CLASSIFICATION OF ADVERTISING MODULE - 3 Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 1

On the basis of area AREA LOCAL REGIONAL NATIONAL INTERNATIONAL Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 2

Local Advertising Also known as retail advertising Media: newspapers, banners, posters, cable network, neon signs, billboards. Response expected- “Buy at my store” Under by retailers to build name & goodwill of the store and bring in more sales from local buyers. E.g Vijay sales, Cambridge, Reliance, Big Bazaar etc. Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 3

Regional Advertising Marketers concentrate on a particular region like – western region or southern region Media used : regional newspapers, magazines, radio, regional television channels Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 4

National advertising Undertaken by marketers who sell their products throughout the nation Media used: national network television, magazines, internet The ads are inn respect of branded products. E.g samsung, sony, colgate, cadburys HUL, P& G, Tata Response expected: ”Buy my brand” Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 5

International advertising Undertaken by MNC’s, hotels, exporters who sell their products or services in different countries. Advertisement depends on the target audience Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 6

On the basis of audience Consumer AdvertisingIndustrial AdvertisingTrade AdvertisingProfessional Advertising Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 7

Consumer Advertising: it is aimed at ultimate consumers. It is done through mass media like television, newspapers, magazines etc. For FMCG products such as detergents, soaps, toothpaste, cosmetics, and products like motor cycles, refrigerators, music systems etc. Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 8

Industrial Advertising: This type of advertising is used by manufacturers and distributors of industrial goods such as plant & machinery, equipment, spare parts and components. Ads usually appear in trade journals or direct mail advertising. Other media used are business magazines, trade fairs & exhibitions Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 9

Trade Advertising: It is directed towards channel members such as wholesalers, retailers, stockists and other intermediaries. Media used are – trade journals, brouchures, direct mail, etc Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 10

Professional advertising: it is targeted at professional groups such as doctors, lawyers, teachers, architects, etc. Products like medicines, books, building material etc Media used – professional journals, personal selling, magazines etc. Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 11

On the basis of Media Print Advertising Broadcasting Adv Outdoor Advertising Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 12

Print Advertising: It refers to advertising in print media like newspapers, magazines, journals, periodicals Detailed information can be given Preferred for financial advertising It has reference value Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 13

Broadcasting Advertising: it refers to advertising on radio and television Radio- spot announcements & sponsored programmes. It may be in the form of commercial songs, opinion of famous personality etc. It is very popular in rural areas Television- Offers both audio-visual impact suitable for product to be demonstrated Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 14

Outdoor advertising – OOH advertising: it includes POP ad, banners, neon signs, posters, billboards, transit ad etc. It is more effective for local advertising It is an excellent form of reminder advertising Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 15

On the basis of stages of Product Life Cycle Pioneering advertising Reminder /Retentive Ad Competitive Advertising Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 16

Pioneering: Advertising during the introductory stage. Objective is to make the target audience aware of the new brand Competitive : Advertising during the growth stage. Objective is to persuade the buyer. It is undertaken to face competition Reminder : Advertising during the maturity stage. It is undertaken to remind the consumers to go for repeat purchase of the advertised brand. It attempts to maintain brand loyalty. Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 17