Question

Write a short note on types of advertising.

Explain various types of advertising.

Answer 1

1. Product Advertising: The main objective of product advertising is to promote the sale or reputation of a particular product, brand or service. It is sponsored by manufacturers, traders and other organisations to promote the uses, features, benefits and image of their products and services. 
2. Institutional Advertising: The aim of this type of advertising is to build a favourable image of the organisation rather than to promote the sale of a product or service.
3. Informative Advertising: This type of advertising contains information about a product/service or institution. It makes consumers aware of the existence, features, uses of goods and services. For example, advertisements suggesting how to save petrol or avoid accidents are informative advertising.
4. Persuasive Advertising: This type of advertising is designed to persuade consumers to buy a product or service or to support an idea.
5. Reminder Advertising: It attempts to remind people about the product/service or idea.
6. Concept Advertising: This is also known as 'primary demand advertising' or 'pioneering advertising'. Its purpose is to stimulate demand for a new type of product. Advertisement designed to change life style of people is concept advertising. For example, 'a diamond is forever' seeks to promote diamond jewellery as a concept.

Answer 2

1. Consumer advertising: When an advertising is directed at consumers it is called consumer advertising. Retailers sell only to consumers. Hence they always resort to this kind of advertising. Most of the advertisements on TV, radio, newspapers and magazines are examples of consumer advertising.
2. Industrial or business-to-business advertising: When an advertising is directed at industrial or business buyers, it is called as industrial or business-to-business advertising. The purpose is to attract the business firms to purchase machines, other manufacturing equipment, agricultural appliances; raw materials, etc.
3. Product advertising: The main objective of product advertising is to promote the sale or reputation of a particular product, brand or service. It is sponsored by manufacturers, traders and other organisations to promote the uses, features, benefits and image of their products and services. 
4. Institutional advertising: It tries to create a favourable image towards an organisation as a whole. The immediate aim of advertisement is not to sell any particular product or service. The immediate aim is to build goodwill. Normally, big business groups go in for institutional advertising, for example, Reliance, Tata, L & T.
5. Concept advertising: It is used when a new type of product is introduced in the market. Its purpose is to stimulate demand for that new type of product. It is done to educate the people about the product. Such products change the lifestyle of the people. Concept advertising is also called 'primary demand advertising' or 'pioneering advertising'.