ADVERTISING
2014

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Types of Advertising

Advertising Types

Personal advertising

Ads that are placed by individuals with a specific purpose, such as matrimonial, situation wanted, selling some household goods, or placing an obituary notice

for a dear one. (Times Matrimonial)

Vacancy or appointment advertising

Advertisements that detail situations/jobs vacant.

Placed either by the employer or placement agencies,

keeping the name of the company secret. (Times Ascent)

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National consumer or Brand advertising

Focuses on building long-term brand identity

and image.

Retailer or Local advertising

Usually carried out in local markets (certain geographical

areas) to announce availability and thereby

increase consumer traffic. Also used to create retailer

image.

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Direct-Response Advertising

Tries to stimulate a sale directly. The consumer can

respond by telephone, sms, mail, and the product is

delivered directly to the consumer by mail or some

other carrier.

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Business to Business advertising

B2B advertising is sent from one business to another.

Not directed at general consumers. Ads are placed in

industry specific publications.

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Institutional Advertising

Advertising that promotes a companys mission and philosophy. Also known as corporate advertising.

(HLL to HUL; Hutch to Vodafone; Aditya Birla Group)

Service advertising

Advertising that is aimed at publicizing services like

hotel, airlines, insurance, tele-communication etc.

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Financial advertising

Advertising aimed at selling financial products

like mutual funds, bonds, debentures, fixed deposits etc.

This occurs when companies decide to collect

money from the primary market.

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Educational and NGO advertising

Advertising aimed at students for choice of courses

inserted by educational institutions. NGO advertising

refers to advertising by the non-governmental sectors espousing various causes for their support.

(CRY)

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Advocacy advertising

Advertising that aims at convincing various sections

of the public to accept an organizations

position on certain issues. (Delhi Police, Bhagidari -

Delhi Government)

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Generic advertising

Advertising that does not talk about a particular brand

but a category of products like gold, diamonds,

milk, eggs.

Comparative advertising

Advertising that makes indirect or direct comparison

between brands, implying that one brand is better

than the other. (Car brands)

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Political advertising

Advertising by various political parties at the time

of elections. Such advertising at times talks about the

political agenda of the sponsoring political party or

aims at deriding the opposite political party.

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Surrogate advertising

Surrogate advertising refers to the strategy used by the companies and advertisers when the product is promoted clandestinely, because the law of the land may not permit advertising a particular product. (Liquor)

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Public service advertising

Aimed at issues of public interest and promotes

public welfare or public service. (Pulse polio, national

integration, HIV Aids)

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