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Introduction To Advertising: Anila Abid Gift University

The document provides an introduction to advertising, outlining its key functions such as branding, communicating information, and stimulating sales. It then classifies advertising based on target audience (consumer vs business), geographic area (international to local), and media used (print, TV, radio, etc.). Finally, it defines and gives examples of different types of advertisements like retail, classified, public service, and celebrity endorsements.

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Anila Abid
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37 views53 pages

Introduction To Advertising: Anila Abid Gift University

The document provides an introduction to advertising, outlining its key functions such as branding, communicating information, and stimulating sales. It then classifies advertising based on target audience (consumer vs business), geographic area (international to local), and media used (print, TV, radio, etc.). Finally, it defines and gives examples of different types of advertisements like retail, classified, public service, and celebrity endorsements.

Uploaded by

Anila Abid
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Introduction to

Advertising

Anila Abid
Gift University
Functions of Advertising
 To identify products and differentiate them from others. (branding)
 To communicate information.
 To induce consumers to try new products and to suggest reuse. (new and
repeated consumers)
 To stimulate the distribution.
 To build brand awareness, preference and loyalty.
 To lower the cost of sales. (For
the cost of reaching just one
prospect through personal selling, companies can reach
thousands of people through media advertising.)
Classifications of Advertising
 Classification by target audience

 Consumer advertising: aimed at people who buy for their own


use
 Business advertising: aimed at people who buy for use in
business
 Classification by geographic area:

 International/global advertising (foreign markets)


 National advertising

 Regional advertising (in one area or region)


 Local advertising (in only one city or local trading area)
Classifications of Advertisement
 Classification by medium:

 Print advertising (newspaper, magazines, brochures, flyers)


 Electronic advertising (television, radio: commercials; Internet)
 Outdoor advertising (billboards, kiosks, public transport, events)
 Direct-mail advertising (through the Postal Service and by e-
mail)
 POP (point of purchase) advertising
Types of Advertisement
 Out-Door Advertisement
 In-Door Advertisement
 Non-Product Advertisement
 Radio Advertisement
 T.V Commercial
 National Advertisement
 International Advertisement
 Retail Advertisement
 Classified Advertisement
 Local Advertisement
Cont………

 Brand Advertisement
 Covert Advertisement
 Infomercials Advertisement
 Celebrities Advertisement
 Online advertising
 Surrogate Advertising
 Broadcast advertising
 Public Service Advertising
 Local Advertisement
Retail Advertisement

 Emphasizes the specific retail outlet as the place to buy a specific range of
brand.
 It can be local store advertising in local newspaper.
Classified Advertisement

 Is a product or services advertising that appears in specific section of


newspaper under the heading classifying the product or service being offered.
Non-Product Advertisement

 This kind of advertisement is advertised from political parties trade fraternal


and social group for the purposes of safeguard ideologies, social betterment
and institution.
Public Service Advertisement

 The same advertisement techniques use to promote commercial goods and


services can be used to inform, educate and motivate the public about non-
commercial issues such as
 HIV/AIDS, Political ideology and Energy consveration
Out-Door Advertisement

 Bill-board and message painted on the side of buildings are common forms of
out-door advertising, which is often used when quick, simple, ideas are being
promoted.
Covert advertising

 Covert advertising is a unique kind of advertising in which a product or a


particular brand is incorporated in some entertainment and media channels
like movies, television shows or even sports.

Covert advertising
Brand Advertising

 It is advertising with a strong emphasis on the company brand (logo and/or


company name) also known as integrated marketing communications (IMC).
Broadcast advertising

 Broadcast advertising is a very popular advertising medium that constitutes of


several branches like television, radio or the Internet. Television
advertisements have been very popular ever since they have been introduced.
The cost of television advertising often depends on the duration of the
advertisement, the time of broadcast (prime time/peak time), and of course
the popularity of the television channel on which the advertisement is going
to be broadcasted.
international advertising
Advertising a product or service in a country other than
where it originates.
National Advertisement

 Geographically speaking national advertising’s range is extended to the


territorial limits of the country.
 The advertiser use the national media to inform the consumer about the
product.
 The advertiser use the national local or regional language but prefers the
national language.
 It can be available in everywhere of country and easily purchased it.
Celebrities Advertisement

 Although the audience is getting smarter and smarter and the modern day
consumer getting immune to the exaggerated claims made in a majority of
advertisements, there exist a section of advertisers that still bank upon
celebrities and their popularity for advertising their products.
Infomercials Advertisement

 There are two types of infomercials, described as long form and short form.
Long form infomercials have a time length of 30 minutes. Short form
infomercials are 30 seconds to 2 minutes long. Infomercials are also known as
direct response television (DRTV) commercials or direct response marketing.
Local Advertisement

 Any advertising placed by a company, organization, or individual operating in


a limited geographical area such as a city or within a state.
Surrogate Advertising

 Surrogate advertising is prominently seen in cases where advertising a


particular product is banned by law. Advertisement for products like
cigarettes or alcohol which are injurious to heath are prohibited by law in
several countries and hence these companies have to come up with several
other products that might have the same brand name and indirectly remind
people of the cigarettes or beer bottles of the same brand.
Online advertising

 Online advertising is the newest and fastest growing way to advertise. The
Internet now provides everything from links on sites, to banner ads on sites,
to small ads on sites, to pay per click advertising.
Professional advertising
Advertising directed toward professionals such as doctors,
dentists, and pharmacists, etc., who are in a position to
promote products to their patients or customers.
Industrial Advertising
advertising directed at commercial business customers. The
advertised products are raw materials, components, or
equipment needed in the production or distribution of other
goods and services.
In-Door Advertisement

 This kind of advertisement provide the best opportunity of putting over a


reasoned selling argument. The advertisement are addressed to the reader,
listener and viewer at a time of leisure when he or she can observe the
message.
Mobile Advertisement
Is a form of advertising via mobile
(wireless) phones or other mobile devices. It is a subset of
mobile marketing.
Radio Advertisement

 It is a small business advertising.


 Radio advertising can be a very effective means to attract customer to some
business.

 New Sathi lather House, Bhiya Pizza,


Fhakar rent a car
Radio Advertisement
T.V Commercial

 Is a generally considered the most effective mass-marketing advertising


format as is reflected by the high prices.
 T.V network charge for commercial airtime during popular events.
Trade and Professional Advertising

 Trade and professional advertising is directed at wholesalers or retailers and


professional people. Manufacturer use trade advertising to persuade retailers
to stock their products, to feature them in their stores.

 Manufacturers advertise to physicians, dentists and architects, not expecting


the physician or dentist or architect to consume the product personally, but
hoping that he/she will prescribe, recommend or specify it to those who will
buy it on his/her recommendation
Industrial Advertising

 Industrial advertising speaks to engineers and other technically trained people


in their respective fields.
 A vast range of items, including machinery, equipment, raw and finished
materials semi processed materials, parts and operating supplies are used by
manufacturers.
 Like cameras in studio
 The basic function of all types of advertising is to inform and persuade the
people.

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