Advertising Classification, Objectives and Strategies

Presented By:Ashmeet Kaur(Cub Reporter)

Types of advertising

• Consumer Advertising• Advertising to business &

professions• Non Product advertising

Consumer Advertising

• Display Ads– National – Retail– Co-operative– End-Product– Direct Response

• Classified Ads

Display ads

Advertising to Business & Professions• Trade Advertising• Industrial Advertising• Professional Advertising• Corporate & Institutional

Advertising

Non Product Advertising

• Idea Advertising• Service Advertising

Classification based on Media

• Newspaper Advertising• Radio Advertising• Television Advertising• Internet Advertising• OOH Advertising

Some more types ….

• Based on Strategy– Primary Demand

Advertising– Selective Demand

Advertising

• Surrogate Advertising

OBJECTIVES OF ADVERTISING

MAIN OBJECTIVES:

• TRIAL• CONTINUITY• BRAND SWITCH• SWITCHING BACK

OTHER OBJECTIVES

•Provide information•To remind public•Change social

attitude• Induce the public•Convince customers

for direct purchase•Encourage Salesmen

STRATEGIES

Levels of strategies

1. Corporate level

2. Business level

3. Functional level

TYPES• Authentic product positioning

• Catch up advertising

• Lowest price advertising

• Higher price

Sturdiness

More types……..

• Safety advertising

• Quantity advertising

• More bang for buck

• Time of the day

Sources

• http://www.managementstudyguide.com/classification-of-advertising.htm

• www.freetv.com.au/media/CAD/Classification_Handbook.pdf

• www.adcracker.com/strategy/Advertising_Strategy.htm