Types of Ads

8/2/2019 Types of Ads

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Advertising A part of promotion mixcan be define as:

A paid form of

Non personal CommunicationFrom an identified sponsor

Using mass media

To persuade or influence audience

With a unique message.


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Area based Brand Burst

Corporate

Covert Comparative Challenging

Direct

Emotional Financial


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Gorilla Interactive Manipulative

Negative

Puffery Product Retail

Surrogate

Spoof Unethical


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Product-Related advertising:- Informative advertising-This advertising figures heavily

in the Introduction stage of a product, where the primaryobjective is to build demand.

MOTOROLA Ads for pagers, explaining how to use them(providing information).

Persuasive advertising- Persuasive Advertising figuresheavily in the Growth Stage of Product Life Cycle, where the

companys objective is to build selective demand for aparticular brand. Like- AKAI TV ads compared the brand with6 competitor brands.


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Reminder advertising- This advertising is highlyimportant in the mature stage of the product to keep theconsumer thinking about the product.

-Fevicol campaigns act as a reminder form of advertising,bonding Fevicol with consumers as the strongest Adhesive

Trade Advertising- It can classified into two categories:-Retail advertising-

Wholesale advertising-


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Retail advertising- can define as covering alladvertising by store that sell good direct to theconsuming public. Example- In & Out promotionaltechniques of retail outlets.

Wholesale advertising- Wholesalers are, generally,not advertising minded, either for themselves or fortheir suppliers. They would benefit from adoptingsome of the image making techniques used by

retailers.


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Area based advertising:- There are three types ofthis advertising. They are as follows-

National advertising- This type of advertising is toencourages the consumer to buy their product wherever they

sold. Advertising that is done in one nation only. Dabur Ads orNirma Ads

Global Advertising: Advertising that is carried on for acompany or a product globally. Like- Im loving it was aglobal ad released by McDonalds

Localadvertising-Advertising that is carried out in aparticular region or market. Like-BRU and AMRUTANJANselected campaign directed towards consumers in SouthIndia.


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Manipulative advertising:- "limits free and informedaction."It is sort of like convincing customers to purchasesomething, but it is based on incorrect or inconclusiveinformation.

Surrogate advertising:- The advertisement comes withthe same music and punch line as the one for the popularliquor brand telecast before the ban on liquor advertisements.

Like- aap, main or Bagpiper". This Bagpiper club soda

advertisement, featuring cine celebrities, is similar to theearlier one for Bagpiper whisky.


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Unethical advertising:-Unethical advertising is when youpromise something you cannot deliver.

For Example- In the fitness industry, you advertise that youguarantee a weight loss of 50 pounds per month with yourprogram. You cannot possible deliver that to every person

who comes into your gym.

Covert advertising:- Covert advertising is when a productor brand is embedded in entertainment and media.

For example, in a film, the main character can use an item or

other of a definite brand, as in the movie Minority Report,where Tom Cruise's character John Anderson owns a phonewith the Nokialogo clearly written in the top corner, or hiswatch engraved with the Bulgarilogo.
http://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Minority_Report_(film)


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Brand advertising: This advertising helps in the long-termbuild up of a brand.

HLLs ads for LUX ,LIRIL, REXONA.

Classified Advertising: This advertising gives informationdissemination about a sale. MID-DAY NEWSPAPER or TOI classified section.

Promotional Advertising: This advertising informs an

announcement about a sale. ADIDAS offering 50% DISCOUNT on sneakers.


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Advocacy Advertising: This advertising is used topublicize a particular cause. All the social ads fall into thiscategory.

Drink, MORE MILK (TV ad by FCB ULKA for NDDB) & AIDSAWARENESS ADS by Govt.

Negative advertising:- emphasizes on negativeattributes of the competitors product instead offocusing on positive attributes of own products.

exp.- Horlicks Vs. complain, Pepsi Vs Thumps up


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Puffery advertising:- In these ads superlative degree isused to create attraction.

Example- Gillettes punch line. The Best a men can get.

Financial advertising:- Ads taking only about financerelated things. Example- all insurance ads.

Gorilla advertising:- Guerrilla Advertising is anunconventional way of performing promotional activities.Usually very funny or subtle, its a great way to promote abusiness with a low budget and generate buzz. But youllneed lots of creativity. Example- guerilla ad
http://guerilla_ad.doc/http://guerilla_ad.doc/


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Emotional advertising:- Ads directly hit consumersemotions. Example- Airtels ad of a little boy with toy phone.

Challenging advertising:- Ads directly or in directly

challenge other company, brand or product. Example-Boomer gumlairs, clairs ka baap & luminous ad No.1 herewe come.

Corporate advertising:-


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Burst advertising:- Ads dont have any above thing orsense but creative ads. Example- Amul Macho ye to badatoing hai.

Silence advertising:- a commercial with little or nomusic will be most effective with an elderly audience. Ifsomeone is doing other things while watching T.V. and all ofa sudden they notice there isn't any sound coming out of thetelevision, their eyes will likely jump up to the television and

it's probably at that moment the person will catch a glimpseof a company name, or a logo.
http://silence_ad.doc/http://silence_ad.doc/


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Spoof advertising:- When we promote our product onopponents ad strategy.

Exp-Thumps up vs. Pepsi, Vodafone Vs. reliance.

Direct advertising:- Aqua sure For demo Call 1800


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Advertising, can be used to address several broadobjectives including: building product awareness,creating interest, providing information,stimulating demand and reinforcing the brand. To

achieve one or more of these objectives,advertising is used to send a message containinginformation about some element of the marketersofferings.

For better understanding here we will discussabout some basic and broad objectives ofadvertising.


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To inform: This type of advertising is heavily used in thepioneering stage of a product category, where the aim is tobuild primary demand.

Ujala commercial, where the ad talks about how different it isfrom the age old neel by talking about its solution contents

and showing how different your clothes look when washedwith Ujala.

To Persuade: when the product is in the competitive stage,where the companys objective is to build selective demandfor a particular brand.

Whirlpool ice magic positions itself as being a quick icemakerand was the first one of its kind to use this as a marketingplatform.


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To Remind: when the product is in the maturity stage. Theyare intended to remind people to purchase your bran d.

Thumps up, Coke, Pepsi ads all these ads no more are shownto create awareness or persuasion because people are alreadyaware of their presence and already have chosen the brand of

their choice. These are just reminder ads to keep the brand orthe company fresh in the minds of the consumers or have thebrand top of mind.

To Reinforce: It seeks to ensure the buyers that they havemade the right choice by purchasing your brand.

Hamara Bajaj advertisements make the owner of the twowheelers of Bajaj proud of their possession by giving it apatriotic positioning


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Launch of new product/service:- To inform consumersabout new product launching. exp- Parle Lite barbone.

Expansion of market to new users:- To inform aboutcompanys market expansion. Exp- India got Talent.

Announcement of product modification:- To informabout product modification. Exp- Bajaj Pulsar.

Announcement of dealers location:- To inform aboutplace where the product is available. Exp- Strapsil. Nowavailable in your nearest general store.


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Announcement of special offers:- To inform aboutlatest/special offers. Exp- Dettol combo offer 9Rs off.

To educate the customers:- To tell about what are thebenefits from the product and how to use that. Exp- AircelsPocket internet.

To create social responsibility:- To make customersocial. Exp- Padhega India tabhi to Badhega India.


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The advertisers are therefore, concerned with theirimpact on consumer awareness and attitude. Thecommunication effect on sales may be presented inthe following figure:-Communication Effect on Sales

Awareness

Attitude

Trial

Satisfaction

Purchases or repurchase


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Hierarchy-of-Effects Models

Purchase

Conviction

Preference

Liking

Knowledge/Comprehension

Awareness


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An advertising agency:- is an independentorganization set up to render specialized services inadvertising in particular and marketing in general. Advertisingagencies started as space brokers for the handling of theadvertisements placed in newspapers. Over the years, the

function of the agencies has changed. Their main job today isnot to aid media but to serve advertisers. Some agencies are-

Mudra communications Pvt. Ltd,

Ogilvy and Mather Limited,

JWT (Hindustan Thompson Associates Pvt. Ltd.),

FCB-Ulka advertising pvt.Ltd.,

Rediffusion DY&R Pvt. Ltd


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Media Planners:- Once an advertisement is created, it must beplaced through an appropriate advertising media. Understanding thenuances of different media is the role of a media planner, who looksfor the best media match for a client and also negotiates the best

deals.

Creative Team:-An agencys creative team consists of specialists ingraphic design, film and audio production, copywriting, computerprogramming, and much more.

Researchers:- Researchers are also used following thecompletion of an advertising campaign to measure whether thecampaign reached its objectives.

Account Management:- Within an advertising agency theaccount manager or account executive is tasked with handling allmajor decisions related to a specific client. These responsibilitiesinclude locating and negotiating to acquire clients


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There are basically four types of ad agencies Theyare:

In-house agencies:- An in-house agency is an ad agencyset up, owned and operated by the advertiser. Exp- dabursAd bur.

Creative boutiques:- Creative boutique is an agency thatprovides only creative services. These specialized companieshave developed in response to some clients desires to useonly the creative talent of an outside provider whilemaintaining the other functions internally.

Media buying agencies:- Media buying agencies areindependent companies that specialize in the buying ofmedia, particularly radio and television.


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effective communication requires the message source tocreate (encoding) a message that can be interpreted(decoding) by the intended message receiver. In advertising,the act of creating a message is often considered the creativeaspect of carrying out an advertising campaign. When

creating an advertising message the marketer must considersuch issues as:

General Message Factors:- Characteristics of the Target Audience

Type of Media Used

Product Factors

Overall Advertising Objective


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Message Structure:- The Appeal This refers to the underlying idea that captures

the attention of a message receiver. Appeals can fall intosuch categories as emotional, fearful, humorous, and sexual.

Value Proposition The advertising message often contains areason for customers to be interested in the product whichoften means the ad will emphasize the benefits obtained fromusing the product.

Slogan To help position the product in a customers mindand distinguish it from competitors offerings,advertisements will contain a word or phrase that is repeatedacross several different messages and different media outlets.


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Message Testing:- The most popular method of testingadvertising for the marketer (or their ad agency) is to conductfocus groups where several advertising messages arepresented. On the Internet, advertising delivery technologyallows for testing of ads by randomly exposing website

visitors to different ads and then measuring their response.


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These are the various types of Media:- Television :- All visual ads.

Radio :- Ads on FMs

Print Publications :- All printed ads

Internet :- pop ups, Flash msg, skyscraper. Direct Mail :- Mails etc.

Signage :- Skywriting, Plan banner, mobile billboard

Mobile Devices :- Messages on mobiles

Sponsorships :- sponsoring something

Others :- Fax, product packing, Print on retail bills


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