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Explain classification of advertising?

by Puja

Advertising defined as a non personal presentation and promotion of ideas, goods or services paid by an identified sponsor. It is non personal mass communication which has become a potent means of education and mass selling. It consist of all the advertisements involved in presenting product information targeting audiences through media such as newspaper, magazines, catalogs, booklets, posters, television, radios, cards, calendars, transport, etc.

Classification on the basis of geographical spread –

1. National advertising – When the advertisement is broadcasted across the country it is called national advertising. This advertisement is for peoples who are residents in that country because any company who runs an advertisement of its product, its main responsibility remains to target our local customers and also increase the sales of our product. For Example– Patanjali Ayurvedic Products.

2. International advertising – These types of advertisements are broadcasted throughout the world and it is the process of providing information about persuading the customers and reminding the customers about the brands which are available at the global level.

3. Local advertising – When the advertisements are broadcasted within a local area of a particular product. These advertisements must be according to local tastes and preferences.

4. Regional Advertising : It has wider coverage, as compared to local advertising. It covers a particular region, which may be one state, or, more than one state, the people of which may be having a common tongue, or, using one common product.

Classification on the basis of target audience

1. Consumers – This advertising is based on promoting products because it defines the consumer’s personal consumption. In these advertisements, the company focuses on the daily use of products which are used by the customers. For Example– FMCG Products like shampoo, soaps, and so on.

2. Industrial advertising – This advertisement is focus on to promote industrial products such as raw materials capital items, and operating supplies. However, the industrial products are totally focused on the business to business activity.

3. Professional advertising – It influence the professionals like doctors, lawyers, architects, professors, etc. The media used can be direct mail.

Classification on the basis of media

1. Print media –  For a long time print media is an advertising media that has been running. This media includes various channels or things to promote their products like brochures, yellow papers, fliers, and journals.

2. Electronic media – Electronic media advertisement targets many audiences at once and is published in every country thus it is very popular advertising all over around the world. Electronic, or, broadcast media consists of (i) radio, (ii) television, (iii) motion pictures, (iv) video, and (v) the internet.  

3. Online media – Online media is a very popular and we also know it as internet advertising. This advertisement helps to promote the products in social media tools.

4. Outdoor Media : This include posters, neon signs, transit, point of purchase (POP), etc. It can be a good supporting media to other forms of advertising.

Classification on the basis of function

  1. To inform – When any advertising is advertisE in any place, its main motive is to give full information about the product to the target customers. Through the advertisement, tell the customer about the features, uses, and durability of the product so that the customer buy the product and also became the potential buyer.
  1. To remind – Advertising advertise the products and services and also make our potential buyers. But the advertisements for anything should be continuously done, because if we quit the broadcasting of advertisement, then our customers will forget the products.
  1. To persuade – Advertising is a form of non-personal communication use to persuade or enhance to take a new action. It also helps to define the category of customers about suitability of the product.

Classification on the basis of action

  1. Immediate response – These kinds of advertisement provide immediate response in the form of purchase of the product. For Example– An advertisement for the offer can result in more sale of a product.
  2. Indirect response – These kinds of advertisement are work for building the brand image in the minds of the customers so that they can purchase the products over a period of time. For Example– An advertisement related to banks, insurance policy, and so on.

Classification on The Basis of Advertising Stages

1.  Advertising at Pioneering Stage : Advertising at pioneering stage‟ is to make the audience fully aware of the new brand of product and to inform, influence, and persuade them to buy, or, use it by highlighting its unique features.

2. Advertising at Competitive Stages : Once the brand survives the introductory stage, it has, soon to face a stiff competition with other well established brands in the market.

3. Advertising at Retentive Stage : When the product has captured a large share of the market, „retentive advertising‟ is undertaken to maintain, or retain the stable position in the market as long as possible.

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