CLASSIFICATION OF ADVERTISING

Sandage, Fryburger and Rotzoll have classified the advertisement according to the users.

1. Advertising by Producers

These are the business enterprises that originate the product and/or service for profit. They often offer the product or service for sale under a brand name, company name or simply one of the many brand offered by the company.

a. Trade advertising is directed toward retailers and whole salers.

b. Public relation advertising- Producers have many publics' to consider, including employees, customers and prospective customers, professionals, legislators and citizens. The means and ends of 'public relation' advertising by producers are diverse. Generally, there is a common purpose to favorably influence one or many of the firm's public, in an increasingly interdependent society.

c. Business advertising

d. Int'l advertising of multinational products or services.

2. Advertising by retailers and wholesalers

3. Advertising by govt., social institutions and groups

According to Chunwalla and friends, advertisements are categoried as:

1.      PRODUCT ADVERTISING

Three types

a.      Pioneering- An attempt is made to stimulate the primary demand of the product catagory rather than a specific brand.

b.      Competitive - Selective demand of a specific product brand is stimulate.

i) Direct- It seeks to stimulate immediate buying action.

ii) Indirect-The benefit of the product are emphasised in anticipation of the consumer's final action of buying.

c. Retantive- The product is now having a firm footing in the market.

2. SERVICE ADVERTISING

            Services are activities, benefits or satisfactions offered for sale. They are intangible, inseparable, variable and perishable. So they, require strict quality control, supplier credibility and adoptability.

Personalized services like laundry, hair-grooming, beauty salon, automotive repairs, when advertised, place greater emphasis on the institution offering it and advantages in patronizing them.

Banks are looking at new ways to provide their services e.g. use of ATMs- automatic teller machines, telephone banking.

3.  INSTITUTIONAL/ CORPORATE AD

Objectives:

-To make the company known

-To make its products/ services known

-To make its achievements known

-To make its value known

-To make socio-political/economic moral statements

Corporate advertising is considered to be 'nice' rather than necessary.

1.      PUBLIC RELATEION ADVERTISING

It is a part of institutional ad, public relation is the deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its public.

Public Relation advertising generally precedes the share issues to create a formable climate for investing public.

Public Relation advertising addressed to customers is about the price revision for whatever reasons, customer education ads, notice about change in address / phone numbers.

2.      PUBLIC SERVICE AD

Let your daughter do you proud, let her Live.

Are you buying Death?

Say no to drugs save your family.

EK Ya Do, Bus!

(ONE or TWO, that's ENOUGH.)

PSA is emotional since it touches people's deepest fears, anxieties and values.

3.      FINANCIAL ADVERTISING

OTHER TYPES OF ADS

Some other ads

1. Personal
2. Classified
3. Institutional
4. EDUCATIONAL AND NGO ADVERTISING
5. ADVOCACY ADVERTISING

One may argue that all advertising is advocacy or ought to be advocacy. Yes, in a broader sense is time. However the term advocacy advertising is used when an institution/ organization is aiming at a change if attitude to achieve a certain objective.

- GENERIC (shared by, including or typical of the whole group of things, not specific) ADVERTISING

It is the advertising that gains the acceptability for a product group rather for brand building.

On sees ads promoting the use of milk or eggs as healthful products.

'HAVE YOU HAD AN EGG TODAY?'

6. COMPARATIVE ADVERTISING

It aims at comparing specific product attributes with competitor's brands. Some analysts question such ads on an ethical ground.

Types of Advertisement

1. Consumer

q       Consumer goods- foods, drinks and confectionaries are fast moving consumer goods whereas, pharmaceuticals which are packaged, branded and retailed are called over the counter goods.

q       Consumer durable- motor, washing machine, TV etc.

q       Consumer services- security, banking, insurance, investments, hotel, restaurant, travel agency

q       Social grade- such advertising referred to the 'right prospects' and 'lowest possible cost.'

2. Business to Business

To promote non consumer goods and services

Goods

q       Raw materials

q       Components and accessories

q       Plants and machineries

q       Office equipments and supplies

Services

q       Insurance

3.      Trade

Address to distributors, wholesalers, agents, importers/exporters etc.

4. Retail

It lies between trade and consumer ad.

q       Department stores

q       Super markets

q       Restaurants

q       Petrol stations

5. Financial

q       Banks

q       Saving companies

q       Insurance

q       Investment companies etc.

6. Direct response- Shopping without shops through mail or telephone or brochure
7. Recruitment- recruiting the staffs

These types are considered by Frank Jefkins in Advertising, fourth edition 2000.