CLASSIFICATIONS OF

ADVERTISING
ABCOM | Prepared by Anj De Castro
5 MAIN CLASSIFICATIONS OF
ADVERTISING
Area-Based Classification
Audience-Based Classification
Action-Based Classification
Media-Based Classification
Function-Based Classification
1. Area-Based Classification
A personalized and targeted form of advertising based on the
geo-location of the audience or the advertising business.
Advertisers can tailor their messages based on the retail location,
routes, weather, and of course, behavioral patterns of the target
customers/audience.
1. Area-Based Classification
➔ Local Advertising- aims to capture the attention of a geographically proximate
audience. This type of advertising is particularly beneficial for service providers
looking to establish a strong presence within their community. Channels often
employed include local newspapers, community radio stations, and event
sponsorships.
➔ National Advertising- Spans across an entire country, appealing to a wider
demographic. The mediums employed are more far-reaching, such as national
television networks, widely circulated newspapers, and prominent online platforms.
National advertising is a powerhouse for brands seeking to establish a broad
customer base and a consistent brand identity.
➔ International Advertising- necessitates a nuanced understanding of cultural
sensitivities and diverse preferences. Social media platforms, international
publications, and cross-border media channels become essential tools for brands
aiming to connect with a global audience.
1. Area-Based Classification
2. Audience-Based Classification
These are ads that target specific groups of people who are most
likely to be interested in a particular product, service, or issue.
This can be based off customer demographics,
business-to-business partnership deals, or for a social cause.
2. Audience-Based Classification
➔ Consumer Advertising- or business-to-consumer (B2C) advertising, is tailored to
engage end-users directly. This is prevalent in industries such as retail,
e-commerce, and fast-moving consumer goods (FMCG). Through creative
storytelling and relatable imagery, brands strive to tap into consumers’ emotions
and desires, driving them to make purchasing decisions.
➔ Business-to-Business (B2B) Advertising- focuses on showcasing how a product
or service can address specific business needs and enhance operational efficiency.
Trade shows, industry publications, and specialized networking events play a crucial
role in this domain, allowing businesses to forge partnerships and collaborations.
➔ Social Cause Advertising- aligns with social issues and promotes positive
change. Non-governmental organizations (NGOs) and governmental agencies
often employ this type of advertising to raise awareness and mobilize support for
various causes by evoking empathy and a sense of responsibility.
2. Audience-Based Classification
3. Action-Based Classification
Thus categorizes campaigns based on the specific actions the
advertiser wants the audience to take. Instead of focusing solely
on the platform or creative format, this approach emphasizes the
desired outcome of the advertisement.
3. Action-Based Classification
➔ Direct Response Advertising- designed to prompt an immediate action from the
audience. This could involve making a purchase, signing up for a newsletter, or
filling out a form. Email marketing, online pop-up ads, and direct mail campaigns
are common strategies in this category. The goal is to create a sense of urgency or
value that compels the audience to take immediate action.
➔ Brand Awareness Advertising- shifts the focus to creating a lasting impression
rather than an immediate action. Through creative visuals, memorable slogans,
and emotional storytelling, brands strive to embed their identity in the minds of
consumers. Over time, this exposure contributes to a stronger brand recall and
affinity.
➔ Conversion-Oriented Advertising- strategically guides consumers through the
sales funnel. It aims to convert potential leads into loyal customers. Paid search
ads, retargeting campaigns, and product-focused advertisements in e-commerce
settings are typical examples.
3. Action-Based Classification
4. Media-Based Classification
This categorizes campaigns based on the medium or platform
used to deliver the message. Advertisers must closely evaluate
which channels offer the greatest amount of benefits for the least
relative cost. Each advertising medium should be chosen based
on the goals of the campaign and the channel’s ability to reach a
target audience.
4. Media-Based Classification
➔ Print Advertising- allows brands to establish credibility and engage readers in a
thoughtful manner. Print advertising often appeals to an older demographic and is
effective for conveying in-depth information. It holds a traditional charm
encompassing mediums like newspapers, magazines, flyers.
➔ Broadcast Advertising- use of mass media channels, specifically television and radio,
to deliver advertisements to a wide audience. Brands can leverage visual effects, music,
and impactful narratives to create a memorable impression. While television offers a
broad reach, radio advertising’s auditory appeal can resonate deeply with listeners.
➔ Digital Advertising- new era of advertising through various online platforms. Social
media, search engines, display ads, and influencer collaborations constitute the digital
advertising landscape. The precision of audience targeting and real-time engagement
metrics make digital advertising a powerful tool for reaching a vast and diverse
audience.
➔ Outdoor Advertising- commands attention in the physical world with billboards,
transit ads, and signages strategically placed in high-traffic areas. These visuals leave a
lasting impact on passersby
4. Media-Based Classification
4. Media-Based Classification
4. Media-Based Classification
5. Function-Based Classification
➔ Informative Advertising- an educational tool, conveying essential information
about a product or service. By highlighting features, benefits, and unique selling
points, businesses empower consumers to make informed purchasing decisions.
➔ Persuasive Advertising- employs emotional appeals, compelling narratives, and
persuasive language to influence consumer attitudes and perceptions. This
approach aims to forge an emotional connection between the brand and its
audience, encouraging them to align with the brand’s values and offerings.
➔ Reminder Advertising- aims to reinforce brand awareness and maintain a
brand’s presence in consumers’ minds. Established brands often employ this
strategy to retain customer loyalty and prevent their products from fading into
obscurity.
5 Function-Based Classification
Group Activity
For this activity, each group will choose an international brand that operates both
globally and in the Philippines. The task is to analyze how the brand adapts its
advertising strategies to different cultural contexts, with a focus on localization efforts
in the Philippines.
The following aspects shall be taken into consideration:
➔ Brand Context/History
➔ Global Advertising Strategies
➔ Localization in the Philippines
➔ Local Challenges
➔ Effectiveness
Each group has a max of 15 minutes to present their reports in class on 27th of
August. Use visuals to support your analysis. An assignment tab will be posted for a
more detailed description of the activity.
REFERENCES
Agrawal, A., & Agrawal, A. (2024, August 12). Classification of Advertising: All you need to know. Ginger Media Group - India’s Best
Advertising Company. https://www.gingermediagroup.com/blog/classification-of-advertising/
K, R. (2023, January 26). Location Based Advertising Complete Guide (2021 update). Knorex.
https://www.knorex.com/blog/articles/location-based-advertising-2#What_is_location-based_advertising_LBA
Kamody, T. (2024, May 9). Maximizing Your Advertising Impact with Audience-Based Buying. Tunnl.
https://www.tunnldata.com/blog/what-is-audience-based-media-buying