Classification of Advertisement

Classification of Advertisement

Advertisement is classified based on its functional aspect, type of trade and product life cycle. It may be classified as follows;

Institutional Advertising

It is done during the time of product shortages in order to maintain the name of the company or product before the public. It promotes the ideas, policies and sometimes potential issues of a company. It creates good will of the organisation. For Example : Siyarams advertisement for suiting and shirting.

Product Advertisement

It is designed in such a way to promote sales and reputation of a service or particular product. It may introduce a product, develop demand in the market. The product advertisement can be of private or government. For example, initially, the owner of Saravana store was appearing in the advertisement, and after establishing the store, other celebrities are also seen.

Pioneering Advertisement

This is mainly used in the introductory stage of a product. First and foremost, it creates a primary demand and disseminates information regarding the product category rather than any particular brand. For example : The initial advertisement of jeggins when leggins was in peak.

Competitive Advertisement

This can be help where the product reaches the market maturity stage. At this point the product seeks selective demand. Focus is placed on the specific brand rather than general. Advertisement highlights the advantage and special feature of a particular brand comparing other. For example: Some garment brand offer lowest fares and high services for customers comparing others.

Retentive Advertisement

When a product achieves the top most position in the market, this can be done by the company. In this case the sponsor wants people to retain the brand name in public. An approach of soft selling is used. For example: Raymond suiting, though they have reached the pinnacle they still retain their advertisement to remember their name.

Public Service or Non-Commercial Advertisement

They focus on the welfare of the society or a community or nation. The feedback of such advertisements can be seen in terms of good will they generate for the sponsoring organisation. For example : Swatch bharat campaigns are advertised in media to bring awareness among the people about cleanliness.

Trade or Business Advertisement

It is the form of commercial advertisement with respect to wholesale or retail stores. In wholesale it focuses on product promotion which will increase the suppliers. On retail the particular store is highlighted. For example : Pothys and Chennai Silks advertisements through both audio and visual media.

Regional Advertising

It is the advertisement given according to particular geographical area. The business established in one geographical region publishes in that region only.

For example: Silk shops like PSR and Mahaveers advertisement in a particular region.