and figures

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Product advertising

PRODUCT ADVERTISING bull Competitive or Persuasive advertising

selective demand of a specific product brand is stimulatedThe product is established in the market and has reached the growth or maturity stage of the PLC Very competitive to market forces Two types

1048766 Direct type where it seeks to stimulate immediate buying action

1048766 Indirect type here the benefit of the product is emphasized in the anticipation of the buying

Consumer advertising

bull bull Retentive or Reminder oriented The product is now having a firm footing in the market place Its sales may start to decline at a later point The buyer must be reminded about the product to sustain his loyalty It is a soft sell approach where the buyer is judged to continue the usage of the product The essence here is to keep the brand name in front of the eye of the viewer Used at both the maturity as well as the declining stage

Consumer advertising

bull following points should be taken into consideration

bull 1 Most of them are in competitive field and engaged in advertising

bull 2 Non-durables are frequently bought bull 3 Non-durables are appliances which serve

for a long period of time bull 4 Both rational as well as emotional appeals

are used

5 Use of celebrity endorsement is heavy 6 Major chunk of advertising business

Industrial Advertising

bull 2 Elaborate buying process is involved bull 3 Main objectives of this class is to Inform get

Orders to stimulate queries to empanel the marketerrsquos name on the buyerrsquos panel of sources

bull 4 Trade journals and lay press are the most sought after media vehicles

bull 5 Seeks to build the corporate image bull 6 Rational appeal is used here The copy gives

facts and figures

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

PRODUCT ADVERTISING bull Competitive or Persuasive advertising

selective demand of a specific product brand is stimulatedThe product is established in the market and has reached the growth or maturity stage of the PLC Very competitive to market forces Two types

1048766 Direct type where it seeks to stimulate immediate buying action

1048766 Indirect type here the benefit of the product is emphasized in the anticipation of the buying

Consumer advertising

bull bull Retentive or Reminder oriented The product is now having a firm footing in the market place Its sales may start to decline at a later point The buyer must be reminded about the product to sustain his loyalty It is a soft sell approach where the buyer is judged to continue the usage of the product The essence here is to keep the brand name in front of the eye of the viewer Used at both the maturity as well as the declining stage

Consumer advertising

bull following points should be taken into consideration

bull 1 Most of them are in competitive field and engaged in advertising

bull 2 Non-durables are frequently bought bull 3 Non-durables are appliances which serve

for a long period of time bull 4 Both rational as well as emotional appeals

are used

5 Use of celebrity endorsement is heavy 6 Major chunk of advertising business

Industrial Advertising

bull 2 Elaborate buying process is involved bull 3 Main objectives of this class is to Inform get

Orders to stimulate queries to empanel the marketerrsquos name on the buyerrsquos panel of sources

bull 4 Trade journals and lay press are the most sought after media vehicles

bull 5 Seeks to build the corporate image bull 6 Rational appeal is used here The copy gives

facts and figures

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Consumer advertising

bull bull Retentive or Reminder oriented The product is now having a firm footing in the market place Its sales may start to decline at a later point The buyer must be reminded about the product to sustain his loyalty It is a soft sell approach where the buyer is judged to continue the usage of the product The essence here is to keep the brand name in front of the eye of the viewer Used at both the maturity as well as the declining stage

Consumer advertising

bull following points should be taken into consideration

bull 1 Most of them are in competitive field and engaged in advertising

bull 2 Non-durables are frequently bought bull 3 Non-durables are appliances which serve

for a long period of time bull 4 Both rational as well as emotional appeals

are used

5 Use of celebrity endorsement is heavy 6 Major chunk of advertising business

Industrial Advertising

bull 2 Elaborate buying process is involved bull 3 Main objectives of this class is to Inform get

Orders to stimulate queries to empanel the marketerrsquos name on the buyerrsquos panel of sources

bull 4 Trade journals and lay press are the most sought after media vehicles

bull 5 Seeks to build the corporate image bull 6 Rational appeal is used here The copy gives

facts and figures

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Consumer advertising

bull following points should be taken into consideration

bull 1 Most of them are in competitive field and engaged in advertising

bull 2 Non-durables are frequently bought bull 3 Non-durables are appliances which serve

for a long period of time bull 4 Both rational as well as emotional appeals

are used

5 Use of celebrity endorsement is heavy 6 Major chunk of advertising business

Industrial Advertising

bull 2 Elaborate buying process is involved bull 3 Main objectives of this class is to Inform get

Orders to stimulate queries to empanel the marketerrsquos name on the buyerrsquos panel of sources

bull 4 Trade journals and lay press are the most sought after media vehicles

bull 5 Seeks to build the corporate image bull 6 Rational appeal is used here The copy gives

facts and figures

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

5 Use of celebrity endorsement is heavy 6 Major chunk of advertising business

Industrial Advertising

bull 2 Elaborate buying process is involved bull 3 Main objectives of this class is to Inform get

Orders to stimulate queries to empanel the marketerrsquos name on the buyerrsquos panel of sources

bull 4 Trade journals and lay press are the most sought after media vehicles

bull 5 Seeks to build the corporate image bull 6 Rational appeal is used here The copy gives

facts and figures

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Industrial Advertising

bull 2 Elaborate buying process is involved bull 3 Main objectives of this class is to Inform get

Orders to stimulate queries to empanel the marketerrsquos name on the buyerrsquos panel of sources

bull 4 Trade journals and lay press are the most sought after media vehicles

bull 5 Seeks to build the corporate image bull 6 Rational appeal is used here The copy gives

facts and figures

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

TRADE ADVERTISING

bull Used to promote products to resellers encouraging to stock the product

bull Manufacturers communicate the profitability of stocking their product

bull Follows it up by offering trade incentivesbull Prime shelf locationbull Display advertisingbull Pushing product through high mark-up

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

INDUSTRIAL ADVERTISING

bull Directed at manifacturers for promoting machinery equipment raw material consumables etc

bull Small-sized specialised segmentbull Advertisements contain specifications

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

INDUSTRIAL ADVERTISING

1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

TargetTargetAudienceAudience

Classification of Advertising

MediumMedium PurposePurposeGeographicGeographic

AreaArea

Local (retail) advertising Advertising by businesses whose customers come from only one city or local trading area

Regional advertising Advertising for products sold in one area or region but not the whole country

National advertising Advertising aimed at customers in several regions of the country

International advertising Advertising directed at foreign markets

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Retail advertising

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Global Advertising ldquoThe world is smaller than you thinkrdquo so goes the advertisement for the British Airways We are living in a global village and now we are not just catering to the local environment but to a total global environment So let me tell you what is global advertising ldquoIt is any paid form of non personal presentation and promotion of Ideas Goods or Services by an identified global sponsor of a product to a global customerrdquo

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

GLOBAL ADVERTISING

The objectives are as under 1048766 To keep the world wide corporate image 1048766 To reduce production and creative costs 1048766 To avoid message confusion in international areas of media overlap

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

STAR network may rule the skies with its saas bahu potboilers and sports yet it has not been able to dislodge regional players like Sun TV in Tamil Nadu and Eenadu network in Andhra Pradesh

Cultural and societal diversities are held responsible for the growing clout of regional brands The national players often lose touch with aspirations at the grassroots level allowing local players to sneak in and deliver a

telling marketing punch

The success of regional brands with an earthy appeal also reflects the growing confidence of the Indian consumer and a significant drop in the Indian inferiority complex related to English and all things phoren

REGIONAL ADVERTISING

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

MediumMedium

Classification of Advertising

GeographicGeographicAreaArea PurposePurpose

Print advertising Newspaper magazine

Broadcast (electronic) advertising Radio TV

Out-of-home advertising Outdoor transit

Direct-mail advertising Advertising sent through the mail

TargetTargetAudienceAudience

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Product advertising Intended to promote goods and services

Nonproduct (corporate or institutional) advertising Intended to promote firmrsquos mission or philosophy rather than a product

Commercial advertising Intended to promote goods services or ideas with the expectancy of making a profit

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Classification of AdvertisingGeographicGeographic

AreaArea MediumMediumTargetTargetAudienceAudience

PurposePurpose

Noncommercial advertising Sponsored by or for a charitable institution civic group or religious or political organization

Action advertising Intended to bring about immediate action on the part of the reader

Awareness advertising Intended to build the image of a product or familiarity with the productrsquos name and package

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Political Advertising 1 Political advertising includes communications supporting or opposing a candidate for nomination or election to either a public office or an office of a political party (including county and precinct chairs) 2 Political advertising includes communications supporting or opposing an officeholder a political party or a measure (a ballot proposition

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

POLITICAL ADVERTISING

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

CONSUMER ADVERTISING1 CO-OPERATIVE ADVERTISINGbull Manufacturers of consumer durables show special interest in dealer

advertisingbull Helps identify dealers in geographic regionbull Dealers put a ds in local newspapers under their name

bull Material often provided by manufacturers amp guidelines for TV amp print ads

bull Ensures message is in line with brand management bull Cost is shared between manufacture amp dealer

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

2PROFESSIONAL ADVERTISING

bull Aimed at people who are not direct consumers

bull Professionals such as doctors architects engineers medical consultants often make final purchase on behalf of the final client

bull Media used are professional journals direct mail

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

3CORPORATE INSTITUTIONAL ADVTG

bull Extension of public relations functions amp does not promote any specific product or service

bull Brand building through various mediumsbull Corporate communication reaches several

audience such as employees customers stakeholders channel members

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

OBJECTIVES

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

END-PRODUCT ADVERTISING

bull Many products are bought as a part of ingredient in other products

bull ExmdashTeflon (Du Pont ) Pentium ( Intel ) Dolby

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

CLASSIFIED ADVERTISEMENTS

bull Advertisements are arranged under sub-heads that describe the class of goods needs that ad seeks to satisfy

bull Provides community market place for goods services opportunities of every type exndash coaching employment matrimonial business opportunity etc

bull Displayed in small text typebull Substantial source of revenue for newspapers

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

SERVICE ADVERTISING

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

SERVICE ADVERTISING

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

SOCIAL ADVERTISING

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Important Research Findings

bull 1 Advertising elasticities are higher for durables than nondurables

bull 2 Price promotion elasticities are up to 20 times greater than advertising elasticities

bull 3 Advertising elasticities are greater early in the product life cycle and for established brands

bull 4 The first exposures to advertising are most important to short-term sales

bull 5 Price advertising increases price sensitivity whereas nonprice advertising decreases price sensitivity

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues

Ethical and Legal Issues

bull Is advertising manipulativebull Is advertising deceptive or misleadingbull How does advertising affect childrenbull Is advertising intrusivebull Cause-related advertising bull Advertising harmful products

• Classificatin of Advertising
• Slide 2
• Slide 3
• Slide 4
• Classification of Advertising
• Slide 6
• Consumer advertising
• Product advertising
• Slide 9
• PRODUCT ADVERTISING
• Slide 11
• Slide 12
• Slide 13
• Industrial Advertising
• TRADE ADVERTISING
• INDUSTRIAL ADVERTISING
• Slide 17
• Slide 18
• Retail advertising
• Slide 20
• GLOBAL ADVERTISING
• REGIONAL ADVERTISING
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• POLITICAL ADVERTISING
• CONSUMER ADVERTISING
• 2PROFESSIONAL ADVERTISING
• 3CORPORATE INSTITUTIONAL ADVTG
• Slide 32
• OBJECTIVES
• END-PRODUCT ADVERTISING
• CLASSIFIED ADVERTISEMENTS
• SERVICE ADVERTISING
• Slide 37
• Slide 38
• SOCIAL ADVERTISING
• Important Research Findings
• Ethical and Legal Issues