Q-4 Classification of Advertising
Advertising can be classified on the basis of Function, Region, Target Market, Company demand,
Desired response, and Media.
A) Classification on the basis of function
o Advertisement informs the customers about a product
o Advertisement persuades the consumers to buy a products
o Advertisement reminds existing customers about the presence of the product in the market
Informative advertising: This type of advertising informs the customers about the products, services, or
ideas of the firm or organization. It broadcasts information on products, services and ideas sold on the
open market through a variety of media portals.
Persuasive advertising: This type of advertising persuades or motivates the prospective buyers to take
quick actions to buy the products or services of the firm. Persuasion is the core mission of advertising.
Reminder advertising: This advertising reminds the existing customers to become medium or heavy
users of the products or services of the firm that have been purchased by them at least once.
B) Classification on the basis of region
Advertisements can also be classified on the basis of the region, say:
Global advertising: It is executed by a firm in its global market niches. Reputed global magazines like
Time, Far Eastern Economic Review, Span, Fortune, Futurist, Popular Science. Supermodels and cinema
stars are used to promote high-end products Examples: Sony, Philips, Pepsi, Coca Cola, etc.
National advertising: It is executed by a firm at the national level. It is done to increase the demand of
its products and services throughout the country. Examples: BPL (Believe in the best). Whirlpool
Refrigerator (Fast Forward Ice Simple) etc.
Regional advertising: If the manufacturer confines his advertising to a single region of the country, its
promotional exercise is called Regional Advertising.
Local advertising: When advertising is done only for one area or city, it is called Local Advertising. Some
professionals also call it Retail Advertising.
C) Classification on the basis of target market
Depending upon the types of people who would receive the messages of advertisements, we can classify
advertising into four subcategories:
Consumer product advertising: This is done to impress the ultimate consumer. An ultimate consumer is
a person who buys the product or service for his personal use. Examples: Advertisements of Intel,
Kuttons (shirt), Lakme (cosmetics) etc.
Industrial product advertising: This is also called Business-to-Business Advertising. It is directed towards
the industrial customer.
Trade advertising: This is done by the manufacturer to persuade wholesalers and retailers to sell his
goods. .Hence, it is designed for those wholesalers and retailers who can promote and sell the product.
Professional advertising: This is executed by manufacturers and distributors to influence the
professionals of a particular trade or business stream. Doctors, engineers, teachers, purchase
professionals, civil contractors architects are the prime targets of such manufacturers.
Financial advertising: Banks, financial institutions, and corporate firms issue advertisements to collect
funds from markets. They publish prospectuses and application forms and place them at those points
where the prospective investors can easily spot them.
D) Classification on the basis of desired responses
An ad can either elicit an immediate response from the target customer, or create a favourable image in
the mind of that customer.
Direct action advertising: This is done to get immediate responses from customers. Examples: Season's
sale, purchase coupons in a magazine.
Indirect action advertising: This type of advertising exercise is carried out to make a positive effect on
the mind of the reader or viewer. After getting the advertisement he does not rush to buy the product
but he develops a favourable image of the brand in his mind.
Surrogate advertising: This is a new category of advertising. In this type of promotional effort, the
marketer promotes a different product. For example:
E) Classification on the basis of the media used in advertisement
The broad classification based on media is as follows:
Audio advertising:
Visual advertising:
Audio-visual:
Written advertising:
Internet advertising:
Verbal advertising:
