1. Types of Advertising by Purpose
Primary-demand advertising
Used to increase demand for all brands of a product in a specific industry
Selective-demand (brand) advertising
Used to sell a particular brand of product
Immediate-response advertising
To persuade customers to buy the product within a short time
Reminder advertising
To keep the firm’s name fresh in the public’s mind
Comparative advertising
Compares specific characteristics of two or more brands to show the advertiser’s brand is better
Institutional advertising
Designed to enhance a firm’s image or build its reputation
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2. Advertising Spending by Media and Total Dollars Spent
Source: Robert Coen, “Insider’s Report,” July 2008, p. 4.
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